What is a brand?


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There are many wide and varied explanations on what a 'Brand' is and what strategic business benefits it delivers. Here we try to explain it in a way that is easy to understand.

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What is a brand?

  1. 1. BRANDING, DESIGN & MARKETINGAt one level a brand is a product orservice with a name. BRANDING, DESIGN & MARKETING
  2. 2. BRANDING, DESIGN & MARKETINGWhat is a Brand?
  3. 3. BRANDING, DESIGN & MARKETINGA “brand” can be a company, product,service, utility, charity, football team andeven a government initiative.
  4. 4. BRANDING, DESIGN & MARKETINGA brand is composed of many differentelements, all of which have a combinedeffect on consumers.
  5. 5. BRANDING, DESIGN & MARKETINGThese elements include: logo,publicity, website, collateral,packaging, adverts, business card,signage and vehicle livery.
  6. 6. BRANDING, DESIGN & MARKETINGBut in reality it includes any pointof contact between a company,its customers and any otherinterested parties:
  7. 7. BRANDING, DESIGN & MARKETINGStaff behaviour and their telephonemanner, the way staff deliver a service,the company’s written style, its facilities(i.e. buildings and other customer facingspace), even the coffee it serves!
  8. 8. BRANDING, DESIGN & MARKETINGBasically, everything it is, does, saysand how it looks.
  9. 9. BRANDING, DESIGN & MARKETINGAt one level a brand is quite simplya product or service with a name.
  10. 10. BRANDING, DESIGN & MARKETINGBranding is principally the process ofattaching a name and a reputation tosomething or someone.
  11. 11. BRANDING, DESIGN & MARKETINGPerception is reality.
  12. 12. BRANDING, DESIGN & MARKETINGAnd perception starts with the eye.
  13. 13. BRANDING, DESIGN & MARKETINGA prospects’ perception of a brand is fluid– a mental image that is updated everytime they come into contact with it.
  14. 14. BRANDING, DESIGN & MARKETINGTherefore, it needs to be managed.
  15. 15. BRANDING, DESIGN & MARKETINGManaging a brand is about positivelyinfluencing the way consumers thinkabout a company, the values theyassociate with it, and the quality ofthat feeling.
  16. 16. BRANDING, DESIGN & MARKETINGWhen a prospect needs a problemsolved, something fixed, or a productdelivered it is the brand (the mentalimage) that makes them choose aparticular company on each occasion.
  17. 17. BRANDING, DESIGN & MARKETINGIt acts as a ‘short-hand’ for features,benefits, performance, quality, servicesupport, and the values that thebrand possesses.
  18. 18. BRANDING, DESIGN & MARKETINGThe brand can be viewed as a product,a personality, a set of values and theposition it occupies in people’s minds.It is everything the company wants thebrand to be seen as.
  19. 19. BRANDING, DESIGN & MARKETINGEvery organisation has “consumers”of some kind.
  20. 20. BRANDING, DESIGN & MARKETINGAs consumers in a consumer society weuse brands everyday to help us defineour values, our lifestyles and our goals.
  21. 21. BRANDING, DESIGN & MARKETINGIt’s a fact that products that arewell branded sell better thanthose that aren’t.
  22. 22. BRANDING, DESIGN & MARKETINGThe exact same is true of companies.
  23. 23. BRANDING, DESIGN & MARKETINGThe stronger the brand, the morepeople listen.
  24. 24. BRANDING, DESIGN & MARKETINGThe stronger the brand, the greaterthe profit margin.
  25. 25. BRANDING, DESIGN & MARKETINGPeople form relationships with brands.They don’t choose companies. Theychoose brands.
  26. 26. BRANDING, DESIGN & MARKETINGPeople pay more for known brandsthan lesser known brands eventhough the service, product andexperience may be exactly the same,the brands are clearly different.
  27. 27. BRANDING, DESIGN & MARKETINGBusinesses of all shapes and sizesoutperform their competitors whentheir brands connect with people.
  28. 28. BRANDING, DESIGN & MARKETINGBranding helps connect the peoplewho want to buy with the peoplewho want to sell.
  29. 29. BRANDING, DESIGN & MARKETINGIf you are looking to sell more orAt one level a brand is a productproducts or services, increase yourservice with a name.share of the market, grow yourbusiness or even sell your business,then first and foremost your prospectsneed to know that you exist.
  30. 30. BRANDING, DESIGN & MARKETINGIt’s no longer about being in the right placeat the right time. In todays’ information richsociety, it’s about being in all the rightplaces, all of the time.
  31. 31. BRANDING, DESIGN & MARKETINGThat’s where branding comes in.
  32. 32. BRANDING, DESIGN & MARKETINGGood branding enhances prospects’familiarity and comfort level with yourproducts or services and that makesthem far more likely to purchase.
  33. 33. BRANDING, DESIGN & MARKETINGA strong brand can delivercustomers and profits.
  34. 34. BRANDING, DESIGN & MARKETINGIn todays’ competitive businessenvironment, effective branding hasnever been more important.
  35. 35. BRANDING, DESIGN & MARKETINGNow go and build your brand!
  36. 36. BRANDING, DESIGN & MARKETINGemail: hello@darwinbrandconsultants.comwww.darwinbrandconsultants.com