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Branding With Impact
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Branding With Impact

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This is a presentation Whizbang gave at a Collaboration lunch and learn in 2009. It covers the basic elements of branding.

This is a presentation Whizbang gave at a Collaboration lunch and learn in 2009. It covers the basic elements of branding.

Published in: Business, Design

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  • Buy with your eyes
  • Buy with your eyes
  • Positioning Statement: we provide Single sentence
  • Positioning Statement: we provide Single sentence
  • Positioning Statement: we provide Single sentence
  • Positioning Statement: we provide Single sentence
  • -stamps (authentic) Frosted bottle Hand jars instead of aluminum lids
  • Transcript

    • 1. © 2009 Whizbang
    • 2. © 2009 Whizbang
    • 3.
      • Branding with Impact
      © 2009 Whizbang
    • 4. What’s a brand? Company name? Logo? Company colors? A sound? A feeling? Music? © 2009 Whizbang Attitude? Lifestyle? Mood? Aroma? A feeling? A shape?
    • 5. YES! © 2009 Whizbang
    • 6. Before you brand, you have to understand.
      • What is your positioning?
      © 2009 Whizbang
    • 7. What’s a positioning?
      • It’s the simplest expression of what an organization wants its products or services to stand for in the mind of a target audience. It is the nuts-and-bolts concept upon which a marketing message is built.
      © 2009 Whizbang
    • 8. Understand your positioning.
      • Understanding the market, the category, and your consumer can help you define your positioning
      • Understanding market trends
      • Understanding your strengths, weaknesses, opportunities and threats
      • Understanding your competitors positioning
      • Understanding who is your target consumer, and how do you want her to think about your brand
      • Understanding how you are differentiated from others in the category
      © 2009 Whizbang
    • 9. Example of positioning
      • Challenge Dairy
      © 2009 Whizbang
    • 10. With your positioning in hand, you’re ready to brand. © 2009 Whizbang
    • 11. Verbal Branding Techniques © 2009 Whizbang
    • 12. Develop a “verbal language” for your brand
      • Naming
      • Key messages
      • Tagline
      © 2009 Whizbang
    • 13. Naming
      • Naming is descriptive, suggestive, and arbitrary-product naming
      • The name should be distinctive, ownable, memorable relevant
      © 2009 Whizbang
    • 14. Naming Example © 2009 Whizbang
    • 15. Key Messages
      • Based on key consumer drivers (things your customers care about)
      • Short, concise, one feature/benefit per message
      © 2009 Whizbang
    • 16. Key Messages Example
      • The Spice Hunter
      © 2009 Whizbang
    • 17. Tagline
      • Clear
      • Concise
      • Creative
      © 2009 Whizbang
    • 18. Tagline Example
      • Solarponics Energy Systems.
      • The Bright Alternative.
      © 2009 Whizbang
    • 19. Graphic Branding Techniques © 2009 Whizbang
    • 20. Develop a “visual language” for your brand
      • Brand identity (logo)
      • Packaging
      • Retail merchandising elements
      • Website
      • Advertising
      • Promotions
      © 2009 Whizbang
    • 21. Brand Identity
      • Develop a distinctive and proprietary identity, employing one of several techniques
      • Hand-lettering
      • Custom type
      • Icons or simple graphics
      • Illustrative
      • Proprietary shapes
      © 2009 Whizbang
    • 22. Packaging
      • A range of graphic treatments contribute to innovative packaging
      • Photography
      • Illustration
      • Colors
      • Forms
      • Substrates
      • Die-cuts
      • Violators
      © 2009 Whizbang
    • 23. Packaging
      • Signatures add credibility
      • Crests reinforce authenticity
      • Seals add heritage and authenticity
      • Embossed or etched structures say premium
      • Shrink wrap add a mass appeal
      • Handcrafted features such as tags, paper covers, aluminum lids say boutique/specialty
      © 2009 Whizbang
    • 24. Retail merchandising
      • 360° touch points
        • Environmental graphics
        • POS (shelf talkers, stickers, rack cards, coupons)
        • Color
        • Displays
        • Props
      © 2009 Whizbang
    • 25. Website
      • Navigation
      • Layout
      • Photography
      • Illustration
      • Animation
      • Color
      • Product
      • Interaction
      © 2009 Whizbang
    • 26. Advertising
      • Layout
      • Headline
      • Product
      • Photography
      • Illustration
      • Color
      • Type treatment
      © 2009 Whizbang
    • 27. Promotions
      • Offer
      • Photography
      • Illustration
      • Colors
      • Layout
      • Call to ACTION
      © 2009 Whizbang
    • 28. Branding with Impact: the Four C’s
      • Clarity
      • Consistency
      • Creativity
      • Commitment
      © 2009 Whizbang
    • 29. Thanks © 2009 Whizbang