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How to build a brand and why it is important


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Building a brand is no easy task but our Head of Brand Marketing in EMEA, Anahid Basmajian, has put together this handy presentation to explain why it is important to have a brand and how to practically build it so you too can dare to grow.

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How to build a brand and why it is important

  1. 1. 1 Your Brand: Why it is important and how to build it Anahid Basmajian @Brandmajian / @adroll
  2. 2. 2 What is a brand?
  3. 3. 33 What do you think when you see this logo?
  4. 4. 44 Why branding is like online dating As much as anyone says that they find personality more important than looks, when it comes to online dating, this can’t be the case, at least not initially (unless they have written an amazing bio). Their looks are what, in the first instance, is going to make you make that initial contact. That’s the branding part. Once you get to know them, you start to get a feel for their personality, that’s the brand part.
  5. 5. 5 Why is a brand so important?
  6. 6. 66 How many seconds do you have to convince a visitor to your website to stay before they are gone? Have a guess!
  7. 7. 7 Studies show that you have 10 seconds to convince a visitor to your website to stay, or they are gone. For good. Hubspot are more generous and say that 55% of your visitors will only spend 15 seconds before leaving.
  8. 8. 8 How do you build a brand?
  9. 9. 9 BRAND IDENTITY SYSTEM 9 What is a Brand Strategy Framework? COMPANY MISSION & VISION VALUE PROPOSITION GUIDING PRINCIPLES BRAND ESSENCE BRAND AS SOLUTION BRAND AS COMPANY BRAND AS SYMBOL & PERSONALITY Product / Service Offering Company Attributes Visual Imagery Offering Attributes Company Scope Metaphor & Language User Segments Brand Architecture Brand Heritage User Types Brand Sense Brand Mission BRAND IDENTITY EXECUTION TOUCHPOINTS EXPERIENCES STRATEGIES Collateral Customer Journeys Customer Experience Management Tools & Offerings User Values Brand Tracking & Measurement Media Personas Positioning VISION Big Audacious Hairy Goal MISSION Purpose for Being Customer Segments Value Statements USP Company’s WHY Company’s Beliefs Company’s Culture Vision Strategy Tactics
  10. 10. 10 How does your customer see your brand?
  11. 11. 1111 The Brand Identity Prism
  12. 12. 1212 What do colours say about your brand?
  13. 13. 13 Brand identity tips & tricks
  14. 14. 1414 Brand identity tips you need to know Find the emotion Tell your story all the time Keep it simple Be consistent Be easy to understand Speak the language Bring your brand to life through social
  15. 15. 15 Top 9 branding takeaways
  16. 16. 16 Top 9 Branding Takeaways It should remain consistent to reinforce your values continually. This will help your customers to choose you over your competitors. The way that you “position” yourself in the market will determine how customers think about your company in relation to your competitors. Are you price led or quality driven? Whatever you choose it should be reflected in your brand and marketing efforts. Identify who they are, how they think. What are the factors that lead them to want or need your product or service? Now match your business offering to their needs 1. Put your customers first 2. Brand identity 3. Think about positioning
  17. 17. 17 Top 9 Branding Takeaways Your best ambassadors are your people. How much you involve them in branding will determine how much they can help to reinforce your brand. Keep them in the loop, encourage involvement and ensure a united front for the company. Careful management of a brand on an ongoing basis will ensure the brand remains strong, clear and unaffected by outside influences. Follow the brand strategy framework detailed earlier. Keep names and straplines short, simple and consistent. Once chosen, use the company name and strapline in every channel of communication to ensure future recognition and brand association. 4. Keep it simple 5. Involve all staff 6. Develop a brand plan
  18. 18. 18 Top 9 Branding Takeaways Keep a close eye on the use of your brand guidelines across different media - social, email, print, TV, websites etc. Size, colour and positioning of your brand should be consistent across all forms. Make sure any incorrect branding is tackled and the correct guidelines are understood for the future. Check in with your customers and get their take on your brand before and after launch so you can measure and review changing trends. A brand book or a simple set of guidelines will ensure that everyone (internally and externally) can apply your brand in a consistent manner. This is crucial to ensure your potential customers develop a familiarity with, and trust your brand. 7. Consistency 8. Different media 9. Review
  19. 19. 19 Questions?
  20. 20. 20 Appendix
  21. 21. 21
  22. 22. 22 Since 2007, AdRoll has been on a mission to help businesses compete online and grow revenue. Ambitious commerce brands use the AdRoll Growth Platform to make their display, social, and email advertising work together to accelerate business growth. Powered by industry-leading automation and personalisation, brands are better able to structure, measure, and sync their marketing efforts. Built for performance, our Growth Platform sees 37,000 customers generate more than £200 billion in sales annually. AdRoll is headquartered in San Francisco, with offices in New York, Dublin, Sydney, London, Tokyo, Chicago, and Salt Lake City. Learn more at
  23. 23. 23 Our story 37,000+ ambitious brands around the world use AdRoll Global offices San Francisco. New York. Dublin. Sydney. London. Tokyo. Chicago. Salt Lake City. £200 Billion Generated in sales annually.