What is a Brand?
When Do You Have One?
Presented By: Dyan Sutton
What is Brand ?
A Brand is not a word, but the beginning
of a conversation.
A Brand is not a company or product.
A Brand is a product of the mind
and it appeals to the senses.
It is an intangible asset.
It evokes an emotional response.
What is A Great Brand Built On ?
A Great Brand is built on TRUST.
That is the reason people ask for a Kleenex
instead of a tissue.
Your Brand is the heart of your reputation
and the heart of what you bring to the marketplace.
It is built on your understanding of what you do,
your relevance to the customer and
the promises you make and keep.
A Great Brand Is Emotional
The difference between a company and a brand is
when we feel passion and emotion
about their products.
Brands that fail to evoke emotion are forced to
compete using a lower price strategy.
Brands that evoke emotion from customers
are able to compete by tapping
into people’s aspirations.
Great Brands Close the Gap
Apple, Nordstrom and Lexus compete by closing
this aspirational gap.
NEEDS are basic, rational and boring.
WANTS are emotional, aspirational and desirable
Wants are profitable…
know what your customer wants.
The Golden Circle of Branding
you are doing
INGREDIENTS FOR A STRONG BRAND
3 Components to a Startup Brand
It is tangible and appeals to the senses.
You can see it, hear it, and watch it move.
It includes all visual expressions of your
brand…from packaging to websites.
Consumers are exposed to over 25,000 new brands a year.
It is strong brand identity that helps them make choices
2. Brand Promise
This is “what” the brand provides that is highly
valued and not in abundant supply. This is
your value proposition.
This is heart and soul of brand and has to be
relevant and unique.
It is the tangible experience your customer has
with the brand. This is “how” your brand
delivers its promise.
You need a solid
to position your Brand
Strong Brand Identity
• Makes it easier for the customer to buy
• Makes it easier for the sales force to sell
• Builds brand equity through brand
recognition and awareness
• Builds customer loyalty
Strong Brand Identity includes:
• Tagline- your value proposition
• Graphic format
Benefits of solid Brand Identity:
• Build name recognition
• Perception in the mind of your customer
( product of the mind)
A logo is the soul of your brand.
It should be easy to remember and
Logos are visual identities that
trigger perceptions about your brand.
Logo … Visual Identity
Your Brand Promise
is the essence of WHY
you are doing what you
State Farm …Your Friendly Neighbor
Nike … Just do it!
McDonald … I’m lov’n it.
Apple … Think different
Target … Expect more. Pay less.
Ebay … Happy hunting.
Taglines express your value proposition.
They influence customers’ buying behavior by
evoking a response. It’s a short phrase
that captures a company’s essence,
personality and positioning.
Brand Promise…Your Value Proposition
Brand Experience is based in
real life engagement with
products, people and places.
You don’t get a second chance to
make a good first impression.
For startups, Brand Experience starts
at the very beginning.
From your first presentation to an investor,
customer or important employee, you
must be simple, clear and compelling –
there are no second chances.
Start the emotional connection,
keep your brand promise and
get the conversation going.
A Strong Brand will:
• Help you connect emotionally
to the customer
• Stand out in the marketplace
• Drive purchasing decisions
• Deliver customer loyalty
Build A Strong Brand
A Brand becomes stronger
when you narrow the focus.
To build a strong brand, focus your
branding efforts on owning a word
in your prospect’s mind.
Mercedes is prestige
Volvo is safety
FedEx is reliable
Staples is easy
Wal-Mart is savings
What is your word?
• What differentiates you
• Keep it simple
• Listen to your customer
• What do they value most about what you do
• Be real … pick something that your
product or services really deliver
Pick the right word and design your
marketing and messaging around it.
People fall in love with Brands.
They trust them.
How a Brand is perceived
affects it’s success.
But any Brand is vulnerable
to decline if it fails to deliver.
Keep Your Promise
A Great Brand
will build barriers
and continually evolve
to meet its
Evolution takes advantage of
changes in the markets,
consumer trends and technology
to find new ways to appeal to the public.
Create Openings In The Market
Great Brands…Break through barriers
of over saturated markets
to create new opportunities.
Repositioning… New Opportunity
Target…the new big-box store
• Products designed by some of best designers
in the world
• Unlike Walmart which is positioned for the
• Positioning created around appeal (design)
as well as necessity and price
• Strong brand recognition
• Created a new position for itself as a
What makes your Brand Unique?
What differentiates you from your competition
What is your Brand Promise?
What benefit does your brand provide that is
highly valued and not in abundant supply
Why should people buy from you?
What stands out about your product or service
that makes them choose you
Ask Yourself…Something to Think About…
Give something new to customers
Make It Easy.
You understand your products and web
site, but will your potential customer?
Don’t deviate from your core skill