Branding and Integrated Marketing      How to Create and Leverage a Strong Brand                     Saze Osayande; 4Twent...
Who I Am    A branding and marketing consultant that is          passionate about engaging customersA career spanning 10ye...
Thoughts on these Brands?
What is a Brand  A brand is the set of expectations, memories, relationships and stories that taken together, account for ...
How do I Create a Great Brand?By Focusing
How do I Create a Great Brand?By focusing on the answers to the following questionsWHAT? what is unique about my product/ ...
How do I Create a Great Brand?       Use the answers from the previous questions to form your                             ...
What is Integrated Marketing Integrated Marketing is the process of leveraging your brand byusing a number of marketing to...
Marketing Tools    Advertising   Sales PromosDirect MarketingCustomer Service             PR
Marketing Tools; Advertising        Advertising is directly paying for space in print media like        magazines, newspap...
Marketing Tools; Advertising                      Great adverts are clear and to the pointThe text and image(s) used shoul...
Marketing Tools; Sales Promo    This is using a range of incentives to encourage higher spending more frequently by your c...
Marketing Tools; Direct MarketingDirect Marketing includes avenues where you communicate            directly with your cli...
Marketing Tools; Direct Marketing                                                         Online   This is engaging your m...
Marketing Tools; Direct Marketing                                                Trade ShowsThese are organised to link cl...
Marketing Tools; Direct Marketing                           Fashion Shows+ Exhibitions             How do you want to pres...
Marketing Tools                                          Customer Service  This is the manner in which you manage your cli...
Marketing Tools                                                               PRThis has many definitions but here we mean ...
Case Study; Grey CLEVER LOGO                                        PR WITH SKYY VODKA                   Intimate and uniq...
Key Points to Take AwayDo some market research to determine who your target                market is and how best to reach...
...now go conquer the world!                  Email: Saze.Osayande@gmail.com     Portfolio: www.SazeOsayande.carbonmade.co...
Credits                 www.BeGrey.com              www.Bellanaija.comwww.FashionPhoenix06.blogspot.com               www....
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How to Create and Leverage a Great Brand

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Branding and marketing consultant Saze Osayande provides a brief introduction to creating a great brand and leveraging it to increase market share, with a focus on the Nigerian fashion industry

Special thanks to Tamar Koifman

Published in: Business, News & Politics
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How to Create and Leverage a Great Brand

  1. 1. Branding and Integrated Marketing How to Create and Leverage a Strong Brand Saze Osayande; 4Twenty3 Consulting
  2. 2. Who I Am A branding and marketing consultant that is passionate about engaging customersA career spanning 10years+companies including 4Twenty3 Consulting; ThisDay Style; DStv; Ford; Akpos Okudu; FAB Magazine; Brand Faculty; Wale Adeyemi; Abuja Technology Village www.sazeosayande.carbonmade.com www.sazeinspired.tumblr.com
  3. 3. Thoughts on these Brands?
  4. 4. What is a Brand A brand is the set of expectations, memories, relationships and stories that taken together, account for a consumer’s decision to choose a product or service over another. It is people’s thoughts about a product or serviceBranding is the process of actively influencing the way your brand is perceived in order to increase awareness, goodwill and sales Branding happens all the time and affects everything from corporations, food, fashion, places and even people
  5. 5. How do I Create a Great Brand?By Focusing
  6. 6. How do I Create a Great Brand?By focusing on the answers to the following questionsWHAT? what is unique about my product/ service? what feelingsdo I want associated with my brand? what do I want to be knownfor?WHO? who is my target audience? how old are they? where dothey hang out? what do they read? what do they buy?WHY? why will they choose mine over others? is it because of myprices, aesthetic, cool factor?HOW? how will my clients buy+ receive my pieces? how do Iengage them afterwards?
  7. 7. How do I Create a Great Brand? Use the answers from the previous questions to form your brand’s mission statement+ profile Decide on logos, colours and fonts that best communicate this messageDevelop a communication style for press releases, social media, ads, etc., that is unique to you...to ensure that all your efforts are co- ordinated, consistent and coherent, draw up an Integrated Marketing Schedule
  8. 8. What is Integrated Marketing Integrated Marketing is the process of leveraging your brand byusing a number of marketing tools to disseminate co- ordinated, consistent and coherent information to your target audience The key here is to ensure that the information remains true to your brand and relevant to your target audience They are a number of marketing tools, let’s examine them
  9. 9. Marketing Tools Advertising Sales PromosDirect MarketingCustomer Service PR
  10. 10. Marketing Tools; Advertising Advertising is directly paying for space in print media like magazines, newspapers and websites or for time on air on television and radio. It also includes direct product placements Let’s think about this critically... How does your target audience respond to adverts? What is your budget? Can you agree with a magazine, blog or station to put up youradverts in exchange of printing your article or presenting a show? What is the most cost effective way of creating one? What message(s) should you include? How do you create a good ad?
  11. 11. Marketing Tools; Advertising Great adverts are clear and to the pointThe text and image(s) used should capture the essence of your brand along with your contact information *Shoot images backstage and on runways and use clients
  12. 12. Marketing Tools; Sales Promo This is using a range of incentives to encourage higher spending more frequently by your customers. They include discounts, BOGOF, free gifts, reward cards etc.Think outside the box, what other type of inexpensive things might your clients like? Cupcakes? Lollipops? Hair bands? Screen savers? Stickers? Books? Magazines? When done correctly, these provide great opportunities to collaborate and garner good buzz *Remember to tie this in to loyalty
  13. 13. Marketing Tools; Direct MarketingDirect Marketing includes avenues where you communicate directly with your clients, often initiated by you They include Online Trade shows Exhibitions/ Fashion shows
  14. 14. Marketing Tools; Direct Marketing Online This is engaging your market in the online sphere through everything from websites, Facebook, Twitter, Tumblr, Tumblr. Think of it as an extension of your everyday life in one place*Tips 1. Ask a question/ vote/ poll (and respond to the responses) 2. Host an online event (*with a special guest) 3. Share anything behind the scenes; backstage, production, meetings, photoshoots 4. Live feed from events... any event 5. Inspire people with your fav quotes, destinations, photos, news 6. Do something old school, from the archives
  15. 15. Marketing Tools; Direct Marketing Trade ShowsThese are organised to link clients, buyers and media. There should be touch points for each of these segments Examples are LPM, Fusion, Bread+ Butter LPM Lagos Bread+ Butter Berlin
  16. 16. Marketing Tools; Direct Marketing Fashion Shows+ Exhibitions How do you want to present your collection? Maki OhItuen Basi Gretchen Jones
  17. 17. Marketing Tools Customer Service This is the manner in which you manage your clients. Think about this holistically How do you address them and package their purchases? Do you offer styling consultations/ recommendations? What is your mood online and at trade and fashion shows?How do you cater to the senses; scent, sound, sight, taste, and touch? Think of what overall experience you want your clients to go away with
  18. 18. Marketing Tools PRThis has many definitions but here we mean garnering positive publicity for your brand’s image via editorial features, fashion shows, guerrilla marketing and the like*Tips1. Court the media and organise intimate events2. Send regular updates about what you are up to3. Pitch unique features to the press4. Launch a viral campaign like Don Jazzy’s “Oliver” videocontest5. Attend industry events and network6. Reach out to event organisers for possible collaborations
  19. 19. Case Study; Grey CLEVER LOGO PR WITH SKYY VODKA Intimate and unique events such as “40 Shorts for 40 Men” DISTINCT DESIGN AESTHETIC NICHE EXPANDING COLLABORATIONS Co- founder has penned editorialsfor magazines including Elan and FAB Pioneer exhibitor at LPM
  20. 20. Key Points to Take AwayDo some market research to determine who your target market is and how best to reach them Determine the most important elements of your brand and the best ways to leveraged them Develop a strategy with measurable pointsMake sure whatever you do is relevant, ties in with your brand’s mesage and is delivered consistently
  21. 21. ...now go conquer the world! Email: Saze.Osayande@gmail.com Portfolio: www.SazeOsayande.carbonmade.com Tumblr: www.SazeInspired.tumblr.com Twitter: @TheSazeNeightor
  22. 22. Credits www.BeGrey.com www.Bellanaija.comwww.FashionPhoenix06.blogspot.com www.IntheROF.com www.JohnVanDorst.com www.Luxirare.com www.OneNigerianBoy.com www.SethGodin.com

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