MUST-READ BRANDING TIPS THAT ATTRACT
LOYAL CUSTOMERS

What do Apple, McDonalds, Starbucks
and Toyota have in common?

THEY HAVE SUCCESSFUL BRANDS But
what is a brand ? What makes a brand successful ?

“A brand is defined by
a set of values and promises made by a company. It’s not something you wear or use – it lives in the consumer’s head and heart. You don’t own it – your customer does.” Scott Bedbury WHAT DOES THIS DEFINITION IMPLY?

CREATE A BRAND that represents
your company’s voice 1 What do you believe in? What are you here for? What makes you different?

NIKE STANDS FOR FITNESS. JUST
DO IT The slogan encourages you to fight against laziness and procrastination, and to choose to be healthy.

MAKE YOUR BRAND VISIBLE AND
RECOGNIZABLE 2  Logo  Tagline  Packaging  Brochures  Website  Shirts  Calendars  Giveaways

It uses minimalist design for
their products, packaging, and outlet stores. Apple values simplicity.

31% FOCUS ON YOUR CUSTOMER’S
EMOTION 3 Analysis of data from the UK-based Institute of Practitioners in Advertising (IPA) states that campaigns with pure emotional content reported the largest profit. Emotional Combined Rational %ReportingVery LargeProfitGains Source: BufferApp 16% 26%

www.youtube.com/watch?v=S7pijrAOLdg MONSTER.COM PRODUCED THE DEPRESSING
WHEN I GROW UP COMMERCIAL IN 1999 It gave the website 400 more searches per minute than before the ads ran. Source: Entrepreneur

You sell toothpaste Customers buy
freshness and confidence 4 BE AWARE OF YOUR MARKET’S NEEDS Customers don’t buy what you sell

THESE FAMOUS SLOGANS SELL? WHAT
DO FINGER LICKIN' GOOD Tastiness, not food IT'S EVERYWHERE YOU WANT TO BE Convenience, not credit card CONNECTING PEOPLE Relationships, not phones SAVE MONEY. LIVE BETTER. Prudence, not cheap products

5 CONCENTRATE on storymaking STORYMAKING
You tap into the stories people share with others. STORYTELLING You tell customers your brand’s story. Source: Adage

You hug it, it returns
the favor with a can of coke. COCA-COLA HUG MACHINE Coke is a great STORYMAKER of HAPPINESS Lots of happy stories from students. RESULTS

“GREAT BRANDS LISTEN, LEARN AND
THEN LEVERAGE” BERNARD KELVIN CLIVE

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