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Branding Overview

  1. 1. BRANDING <ul><li>creation & communication </li></ul>
  2. 2. the Brand
  3. 3. THE MARKETING IDEA <ul><li>ANYTHING and EVERYTHING you do to SELL your PRODUCT, SERVICE, EXPERTISE at a PROFIT </li></ul>M
  4. 4. THE BRANDING IDEA <ul><li>BRANDING is where you start. MARKETING as a FUNCTION, supports THE BRAND </li></ul>B
  5. 5. WHAT IS A BRAND?
  6. 6. A BRAND IS NOT A LOGO A LOGO
  7. 7. A LOGO IS... <ul><li>A SYMBOL OF THE BRAND </li></ul><ul><ul><li>It is the graphical representation of everything that embodies the brand </li></ul></ul>
  8. 8. A BRAND IS NOT A NAME A NAME
  9. 9. A NAME <ul><li>REPRESENTS A BRAND </li></ul>
  10. 10. A BRAND IS NOT <ul><li>A PRODUCT </li></ul>
  11. 11. A PRODUCT IS... <ul><li>A THING </li></ul><ul><ul><li>That is produced by a certain brand </li></ul></ul>
  12. 12. A BRAND IS... <ul><li>A PLATONIC IDEAL </li></ul>
  13. 13. A BRAND IS ALSO <ul><li>A FEELING ABOUT </li></ul><ul><ul><li>A product </li></ul></ul><ul><ul><li>Service </li></ul></ul><ul><ul><li>Expertise </li></ul></ul>
  14. 14. A BRAND IS ALSO <ul><li>AN EXPECTATION... </li></ul>
  15. 15. AN EXPECTATION OF? <ul><li>TRUSTWORTHY BEHAVIOR </li></ul>
  16. 16. TWO APPROACHES TO BRANDING TO BRANDING <ul><li>MEAGA COMMODITY BRANDS </li></ul><ul><li>SMALL BUSINESS BRANDS </li></ul>
  17. 17. MEGA COMMODITY BRANDS <ul><li>BEHAVE LIKE OCEAN LINERS </li></ul><ul><ul><li>Have unlimited resources </li></ul></ul><ul><ul><li>Can profit through mistakes </li></ul></ul><ul><ul><li>But, cannot switch strategy quickly </li></ul></ul>
  18. 18. SMALL BUSINESS BRANDS <ul><li>BEHAVE LIKE SPEED BOATS </li></ul><ul><li>Limited resources </li></ul><ul><li>Can adapt to the market quickly </li></ul><ul><li>But, can crash and burn </li></ul>
  19. 19. 4 LEVELS OF BRANDING <ul><li>BRAND IDENTITY (Step 1 in building a brand) </li></ul><ul><li>BRAND AWARENESS (First phase of success) </li></ul><ul><li>BRAND PREFERENCE (Charismatic, no sub) </li></ul><ul><li>BRAND GENERIC ASSOCIATION (Mega Co’s) </li></ul>
  20. 20. FIRST LEVEL OF BUILDING A BRAND <ul><li>BRAND IDENTITY </li></ul><ul><ul><li>Building your brand from scratch </li></ul></ul><ul><ul><li>Revamping your current brand </li></ul></ul>
  21. 21. WHO HAS A BRAND?
  22. 22. Every Business HAS A BRAND HAS A BRAND <ul><li>WE ALL HAVE BRANDS </li></ul><ul><ul><li>From the first day you imagine your business </li></ul></ul><ul><ul><li>Even if you haven’t started yet! </li></ul></ul>
  23. 23. WHY DO WE NEED TO MANAGE OUR BRAND? <ul><li>WE CAN’T AFFORD TO MISCOMMUNICATE OUR UNIQUE MESSAGE & EXPERIENCE </li></ul><ul><ul><li>You may only have one chance to win your prospect! </li></ul></ul>
  24. 24. MANAGING YOUR BRAND <ul><li>EFFECTIVELY COMMUNICATES YOUR </li></ul><ul><li>PRODUCT </li></ul><ul><li>SERVICE </li></ul><ul><li>EXPERTISE </li></ul>
  25. 25. 3 IMPORTANT QUESTIONS <ul><li>WHO ARE YOU? </li></ul><ul><li>WHAT DO YOU DO? </li></ul><ul><li>WHY DOES IT MATTER? </li></ul>
  26. 26. DIFFERENTIATION <ul><li>THE HEART OF BRANDING </li></ul><ul><ul><li>Differentiation is the foundation of branding </li></ul></ul>
  27. 27. THE EMOTIONAL ELEMENT <ul><li>BRANDS ARE EMOTIONAL ELEMENTS </li></ul><ul><ul><li>The mind offers the heart an explanation to pursue the brand </li></ul></ul>
  28. 28. the BRAND as A WHOLE A WHOLE
  29. 29. 2 PARTS TO A BRAND <ul><li>BRAND BUILDING COMMUNICATE </li></ul>
  30. 30. #1 BUILD THE BRAND <ul><li>IDENTITY Formation </li></ul><ul><li>USP / Differentiation </li></ul><ul><li>Create an EXPERIENCE </li></ul>
  31. 31. COMMUNICATE THE BRAND <ul><li>MARKETING Function </li></ul><ul><li>Establish CELEBRITY </li></ul><ul><li>INNOVATION </li></ul>
  32. 32. 6-steps to BRAND build

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