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Lets ‘Talk Story’ About Branding Basics


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Basics on Branding from Mana

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Lets ‘Talk Story’ About Branding Basics

  1. 1. Lets ‘Talk Story’ About Branding WavenDean Fernandes W D F d Principal Mana Brand Marketing & Design Mana Brand Marketing & Design
  2. 2. Why Do Branding? Components Of Business Success Components Of Business Success WHAT: Actual Product & Services you offer • WHO: People and Staff • WHERE: you offer it • – Physical and Online Physical and Online HOW: you offer it • – Customer service – Conflict resolution – Presentation and Packaging d k – Value structure (Cost, pricing) WHEN: seasonality? • WHY: Brand • OTHER • – Capitalization and Financials – Legal – Sales and Business development – Branding – Marketing  – Advertising – Public Relations
  3. 3. Why Do Branding? WHY: BRAND • BRANDING • – Create Awareness Create Awareness – Attract consideration – Foster Seduction – Motivate Action – Reduce Risk – Reinforce Behavior over time
  4. 4. Definitions Excerpt from a recent interview on CNN  f Wolf Blitzer: quot;Where is the best place for people to  invest right now?quot; Bill Gates: quot;People should invest in themselves.quot; 
  5. 5. Definitions Brand =  Bd • Product or Manufacturer – a name, usually a trademark, of a product or  manufacturer, or the product identified by this name. • Recognizable type of something a distinctive type of something (an unusual Recognizable type of something – a distinctive type of something (an unusual  brand of humor). • Mark burned on an animal – a mark burned into the hide of a range animal to  identity it as the property of a particular ranch, farm or owner. y pp y p , • Mark on criminal or enslaved person – a mark made on the skin of a criminal or a  slave, especially to identify the owner. • A sign or mark of disgrace, infamy or notoriety. Logo =  • The design of an emblem, symbol, sign, badge, insignia used by an organization,  company and business on its business cards, letterhead, advertising and marketing  materials by which the organization, company and business can be easily  recognized.
  6. 6. Definitions Identity = Id tit • What identifies somebody or something. The name or essential character that  identifies someone or something. • Essential self The set of characteristics that somebody recognizes as belonging Essential self. The set of characteristics that somebody recognizes as belonging  uniquely to himself / herself and constituting his / her individual personality or  approach for life. • Individuality y • Uniqueness • Distinctiveness • Characteristics • Self • Character • Personality y
  7. 7. Definitions Branding = B di • The use of advertising, distinctive design, and other means to make consumers /  customers associate a specific product with a specific manufacturer or company.  Make an indelible impression on somebody, way to describe or label somebody or  Make an indelible impression on somebody, way to describe or label somebody or something. To mark an animal hide or skin with a hot iron, especially as a means of  identification. Marketing =  • Selling of product or services. The business activity of presenting products or  services in such a way as to make them more desirable to consumers / customers. • The act or process of making a product, service, cause, or organization more  widely known or more successful. Advertising = d • Public promotion of something. The public promotion of something such as a  product, service, business, or event in order to attract or increase interest in it.
  8. 8. Definitions Promotion = P ti • Encouragement for activity. Encouragement of the growth or development of  something.  • Advancement in position An advancement to a more senior job or a higher rank Advancement in position. An advancement to a more senior job or a higher rank,  grade or position. Brand Identity  Brand Identity =  • Same as definitions for Brand. “Brandality”  = brand personality Brandality = brand personality
  9. 9. General Recommendations For Creating Brand Impact Goal: Sustain and Enhance brand experience for both customers and internal staff / employees, partners, suppliers. Must involve your suppliers Must involve your business brand eco‐system to be successful. Consistent and Appropriate pp p • Brand Expression across ALL  RELEVANT physical and digital  customer / prospect ‘touch‐ p points’. Create and Execute your brand  • marketing with quality Design,  Messaging, Printing, Experience. Leverage all the different tools  Leverage all the different tools • and assets available to you for  both Physical and Digital  marketing.
  10. 10. WavenDean Fernandes of Mana Brand Marketing & Design Twenty Five years of experience in Branding, Marketing, Design, Interactive Media Branding firms I have worked for: Brands that I have worked with:
  11. 11. MAHALO WavenDean Fernandes Principal Cell: 345‐0734 W D @M B dM k ti