Branding 101 (for student organizations)

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Presentation to students attending the 2009 Student Leadership Conference at Missouri University of Science and Technology (Missouri S&T), January 2009

Published in: Education, Business

Branding 101 (for student organizations)

  1. 1. BRANDING 101 How to stand out from the rest of the herd Missouri S&T Student Leadership Conference Jan. 31, 2009 Presented by: Andrew Careaga, director of communications, Missouri S&T moo
  2. 2. BRANDING 101 what is a brand? why is branding important? what does it mean for your organization?
  3. 3. BUT FIRST… <ul><li>Let’s do business </li></ul>
  4. 4. WHAT IS A BRAND? <ul><li>logo? </li></ul>name? association?
  5. 5. WHAT IS A BRAND? <ul><li>A brand is how people feel about a product, service or organization </li></ul>
  6. 6. WHAT IS A BRAND? brands are defined by people , not organizations and people are emotional, intuitive beings
  7. 7. IN OTHER WORDS … YOUR BRAND is not what you say it is ... … it’s what they say it is
  8. 8. A STRONG BRAND… arouses emotion ignites passion echoes reliability conveys meaning
  9. 9. A brand is more than a name or a logo – it is a promise and a contract with every customer with whom you are dealing. And if people feel that the offering does not live up to what they expect from the brand, they will decide to stop buying. Richard Branson , founder of Virgin
  10. 10. A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well. Jeff Bezos, founder of Amazon.com
  11. 11. Barack Obama is three things you want in a brand. New, different, and attractive. That's as good as it gets. Keith Reinhard, chairman emeritus of DDB Worldwide, quoted in “The Brand Called Obama,” Fast Company , Jan. 18, 2009
  12. 12. WHAT’S YOUR BRAND? what does YOUR BRAND reflect? what do you want YOUR BRAND to reflect? how can you enhance YOUR BRAND?
  13. 13. HOW NOW? to make your brand stand out from the herd
  14. 14. BUILDING A BRAND passion create a cause purpose make an emotional connection planning deciding what to do – and what NOT to do people what you know + whom you know
  15. 15. ONE MORE THING… … and it’s HUGE
  16. 16. DIFFERENTIATION
  17. 17. DIFFERENTIATION Marketing today is all about creating tribes
  18. 18. MODERN TRIBES people join different tribes for different activities
  19. 19. FOCUS, FOCUS, FOCUS what do you do? who are you? why does it matter?
  20. 20. FOCUS, FOCUS, FOCUS focused  Porsche = sports cars unfocused  Porsche = sports cars + SUVs
  21. 21. DIFFERENTIATION Missouri S&T is a brand your organization is a brand, and a sub-brand
  22. 22. THE S&T IDENTITY we need your help standards.mst.edu
  23. 23. BRANDING 101 ???
  24. 24. THANK YOU! Andrew Careaga Director of Communications Missouri University of Science and Technology [email_address] 573-341-4183

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