Branding

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Branding

  1. 1. Branding Larry Eiler Eiler Communications
  2. 2. What is Branding?  Your brand is your personality  It is not advertising, it is not marketing—it encompasses those plus lots more  Relationship building, feeling  Target Audience  https://www.youtube.com/watch?v=JtiHOeOqV
  3. 3. Branding  "A brand creates an image in the mind of the consumer. It says something is different at your firm, something worth more than business as usual. If your firm is a commodity, your customers will choose you solely on the basis of price or getting something for free. If you've got a brand, you're selling a lifestyle and you can sell anything you want.” --Steve Manning, Managing Director at Igor.
  4. 4. Branding  Brands should be strong, favorable, and unique.  Brand Recognition-Ability to confirm prior exposure to a brand.  Brand Recall-Ability to retrieve the brand from memory when given a cue.  Brand Awareness= Brand Recognition + Brand Recall
  5. 5. Brand Recall Exercise
  6. 6. Brand Recall Exercise
  7. 7. Brand Recall Exercise
  8. 8. Brand Recall  These were visual cues  However, brands can be recalled using other senses (e.g., sound, smell, touch)  Intel jingle when computers with Intel processors turn on  Cinnabon aroma in malls and airports
  9. 9. Companies that do it well  Apple Number 1 brand  Innovation (is this sustainable?)  Dependable  Coca-Cola Was 1, is 3  Global recognition, universal  Family oriented  https://www.youtube.com/watch?v=G2v4Y0ODDg4  LuluLemon  High-quality yoga clothes premium pricing  Healthy lifestyle, community oriented  https://www.youtube.com/watch?v=AGAw8dNp9G4
  10. 10. Companies that do not do it well  JCPenney  Paula Dean  Haliburton  These companies or individuals have failed to control the way they are perceived by the general public—lost control of story, image, and reputation.
  11. 11. What is the value of branding?  Establishes credibility  Many freelancers self brand  Makes you identifiable  Helps build a relationship  Helps build brand awareness and loyalty
  12. 12. Branding: Michigan  Chrysler- rebranded itself, “Imported from Detroit  https://www.youtube.com/watch?v=SKL254Y_jtc  Ford- tough, dependable, American made  https://www.youtube.com/watch?v=dhEkVakVWF  Kellogg Cereals- healthy, important part of your day—targeting females
  13. 13. What do you think of when you think of these businesses?
  14. 14. Objectives for Branding  Ensure identification of the brand with a specific product class or consumer need  Firmly establish the totality of brand meaning by linking tangible and intangible brand associations with certain properties  Elicit the proper consumer responses to the brand  Create an intense, loyal relationship
  15. 15. Other Examples  ABN-AMRO  Easter Island sandstone statues “MOAI”  Eastern Michigan University College of Business  Innovative, Applied, Global
  16. 16. Steps for Branding  Research: know your industry, market and competition. Learn about your consumer with surveys, interviews or focus groups.  Develop a customer profile  Demographics: age, gender, location, background, marital status, income, etc.  Psychographics: interests, hobbies, values, attitudes, behaviors, lifestyle, etc.  Develop a positioning statement  Develop a marketing plan
  17. 17. Branding and Social Media  Internet users spend 22.5% of their time on social networking while online (Invesp)  By 2015, global social commerce revenues are estimated to reach $30 billion (Invesp)  Nearly half of US consumers reach out to brands and service providers to voice satisfaction, complaints or ask questions  Search engines count social sharing in their rankings
  18. 18. Branding and Social Media  Reaches audiences more directly  Free or inexpensive marketing  Direct and immediate communication  Large reach  Works for B2B or B2C  Consumer engagement “If you want to connect with people and be part of their community, you need to go where the community is.” -Ed Bennett, University of Maryland Medical Center
  19. 19. Social Media Sites  Facebook  Twitter  YouTube  LinkedIn  Google +  Pintrest  Instagram  Yelp  Many More
  20. 20. Measurement  Countable stats: friends, fans, followers, comments, likes, shares, retweets, etc.  Pay-per-click advertising  Google Analytics  Other ROI programs:     Omniture Hootsuite Tweetmeme Post Rank
  21. 21. Branding and Social Media  You don’t need to brand or use all platforms  Based on your research, target consumer and position statement, which platforms work best for your brand?
  22. 22. Conclusions  Any group must be distinctive to be known  What are your differentiators?  What positive imagery can you use?  What’s the best way to reach your target with your branding messages?  Analogy to set you apart

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