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Everything You Need to Know About Building Your Brand

•
•
J
jmerylw

The document discusses branding and what constitutes a brand. It states that a brand is not just a company's name, logo, tagline, or advertising, but is the sum of all of these elements plus the mental associations and experiences the brand evokes in consumers. The document outlines how brands can command price premiums, create barriers to competition, and be built around emotions, values, and storytelling. It provides advice on assessing a brand's positioning and developing a brand identity and story.

Marketing
1 of 73
www.JMWCentral.com BRANDING Not just for cows anymore. www.JMWCentral.com
www.JMWCentral.com WHAT’S A BRAND? www.JMWCentral.com
www.JMWCentral.com NOT YOUR COMPANY NAME www.JMWCentral.com
www.JMWCentral.comwww.JMWCentral.com
www.JMWCentral.comwww.JMWCentral.com
www.JMWCentral.comwww.JMWCentral.com
www.JMWCentral.com OR IS IT ? www.JMWCentral.com
www.JMWCentral.com NOT YOUR LOGO www.JMWCentral.com
www.JMWCentral.comwww.JMWCentral.com
www.JMWCentral.comwww.JMWCentral.com
www.JMWCentral.comwww.JMWCentral.com
www.JMWCentral.com OR IS IT ? www.JMWCentral.com
www.JMWCentral.com NOT YOUR TYPOGRAPHY www.JMWCentral.com
www.JMWCentral.comwww.JMWCentral.com
www.JMWCentral.comwww.JMWCentral.com
www.JMWCentral.com OR IS IT ?
www.JMWCentral.com NOT YOUR TAGLINE www.JMWCentral.com
www.JMWCentral.comwww.JMWCentral.com
www.JMWCentral.com OR IS IT ?
www.JMWCentral.com NOT YOUR ADVERTISING www.JMWCentral.com
www.JMWCentral.comwww.JMWCentral.com
www.JMWCentral.com OR IS IT ?
www.JMWCentral.com IT’S ALL THESE THINGS AND MORE. www.JMWCentral.com
www.JMWCentral.com IT’S EVERYTHING
www.JMWCentral.comwww.JMWCentral.com
www.JMWCentral.com
www.JMWCentral.comwww.JMWCentral.com
www.JMWCentral.com A LITTLE HISTORY www.JMWCentral.com
www.JMWCentral.com
www.JMWCentral.comwww.JMWCentral.com
www.JMWCentral.comwww.JMWCentral.com
www.JMWCentral.com
www.JMWCentral.comwww.JMWCentral.com
www.JMWCentral.com
www.JMWCentral.com A set of mental associations held by the consumer which add to the perceived value of a product or service. A brand is a promise built one experience at a time. A gut feeling. www.JMWCentral.com
www.JMWCentral.comwww.JMWCentral.com
www.JMWCentral.comwww.JMWCentral.com
www.JMWCentral.comwww.JMWCentral.com
www.JMWCentral.comwww.JMWCentral.com
www.JMWCentral.comwww.JMWCentral.com
www.JMWCentral.com Brands command & sustain price premiums.
www.JMWCentral.com Brands help you weather the storm.
www.JMWCentral.com Brands create successful new product extensions.
www.JMWCentral.com or failures.
www.JMWCentral.com Brands create barriers to competition.
www.JMWCentral.com BRANDS ARE BUILT ON EMOTION. www.JMWCentral.com
www.JMWCentral.com Brands represent values and ideals.
www.JMWCentral.com Brands make us feel more human.
www.JMWCentral.com Brands make us feel free.
www.JMWCentral.com BRANDS CREATE AN EXPERIENCE. www.JMWCentral.com
www.JMWCentral.comwww.JMWCentral.com
www.JMWCentral.comwww.JMWCentral.com
www.JMWCentral.com BRANDS CAN BE TRANSFORMED www.JMWCentral.com
www.JMWCentral.comwww.JMWCentral.com
www.JMWCentral.com Brands stand the test of time. 1851 1851 1853 1818 1837
www.JMWCentral.com Brands help you own a category. •  OATMEAL •  TISSUES •  FRIED CHICKEN •  GLASS CLEANER •  HOT SAUCE •  WHITE BREAD •  BANDAGES •  SUNGLASSES •  JEANS •  AUTO RACING •  DIJON MUSTARD www.JMWCentral.com
www.JMWCentral.com OWN A COLOR
www.JMWCentral.comwww.JMWCentral.com GOING GREEN?
www.JMWCentral.com BRANDS TELL A STORY www.JMWCentral.com
www.JMWCentral.com If the shoe fits -ZAPPOS
www.JMWCentral.com Shoes & glasses changes lives.
www.JMWCentral.com Cameras inspire us.
www.JMWCentral.com Thinking Inside the Box: BirchBox
www.JMWCentral.com BRANDGINEERING www.JMWCentral.com
www.JMWCentral.com BRANDSTORMING If your business was an AN ANIMAL… If your business was A CELEBRITY… If your business was A PERSON… www.JMWCentral.com
www.JMWCentral.com What problem do you solve? What is unique about your business? What inspires you every day? How do you make a difference? www.JMWCentral.com ASK YOURSELF 3
www.JMWCentral.com PICK A SIDE PERSONABLE/FRIENDLY __________________________________________CORPORATE PROFESSIONAL SPONTANEOUS/HIGH ENERGY__________________________________________CAREFUL/PLANNING MODERN/HIGH TECHNOLOGY___________________________________________CLASSIC/TRADITIONAL CUTTING EDGE/OUT OF THE BOX_______________________________________ESTABLISHED FUN_________________________________________SERIOUS ACCESSIBLE TO ALL_________________________________________SPECIFIC MARKET UPSCALE_________________________________________DOWN HOME www.JMWCentral.com D E A T H   Z O N E
www.JMWCentral.com WHAT’S THE STORY? Create your story. Stories have: Characters Conflict Heroes Happy endings. www.JMWCentral.com
www.JMWCentral.com WHAT’S THE STORY? www.JMWCentral.com Be truthful. Be human. Be original. Be of service.
www.JMWCentral.com WHAT’S THE STORY? Share your story. Create new customer stories. Plan your sequel. www.JMWCentral.com
www.JMWCentral.com THE CUSTOMER IS THE ONLY THING THAT COUNTS. Know what’s important to them. ASK what’s important to them. Keep asking. Build long term relationships. Don’t talk down to them. Dig deep. Offer more. www.JMWCentral.com
www.JMWCentral.comwww.JMWCentral.com
www.JMWCentral.com QUESTIONS? jodi@jmwcentral.com Facebook.com/jodiwallace Linkedin.com/in/jodimwallace Twitter.com/jodimwallace www.JMWCentral.com

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