How to build a brand and protect it


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Expert advice on how to maximise the value of your brand, and how LCM can help you develop a brand which matches your culture and supports your ongoing success.

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  • How we develop your visual branding (and what we think you should do at the same time)
  • Develop a brief for your brand With your staff / clients / users discuss/create/evaluate/refine your values as a business and what you stand for Assess your vision and mission statement Look at your position in the market place Consider your audience(s)
  • How we develop your visual branding (and what we think you should do at the same time)
  • How to build a brand and protect it

    1. 1. 28 April 2010 How to build a brand & protect it Passionate. Professional. Visionary.
    2. 2. Who are LCM? <ul><li>Founded in 1989 </li></ul><ul><li>Investors in People accredited </li></ul><ul><li>Well-respected in the region and in their sectors </li></ul><ul><li>IT/Technology/Manufacturing </li></ul><ul><li>Public/Third sectors & not-for-profit </li></ul><ul><li>Professional services (accountancy & legal) </li></ul><ul><li>Southern based fast-growth companies </li></ul><ul><li>Strategic marketing partner with professional processes and genius creativity </li></ul><ul><li>Marketing implementation across branding, PR, Web and digital, marketing materials, advertising etc. </li></ul><ul><li>Today’s speakers: Lizz Clarke and Carl Lamerton </li></ul>
    3. 3. Clients we work with
    4. 4. What would you like to get out of today?
    5. 5. What is brand?
    6. 6. Or maybe the question is… what isn’t brand? <ul><li>Brand is not a logo Brand is not a slogan Brand is a way of behaving and a way of being within a company or organisation. Brand is about integrity and being who you truly are and who you stand for in your business and brand truly only exists when there is an alignment between all people in that organisation. Brand is finding a group of promises and behaviours that a company can stand behind with absolute integrity. They believe in their promises and they are willing to honour their word about. </li></ul>
    7. 7. Where branding fits in marketing Product A Resellers Direct Marketing Segment 1 Reputation PRODUCTS , BRANDS, VALUE PROPOSITION INTERNAL PARTNERS & CHANNEL CUSTOMERS & SEGMENTS USAGE, LOYALTY, REFERRALS & CASE STUDY COMMUNICATIONS Product B Product C Product X Alliances Distributors Segment 2 Segment 3 Segment X Web PR Networks & Communities Pricing
    8. 8. Key steps to a successful brand
    9. 9. The visual design phase/branding process
    10. 13. The proposition/collateral/content process <ul><li>Develop the words that sell your brand and products </li></ul><ul><li>Develop the tactical tools </li></ul><ul><li>Develop the routes to market </li></ul>
    11. 14. Key steps to a successful brand cont… <ul><li>Present, discuss and evaluate </li></ul><ul><li>Testing phase </li></ul><ul><li>Hitting the ‘go’ button </li></ul><ul><li>Staying in control of your visual brand </li></ul><ul><li>Protect your marketing assets </li></ul>
    12. 15. When to assess your brand & proposition collateral
    13. 16. When starting up or merging
    14. 17. New strategy
    15. 18. New product/product re-brand
    16. 19. Takeover
    17. 20. Commercial benefits of having a strong brand <ul><li>Build trust </li></ul><ul><li>Attract profitable business </li></ul><ul><li>Employ the right people </li></ul><ul><li>Inform & guide people’s behaviour </li></ul><ul><li>Create something desirable (e.g. for business sale) </li></ul><ul><li>Attract media interest </li></ul>
    18. 21. What is your brand worth?
    19. 22. Marketing Peek Thank you & stay in touch Passionate. Professional. Visionary. LCM_UK 0845 345 6969 [email_address]