Branding: What is it? "name, term, sign, symbol The American Marketing Association (AMA) deﬁnes a brand as aor design, or a combination of them intended to identifythe goods and services of one seller or group of sellersand to differentiate them from those of other sellers.
Branding is NOT: getting your target market to choose you over the competitionBranding is: getting your prospects to see you as the only one that provides a solution to their problem
Good brands include:Clearly delivered messageTrustworthyConnects to users on an emotional levelMotivates the buyer (I want it now! Why?)Create Loyalty (I only buy this brand. Why?)
What is branding really? Branding is the sum total of their experiencesand perceptions, some of which you can inﬂuence,and some that you cannot. Its important to spend timeinvesting in researching, deﬁning,and building your brand.
Let’s Deﬁne your brand...What products and/or services do you offer?Deﬁne the qualities of these services and/or products.(Ex. our dessert is creamy, sweet and hand scooped)What separates you from other places? Who is your target market?Who do your products and services attract?What is the tagline of your company?
Create a personality!What if the gelato place was a person?Boy or Girl?Name?Favorite pastime?Favorite food besides gelato?Personality characteristics?What else do you guys want to add?What is the character like? What qualities stand out? Is the personalityof your company innovative, creative, energectic, or sophisticated?
How do I use this?What would XXX want? Why would XXX go there? Whatwould XXX like to see offered?So, when you are talking about your brand think aboutXXX and what he/she would remember and share withfriends...