WHAT ISBRANDINGAND HOW DO I DO IT?
Branding is a termthat agencies andmarketingconsultants use inorder to make whatthey do sound morecomplicated andexpensive.
Consistency
What isa brand?
YourLogoWith your smart tagline underneath.
Yourcompanyshirt withyour logo     YourLogoon the leftbreast.
YourLogo           Timothy Thames III           Founder & CEO           P > 205.867.5309           E > Timothy.Thames@Gmai...
Yourwebsite.comIn the industry leading CMS with blogging capabilities and search engine optimization for both Google AND Y...
@YourBrand: Daily special!Get 10% off your nextpurchase when you mentionTwitter #best_brand_ever
Proudsponsorof ourfavoritefootballteam!Go Mascot!Visit us online atYourwebsite.comTo find our why we’rechampions, too!   Y...
Question 1.What is a brand?  logo  website                   Almost                           Partia  !  business card    ...
a brand is not a logo.a brand is not a corporate identity.a brand is not a product.                        –The Brand Gap
A brand is anintangible,emotionalrelationshipdeveloped witha product,service orcompanyover time.
Collectively, what peoplesay, feel and think abouta particular product,service or company.                  – Space 150
So how do you createand foster a    real, live      brand   that your  customerscan connect       with?
Things toconsider
& rationalemotional
Affordability     Convenience                  Productsrational       Benefits               Availability                 ...
EMOTIONAL
a brand is emotional: It has the power to evoke emotion in what                      should be a rational purchasing process
Emotional
Faded     RalphGlory:   Lauren: $5      $85
Howdo youfosteremotion?
Design ExperienceConsistency
HOPE
@YourBrand                                                        YourLogo                  YourLogo                  With...
Branding isnot somethingthat marketingalone cancreate.
Chick-fil-A
“My pleasure.”
“Brand loyalty will stillbe earned over timethrough consistentpositive experiences                          ”& engagements...
Createexperiencesworth sharing.Dont make ads,make news.          –Bob Thacker
FinalTakeaways
1Know who youreally are.
USP
TargetAudience
Core brandvalues
2Don’t give themstuff you think theyneed. Give themwhat they want.
3No matter yoursize, experiencesalways beatmarketing
4Create experiencesyou’d want to be apart of
5Don’t fall into the“social only” trap.
THINK
When asked why consumers werebreaking-up with brands in Facebook andTwitter, the top reasons cited were:1. The company pos...
The top two reasons consumers gave as towhy they interact with companies in socialnetworks were:1. Receive discounts (61%)...
Businesses believe the top two reasonsconsumers follow them in social networks1. Learn about new products (73%)2. To recei...
A brand isn’t what yousay it is. It’s what yourcustomers say it is.                   –The Brand Gap
Consistency
Q&A
What is Branding
What is Branding
What is Branding
What is Branding
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What is Branding

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This is a presentation I gave at the 2011 Birmingham AdFed Advertising Expo. It's called, "What is Branding and how do I do it?"

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  • So, riddle me this: what is a brand. \nSomebody\n
  • Since such fragmentation has occurred, it’s been harder and harder to enforce brand consistency (not in the visual sense, but in the emotional one) across so many channels and through so many new and untested touchpoints with consumers\n
  • So, riddle me this: what is a brand. \nSomebody\n
  • So, riddle me this: what is a brand. \nSomebody\n
  • So, riddle me this: what is a brand. \nSomebody\n
  • So, riddle me this: what is a brand. \nSomebody\n
  • So, riddle me this: what is a brand. \nSomebody\n
  • So, riddle me this: what is a brand. \nSomebody\n
  • So, riddle me this: what is a brand. \nSomebody\n
  • So, riddle me this: what is a brand. \nSomebody\n
  • So, riddle me this: what is a brand. \nSomebody\n
  • So, riddle me this: what is a brand. \nSomebody\n
  • So, riddle me this: what is a brand. \nSomebody\n
  • So, riddle me this: what is a brand. \nSomebody\n
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  • They’re imperfect. \n
  • They’re imperfect. \n
  • They’re imperfect. \n
  • They’re imperfect. \n
  • They’re imperfect. \n
  • They’re imperfect. \n
  • They’re imperfect. \n
  • They’re imperfect. \n
  • They’re imperfect. \n
  • Reference the Brand Gap\nThere are thousands of smart people out there who will define it for you a in a lot of different ways, but here’s the skinny of what many would believe: A brand is an intangible emotional attachment that a consumer develops to a product service over time. \n
  • Speaks to the heart of public relations. Defining your brand on your own terms, without spending too much money. It’s critical to the success of a brand. \n
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  • Nike Shoes: \nBrand of competitiveness. good shoes, too.\nWhich means making that emotional and rational connection with consumers has been harder and harder. the 30 second spot can do it. Sometimes, a really good print spread can do it. Together, they definitely can. But fewer consumers are spending time with our advertising for them to connect with a brand in both of these ways. \n
  • Nike Shoes: \nBrand of competitiveness. good shoes, too.\nWhich means making that emotional and rational connection with consumers has been harder and harder. the 30 second spot can do it. Sometimes, a really good print spread can do it. Together, they definitely can. But fewer consumers are spending time with our advertising for them to connect with a brand in both of these ways. \n
  • Nike Shoes: \nBrand of competitiveness. good shoes, too.\nWhich means making that emotional and rational connection with consumers has been harder and harder. the 30 second spot can do it. Sometimes, a really good print spread can do it. Together, they definitely can. But fewer consumers are spending time with our advertising for them to connect with a brand in both of these ways. \n
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  • It has the power to evoke an emotion to what should be a rational purchasing process\n
  • It has the power to evoke an emotion to what should be a rational purchasing process\n
  • Apple Focus Groups:\nPeople thought you were cooler if you used Apple products. \n
  • Apple Focus Groups:\nPeople thought you were cooler if you used Apple products. \n
  • Apple Focus Groups:\nPeople thought you were cooler if you used Apple products. \n
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  • So, riddle me this: what is a brand. \nSomebody\n
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  • Think of it like this: if one characteristic were taken away, what would feel the most disconcerting. \nThe Chick-fil-A brand is best understood in two simple words:\n
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  • it’s in the heart of public opinion that this idea exists\n\n
  • it’s in the heart of public opinion that this idea exists\n\n
  • Since such fragmentation has occurred, it’s been harder and harder to enforce brand consistency (not in the visual sense, but in the emotional one) across so many channels and through so many new and untested touchpoints with consumers\n
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  • What is Branding

    1. 1. WHAT ISBRANDINGAND HOW DO I DO IT?
    2. 2. Branding is a termthat agencies andmarketingconsultants use inorder to make whatthey do sound morecomplicated andexpensive.
    3. 3. Consistency
    4. 4. What isa brand?
    5. 5. YourLogoWith your smart tagline underneath.
    6. 6. Yourcompanyshirt withyour logo YourLogoon the leftbreast.
    7. 7. YourLogo Timothy Thames III Founder & CEO P > 205.867.5309 E > Timothy.Thames@Gmail.com FB > Facebook.com/YourBusiness TW> @YourBusiness 1031 Richard Arrington Jr Blvd S • Apartment 3G • Birmingham, AL 35205 YourLogo
    8. 8. Yourwebsite.comIn the industry leading CMS with blogging capabilities and search engine optimization for both Google AND Yahoo?
    9. 9. @YourBrand: Daily special!Get 10% off your nextpurchase when you mentionTwitter #best_brand_ever
    10. 10. Proudsponsorof ourfavoritefootballteam!Go Mascot!Visit us online atYourwebsite.comTo find our why we’rechampions, too! YourLogo With your smart tagline underneath.
    11. 11. Question 1.What is a brand? logo website Almost Partia ! business card Credit l marketing -5 social media presence All of the above
    12. 12. a brand is not a logo.a brand is not a corporate identity.a brand is not a product. –The Brand Gap
    13. 13. A brand is anintangible,emotionalrelationshipdeveloped witha product,service orcompanyover time.
    14. 14. Collectively, what peoplesay, feel and think abouta particular product,service or company. – Space 150
    15. 15. So how do you createand foster a real, live brand that your customerscan connect with?
    16. 16. Things toconsider
    17. 17. & rationalemotional
    18. 18. Affordability Convenience Productsrational Benefits Availability Functionality
    19. 19. EMOTIONAL
    20. 20. a brand is emotional: It has the power to evoke emotion in what should be a rational purchasing process
    21. 21. Emotional
    22. 22. Faded RalphGlory: Lauren: $5 $85
    23. 23. Howdo youfosteremotion?
    24. 24. Design ExperienceConsistency
    25. 25. HOPE
    26. 26. @YourBrand YourLogo YourLogo With your smart tagline underneath.Yourwebsite.com
    27. 27. Branding isnot somethingthat marketingalone cancreate.
    28. 28. Chick-fil-A
    29. 29. “My pleasure.”
    30. 30. “Brand loyalty will stillbe earned over timethrough consistentpositive experiences ”& engagements. - Paul Isaakson
    31. 31. Createexperiencesworth sharing.Dont make ads,make news. –Bob Thacker
    32. 32. FinalTakeaways
    33. 33. 1Know who youreally are.
    34. 34. USP
    35. 35. TargetAudience
    36. 36. Core brandvalues
    37. 37. 2Don’t give themstuff you think theyneed. Give themwhat they want.
    38. 38. 3No matter yoursize, experiencesalways beatmarketing
    39. 39. 4Create experiencesyou’d want to be apart of
    40. 40. 5Don’t fall into the“social only” trap.
    41. 41. THINK
    42. 42. When asked why consumers werebreaking-up with brands in Facebook andTwitter, the top reasons cited were:1. The company posts too frequently2. My wall was becoming too crowdedwith marketing posts3. The content was too repetitive or boring
    43. 43. The top two reasons consumers gave as towhy they interact with companies in socialnetworks were:1. Receive discounts (61%)2. Make purchases (55%)
    44. 44. Businesses believe the top two reasonsconsumers follow them in social networks1. Learn about new products (73%)2. To receive general information (71%)
    45. 45. A brand isn’t what yousay it is. It’s what yourcustomers say it is. –The Brand Gap
    46. 46. Consistency
    47. 47. Q&A

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