Branding What you need for the Dragons Den
What is Branding? <ul><li>Promise to customers </li></ul><ul><li>Expectations </li></ul><ul><li>Differentiates </li></ul><...
How to start Branding? <ul><li>Who is your target? </li></ul><ul><li>What do you want them to feel about you? </li></ul>
Branding Example
Your Logo <ul><li>Major part of branding </li></ul><ul><li>Stationery, website, packaging, brochures </li></ul>
Brand Strategy <ul><li>How </li></ul><ul><li>Why </li></ul><ul><li>When </li></ul><ul><li>Where </li></ul><ul><li>To Whom ...
Brand Strategy <ul><li>A strong brand allows high prices </li></ul><ul><li>Aim to gain emotional attachment and perceived ...
Brand Strategy
Brand Definition <ul><li>Mission? </li></ul><ul><li>Product benefits? </li></ul><ul><li>Customer perception? </li></ul><ul...
Brand – getting the word out <ul><li>Logo </li></ul><ul><li>Key message – all staff know attributes </li></ul><ul><li>Inte...
Brand Colour
Brand Colour <ul><li>Use it: </li></ul><ul><ul><li>To create positive image </li></ul></ul><ul><ul><li>Stimulate the sense...
Brand – Look big <ul><li>Strength & Stability </li></ul><ul><li>Trust </li></ul><ul><li>Comfort </li></ul><ul><li>Not Amat...
Brand – Look big – How? <ul><li>Create a clean and uncomplicated logo </li></ul><ul><ul><li>Easy to remember </li></ul></u...
Brand – Look big – How? <ul><li>Use maximum 2 fonts </li></ul><ul><ul><li>Aim for memory </li></ul></ul><ul><ul><li>Match ...
Brand – Look big – The truth <ul><li>Size doesn’t matter </li></ul><ul><li>Perceived size does </li></ul>
Brand – Logo use <ul><li>Aim for the Arches </li></ul><ul><ul><li>Scan, surf = shortcut </li></ul></ul><ul><ul><li>Be memo...
Brand – Logo design <ul><li>Tips </li></ul><ul><ul><li>Reflect advantage, characteristic, product </li></ul></ul><ul><ul><...
Brand – Business Cards <ul><li>Physical </li></ul><ul><ul><li>Size, White space, Material, Content, Sides </li></ul></ul><...
Brand – Trade stand <ul><li>Dragons Den </li></ul><ul><ul><li>Table, purpose, options </li></ul></ul><ul><li>Uses </li></u...
Brand – conclusion <ul><li>And at the end of the day, remember….. </li></ul>
Brand – conclusion First impressions count
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Branding

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Branding

  1. 1. Branding What you need for the Dragons Den
  2. 2. What is Branding? <ul><li>Promise to customers </li></ul><ul><li>Expectations </li></ul><ul><li>Differentiates </li></ul><ul><li>Customer’s perceptions </li></ul><ul><li>Competitive edge </li></ul>
  3. 3. How to start Branding? <ul><li>Who is your target? </li></ul><ul><li>What do you want them to feel about you? </li></ul>
  4. 4. Branding Example
  5. 5. Your Logo <ul><li>Major part of branding </li></ul><ul><li>Stationery, website, packaging, brochures </li></ul>
  6. 6. Brand Strategy <ul><li>How </li></ul><ul><li>Why </li></ul><ul><li>When </li></ul><ul><li>Where </li></ul><ul><li>To Whom </li></ul>
  7. 7. Brand Strategy <ul><li>A strong brand allows high prices </li></ul><ul><li>Aim to gain emotional attachment and perceived quality. </li></ul><ul><li>See next slide for example </li></ul>
  8. 8. Brand Strategy
  9. 9. Brand Definition <ul><li>Mission? </li></ul><ul><li>Product benefits? </li></ul><ul><li>Customer perception? </li></ul><ul><li>Desired Associations? </li></ul>
  10. 10. Brand – getting the word out <ul><li>Logo </li></ul><ul><li>Key message – all staff know attributes </li></ul><ul><li>Integrate – phones – attire – emails </li></ul><ul><li>Voice – consistent </li></ul><ul><li>Templates </li></ul><ul><li>Be true </li></ul><ul><li>Be consistent </li></ul>
  11. 11. Brand Colour
  12. 12. Brand Colour <ul><li>Use it: </li></ul><ul><ul><li>To create positive image </li></ul></ul><ul><ul><li>Stimulate the senses </li></ul></ul><ul><ul><li>In all communication </li></ul></ul><ul><ul><li>To set you apart </li></ul></ul><ul><ul><li>To link in with colour psychology </li></ul></ul><ul><li>Choose – warm/cold, energetic/cool </li></ul>
  13. 13. Brand – Look big <ul><li>Strength & Stability </li></ul><ul><li>Trust </li></ul><ul><li>Comfort </li></ul><ul><li>Not Amateur </li></ul><ul><li>Not Home made </li></ul><ul><li>Co-ordinated </li></ul><ul><li>Matching </li></ul>
  14. 14. Brand – Look big – How? <ul><li>Create a clean and uncomplicated logo </li></ul><ul><ul><li>Easy to remember </li></ul></ul><ul><ul><li>Work in one colour </li></ul></ul><ul><ul><li>Unique </li></ul></ul><ul><li>Make one colour yours </li></ul><ul><ul><li>Take it from the logo </li></ul></ul><ul><ul><li>Use it on everything – even the lamp posts </li></ul></ul><ul><ul><li>Memory recall - predominant </li></ul></ul>
  15. 15. Brand – Look big – How? <ul><li>Use maximum 2 fonts </li></ul><ul><ul><li>Aim for memory </li></ul></ul><ul><ul><li>Match attributes with materials </li></ul></ul><ul><ul><li>Different images </li></ul></ul><ul><ul><li>Forget fun </li></ul></ul><ul><li>Stay the course </li></ul><ul><ul><li>Consistency is key </li></ul></ul>
  16. 16. Brand – Look big – The truth <ul><li>Size doesn’t matter </li></ul><ul><li>Perceived size does </li></ul>
  17. 17. Brand – Logo use <ul><li>Aim for the Arches </li></ul><ul><ul><li>Scan, surf = shortcut </li></ul></ul><ul><ul><li>Be memorable and consistent (repeat) </li></ul></ul><ul><li>Tips </li></ul><ul><ul><li>Sponsorship </li></ul></ul><ul><ul><li>Industry events </li></ul></ul><ul><ul><li>Clever promotional products </li></ul></ul><ul><ul><li>Mobilise & incorporate </li></ul></ul>
  18. 18. Brand – Logo design <ul><li>Tips </li></ul><ul><ul><li>Reflect advantage, characteristic, product </li></ul></ul><ul><ul><li>Simple but compelling </li></ul></ul><ul><ul><li>Works in colour and b/w </li></ul></ul><ul><ul><li>Business card to Billboard </li></ul></ul><ul><ul><li>Artistically balanced </li></ul></ul><ul><ul><li>Get it right </li></ul></ul>
  19. 19. Brand – Business Cards <ul><li>Physical </li></ul><ul><ul><li>Size, White space, Material, Content, Sides </li></ul></ul><ul><li>Tips </li></ul><ul><ul><li>Go for expensive </li></ul></ul><ul><ul><li>K.I.S.S. </li></ul></ul><ul><ul><li>Add value </li></ul></ul><ul><ul><li>Cut excess </li></ul></ul><ul><ul><li>Look at your use of others </li></ul></ul>
  20. 20. Brand – Trade stand <ul><li>Dragons Den </li></ul><ul><ul><li>Table, purpose, options </li></ul></ul><ul><li>Uses </li></ul><ul><ul><li>Promote your brand </li></ul></ul><ul><ul><li>Show prototype </li></ul></ul><ul><ul><li>Display promotional material </li></ul></ul><ul><ul><li>Gives a base for your team </li></ul></ul><ul><ul><li>Create a memorable experience </li></ul></ul>
  21. 21. Brand – conclusion <ul><li>And at the end of the day, remember….. </li></ul>
  22. 22. Brand – conclusion First impressions count

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