What is the brand definition for my business? A brand is more than just identifying or differentiating products Brands add value Brands deliver a promise Brands mean something Brands create loyalty.
A brand name provides an image in the customer’s mind Value for money Reassurance Long term reliability Nice people to deal with
5 points to brand definition # Is it focussed? # Is it different enough from competitors? # Will it motivate customers to respond to your advertising? # Can you lay claim to ownership? # What is the time period before it needs tweaking?
A brand name should provide long term value Selling through your name
Name should be short / easy to spell Names should use few letters Names should suggest what you do Names should be unique Names should alliterate Names should be pronounceable Names should surprise not offend Mixing names and numbers – difficult to remember.
Names must be memorable, easy to pronounce and not offensive in other languages Mitsubishi Pajero Ford Pinto Pshitt Piss Krapp .
Marketing is a TOTAL philosophy – through every aspect of your business Key elements: Know your customers – their likes, dislikes, expectations etc Know your competitors – their strengths and weaknesses
Marketing is ensuring the business makes what the customer wants to buy Selling is ensuring customer buys what the business produces