The document provides an overview of branding and the brand platform development process. It discusses key aspects of branding including defining a brand, establishing a brand position, developing a customer value proposition through the customer experience story, identifying touchpoints, conducting competitive analysis, profiling target customers, and creating a brand name, tagline, and visual identity. The summary emphasizes that branding is about building positive perceptions in customers' minds through consistency across all brand elements and customer interactions.
Presentation to students attending the 2009 Student Leadership Conference at Missouri University of Science and Technology (Missouri S&T), January 2009
Snap Agency, the leader in digital ecommerce solutions recently published a blog post and supplemental slide presentation explaining the importance of brand strategy and how to develop one.
It’s not enough these days if they just remember your name—it’s how they feel about you. A brand essence captures the heart and intrinsic nature of your company. When your brand is strong, you develop lasting emotional ties to and the loyalty of your costumers. In this economic climate, strong brands with strong personal connections will be the ones that persevere. Richard Earl who has over 30 years of experience with notable advertising campaigns for P&G, Johnson & Johnson and more, will discuss how you can create a Brand Essence for your company.
Speaker: Richard Earl, The Regis Group
Co-sponsored by the Small Business Development Center
Building A Brand: creating provocative brands that people care about. From brand architecture to fulfilling emotional needs to the path through purchase this is a creative guide to developing brand ideas.
This presentation looks at why branding is important, how people choose one brand over another, and the importance of segmentation in an era when one-size-fits-all branding is dead. The result must be tribal branding characterized by engagement
Hélène is going to explain how to transform your food blog into a powerful brand. Branding can seem like a very daunting process but with some clear guidelines/examples and cheat sheets it can be made easy. She will take you through key branding principles when developing, growing, running your blog and explain how clear branding is really helpful when developing logos, website design, social media presence, PR pack… and approaching other brands.
Presentation to students attending the 2009 Student Leadership Conference at Missouri University of Science and Technology (Missouri S&T), January 2009
Snap Agency, the leader in digital ecommerce solutions recently published a blog post and supplemental slide presentation explaining the importance of brand strategy and how to develop one.
It’s not enough these days if they just remember your name—it’s how they feel about you. A brand essence captures the heart and intrinsic nature of your company. When your brand is strong, you develop lasting emotional ties to and the loyalty of your costumers. In this economic climate, strong brands with strong personal connections will be the ones that persevere. Richard Earl who has over 30 years of experience with notable advertising campaigns for P&G, Johnson & Johnson and more, will discuss how you can create a Brand Essence for your company.
Speaker: Richard Earl, The Regis Group
Co-sponsored by the Small Business Development Center
Building A Brand: creating provocative brands that people care about. From brand architecture to fulfilling emotional needs to the path through purchase this is a creative guide to developing brand ideas.
This presentation looks at why branding is important, how people choose one brand over another, and the importance of segmentation in an era when one-size-fits-all branding is dead. The result must be tribal branding characterized by engagement
Hélène is going to explain how to transform your food blog into a powerful brand. Branding can seem like a very daunting process but with some clear guidelines/examples and cheat sheets it can be made easy. She will take you through key branding principles when developing, growing, running your blog and explain how clear branding is really helpful when developing logos, website design, social media presence, PR pack… and approaching other brands.
Our Startup Branding Journey - What Makes A Brand Memorable?Customericare
We recently took on one of the biggest challenges so far: Building a solid brand and culture for our startup. We thought it could be fun to share our journey with the world and see what we learn, what we find out and how it can help others take on a journey of their own.
We wrote about the importance of branding here as a first step into the journey: https://customericare.com/startup-branding-and-culture/
In these slides we focus on what makes a brand memorable. And here's the article that goes with the slides about building a memorable customer experience: https://customericare.com/create-memorable-customer-experiences/
Hope you'll like the presentation and don't hesitate to leave your thoughts in the comments!
Some links to read more about building a memorable brand:
- Brand archetypes: http://www.allegorystudios.com/culture-audits/12-brand-archetypes/
- Brand personalities: https://faculty-gsb.stanford.edu/aaker/PDF/Dimensions_of_Brand_Personality.pdf
- Brand design tips: http://www.forbes.com/sites/johnrampton/2014/11/14/12-principles-of-great-brand-design/
- The effect of stories on our brain: https://blog.bufferapp.com/science-of-storytelling-why-telling-a-story-is-the-most-powerful-way-to-activate-our-brains
It should come as no surprise that humans are emotional creatures. Marketers have long recognized the fact that emotions play a key role when consumers are talking about or purchasing products in categories as disparate as those represented by brands. Over the past decade, emotional branding has emerged as a highly influential brand management paradigm. Among marketing practitioners, this relational, communal, participatory, sensory, and emotive view of consumer– brand relationships is increasingly heralded as a central pillar of market differentiation and sustainable competitive advantage. Emotional connections are universally important, and managing those emotional bonds pays off handsomely. Some companies are very good at creating emotional connections with their customers. Most, however, are not. Companies that is successful at creating emotional connections benefit from stronger results, not only in cash flow and profit, but in market share. Emotional connections aren’t static. They ebb and flow and the results can affect a company’s long-term business success.
Branding is the most misunderstood concept in the business world. This deck tries to help demystify the basics of branding and a few tools that can help a business owner or a personality to manage his/her personal or organization's brand.
Table of Contents
Table of Contents ......................................................................... 3
Introduction................................................................................... 5
Vision & Voice ............................................................................... 6
Vision ............................................................................................. 6
Voice............................................................................................... 7
USP................................................................................................. 9
Name............................................................................................. 11
Slogans or Taglines ..................................................................... 13
Visual Branding ............................................................................ 15
Conclusion..................................................................................... 17
Resources ...................................................................................... 18
You may ask this:
1 branding is a which decision
2 do corporate branding
3 do cows feel branding
4 do good branding
5 do it yourself branding
6 do it yourself branding iron
7 do not disturb hotel branding
8 do tattoo shops do branding
9 do your own branding
10 do's and don'ts of branding
11 do's and don'ts of personal branding
12 how can branding add value to a product
13 how can branding benefit a business
14 how can branding help a business
15 how can branding influence customers
16 how can branding influence customers perception
17 how can companies create emotional branding
18 how can recruiters use branding effectively
19 how can strong branding benefit businesses
20 how can we do branding
21 how can you relate marketing and branding
22 how hot should a branding iron be
23 how important is branding
24 how long should a branding statement be
25 how much branding cost
26 how much does branding cost
27 how much for corporate branding
28 how much is a branding iron
29 how much is a branding package
30 how much is branding design
31 how much is vehicle branding
32 how much should i charge for branding
33 how much should i pay for branding
34 how much to budget for branding
35 how to be a branding consultant
36 how to branding
37 how to branding a product
38 how to branding your business
39 how to branding yourself
40 how to define branding
Our Startup Branding Journey - What Makes A Brand Memorable?Customericare
We recently took on one of the biggest challenges so far: Building a solid brand and culture for our startup. We thought it could be fun to share our journey with the world and see what we learn, what we find out and how it can help others take on a journey of their own.
We wrote about the importance of branding here as a first step into the journey: https://customericare.com/startup-branding-and-culture/
In these slides we focus on what makes a brand memorable. And here's the article that goes with the slides about building a memorable customer experience: https://customericare.com/create-memorable-customer-experiences/
Hope you'll like the presentation and don't hesitate to leave your thoughts in the comments!
Some links to read more about building a memorable brand:
- Brand archetypes: http://www.allegorystudios.com/culture-audits/12-brand-archetypes/
- Brand personalities: https://faculty-gsb.stanford.edu/aaker/PDF/Dimensions_of_Brand_Personality.pdf
- Brand design tips: http://www.forbes.com/sites/johnrampton/2014/11/14/12-principles-of-great-brand-design/
- The effect of stories on our brain: https://blog.bufferapp.com/science-of-storytelling-why-telling-a-story-is-the-most-powerful-way-to-activate-our-brains
It should come as no surprise that humans are emotional creatures. Marketers have long recognized the fact that emotions play a key role when consumers are talking about or purchasing products in categories as disparate as those represented by brands. Over the past decade, emotional branding has emerged as a highly influential brand management paradigm. Among marketing practitioners, this relational, communal, participatory, sensory, and emotive view of consumer– brand relationships is increasingly heralded as a central pillar of market differentiation and sustainable competitive advantage. Emotional connections are universally important, and managing those emotional bonds pays off handsomely. Some companies are very good at creating emotional connections with their customers. Most, however, are not. Companies that is successful at creating emotional connections benefit from stronger results, not only in cash flow and profit, but in market share. Emotional connections aren’t static. They ebb and flow and the results can affect a company’s long-term business success.
Branding is the most misunderstood concept in the business world. This deck tries to help demystify the basics of branding and a few tools that can help a business owner or a personality to manage his/her personal or organization's brand.
Table of Contents
Table of Contents ......................................................................... 3
Introduction................................................................................... 5
Vision & Voice ............................................................................... 6
Vision ............................................................................................. 6
Voice............................................................................................... 7
USP................................................................................................. 9
Name............................................................................................. 11
Slogans or Taglines ..................................................................... 13
Visual Branding ............................................................................ 15
Conclusion..................................................................................... 17
Resources ...................................................................................... 18
You may ask this:
1 branding is a which decision
2 do corporate branding
3 do cows feel branding
4 do good branding
5 do it yourself branding
6 do it yourself branding iron
7 do not disturb hotel branding
8 do tattoo shops do branding
9 do your own branding
10 do's and don'ts of branding
11 do's and don'ts of personal branding
12 how can branding add value to a product
13 how can branding benefit a business
14 how can branding help a business
15 how can branding influence customers
16 how can branding influence customers perception
17 how can companies create emotional branding
18 how can recruiters use branding effectively
19 how can strong branding benefit businesses
20 how can we do branding
21 how can you relate marketing and branding
22 how hot should a branding iron be
23 how important is branding
24 how long should a branding statement be
25 how much branding cost
26 how much does branding cost
27 how much for corporate branding
28 how much is a branding iron
29 how much is a branding package
30 how much is branding design
31 how much is vehicle branding
32 how much should i charge for branding
33 how much should i pay for branding
34 how much to budget for branding
35 how to be a branding consultant
36 how to branding
37 how to branding a product
38 how to branding your business
39 how to branding yourself
40 how to define branding
How to improve your packaging design using eye tracking researchAleph Vietnam
red brand builders and Cimigo Marketing Research share a 3-step packaging design and eye-tracking research process to add impact (tm) to your packaging on the shelf.
Brand strategy - process and architecturesue woodward
Developing a brand requires clear thinking when it comes to selecting and deciding upon a brand name, an understanding of process and suitable architecure that will fit with the overall corporate strategy.
An overview of the types of brand architecture. A brand architecture needs to align to the corporate's overall brand strategy. It needs to be robust and have the ability to grow and adapt.
Every time you enter a retail store, your shopping experience has been extensively planned, from the items you see for sale to the layout and design of the store. Many times these decisions are made by someone working in retail operations, or the area of retail concerned with the day-to-day functions of stores
Intro to Branding & Brand management - ElkottabMuhammad Omar
it's my material for the training workshop of "Intro to Branding & Brand Management" that has been held among other 7 workshops of #elkottab training event organized by E3langi.com in November 2014
Today global branding is important for B2B and B2C products and services. This presentation gives a comprehensive insight into brand management with examples of power brands.
Brush the Basics is a 2013 Brand Glossary that has a mix of conventional and new-age brand approaches. Hope you enjoy the read! Your feedback is welcome on sales@intelliassist.in
2. WHAT IS BRANDING?
In the Middle Ages, it commonly identified the process of burning a mark
into stock animals with thick hides, such as cattle, so as to identify ownership.
These European customs were imported to the Americas. In the American
West, a branding iron consisted of an iron rod with a simple symbol or mark,
which cowboys heated in a fire. After the branding iron turned red-hot, the
cowboy pressed the branding iron against the hide of the cow.
The unique brand meant that cattle owned by multiple ranches could then
graze freely together on the open range.
BRANDING
2
101
3. WHAT IS BRANDING?
BRANDING IS THE PROCESS OF BUILDING A POSITIVE COLLECTIONOF
PERCEPTIONS ABOUT YOUR PRODUCT IN YOUR CUSTOMER ‘S MINDS.
These perceptions are commonly referred to as a Brand Platform
A Brand is an EXPERIENCE! It lives at the intersection of expectation and promise.
When people encounter your product’s name, they automatically conjure
up impressions and memories that determine what action they make take.
Customers of your product or services may
make a purchase (or avoid a purchase)
based on their perception of your brand.
A brand cannot be all things to all people
Branding is based on the concept of singularity!
It should target individuals in a personal manner
Branding is the blending of QUANTITATIVE and QUALITATIVE research
& analysis of products, markets, competitors and customers.
BRANDING
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101
4. BRAND EQUITY: MONETARY VALUE!
BrandZ Top 100 Most Valuable Global Brands 2011
BRAND BRAND VALUE
2011 ($M) Change 2011vs. 2010
1 APPLE 153,285 84%
2 GOOGLE 111,498 -2%
3 IBM 100,849 17%
4 McDonalds 81,016 23%
5 MICROSOFT 78,243 2%
6 COCA COLA 73,752 8%
7 AT&T 69,916 N/A
8 MARLBORO 67,522 18%
9 CHINA MOBILE 57,326 9%
14 GE 50,318 12%
BRANDS HAVE NOT BORDERS
BRANDING 101 4
5. BRAND EQUITY
BRANDS ARE IDEAS THAT CREATE MONETARY VALUE!
Creation of Brand Equity equals increased assets
HOW? By emotionally connecting to the customer and creating trust.
Brand value is created if the customer experience exceeds expectations.
Customers serve as a tangible profit engine for brands to
monetize their brand value.
“ If you are not a brand, you are a commodity”
Philip Kotler , Professor of International Marketing
– Kellogg School of Graduate Management Northwestern University.
BRANDING 101 5
6. BRAND PLATFORM PROCESS
The order in which different segments are processed will change with the situation.
The product may come before the idea. The Brand name may be the last
element. Each is important in its own right and will be examined in due course
BRANDING 101 6
7. HOLISTIC ATTITUDE
EVERYTHING IS CONNECTED !
ALL BRAND ELEMENTS ARE RELATED AND HAVE VALUE TO EACH OTHER!
CUSTOMER CENTRIC POINT OF VIEW: Every decision revolves around
how the Customer will perceive or react.
TOTAL SUBMERSION: There is no detail
too large or too small to be addressed
if it affects the Brand.
TOUCHPOINTS: Address all the Customer Touchpoints!
COMMITMENT: There must be a determined desire to remain true to the Brand
Position at all times and situations.
DISCIPLINE: Have the internal fortitude to stay the course in difficult times.
BRANDING 101 7
8. COMPETITIVE SUPREMACY
THE BRAND WITH THE MOST INNOVATIVE
COMPETITIVE ADVANTAGES WINS!
What elements does your Brand offer that can
Be considered a Competitive Advantage?
How many can you find?
Brand Position
Price, Value, Quality etc.
Business Model
Customer Value Proposition
Most positive Customer Touchpoints
BRANDING 101 8
9. PRODUCTS TO BRAND
IDENTIFY THE TYPE OF PRODUCTS THAT ARE TO BE BRANDED
Which products are to be branded? Category?
Multi – versions of same Core Product?
Multiple Products or just one?
The Beginning of its lifecycle? Middle?
1-5 years
Vision for the future
Possibility of additional types of products?
BRANDING 101 9
10. MISSION STATEMENT: CLARITY OF PURPOSE
PURPOSE: Explains the WHY? in the building of the brand?
Serves as the Foundation of a Brand Strategy
Succinctly describes the reasons and goals behind the Brand
Only when a goal is clearly stated, can it be obtained.
Everyone needs to and should be able to understand the Brand Strategy
BRANDING 101 10
11. BRAND POSITION: DIFFERENTIATES
THE BRAND POSITION:
Answers your customer's primary question: "What's in it for me?“
The Brand separates you from your competition.
In essence, your brand image is a promise - a promise that must be kept!
Your brand image creates expectations. It defines who you are, how you
operate, and how you're different from your competitors.
What do you want the customer perception to be?
Two basic positions - "intelligent choice" and meeting clearly set customer
expectations.
BRANDING 101 11
12. BRAND POSITION:
YOUR BRAND POSITION IS WHAT MAKES YOU UNIQUE LIKE A FINGERPRINT
ELEMENTS: Quality, Price, Value, Exclusive, Aspirational, etc
NICHE: Become a specialist rather than a generalist.
A specialist is perceived to know more, or be of "higher quality"
than a generalist.
RELEVANCE: Importance to a customer's lifestyle
SHARE OF MARKET: What is the goal?
HIERARCHY: Order in the food chain?
EMOTIONAL CONNECTION: What emotion are you hitting?
BENEFITS: Real or imagined
AWARENESS: How often is it in the customer mind or eye?
AVAILABILITY: Channels of Distribution
AUTHENTIC: First or pure purpose – Genuine
BRANDING 101 12
13. CVP - CUSTOMER VALUE PROPOSITION
THE CUSTOMER VALUE PROPOSITION IS THE BRAND PROMISE
• CUSTOMER EXPECTATION: What should your customer be able to count on
each time that the buy your brand?
• CUSTOMER EXPERIENCE: Your brand story must be easy to remember and hard
to forget. If people are confused, it's unlikely that they'll be able to retell your
story or have the desire to do so. What is the ultimate customer experience –
write the scene!
• TRUST: The Customer experience is the fulfillment of the Brand promise. It is all
about building a Customer’s Trust!.
BRANDING 101 13
14. CUSTOMER EXPERIENCE STORY: CREATES CLARITY
CREATE THE STORY IN SECTIONS. IT IS AN INTEGRAL ELEMENT OF THE BRAND POSITION.
PURPOSE: Build an emotional value connection with a desire to build trust
• KEYWORDS: Develop a list that is emotionally connected to your brand.
• DESIRE: What words when heard would you want to be connected to your brand?
• DESCRIPTIVE SENTENCE: Create one sentence that describes your brand
– can be relevant to the Tagline
• CREATE PREFERENCE: Predisposition to buy by consumers –
establishing brand loyalty through a great story.
• EXPERIENCE STORY ORIGIN: Create a complete experience
with the brand. Sets the tone for all involved in the beginning
and the future.
BRANDING 101 14
15. TOUCHPOINTS: CONNECTION WITH THE CUSTOMER
YOUR ULTIMATE GOAL IS TO HAVE EACH TOUCHPOINT
REINFORCE AND FULFILL YOUR MARKETPLACE PROMISE.
• TOUCHPOINTS: Name, pronunciation, products, packaging, price, marketing,
sales personnel, etc.
• IMPRESSION: Each Touchpoints molds the customer's impression of the brand.
• VALUE: All Touchpoints are not created equal.
• IMPORTANCE: Which are the most influential in each Product?
.
• CONSISTENCY: Each and every Touchpoint must give
similar perceptions and experiences to the Brand
• REAL: Determine how to express each “reason-to-believe “
at each key Touchpoint
BRANDING 101 15
16. EMOTIONAL CONNECTIONS
THE TEN COMMANDMENTS OF EMOTIONAL BRANDING
• FROM CONSUMERS TO PEOPLE Consumers buy, people live
• FROM PRODUCT TO EXPERIENCE Products fulfill needs, experiences fulfill desires
• FROM HONESTY TO TRUTH Honesty is expected. Trust is engaging and
intimate. It needs to be earned
• FROM QUALITY TO PREFERENCE Quality is the right price a given today.
Preference creates the sale
• FROM NOTORIETY TO ASPIRATION Being known doesn’t mean that you
are also loved
• FROM IDENTITY TO PERSONALITY Identity is recognition.
Personality is about character and charisma
• FROM FUNCTION TO FEEL The functionality of a product is about
practical or superficial qualities only.
• FROM UBIQUITY TO PRESENCE Ubiquity is seen. Emotional presence is felt
• FROM COMMUNICATION TO DIALOGUE Communication is telling. Dialog is sharing
• FROM SERVICES TO RELATIONSHIP Service is selling. Relationship is acknowledgement
Based on the book Emotional Branding, written by Marc Gobé
BRANDING 101 16
17. BRAND BUSINESS MODEL
The Brand Business Model is the “Financial Structure” of how a product
is brought to Market and introduced to the Consumer.
It reveals both strengths and risks to the Brand.
Understanding the Model will help in successfully positioning the Brand
• DESIGN, DEVELOPMENT, PRODUCT
• SUPPLY CHAIN
• MONETARY GOALS
• PRICE/ QUALITY/VALUE RELATIONSHIP
• SERVICE
• TYPE OF VALUE
BRANDING 101 17
18. PROFILE CUSTOMER: WHO DO YOU WANT?
UNDERSTAND THE CUSTOMER!
WHO ARE THEY- REALLY? HOW DO OTHER CONSUMERS AFFECT THE CORE CUSTOMER!
• Demographic: Sex, Age, Income etc.
• Size of Population
• How to reach them
• Early Adopters
• Influencers
• Buyer – End User
• Geographic
INVENT A PERSON OR PERSONS
• Give them a name
• Sex, age,
• Occupation
• Etc.
BRANDING 101 18
19. BRAND SWOT
Understand your Brand from both and Internal and External Viewpoint.
What elements can you exploit and which do you have to protect?
BRANDING 101 19
20. COMPETITITVE INTELLIGENCE
It is imperative to understand as much as possible
about your competition!
Market or Markets
Who is the Competition
• Primary and Secondary
SWOT
– Strengths
– Weaknesses
– Opportunities
– Threats
BRANDING 101 20
21. PRODUCT MARKET
Given the unique factors of your product – the elements that differentiate
your offering from your competition. Each Product will have its own
characteristics that must be explored.
IS THERE A NICHE MARKET WITHIN THE MARKET UMBRELLA?
EACH PRODUCT:
• Size of Market
• Demographics of Customer
• Quality
• Price
• Customer Experience
• Lifecycle
• Etc.
BRANDING 101 21
22. SYNCHRONIZE: BIG FOUR
THE KEY TO SUCCESSFUL BRAND BUILDING IS TO SYNCHRONIZE YOUR:
• BRAND POSITION
• CUSTOMER VALUE PROPOSITION – EXPERIENCE STORY
• BUSINESS MODEL
• CUSTOMER PROFILE - MARKET
Make sure that each element may be executed without infringing
on the possibility of success of the other. They should all work in harmony.
BRANDING 101 22
23. BRAND NAME: MEMORABLE TO YOUR CUSTOMER
Brand names represent a larger meaning to consumers by conveying a concept
and a promise.
Great names claim a position that is intriguing, inspiring, and believable.
The most effective brands exemplify their promise by preconditioning consumers
Matches your Brand Position
Aligns with your Target customer
Identifies with your CVP
BRANDING 101 23
24. BRAND NAME: CREATING A BRAND NAME
POINTS TO KEEP IN MIND
• Match the product or service / fit the concept
• Creates a mental image for your Customer
• Make your name memorable!
• Phonetically easy for your Market
• Easy to pronounce, Easy to Spell
• Adaptable to addition products
• Easy to translate / cross cultural appeal
• Stand out against competing brands
• Should be protectable
• Has Longevity
BRANDING 101 24
25. BRAND NAME: TYPES OF BRAND NAMES
ACRONYM: A name made of initials
DESCRIPTIVE: Names that describe a product benefit or function
ALLITERATION AND RHYME: Names that are fun to say and stick in the mind
EVOCATIVE: Names that evoke a relevant vivid image
NEOLOGISMS: Completely made-up words
FOREIGN WORD: Adoption of a word from another language
FOUNDERS' NAMES: Using the names of real people and founder's name
GEOGRAPHY: Many brands are named for regions and landmarks
PERSONIFICATION: Many brands take their names from myth
BRANDING 101 25
26. TAGLINE: YOUR STORY OR BRAND POSITION
GREAT TAGLINES GIVE INSIGHTS TO THE CUSTOMER ABOUT YOUR BRAND !
• MEMORABLE: A great Tagline sticks in your memory.
• POSITION: A tagline should communicate your company’s positioning.
• BENEFIT: Explains a unique factor for offers your target audience?
• USE IT: How can you use it as a competitive advantage? Use it as a differentiator!
BRANDING 101 26
27. BRAND GRAPHICS: VISUAL BRAND ENHANCEMENT
One of the more exciting elements of creating a Brand is the
Development of the Logo and all the other “Graphic Elements”
required , it is also one of the most important steps in the process.
ELEMENTS NEEDED: Logo, Color, Icon, Tagline, Unique Packaging
• LOGO: Can actually have more than one or elements
that reflect as one. A design that’s attractive, easy to
read and memorable
• COLOR: Can you own a color that also increases the brand story?
• ICON: An element that gives and immediate perception
TAG LINE: A qualifying statement about the Brand
• PACKAGING: Type Of Packaging
• SYNERGY: Does the combined set of graphics place you in the same
“Sandbox” as your competition.
• STYLE GUIDE: Rules and Regulations on how the Graphics
of your Brand may be used
BRANDING 101 27
28. BRAND PACKAGING:
Not every product will need a package but many will require it. When possible
allow the packaging to become part of the brand.
IMPORTANT ELEMENTS:
How will it be seen
How will it be perceived
How will it be used
Can it be used again?
Can it build the brand? After initial Use?
BRANDING 101 28
29. BRAND TESTING:
Brand name testing and research is an important part of the process.
Selecting the right name can influence brand positioning, image, and
future sales.
Use Focus Groups or similar situations to get a Read on your Decisions.
Pull together enough of your Target Customers to ask a set of pointed questions
that eliminate unknown risk or undesired action.
BRANDING 101 29
30. BRAND PROTECTION
LEGALITIES
Before and after you have started work on your Brand and Brand Name,
look into the legal aspects of using your chosen Brand Name and all collateral.
• Legal search for possible infringements.
• Can you legally own name, logo, tagline, associated graphics
• Website Domain Name availability?
• Apply for trademarks and legal protection
• Available for all products and categories in the future?
BRANDING 101 30
31. BRAND MARKETING
TAKE YOUR BRAND TO MARKET WITH A INTEGRATED MARKETING STRATEGY
Brand Story
Public Relations
Print
TV
Internal Retailer
Digital Marketing Strategy
Touchpoints
DIGITAL MARKETING STRATEGY
SEO – Search Engine Optimization
Social Media
E-mail
E-Catalog
BRANDING 101 31
32. INTEGRATION: SPREAD THE WORD!
INTERNAL COMMUNICATION THROUGHOUT THE COMPANY IS ESSENTIAL!
Align the entire organization to the Brand Position! Make sure that there is
ONLY ONE position that is clarified to all. Each Support Group has a tendency
to make their own adjustments.
Understand which players will have a role in creating, and perpetuating the
perception of the Brand?
Role it out in layers – top down. Make sure each one has a clear
understanding of the brand and how it is to be represented
BRANDING 101 32
33. BRAND OWNERSHIP
YOUR BRAND IS NOW THE “HOUSE OF XXXXX”
WHO IS THE OWNER OF YOUR HOUSE?
Establish who will own the brand
Person or Team that make daily decisions
Brand Management Guidelines
• Rules for use of the brand
• New Products
• Limits to how it can be projected
• Review of the Brand Position
• Updating the Brand
BRANDING 101 33
34. SUCCESS STANDARDS
WHAT ARE THE MEASUREMENTS BY WHICH THE BRAND
WILL BE DETERMINED SUCCESSFUL OR NOT?
• SALES GOALS
• PROFIT GOALS
• RECOGNITION STANDARDS
• PRODUCT PERFORMANCES
• WHO SETS THE GOALS AND THE STANDARDS?
BRANDING 101 34
35. BRAND EVOLUTION
BRAND KAISEN: The Japanese philosophy of continuous improvement, which
requires that a Brand continually strives to improve, hold a value for the
customer, be relevant in the market and maintain/grow market share.
UNIQUENESS
INNOVATION
REFINEMENT
TRANSITION
ADAPTABILITY
BRANDING 101 35
36. SUMMARY: ANDERSON’S 10 PILLARS OF BRANDING
KEY PILLARS ON WHICH TO BUILD YOUR BRAND.
• BRANDS CREATE VALUE
• DIFFERENTIATE
• HOLISTIC ATTITUDE
• CUSTOMER VALUE PROPOSITION
• EMOTIONAL CONNECTION
• BRAND NAME AND GRAPHICS
• INDUSTRY ANALYSIS
• INTERNAL INTEGRATION
• DISCIPLE AND CONSISTENCY
• BRANDS EVOLVE
BRANDING 101 36