The document discusses the concepts of branding and rebranding, defining branding as the process of creating a unique identity and reputation for a product or service to establish trust and loyalty among consumers. It outlines the elements that constitute a brand and emphasizes the need for rebranding to communicate new messages or reposition a brand, warning against common mistakes during the process. The document highlights the importance of aligning branding efforts with the target market's values and understanding consumer motivation to effectively influence behavior.

1. Rebranding Your Business, Your Ministry, and Yourself Annette R. Johnson

2. Branding Definition : Entire process involved in creating a unique name and image for a product (good or service) in the consumers' mind, through advertising campaigns with a consistent theme. When you think of Toyota, what word(s) comes to mind? Your answer was branded in your mind as a result of your interaction with Toyota and/or its ad campaign.

3. Function of Branding Branding = Building a Reputation Branding seeks to develop or align the expectations behind the brand experience, creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique. Branding = Building Trust Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.

4. What is a Brand? A brand is the “visual” identity of a specific product, service, or business. A brand encompasses the following basic elements: Product Name Logo Typography Color combination Slogan

5. What is a Brand? A brand is also the “practical” identity of a specific product, service, or business. It encompasses the following: Reputation Promise Price Customer Service Product Line

6. Rebranding Definition : is the creation of a new name, term, symbol, design or a combination of them for an established brand with the intention of developing a differentiated (new) position in the mind of stakeholders and competitors.

7. Function of Rebranding The main reason for a re-brand is to: communicate a new message for a company, show that something has evolved, or reposition the brand/company. This may involve radical changes to the brand’s logo , brand name , image , marketing strategy , and advertising themes .

8. Mistakes Made When Rebranding Clinging to history Totally redesigning all your packaging Thinking the brand is just the logo, stationery or corporate colors Basing a re-brand on advertising No research No testing

9. Who Should Re-Brand? Businesses for the purpose of profitability and enduring market presence Ministries that need a renewal in member and/or community confidence after major scandal or before the emergence of a new leader or direction Individuals who seek a new direction or who are being called to a new direction

10. Branding Your Values Branding and rebranding in business is based on the target market’s values. Our motivation is based on our values. Once I know what you value, I know how to motivate or even manipulate you. Marketers understand consumers’ motivation include: Motivation Values  To get a good deal savings  To impress others status  To have something that lasts durability, loyalty  To have something that works well performance To identify with progressive thinking conformity

11. Understanding your motivation reveals the internal desires and external triggers that cause your behavior. MOTIVATION = Strong Desire + Distinct Prompt Response (Drive) (Cue)

12. Do You Know Your Motivation? Your behavior and choices are based on your motivation Your motivation is based on your values We give most of our available time, money or thought to things we value