Brand It Like Beckham

Brand It Like
Beckham

a Studio 22/2-6 New Street, Richmond Vic 3121 t +61 3 9428 9193 f +61 3 9428 1823
e connect@TheMarketingNetwork.com.au w TheMarketingNetwork.com.au v1

How to Design a
Brand that connects
Discover why with your audience.
branding is even
more important for
small business.
Why is being
Creative important?

Delivering a great How to Promote
brand experience your Brand without
from the Webber to having to beg your
the Web! Bank Manager.

© www.TheMarketingNetwork.com.au 2

Executive Summary

In order to be irreplaceable
one must always be different.
- Coco Chanel


Branding – More Important For Small Business Than
Big Business

SME’s have a greater need to differentiate in a more competitive
market.

Why, then are so few small businesses “branded?

Because most:
!   Do not understand basic marketing principles and

!   Believe that branding is expensive and is the domain of the big boys of business


Brands are important because they Deliver

An emotional connection to products & services!

Feelings affect rational thought.

Most purchase decisions are emotional, justified with rational thought later.

"Brand will become the most
powerful strategic tool since
the spreadsheet.

Marty Neumeier,
Author of "The Brand Gap"


Your Brand

is a collection of perceptions in the mind of your consumer.
IS HOW THEY SEE YOU

HOW THEY FEEL ABOUT YOU

WHAT THEY SAY ABOUT YOU


THE REAL THING

Pepsi consistently wins blind taste tests, but no-one drinks Coke with a blindfold!


Image Is Everything


H o w To D e s i g n A B r a n d ?
- Simple is Not Easy It will affect every part
of your business.
SME Strategy Timeline
4 weeks – 3 months


Who Designs The Brand

OWNER IS THE PRODUCER
THE
IT

Entrepreneurs
tap into the customer need and design the vision.
IS
Marketers
make the vision come alive focusing on Brand Communication to manage
Perceptions.

LIKE Industrial Designers
design the actual product.

Graphic Designers
interpret brand attributes in visual media.
MAKING
Copywriters
give the brand a voice.
Film Producers, Directors, Animators, Etc
MOVIES put brand on our screens, from the very big to the very small…

Customer Service
deliver the “brand experience.

B r a n d i n g I s H o w We C o m m u n i c a t e

What is your Brand?

!   Name?

!   Personality?

!   Story?

!   Promise? (Do You Deliver?)

!   Positioning

!   Positioning Statement


Brand Names Are A Powerful Force
Does your Brand Name:

!   Differentiate you from your competitors?

!   Reinforce a unique positioning?

!   Create positive and lasting engagement with your audience?

!   Make you unforgettable?

!   Propel itself through the world on its own by being a PR generating vehicle?

!   Provide a deep well of marketing and advertising images?
Is it easily promotable?


Naming Process
Does your Brand Name:

1.  Competitive Analysis

2.  Positioning

3.  Name/ Brand Development

4.  Trademark/ Domain Name

5.  Creative/ Testing

6.  Name and Tagline


Brand name was too descriptive and
limiting in the first place and now
Radio Rentals makes no sense at all, showing the
ageing nature of the business!


Shaver Shop

Expanding product range beyond the
initially focused concept.
Only time will tell if the brand
extension will be successful.
Brand name was too descriptive and
limiting in the first place!

P r o t e c t Yo u r N a m e


The Personality Is The Brand


M r. M u t u a l F u n d


Ms. Megabyte


Gadget Guy


Bounce Back Fast


The Productivity Queen


Powerful Points


Geek Squad


What Do They All Have In Common?

1.  They are specialists…the only…in their market (some have a wider
area of influence than others!)

2.  They are easy to remember

3.  They have names that are easy to promote – they have
PERSONALITY and a STORY to tell.

4.  They are “famous” amongst their intended target audience –
AWARENESS and RECOGNITION.


Brand Story

People love stories from children’s fairytales to books and movies

Good advertisements are nothing more than very short stories:

!   A story is more memorable than a straightforward message

!   A story is easy to retell and pass on to other consumers

A Brand Story needs to be:

!   Real and authentic

!   Colourful and interesting


Te l l Yo u r S t o r y a n d S e l l

Real
Stories
that
developed
through
the

decades.

Est.
1967

A brand legend is born, a heritage created with a tie. He did not attend
fashion school, but worked for Brooks Brothers as a salesman. In 1967,
with the financial backing of Norman Hilton, Lauren opened a necktie store
Est.
1932
Est.
1924

where he also sold ties of his own design, under the label "Polo".

Website
“Before”
Website
“AEer”

2003
Rebrand
2006


Legends Are Made


Brand Name & Corporate Identity


Most SME’s Sell Features Instead
of Benefits

Drill
v
Picture on the Wall

Make
Up
v
Hope
To
Women

Mousetraps
v
Absence of Mice


Building A Brand - Positioning

How can we “own” a place in the consumer mind?
Focus demands Sacrifice - To own something you need to give up something else.

“The way to become rich is
to put all your eggs in one
basket and then watch
that basket.”
– Andrew Carnegie 1835-1919


Power of Focus

“The men who have succeeded are men who have
chosen one line and stuck to it.”
- Andrew Carnegie


S i m p l i c i t y A d d s Va l u e

“An expert is someone who has succeeded in making decisions
and judgments simpler through knowing what to pay attention to
and what to ignore”

- Simplicity - Edward de Bono, 1998

“The specialist has a chance to use their field of expertise as a point
of differentiation - “I believe that the true road to pre-eminent
success in any line is to make yourself master of that line”

- Andrew Carnegie 1835-1919


Simplicity requires Creativity

Simplicity is easy to use but can be hard to design. You may need
some creativity

- Simplicity - Edward de Bono, 1998

The ability to simplify means to eliminate the unnecessary so that
the necessary may speak

- Hans Hoffman – Artist


Brand Positioning


Real Estate

Position against the leader.
Same Principle as Pepsi v Coke.
Use competitor strength and turn it
into a weakness.
Original = Old.
“Pepsi the Choice of a New
Generation”


Segmentation – Examples from the car
insurance category


Major (Residential) Building Category

Meaningful


New Category

The law of the category - if you can't
be first in a category, set up a new
category you can be first in.

– Al Reis


Segment Even Further

The law of the category - if you can't be first in a category, set up a new category you
can be first in.

– Al Reis


General Home Services - Established


Specialist Home Services – e.g.: Cleaning,
still Developing


Brand Recognition

“… alone is useless. Today every plumber has a brand and a slogan on the
side of his truck. The world is drowning in brands and slogans”
Robert Bloom author and ex – Chairman of Publicis Worldwide

Virtually every category of
consumer product and service is
now crowded with – in some
cases overcrowded – with brands,
however this is not the case in the
SME space which presents a
tremendous opportunity.


Brand Experience - Brandtertainment

Communication alone
does not create brand
feelings.

Experience with the brand
creates brand feelings.

Today customers expect to
be vowed and entertained.


H o w D o Yo u C r e a t e W O W ?

This is the day of dramatization. Merely stating a truth is not enough.
The truth has to be made vivid, interesting dramatic.
You have to use showmanship.
The movies do it. Television does it.
And you will have to do it if you want attention
- How to Win Friends and Influence People – Updated version, Dale Carnegie


Creative Strategy is more Important for
the SME
A consistent THEME that uses the name of the brand or its
positioning or ideally both will always get better results.

MORE CREATIVE =

MORE MEMORABLE =

LESS FREQUENCY =

LESS $$$


Creativity = Originality

The first objective of any communication is to get noticed – to grab
attention. Without it you can not begin to PERSUADE.

Human beings are hard-wired to look for “the new.”

“What was effective one day, for that very reason, will not be
effective the next, because it has lost the maximum impact
of originality.”
-
- advertising great Bill Bernbach, way back in the 1960s.


Campaigns = Consistency + Familiarity

Every advertisement should be thought of as a contribution to the
complex symbol which is the brand image.
- David Ogilvy, regarded as the Father of Modern Advertising

A Brand is a Personality. Personalities like people don’t really
change, neither should your brand.


Champion Compressors – Case Study


C h a m p i o n C o m p r e s s o r s – Tr a d e
A d v e r t i s i n g & Ve h i c l e s , B e f o r e a n d A f t e r


Bayview Realestate – Postcard Campaign


Guys Domain – Creatively Cutting Costs


Importance of Frequency

1. The first time a man looks at an advertisement, he does not see it.
2. The second time, he does not notice it.
3. The third time, he is conscious of its existence. Thomas Smith of London wrote
4. The fourth time, he faintly remembers having seen it before.
5. The fifth time, he reads it.
this back in 1885 when the
6. The sixth time, he turns up his nose at it. Newspaper was the only
7. The seventh time, he reads it through and says, "Oh brother!" medium!
8. The eighth time, he says, "Here's that confounded thing again!"
9. The ninth time, he wonders if it amounts to anything.
10. The tenth time, he asks his neighbor if he has tried it. Today the estimates are that the
11. The eleventh time, he wonders how the advertiser makes it pay. average consumer is exposed to
12. The twelfth time, he thinks it must be a good thing.
13. The thirteenth time, he thinks perhaps it might be worth something.
between 500 to 5000 brand
14. The fourteenth time, he remembers wanting such a thing a long time. messages per day.
15. The fifteenth time, he is tantalized because he cannot afford to buy it.
16. The sixteenth time, he thinks he will buy it some day. Reach 1,000 x 10
17. The seventeenth time, he makes a memorandum to buy it.
18. The eighteenth time, he swears at his poverty. v
19. The nineteenth time, he counts his money carefully. Reach 10,000 x 1
20. The twentieth time he sees the ad, he buys what it is offering.


Web – Most Flexible & Accountable
Marketing Weapon

It is a interactive medium and a distribution channel

!   Tell visitors why they should buy from you and not your competitors

!   Collect information about your customers

!   Customize customer experience

!   Improve customer service

!   Provide a vehicle for feedback

!   Generate sales leads


W h y A r e M o s t S M E ’s W e b s i t e s
( C o m m u n i c a t i o n ) Te r r i b l e ? T h e y R e f l e c t T h e i r
Marketing Efforts!
Common Professional Services and B2B Industrial Challenges:

1. Strategy
!   No Point of Difference / USP / Brand Promise and hence Positioning (Slogan)

2. Copywriting
!   Internal Company v External Customer Focus (WE v YOU), e.g.: “leading”
!   Features instead of Benefits

3. Rules of Design

We have looked at and can provide examples in the following markets:

!   B2B Industrials (Manufacturer’s Monthly)

!   Top Tier Law Firms (Accounting)

!   Top Tier Architects

!   BRW Fast 100 IT Firms

!   Financial Planning


The Marketing Network Reality Check

30 minutes of FREE,
No Obligation Advice
to
Turn Your Customer Perceptions
into a more
Profitable Reality

a Studio 22/2-6 New Street, Richmond Vic 3121 t +61 3 9428 9193 f +61 3 9428 1823
58
e connect@TheMarketingNetwork.com.au w TheMarketingNetwork.com.au v1

Brand It Like Beckham

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