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Brand Presentation
The document discusses how to build a successful brand. It begins by dispelling myths about what a brand is not (e.g. it's not just a logo) and defines a brand as a person's gut feeling about a product, service, or organization. It emphasizes that brands are defined by individuals, not companies. The rest of the document provides tips for building a dynamic brand, including knowing your values, vision, and personality; differentiating yourself; staying focused; and being gutsy. It stresses that everything a company does influences its brand.
Brand Presentation
- 1. it’s worth MOREthan you think! 1 your BRAND Eric Jessen
- 2. 2 Credit: Much ofthe content in this presentation was developed in A VISUAL PRESENTATION BY MARTY NEUMEIER of NEUTRON LLC, a leading innovator in branding and brand education. How to build a sustainable and successful within the marketplace. brand
- 3. WHAT IS ABRAND? 3
- 4. LET’S BEGIN BYDISPELLING SOME MYTHS. 4
- 5. TO START, WESHOULD UNDERSTAND WHAT IT ISN’T. 5
- 6. FIRST your brand isnot a logo. 6
- 7.
- 8. SECOND your brand isnot an identity. 8
- 9.
- 10. THIRD your brand isnot a company. 10
- 11.
- 12. FINALLY your brand isnot a product. 12
- 13.
- 14. OK, WHAT EXACTLYIS A BRAND? 14
- 15. BRAND = Your brandis a person’s gut feeling about your product, service or organization. 15
- 16. It’s a person’sGUT FEELING because brands are defined by individuals, not companies, markets or the public. It’s a GUT FEELING because people are emotional, intuitive beings. 16
- 17.
- 18. IT’S NOT WHATYOU SAY IT IS. 18
- 19. IT’S WHAT THEYSAY IT IS. 19
- 20. However, you caninfluence what “they say it is.” 20
- 21. Whether intentional orotherwise, you influence your brand every day through every message and behavior; Everything you do has a direct impact on “what they say” about your brand. everything matters. 21
- 22. It is thereforecritical to align the experiences people have with your brand to be the best possible every time... 22
- 23. Branding, as adiscipline, cannot be separated from other business activities. MISCONCEPTION: Building your brand is the responsibility of the marketing department. 23
- 24. TELEPHONE PUBLIC RELATIONS CUSTOMER INTERACTION WEB SALES EVENTS DESIGN PROMOTIONS ADVERTISING Yourbrand is the consistent alignment of what people see, hear, read, experience and think about your products and services. 24 BRAND
- 25. Branding is entirelytactical. It’s all about what you say and do. 25
- 26. Even everyday writing– emails, memos, letters and presentations – is important. 26
- 27. The enemy isjargon. Jargon says: A) I belong, and B) If you don’t get it, you don’t belong. Big words and more syllables make one appear intelligent…but, they are all… unclear. 27
- 28.
- 29. What’s the bottomline? 29
- 30. “Branding is notabout getting your prospects to choose you over your competitors, it’s about getting your customers to see you as the only solution to their problem.” – Robert Frankel THIS IS THE BOTTOM LINE. Called “the best branding expert on the planet,” by Fortune 1000 companies and media like CNN, CBS News, FOX News, NBC Nightly News, ABC News, CNBC, the Wall Street Journal, London Financial Times, Los Angeles Times, Bloomberg News Media, the Washington Post, INC magazine and others. 30
- 31. Your objective isto get more people to buy more product for more years at a higher price. THIS IS YOUR BUSINESS OBJECTIVE 31
- 32. But does “brand”have an actual dollar value? ABSOLUTELY! 32
- 33. Possibly the bestexample of a company’s brand value is Coca-Cola, which in 2007 had a 46% brand equity as a percentage of market capital. In dollar value, this amounted to $65-billion.* COKE’S VALUE WITHOUT BRAND VALUE COKE’S BRAND VALUE *BrandChannel.com: A How-To Guide to Assessing Brand Value, by Catherine Tremblay, May 19, 2008 issue – Interbrand valued the Coca-Cola brand at an estimated $65.3 billion in 1997, assigning it the number one rank among brands worldwide.” 33
- 34. = 34 While the valuationof brand can be more of an art than a science, your brand could be valued in the tens of millions of dollars.
- 35. CHALLENGES 1. People havetoo many choices and too little time 2. Most offerings have similar quality and features 35
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- 37.
- 38. T=r+dTRUST RELIABILITY DELIGHT Trustcomes from meeting and beating customer expectations. 38 We tend to base our buying choices on
- 39. When you maximizetrust, you can build a dynamic brand. 39
- 40. a DYNAMIC BRANDis any product, service or organization for which people believe there’s no substitute. 40 { }
- 41. AMAZON APPLE BURGER KING COLDWATER CREEK DASANI DISNEY DKBOOKS EVEREADY FORD GENERAL ELECTRIC GOOGLE HANES 41 QUIZ: Which of these brands are dynamic? HITACHI HOME DEPOT IKEA KMART KRISPY KREME LEVI’S LONGS DRUGS MACY’S MINI COOPER NEWSWEEK NISSAN NORDSTROM OXO GOODGRIPS PEPSI-COLA PRELL RCA REEBOK RUBBERMAID SAFEWAY SAMSUNG SEARS SOUTHWEST AIRLINES UNITED ARTISTS VIRGIN
- 42. AMAZON APPLE BURGER KING COLDWATER CREEK DASANI DISNEY DKBOOKS EVEREADY FORD GENERAL ELECTRIC GOOGLE HANES 42 QUIZ: Which of these brands are dynamic? HITACHI HOME DEPOT IKEA KMART KRISPY KREME LEVI’S LONGS DRUGS MACY’S MINI COOPER NEWSWEEK NISSAN NORDSTROM OXO GOODGRIPS PEPSI-COLA PRELL RCA REEBOK RUBBERMAID SAFEWAY SAMSUNG SEARS SOUTHWEST AIRLINES UNITED ARTISTS VIRGIN
- 43. Any brand canbe dynamic. 43
- 44.
- 45. What are thethree most important words to remember when building a dynamic brand? DIFFERENTIATE DIFFERENTIATE DIFFERENTIATE 45
- 46. We’re hardwired tofocus only on what’s different. 46
- 47. The most importantword in differentiating your brand message is FOCUS. 47
- 48. The most commonreason for loss of focus is ILL-CONSIDERED BRAND EXTENSIONS. 48
- 49. Focused Loss of focus. Lossof differentiation. = Sports Car + SUVs → Porsche = Sports Car Unfocused 49 → Porsche
- 50. BAD BRAND EXTENSIONS arethose that chase short-term profits at the expense of long-term brand value. GOOD BRAND EXTENSIONS grow the value of the brand by reinforcing its focus. 50
- 51. Example: 51 THE GOOD GRIPSBRAND HAS GROWN STRONGER WITH EVERY BRAND EXTENSION.
- 52. Question: How do youknow when your brand is focused, innovative and differentiates? 52
- 53. Answer: When it scaresthe HELL out of everybody. 53
- 54. 54 It takes gutsto stick your head up and differentiate.
- 55.
- 56. 56 Because we allknow what can happen when you stick your head up.
- 57. Once upon abrand: A gutsy brand story 57 mericanA of Columbus, Georgia Famil y Life Assurance ompanyC
- 58. The American FamilyLife Assurance Company was already a large, established and respected insurance company in the southeast…but there was a problem with its brand… 58 mericanA of Columbus, Georgia Famil y Life Assurance ompanyC
- 59. In 2000, DanAmos, CEO and chairman, recognized consumers couldn’t recall the company’s name. Nothing was working. So Amos contacted the Kaplan Thaler Group to help improve brand awareness… 59 mericanA of Columbus, Georgia Famil y Life Assurance ompanyC
- 60. While brainstorming, thecreative team tried turning the company name into an acronym. After pronouncing it repeatedly, someone realized that it had a very unique and recognizable sound… 60 mericanA of Columbus, Georgia Famil y Life Assurance ompanyC
- 61. Now, picture this:A company boardroom full of stuffy suits and the brand presentation begins… 61 mericanA of Columbus, Georgia Famil y Life Assurance ompanyC
- 62. “…um…sirs…we believe that when youpronounce an acronym of your company name….” 62 mericanA of Columbus, Georgia Famil y Life Assurance ompanyC
- 63. “…it sounds likea duck’s quack!” 63
- 64. 64 The Aflac brandwas born. It was a chance. It took GUTS. But it paid off!
- 65. 65 In addition toprint collateral and brand story training, a duck pond was constructed at corporate headquarters. Four Peking ducks live in the one-third-acre pond. Besides being a memorable and likeable brand icon, the Aflac duck reflects a buying market, people struggling to be heard and frustrated with other products.
- 66. 66 Amos made agutsy call. The Aflac duck has been voted one of America’s favorite icons, beating out veteran icons such as Ronald McDonald and the Energizer Bunny.
- 67.
- 68. what do youdo? OK, you got that. Now… 68
- 69. yourself. Gutsy and dynamic brandingis not possible unless you first know who are you? 69
- 70. brand vision mission purpose Your brand mustbe an outgrowth of your core purpose. 70
- 71. your values. Gutsy anddynamic branding is not possible unless you first know what do you stand for? 71
- 72. Your values arethe way you want people to perceive you. Failure to project your values = failure of your brand. open honorable trustworthy innovative 72
- 73. Communicate honestly, proactively,openly and consistently. open honorable trustworthy innovative 73
- 74. Embrace change andstrive for continuous improvement in all that you do. open honorable trustworthy innovative 74
- 75. Honor your commitmentsand agreements and expect the same. open honorable trustworthy innovative 75
- 76. Treat your businessrelationships with respect, professionalism, trust, dignity, courtesy and sensitivity. open honorable trustworthy innovative 76
- 77. It’s up toeveryone to ensure that your messages and behavior live up to your values. open honorable trustworthy innovative Your brand is here. 77
- 78. your personality. understanding theVALPAK BRAND Gutsy and dynamic branding is not possible unless you first know what are your traits? 78
- 79. Your brand should feel: You’recaring…not cold. You’re helpful and engaged. Your customers trust you and you work very hard to meet their value expectations. 79 BRAND Solution- Oriented
- 80. Your brand should feel: Knowledge- able You’reknowledgeable…not unaware. Everything you do is steeped in robust experience and deep research. You strive to know yourself and your customers. 80 BRAND Solution- Oriented
- 81. Your brand should feel: Knowledge- able Committed You’recommitted…not fly-by-night. You serve the needs of your customers and your community. You’re in it for the long haul. 81 BRAND Solution- Oriented
- 82. Your brand should feel:Solution- Oriented Valuable Committed Straight- forward You’re straightforward…not complicated. Your brand, your products, your people and your business are simple, honest and direct. 82 BRAND
- 83. 83 You can knowyourself, your values and your personality… …but to have a gutsy and dynamic brand you MUST also…
- 84.
- 85. IF YOUR BRANDLOOKS LIKE A DUCK AND SWIMS LIKE A DOG, 85 PEOPLE WILL DISTRUST IT.
- 86. Brands are verymuch like people. 86
- 87. If people canchange their clothes without changing their character… 87
- 88.
- 89. A living brandis a pattern of behavior, not a stylistic veneer. 89
- 90. Will the realGeico brand please stand up? 90 ANSWER: THEY’RE ALL THE REAL GEICO BRAND. EVIDENCE: LOGO DOES NOT EQUAL BRAND
- 91. old paradigm: 91 Control the LOOKAND FEEL of a brand.
- 92.
- 93. prediction: 93 BRAND will becomethe most strategic tool since the spreadsheet.
- 94. 1. know yourself 2.be real 3. differentiate 4. focus 5. be gutsy 6. grasp that everything matters 7. build trust 94
- 95. brand = process Yourbrand is a process, not an entity… 95 …it’s a pattern of behavior, not a stylistic veneer. 95
- 96. Quiz Time 96 Some brandshave such a strong presence in the public psyche that they can be easily identified even without seeing the entire trademark.
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- 106. Cryptic clue: A smorgasbordof shelving. Visual hint: Answer: Ikea. 106
- 107. Cryptic clue: EasyRiders. Visual hint: Answer: Harley-Davidson. 107
- 108. Cryptic clue: Compensation. Visualhint: Answer: PayPal. 108
- 109. What’s your nextmove? 109109
- 110.
- 111. you build With TDAgency,consistent brand messages and behavior… 111111
- 112.