This document discusses branding and provides examples and lessons from branding a human and a social enterprise called Street Project Enterprises. It defines branding as providing meaning, direction and trust. It explains that branding involves understanding the link between a business and its brand, and learning the brand building process. Branding is likened to developing a human from birth through adulthood, with the mother as brand manager and father as brand leader. Internal branding is also discussed as important for ensuring consistency between a brand's identity and image. The case study of Street Project Enterprises positions it as a social enterprise focused on youth development with youthful style and values of passion, honesty and accountability.

1. BRANDING
by Rita Omovbude
A-Z of branding
10/5/2012 1

2. What is branding?
 A sense of meaning
 A sense of direction
 A store house of trust
10/5/2012 2

3. OBJECTIVES
 Understand the link between a business and a brand
 Learn the brand building process
 Apply learnings to Street Project
10/5/2012 3

4. What is the purpose of business
10/5/2012 4

5. Traditional definition
TO MAKE PROFIT
10/5/2012 5

6. CREATE AND ADD VALUE
Create and Add Value
Qui ckTi me™ and a
decompressor
are needed to see thi s picture.
10/5/2012 6

7. “There must be a top line for there to be a
bottom line”
- kotler
10/5/2012 7

8. Cause - Branding (Top-line)
Effect - Profit (Bottom-line)
10/5/2012 8

9. School of thought
“ Branding is dead”
10/5/2012 9

10. Fact
 Brands will never die because people like to buy
something special.
 People buy brands not businesses
 People buy brands not entertainment
10/5/2012 10

11. INNER CORE OF BRANDING
VALUE
The hard test of brands is value perception
10/5/2012 11

12. How do we build
brands?
10/5/2012 12

13. HUMAN ANALOGY
10/5/2012 13

14. Fact
“THE HUMAN is the oldest brand and the
most dynamic brand”
10/5/2012 14

15. Brand cycle of a human
100
90
80
70
60 Line 1
50
40
30
20
10
0
Born Die
10/5/2012 15

16. Fact
“ Just like humans, all brands will die”
10/5/2012 16

17. Humans start out as a commodity. As babies in our
mother’s womb we are referred to as it, he or she. A
human without a name, face or identity.
QuickTime™ and a
decompressor
are needed to see this picture.
10/5/2012 17

18. When babies are finally born, they all look alike, you
can’t tell one from the other until they are weighed and
given a name.
At 6months their looks begin to change and you can
identify them more easily.
10/5/2012 18

19. Essential development
 Name
 Product
 Package
 Personality
 Attitude
 Learning from the environment
 Signature
10/5/2012 19

20. At the child’s developmental stage, who
is the brand manager?
Mother
10/5/2012 20

21. Qualities of a Brand Manager
 Protective
 Nurturing
 Optimistic
 In Control
10/5/2012 21

22. Who is the brand leader?
Father
10/5/2012 22

23. Qualities of a brand leader?
 Visionary
 Guides
 Strategist/Planner
 Supervises
10/5/2012 23

24. The process of having a child refers to LAUNCHING A
BRAND.
The process of having a mother and father refers to
having a BRAND MANAGER and a BRAND LEADER
who will ensure that the brand does not fall short of its
essence.
10/5/2012 24

25. FACT
 Branding is a part of the Marketing Unit of an
organization.
 Brand Management should be a mid-level
responsibility in an organization.
 This means that an HR manager is a Brand Manager
in the HR department, IT manager is a Brand
Manager in the IT department. Thus their function
ensures that their organization essence is sustained at
all levels.
10/5/2012 25

26. INTERNAL BRANDING
10/5/2012 26

27. “ Building an internal branding culture reduces the level
of compromise on a brand”
10/5/2012 27

28. Essentials for internal branding
1. Brand Design- All good brands are well designed.
However how clear are the internal personnel about
this design?
2. Brand Mould - This consist of the personality,
positioning, tone, essence, hierachy, networks,
vision, values, history and traditions of the brand.
10/5/2012 28

29. BRAND CONTACT POINT
 Our internal personnel are the contact points of our
brand.
 It is essential that the organisation’s design is well
grafted into the system so that a good identity is
represented.
 If a brand is not strong inside, it cannot be strong
outside.
10/5/2012 29

30.  Our job as brand custodians is to ensure that our
BRAND IDENTITY is the same as our BRAND
IMAGE.
BRAND BRAND
IMAGE IDENTITY
10/5/2012 30

31. EMOTIONAL VS INTELLECTUAL
To ensure parity between brand identity and image,
there must be a balance between emotional and
intellectual commitment to the brand.
10/5/2012 31

32. HI-FREQUENCY VS LOW
FREQUENCY
Hi-frequency: The first energy of an organization -
energy, future focus, risk taking. This energy attracts
people and money.
Low frequency: Risk averse, learn from present and
past, highly controlled.
10/5/2012 32

33. Brains but no heart Champions
Know but don’t care Care and know
Weak Links Loose Canons
Don’t know, don’t care Care but don’t know
10/5/2012 33

34. BRAND POSITIONING
10/5/2012 34

35. “Humans always want to give things a definition - a
positioning”
10/5/2012 35

36. “ The human mind will not take in anything in a category
that is full”
10/5/2012 36

37. How to get a position?
 Highlight a unique feature or attribute
 Highlight a unique benefit
 Highlight a user or set of users
 Highlight use or application
 Highlight price or quality
 Highlight competitor comparison
 Change the category
10/5/2012 37

38. “ Campaigns are supposed to reinforce a positioning
category”
10/5/2012 38

39. CASE STUDY –Street Project Enterprises
10/5/2012 39

40. Positioning
A Social Enterprise focused on youth development
10/5/2012 40

41. Style
Youthful
Irreverent
Casual
Articulate
Simple
10/5/2012 41

42. Organizational Look & Feel:
THE HOOD
The Pride Land
QuickTime™ and a
decompressor
are needed to see this picture.
Lion king - COO
Hunters - Client Service
Cubs - Interns
Rangers - Traffic
Cats - Creative
The big cats - Creative Heads
10/5/2012 42

43. Values
 Passion
Can-do-it spirit
Honesty
Accountability
Transparency
10/5/2012 43

44. Vision
To raise youth ambassadors for Nigeria
10/5/2012 44

45. Mission
Consistently raise funds through
business enterprise and voluntary
donations for sustained project
executions for youth development and
empowerment.
10/5/2012 45

46. Winners of Project Raw 2010
10/5/2012 46
Street Project-raising transformational youth ambassadors for Nigeria