This document discusses the history and essential elements of branding. It explains that medieval merchants built reputations to influence sales, and craft guilds trademarked products. Modern branding aims to identify goods/services and differentiate them. Strong brands convey quality and create mental/emotional associations. The definition provided is that a brand identifies goods/services from one seller. Developing a brand involves creating a vision, goals, promises to customers, and a creative brief to strategically project the brand through consistent messaging. Branding can provide legal protection and build loyalty, but requires investment, management, and following brand guidelines. Examples given include co-branding and using events/causes to increase brand awareness.

1. Branding
Essential
Elements
Bridgette Brew
The Marketing Dept
Business Mentor with Enterprise
Ireland, LEADER, Failte Ireland, Bord
Bia, Crafts Council Of
Ireland, Enterprise Boards

2. HISTORY
 Medieval times
 Generic commodities sold from barrels
 Merchants Integrity was what influenced you to
buy – his reputation
 Craft Guilds Trade Marked their products as a
identity of quality and protect against lesser
quality items, artist sign their work
 Cattle branding to identify owner
 1800’s Banks used symbols hanging outside to
help people identify which on they needed.

4. To Brand or Not?
 Why Brand?
 Worlds leading brands?
 What is branding?
 Southern Australia Let Your self Go

5. Connecting with your
Customers?
 Brand communicates on your behalf to
your customers
 Thiscommunication will either influence or
not their buying behaviour
 If
you sell on price alone your customers
will buy on the basis of price only (switch
easily)

6. Marketing 4 or 7 P’s
Product 3 extra p’s
Price  People
 Process
Promotion
 Physical
Place Environment

7. Product
Brand
Service
Brand

8. Your Promise
 Todeliver specific
features, benefits, services to buyers
 CONSISTENTLY
 Best brands convey quality
 Strong mental & emotional association

9. Definition
BRAND is a
name, term, sign, symbol or
design or a combination of
them intended to identify
goods or services of one seller
or group of sellers and to
differentiate them from those
of competitors (Kotler)

10. Trademark
Exclusive rights to use in per
purity

11. Creative Brief ?
Objective
Support
Tone

12. Promise to deliver specific set
of meanings!
 Values – of both seller and buyer
 Culture – Company & geographic
 Personality – Project a personality
 Essence of your brand and most defining
aspects to developing it – most enduring aspect
of branding
 User – comfortable with certain age groups
 Attributes – well built; engineered; fun, tasty
 Consumer benefits
 Emotional = how it makes you feel
 Functional = how it works

13. Developing your brand
 Vision Long term aspiration
 Goal Economic, cultural
 Promise To your customers
 Approach Creative brief
 Planning Brand strategy &
tactics

14. Project your Brand
Consistentlywhere you
have positioned it!
Brand management,
strategy and planning
Leading to Brand Equity

15. Writing your Creative Brief!?
Value
vision Objective Culture
Personality
customer Support promise
approach Tone plan

16. Pros v Cons
Advantages Costs
 Trademark = legal protection =  Investment in graphic
value to you design
 You/product is easily identified  Needs management –
 Builds loyal base other wise a waste of
 Opp to extend brand/range money
 Protects you and differentiates  Must prepare a “Creative
you from Competitors Brief”
 Brand Equity
 Legal costs
 Increases profitability/price =
adds value (to both parties)  Restricted to – brand
rules/guidelines; identity
manual

17. Increase Brand Awareness
 Creative advertising campaign
 Sponsor well regarded events
 Invite your customers to become members of
your (brand) club
 Invite public to visit your site
 Provide well appreciated public services
 Visible Support to social causes
 Become a value leader
 Have a strong spoke person

18. Co Branding
 Or Dual branding
 Group or geographical associations
 The Wild Atlantic Way

19. Exmaples
 Youtube video clip on First Impressions – a
5 year old’s view
 Youtube
videos on branding Islands!
Uploaded to facebook

20. Thank you for
listening
Bridgette
087 202 8602