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.
3.
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
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)
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
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
