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PPTX, PDF57 views

Branding for the Unknown.pptx

The document discusses essential branding questions for entrepreneurs, such as understanding competitors, delivering value, and articulating a unique positioning that resonates with consumers. It emphasizes the significance of effective branding in establishing a positive company perception, differentiating from competitors, and fostering customer loyalty. Additionally, it outlines practical activities for defining brand values and attributes to create a cohesive brand identity.

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 Who are the key competitors, what can you learn from them, what will it take to outperform them?  What is the value that you promise to deliver to the customer?  Why will your target market believe your promise?  What does the consumer desire and how will you uniquely fulfill that desire? Questions that every Entrepreneur has about his business
Questions that every Entrepreneur has about his business  What is the fundamental purpose behind your business – that inspires all in the organisation?  How will the business evolve over time?  What is your backbone – what is negotiable and what is not?  How do you present yourself?
What is Branding? Branding is the process of creating a strong, positive perception of a company, its products or services in the customer’s mind by combining such elements as Logo Design Mission statement and A consistent theme throughout all marketing communications. Effective branding helps companies differentiate themselves from their competitors and build a loyal customer base.
Your brand is derived from   who you are,  who you want to be and  who people perceive you to be.
How does it help your business  Connect with your audience  Stand out from your competitors  Create and increase the value of your offer
Connecting with your audience The goal is to draw customers to your business Make them feel that this is the right fit for them
Stand out from your competitors  Communicates the difference – highlights what makes your brand stand out  Connect with an audience on an emotional level – customers have both rational and emotional reasons for choosing products/services
Create and increase the value of your offer  Creates additional value  Influences perception  Customers – willing to pay more for a product /service that is well-branded  Perception of the brand must match up to the actual experience
What is a brand Intrinsic Functional Design Performance Ingredients/comp onents Size/shape Price Extrinsic Meaning Value Brand image Images of stores where sold Perceptions of users of the brand
Why Branding?  Delivers the message clearly  Confirms your credibility  Connects your target prospects emotionally  Motivates the buyer  Concretes user loyalty  Market share
Where do we start?  Why customers have chosen you or would choose you?  There is always something unique about every business – go back to the beginning of the business, identify the original motivation
Branding Strategy The Brand Drivers Emotion – Does your brand connect with customers emotionally Value- Does it deliver the values expected Awareness – Are customers and stakeholders aware of your brand Difference – Does your brand give your customers a reason to believe
For new business  What would you like your future customers to say about you? Example- Plumber – is considerate and ensure the cleanliness in people’s homes Carpenter – focuses on using sustainable material Restaurant – wants to be known for a warm and homely atmosphere
THE TEST  Ultimate Brand idea is to apply it to as many touch points as possible For a warm and friendly atmosphere What does the signage look like? How does the staff greet customers? How does the brochure look like? Each should reinforce, the idea should feel consistent inside and out
Brand Values  The brand building process can be at a surface level – design of the logo OR  Delving into your personal identity – thinking about your legacy Defining brand values will help you articulate what your business stands for to your customers
For small business – culture and values reflect those of the founders Move away from generic words – HONEST and PASSIONATE Use what is true to you Shaped by your personal experiences
Brand Personality  Reflects the personality of the business owner  Communicate through the tone of writing at the brand touch points
Creating a Brand  Identifying and articulating the Brand idea Brand personality Brand values Lay the foundation of creating a strong brand It is challenging so reach out to a partner /consultant to get the perspective of someone from outside
….but opportunities exist for the agile !
Acitivity 1. Write the company brand The culture and What the company wants to achieve. 2. Write 20 words that best describe your company. These are effectively a number of associations for the company brand. These words can be anything that you like. They can be factual, emotional or even symbolic. Examples are: Adventurous Efficient Lion Cute Big Fun Red Horizontal Select the choice of these words and then pick 5 of them.
Activity Brainstorm possible values and attributes for your brand – start writing random adjectives , words (short, exclusive) or expressions that could be used to describe your brand Separate those into what belongs and doesn’t belong to it – segregate into YES and NO Group the ones which belong into abstracted groups - Distill them into values, key attributes and analogies – visual. Tone, values
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