The document discusses branding and defines it as a name, term, sign, symbol or design that identifies a seller's goods/services and differentiates them from competitors. It states that a brand is a promise that represents quality, performance and other values that set a business apart. An effective brand delivers a clear message, confirms credibility, connects emotionally to targets, and motivates action to create loyalty. The document provides examples of well-known brands and advises that every business interaction should be considered through the lens of brand intention in order to engage customers and remain in control of how the brand is perceived.

1. BRANDING
A presentation by Kate Austin-Avon

2. What is Branding?
“A Brand is a name, term, sign, symbol or
design, or a combination of them, intended
to identify the goods and services of one
seller or group of sellers and to differentiate
them from those of other sellers.”
— The American Marketing Association

3. What is Branding?
Your Brand is a promise.
It represents your quality, performance and
other dimensions of value that set you
apart from your competitors
in the minds of your customers.
It's a discipline for how you communicate.
It's the experience your customers have.

4. What is Branding?
Beyond just your graphics, logo and
marketing, your Brand is also reflected in
your staff, your story, your location, your
online presence, your pricing, your
professionalism, customer service & more.
Every time the public interacts with your
Brand, their experience defines what that
Brand represents.

5. What is Branding?
You have a Brand already.
The questions are:
Do you know what your Brand is?
&
Are you in control of it?

6. What is Branding?
What are you known for?
What makes you unique?
Why should any consumer choose you
over your competitors?
How do folks know that you're YOU?

7. What is Branding?
Origins of the term go back to brands on
cattle — a symbol burned into the animal's
skin with a hot iron stamp.
When you looked at a cow, you instantly
knew whose farm it belonged to.
It should be the same with your business.

8. What is Branding?
WHY should someone choose you?
How do YOU stand out against your
competitors in a crowded marketplace?
Start with what makes you different.

9. What is Branding?
Take a look at these logos and
pay attention to the feeling
you get about each one of them.
• Are they familiar?
• Do you trust them?
• Do you spend your money with them?
• Beyond just the logo, what other things are called to mind when
you think about these companies? Think about price, quality,
customer service, charitable efforts, innovation. The colors
and cleanliness of their locations, the uniforms their
employees wear, the friendliness of their staff, their ads,
etc.
• What is their Brand message?
• Who are the people who patronize these businesses?
• Do you want to be associated with those people?

10. Logo/Brand Examples

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24. Logo/Brand Examples

25. Logo/Brand Examples

26. What is Branding?
Here are some local examples.
Ask yourself the same questions:
• Are they familiar?
• Do you trust them?
• Do you spend your money with them?
• Beyond just the logo, what other things are called to mind when
you think about these companies? Think about price, quality,
customer service, charitable efforts, innovation. The colors
and cleanliness of their locations, the uniforms their
employees wear, the friendliness of their staff, their ads,
etc.
• What is their Brand message?
• Who are the people who patronize these businesses?
• Do you want to be associated with those people?

27. Some Local Examples

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29. Some Local Examples

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37. Some Local Examples

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40. Some Local Examples

41. Some Local Examples

42. Some Local Examples

43. Some Local Examples

44. Some Local Examples

45. Why is Branding Important?
Branding = Trust

46. Why is Branding Important?
With so many competing businesses
with similar products or services,
consumers need to know which way to go.
Brands add emotion to these
products and services, which creates
a relationship between Brands and
consumers, ensuring Brand loyalty.

47. Why is Branding Important?
Brands create aspirational lifestyles based
on these consumer relationships.
Association with a Brand transfers those
lifestyles onto consumers.
The combo of emotions, relationships
and lifestyles allows brand owners to charge
a price premium for their products and
services — which are otherwise barely
distinguishable from “generics”.

48. Why is Branding Important?
If your brand is clear and effective,
Brand advocates talk favorably about
you and pass on positive word-of-mouth.
In a world that is increasingly influenced
by social recommendation over advertising,
this is positively essential.

49. Why is Branding Important?
Word of mouth marketing is FREE.
It's the MOST CREDIBLE form of advertising.
According to Nielsen, a leading global information company,
92 percent of people trust recommendations from friends
and family more than all other forms of marketing.
The same study found that less than half of all customers
consider traditional paid advertising to be credible.

50. Why is Branding Important?
Think about it.
Don't you pay more for brand name?

51. Why is Branding Important?
Why?

52. Why is Branding Important?
Branding is what makes your
business valuable.
Isn't the dollar bill just a piece of paper?
What matters is what people think.
What's familiar is what's trusted.

53. An effective Brand:

Delivers a clear message

Confirms your credibility

Connects to your targets emotionally

Motivates the target to act

Creates loyalty

54. An effective Brand:

Delivers a clear message

Confirms your credibility

Connects to your targets emotionally

Motivates the target to act

Creates loyalty

55. An effective Brand
Think about these examples.
What is the message?
How do they connect emotionally?

56. An effective Brand
The biggest thing is to engage in
every activity with Brand Intention.
What are you trying to say?
Who are you trying to attract?
What is your personality & voice?
Look at every activity through that lens.

57. Keep your Brand updated
Follow cues from your customers
as to whether it's time to refresh your Brand.
If anything in your business has recently
changed, it might be time for a new look.

58. Keep your Brand updated
Some questions to ask yourself:
• Are your Brand materials reflective of
the business's current state?
• Have your target market
or core values shifted?
• Can your Brand easily be
identified from your competitors?

59. Keep your Brand updated
Indicators that your design needs a facelift:
1. It doesn't adapt well to modern media.
2. It doesn't represent your current business.
3. It was a DIY project.
4. Your competition's logo is better.
5. It's too complicated.

60. Where to start
Ask yourself these questions:
1. What is the company's back story?
2. What are the features & benefits that my
business offers?
3. Who are my competitors?
4. What makes me different?
5. Who is my target audience?
6. What are they looking for?
7. How can I connect with them emotionally?

61. Keep your Brand updated

62. Where to start
A professional graphic designer
or marketing agency can help to translate
your answers into images.
You are your biggest brand agent.
Be in control of your brand. Know what it is,
and consciously incorporate it into
everything that your company does.

63. Your Brand's marketing checklist

Colors

Fonts

Voice/Tone

Logo

Tag line

Website

Tag line

Imagery (photos, graphics, etc.)

Printed Materials (Business cards,
brochures, posters, etc.)

Advertising

Social Networking

Signage

Promotional Items

Email marketing

Vehicle graphics

& more
Consistency is key!
Pick your elements and
stick with them.
Appeal to your target
audience.
Your brand should be more
about who you are now
& where you want to be
than where you've been.

64. Branding is not just visual
Don't forget to ensure Brand consistency in:
Tag Lines • Photos • Social Media • Staff
Uniforms • Location Design & Style • Price
Cleanliness • Customer Service • Website
Advertisements • Jingles • Location • Brand
Standards for all Designs • Digital Marketing
… EVERYWHERE!

65. Branding is not just visual
The public's experience is what brings the
Brand to life.
The quality of a Brand is determined by the
promises made and promises kept.
Do you promise to be fun? To help people?
To preserve the environment? What are
your promises and how do you deliver
them?

66. Branding is not just visual
Once you know what your Brand is,
let that inform every experience
that a customer has with you.
Consistency is crucial
to trust-building.
Consumer trust and loyalty
is what every business needs to succeed.

67. Questions?
Ask away!

68. Thank you.
Web & Graphic Design, Marketing, Publicity,
Small Business Consultation & More
Kate Austin-Avon
www.advokate.net
(518) 353-2121
kate@advokate.net