Branding Simplified: The Four Fundamental Components of a Strong Brand
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There has been so much buzz on the subject of Branding that it has caused as much confusion as it has caused excitement. • Is branding all about coming up with beautiful logo for your company? Or is it more? • What has branding got to do with marketing? • Is branding just for the big boys? Can small business owners benefit from having a brand strategy? In this talk Dean explains Branding in ‘plain English’ to give business owners a good understanding of the subject so that they can start implementing elements of brand strategy into their business and thus improve the quality of their business and eventually increase profits.
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Branding Simplified: The Four Fundamental Components of a Strong Brand
- 2. Introducing myself Public Relations & Copywriting
- 3. WHAT IS A BRAND?
- 4. Is it a logo? © Kinetiqbuzz.com
- 5. Is it an identity? © Kinetiqbuzz.com
- 6. Is it a product? © Kinetiqbuzz.com
- 7. A BRAND IS THE PERCEPTION YOUR STAKEHOLDERS HAVE ON YOUR PRODUCT, SERVICE OR ORGANISATION
- 8. It’s a GUT FEEL... © Kinetiqbuzz.com
- 9. the Truth Your customers will form a perception of (you) even if you don’t do anything about it. Perception = Reality You don’t own your brand, your customers does. © Kinetiqbuzz.com
- 10. it’s not what you say, it’s what they say! © Kinetiqbuzz.com
- 11. Why we must pay attention to branding? Too much choice in the marketplace Very little difference in quality and features. Consumers make buying decision based on trust. © Kinetiqbuzz.com
- 12. What makes a good brand? any product, service or company that people think has no substitute people will miss it if it suddenly disappears © Kinetiqbuzz.com
- 13. Four fundamental components of a brand BRAND © Kinetiqbuzz.com
- 14. Four fundamental components of a brand Core Brand Values Message BRAND Brand Brand Personality Icons © Kinetiqbuzz.com
- 15. CORE VALUES
- 16. Core Values forms the foundation of your company helps develop a clearer sense of what’s important helps define the parameters of decision making and communication deeply ingrained principles that guide all of your company’s actions © Kinetiqbuzz.com
- 17. ‘Permission to play’ values Integrity, professionalism, quality, value creation, etc minimum standards required of any business/ employee don’t confuse your core values with permission to play values © Kinetiqbuzz.com
- 18. eg. Fairness We are open and transparent organization where data and information are shared widely fostering an environment of tough understanding, earned respect and celebrated growth.... © Kinetiqbuzz.com
- 19. eg. Performance We derive our success by continuously challenging and reaching high standards and goals. We set the industry benchmark by being the best in the industry. We achieve this by constantly developing our competencies through education and expanding our knowledge base so that we have the skills and capabilities to deliver on our commitments.
- 20. eg. Performance Indicators: High goals and benchmarks Simplicity & speed Leading capabilities & competencies Leading edge corporate learning Aggressively adding value Free & open collaboration
- 21. Core Values Checklist Choose 3 or 4 values that you believe are core to your company (product focused/people focussed). Are these values you will stick to even under stress and faced with obstacles? Define/explain the values....passionately. Is your company passionate about these values? What would your clients miss about your brand if you suddenly disappeared? © Kinetiqbuzz.com
- 22. BRAND MESSAGE
- 23. Brand Message The key message that your company will be communicating to all its audiences. All other ‘sub-messages’ supports this message. It should differentiate you in the marketplace. It should be relevant to your target customers. Always keep it simple. © Kinetiqbuzz.com
- 24. example:
- 25. Brand Message Checklists Does it reflect reality? Is it authentic? Is it consistent with your company’s core values? Is it believable to key decision makers? What impression do you want your customers to take away from your core brand message? Is it working? © Kinetiqbuzz.com
- 27. Brand Personality Defines the tone and attitude you use to communicate your core values and core message. It must engage your target customer. Customers don’t pay attention to brands that does not have a well personality. The company with non-engaging personality is vulnerable to competitors with a well defined personality. © Kinetiqbuzz.com
- 30. Brand Personality You define your brand personality, not your customers Don’t create unrealistic, saint-like personality Different parts of the personality must go together naturally. Don’t list personality traits that you admire, but don’t accurately reflect reality. It must be consistent...always. © Kinetiqbuzz.com
- 31. Brand Personality Checklist Define the ‘person’ that your brand represents. Choose 4-5 human traits that works for your brand. And explain how each is relevant to your company. © Kinetiqbuzz.com
- 32. Brand Personality Checklists Will the traits work across all your marketing materials? Will it appeal to customer decision makers? Have at least one trait that deals with communication. Does your product/service have the substance to support the brand personality? © Kinetiqbuzz.com
- 33. BRAND ICONS
- 34. Brand Icons The ‘five senses’ representational elements Name: unique, memorable, distinctive, easy to pronounce. Graphic representation: icon, symbol, image that depicts brand’s identity. Tag line: a message that expresses a functional and/or emotional benefits to customers. Corporate Colours, Font, Clothing, Smell, Music © Kinetiqbuzz.com
- 35. A note about Vision, Mission, Promise Vision: “Where you want your company to be” Mission: “What (you) do” Brand Promise: The expected emotional and functional benefits of experiencing your product/services. © Kinetiqbuzz.com
- 36. YOU ARE ON YOUR WAY TO BECOMING A BRAND WHEN... you know who you are you know what matters to you you know what you do best you know how you do things differently you have your own style of doing things
- 37. BRANDING Core Values that you believe in + Clear Brand Message + Strong Brand Personality + Brand Icons that reflects your Brand message/Personality/Core Values
- 39. Core Values
- 40. Brand Message Core Values
- 41. Brand Personality Brand Message Core Values
- 42. Brand Icons Brand Personality Brand Message Core Values
- 43. Brand Icons Brand Personality Brand Message Core Values
- 44. Brand Icons Brand Personality Brand Message Core Values
- 45. YOU HAVE BECOME A BRAND WHEN... your customers choose you over your competitors your customers defends your brand
- 46. ABOUT THE SPEAKER Dean Shams is the founder and principal consultant at KinetiqBuzz PR, a boutique public relations agency. He has consistently gotten extensive media coverage for his clients, regardless of the size of their business. He develops creative PR campaigns that has gotten his clients more than $3 million worth of publicity. He regularly speaks on PR, Branding, Communication and Networking Skills. To find out more, please go to www.kinetiqbuzz.com or connect with him on Facebook: KinetiqBuzz You can get in touch with him through GetPublicity@KinetiqBuzz.com
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