The document discusses the concept of brand image, emphasizing that a brand is more than just a logo, product, or service. It highlights the importance of knowing your brand image, asking the right questions, and ensuring strong customer connections to develop a great story that resonates with people. Key tips include showcasing uniqueness, measuring messages for honesty, and managing the brand based on customer perceptions.

1. Everybody is
connected with
the brand.
Bart Verbiest

2. A brand is
not a logo.
1
Borrowed from the presentation ‘The Brand Gap’

3. A brand is
not a product.
2

4. A brand is
not a service.
3

5. Okay,
so what is
a brand?

6. The real question should be:
What is my
brand image?

7. Or:
How do people
connect to your
product and service?

8. Know your brand image
Be great at the basics
Ask the right questions

9. Experience:
Somebody that
answers the phone

10. Experience:
A tweet about one
production failure

11. Experience:
E-mail left
unanswered for days

12. Experience:
A charity that thanks
you on Facebook

13. Some of these things
can be managed.
~ Branding

14. The brand
image you
now have
The brand
image you
like to have
Branding

15. Know your brand image
Be great at the basics
Ask the right questions

16. To deserve a great
brand image you
need to be great at
the basics:

17. Product

18. Service

19. People

20. Know your brand image
Be great at the basics
Ask the right questions

21. ?

22. Why?
Why does my company exist?
Why do I work here?
Why will anybody use our product?

23. How?
How does our process work?
How do we do things?
How do I do things?

24. What?
What are our core values?
What does it mean to use our
product?

25. Know your brand image
Be great at the basics
Ask the right questions

26. Now you can
push towards the
brand image you
like to have.

27. Some examples:

28. Extra training for
customer support;
Connection with customers

29. Inspiring your
employees with
business insights
and results;
Connection with colleagues

30. Improving yourself
in your e-mail
response time, etc.
Connection with partners

31. But what is the
real secret of
a great brand
image?

32. A great story.

47. All charismatic
brands.

48. “A charismatic brand is
any product, service or
organisation for which
people believe there’s no
substitute.”

49. A great story
needs great
design.

50. “Quality is
the absence
of non-quality
signals”
Gene Casey

55. If you are a designer or copywriter:
Respect the brand image.
Love the brand.

56. If you’re not a designer or copywriter:
Fight for your story.
Focus on non-quality
signals. Give designers
time and space.

57. Almost there.
3 tips:

58. 1
Show us what
makes you different.
Our mind is scanning for anomalies.

59. Quality is more
important than time.
People don’t have time, they make time.
2

60. Measure your
messages.
It must be honoust and understandable.
3

61. “Manage your brand from
your brand image’s strenght.
While you can push, nudge and point
in the right direction, ultimately the
client will lead you, not vice versa.”
The little blue book of advertising

62. Thanks.
Questions?