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Create your Brand Marketing 101
The document provides guidance on creating a brand, including defining what a brand is, differentiating a brand, understanding customer needs, developing brand elements, positioning a brand, building brand awareness, and creating a digital strategy for a brand. Some of the key points include: - A brand identifies a product/service and creates a unique personality to deliver certain results and build trust with customers over time. - It is important to understand customer problems, triggers for needs/wants, and where the brand fits within Maslow's hierarchy. - Core brand elements include the name, logo, tagline, colors, personality, tone, story, and associations. - Developing a brand strategy requires researching target
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Create your Brand Marketing 101
- 1. Create Your Brand Marketing101 by Javed Mohammed javed_mohammed@hotmail.com
- 2. What is abrand? “A brand is a symbol that identifies a product, service or organization.” Javed Mohammed
- 3. Digging a littledeeper “A brand is a promise, that defines your organization, by creating a unique personality that sets an expectation with your customer that your product or service will deliver certain results, in performance or experience through all touch points (including what customers see, hear, touch, taste or smell about your business.) by providing a feel and tone across all communications that over time build a trust and relationship to your organization or product/service.”
- 4. Brand: Differentiation • Whatdo I want to be known for? (Word, Image, Color, Emotion)
- 5. What Problem areyou solving? • Bad Customer Service • New needs or wants • Dissatisfaction • A better way of doing things
- 6. What is thetrigger for need or want? • Lifestyle change • Financial change • Life stage change
- 7. Maslow’s Hierarchy ofNeeds Self-actualization needs (self-development, creativity, morality, spontaneity) Physiological (hunger, thirst, sexual desire) Safety (security, protection, employment, property) Social (sense of belonging, love, family, sexual intimacy) Esteem (self-esteem, respect, recognition, status) Differentiators Satisfiers Basic Expectations Satisfaction
- 8. Appealing to Outer& Inner UNIVERSAL CULTURAL PERSONAL Man vs Man, Man vs Self, Overcoming adversity, Love conquers all, Life & death cycle, Sacrifce & reward High Context vs Low Context, Tradition Good vs bad Selfless vs Selfish Beautiful vs Ugly Important vs Insignficant
- 9. Brand Factors Distinctive Relevant Memorable Extendable Deep Brand Awareness BrandAssociation Brand Loyalty Brand Equity
- 10. Brand Elements • BrandName-name, tagline, logo, mascot, colors, taglines, fonts • Brand Position-how you are positioned wrt competition & customers • Brand Promise-What you guarantee • Brand Personality-Your persona (creative, fun, performance) • Brand Tone-edgy, humorous, conservative, subtle • Brand Story-Your past, present, and future • Brand Associations-image, perception, differentiation
- 11. Powerful brands, personality,image, and message
- 12. Brand Value orEquity • “Brand Value or Equity is the value added whether perceived and or real in the customers mind for the product or service.” STEAK: Price, Function, Support SIZZLE: Image, Style, BRAND EQUITY=SIZZLE+STEAK
- 13. Brand Equity: “The additionalvalue obtained by branding” Brand Awareness Brand Loyalty Brand Quality Brand PromiseBrand Association Brand Image Brand Personality Brand Equity Brand Preference
- 14. Why Brand? • Brandsoffer your product, service, organization or the individual an identity. • Brands attract customers • Brands offer barriers to entry • Brands allow you to form lasting relationships • Brands signify quality and build confidence • Brands reflect values & build trust • Brands can allow you to ask for a price- premium over commodity products • Brands can offer legal protection (trademark) • Brands build loyalty • Brands create memorable experiences
- 15. Digital Strategy Bridges thegap between where you are TODAY And where you want to be NEXT
- 16. Digital Roadmap Digital Review SWOT, CustomerInsights Competitive Analysis Digital Strategy Mission, Values Aspirations Goals Digital Plan Map Customer Touchpoints to their needs (Experience, Digital Mapping) Where am I? Where do I want to be? How do I get there?
- 17. A Brand Strategymust align with your organizations Values and Vision
- 18. Over 4,000 messagesa day: Need 7-9 times exposure for brand recognition
- 19. Right Brain-Left Brain Peopledecide with Emotions Brands appeal to Emotions Emotions Logic People validate decision with Logic
- 20. The Unattainable Triangle Youcan have only 2 of 3 sides Starbucks Hi Quality Hi Speed (but not low price) US Postal Service Low Price Hi Quality (but not high speed) QualitySpeed Price (Low) McDonalds Low Price Hi Speed (but not high quality)
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- 25. Bringing the BrandElements together Logo, Tagline, Mascot
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- 27. How to builda brand! Image: http://www.marketingdonut.co.uk/
- 28. Understand the BuyersJourney Awareness Consideration Decision Problem Copyright K2 Vista LLC 2015 28 Need Recognition Information Search Alternative Evaluation Purchase
- 29. Brand Influence Thoughts Beliefs Experiences Values Emotions Images Information Expertise POST-EVALUATIONPre-EVALUATIONEVALUATION Motivation Perception Learning Integration Attitude
- 30. How to builda brand RESEARCH Target Market Audience Profile (Personas) Personality & Culture Organizational Profile Perception/Cognition Beliefs Segmentation Competitive Analysis SWOT POSITIONING USP/Differentiation Messages Values Brand Positioning BRAND IMAGE Narrative Visual Elements Internal & External Campaigns Reputation Emotion Perception Impression Belief
- 31. 1 Research & Positioning Target Audience Need BrandPromise To fill need Brand Personality How you fill need Brand Voice Your tone of how you interact with your audience Brand Identity Your look Brand Positioning Where you fit in market Wrt competition Brand Experience Your Customers Perceptions about you
- 32. A Brand PersonalityFramework Adapted from Aaker (1987)
- 33. Brand Positioning/Development Strategy Product Category Brand Name Line Extension (Samename Same category Different recipe) Mutlibrands (Different names, same product category eg P&G multiple shampoos) Brand Extension (Same name New category) New Brands Existing Existing New New
- 34. Brand Positioning Strategy 1.Own an attribute 2. Target a specific group 3. Be First 4. Be Leader 5. Be the Maverick or Reverse positioning 6. Have a magic ingredient 7. Have a special process 8. Connect with a celebrity 9. Be a Cheapner 10. Align with a cause 11. Special Heritage 12. Create Scarcity 13. Go Green & Sustainable (courtesy of Breakthrough Branding by Catherine Kaputa)
- 35. Brand Map &Criteria CORPORATION (Purpose, Mission, Values) CUSTOMERS External Customer Insights (Promise, Experience) COMPETITION Competitive Analysis (Positioning) PERSONALITY CEO, Employees, Partners Celebrity Mascot IDENTITY Name, Tagline, Logo, Mascot, Color, Typography Aesthetic, Look-Feel CULTURE (Internal Review stakeholders) History, People, Traditions Language, Environment, Ethos, Pathos, Logos
- 36. Branding = 3C’s + 4P’s • Learn & Understand the 3 C’s to understand your Target Market – Customers, Competitors, Corporation (you) • Your Marketing Plan is the sum total of your 4 P’s = Product + Price + Place + Promotion • A great brand = 3C’s+ 4P’s+ Execution + Timing + Luck
- 37. Designing the BrandMantra Emotional Modifier Descriptive Modifier Brand Functions Nike Authentic Athletic Performance Disney Fun Family Entertainment Emirates Luxury Adventure Travel Victoria’s Secret Sexy Lifestyle Intimate wear
- 38. 3 Important Lawsof Branding (adapted from Al Ries The 22 Immutable Laws of Branding) • The Law of Contraction: A brand becomes stronger when you narrow its focus. • The Law of Publicity: The birth of a brand is achieved with publicity, not advertising. • The Law of Advertising: Once born, a brand needs advertising to stay healthy.
- 39. Building Brands Mythvs Reality • Myth: Pour enough money and PR/Advertising and you can build a brand over night • Reality: Building brands is about reputation. It takes time to build trust. A brand is not what “you” speak about you, it is what your customers say or how they collectively perceive you. There are no short cuts. Building a brand including engaging them and building community takes time, patience, consistency (internally & externally), repetition, reinventing yourself every so often and yes money helps.
- 40. Some Do’s &Don’ts • Do Market Research • Develop your Brand Strategy & Plan • Do get team and management buy-in • Address conflicting brand goals vs values, budget vs time/resources. • Execute and communicate • Be consistent • Measure, adjust and repeat • Don’t Stress & have fun
- 41. Before your customerwill buy: You must, give them an unforgettable experience, have a dialog, build trust, a relationship, and something they want to shout to the world
- 42. Need Help withyour Brand, Digital or Content Marketing Project? Contact me Javed Mohammed javed_mohammed@hotmail.com javedinc.wordpress.com 1 (408) 728-8920 Copyright K2 Vista LLC 2015 42
- 44. Resources • Adobe ColorWheel : color.adobe.com • Creative Commons resources for Photos (Flickr) and Video (Vimeo) • Pinterest: create a secret Mood Board • Wordpress: Blog/Website • Dropbox: Cloud storage • Mailchimp: Email marketing • Shopify: Slogan generator www.shopify.com/tools/slogan-maker
- 45. 10 Questions YouNeed To Ask When Building a Brand. 1. Who and what defines our brand’s target customers? 2. What is our brand’s story? 3. Am I offering a pain-killer or a vitamin? 4. What makes my team amazing? 5. In one line, describe what you do? 6. If I were stranded on a desert island, what 5 things would I want to have? 7. What values do I stand for? 8. What benefits do my customers get from our brand? 9. What emotions would I like my customers to take away from our brand? 10. Who is my enemy (competition) and why am I better than them?
- 46. Make your BrandElements • Simple • Enduring • Memorable • Versatile • Appropriate
- 47. Your Tone ofVoice • Formal or Informal • Optimistic or Realistic • Humorous or Business-Like • Excited or Balanced • Authoritative or Curious
- 48. What relationship doyou want with your audience? • Mentor, Coach, Sponsor • Friend, Peer, Well-wisher, Ally • Leader, Advisor, Commander, Know-it-all
- 49. Describe your brand’spersonality? In 5 – 10 adjectives (what you want, what your customers may want) • Adorable • Adventurous • Appealing • Artistic • Athletic • Attractive • Bold • Breathtaking • Bright • Business-like • Busy • Calm • Capable • Caring • Casual • Charming • Cheerful • Chic • Classic • Collaborative • Colorful • Comfortable • Conservative • Contemporary • Convenient • Cool • Creative • Custom • Cutting Edge • Daring • Dashing • Delicate • Delightful • Detailed • Dramatic • Dry • Dynamic Reference: http://lanettascreations.blogspot.com/2012/01/living-list-of-adjectives.html
- 50. Describe your brand’spersonality? In 5 – 10 adjectives (what you want, what your customers may want) • Earthy • Eccentric • Efficient • Elegant • Elevated • Enchanting • Endearing • Energetic • Ethereal • Excellent • Exciting • Exuberant • Fabulous • Familiar • Fancy • Fantastic • Fashionable • Festive • Fierce • Flirty • Formal • Fresh • Friendly • Fun • Functional • Futuristic • Glamorous • Graceful • Hip • Historic • Honorable • Impressive • Industrial • Informal • Innovative • Inspiring • Intense • Inviting • Lively • Lush • Majestic • Modern • Natural • No-nonsense • Nostalgic • Novel • Old • One-of-a-kind • Organic • Playful • Pleasant • Powerful • Predictable • Professional • Quaint • Quirky Reference: http://lanettascreations.blogspot.com/2012/01/living-list-of-adjectives.html
- 51. Describe your brand’spersonality? In 5 – 10 adjectives (what you want, what your customers may want) • Radiant • Rebellious • Relaxing • Reliable • Retro • Revolutionary • Ritzy • Romantic • Royal • Rustic • Scholarly • Secure • Serious • Silly • Sleek • Smart • Soothing • Sophisticated • Stable • Stimulating • Striking • Strong • Stunning • Stylish • Swanky • Tasteful • Tranquil • Trustworthy • Unconventional • Unique • Upbeat • Urban • Versatile • Vintage • Wild • Witty • Youthful Reference: http://lanettascreations.blogspot.com/2012/01/living-list-of-adjectives.html