The document provides guidance on building a standout brand for business success. It discusses that a brand is more than just a name and logo - it is the gut feeling and associations people have with a product, service or company. It emphasizes the importance of considering all brand touchpoints that customers interact with. The document outlines key elements to focus on when developing a brand strategy such as defining brand personality, values, essence, positioning and creating a customer journey map. It stresses that an effective brand strategy differentiates a business from competitors and creates lasting value for customers.
If you are a startup or small business founder and you are trying to figure out when it's time for your company to think about Brand Startegy, read on or visit our website to learn more about us: http://bit.ly/2iFfGbm
Feel free to download. Brands need to stand out to win. Marketers face limited resources that they apply to an unlimited choices. The role of the Brand Positioning Statement is to take everything you know about your brand and begin making focused decisions on who you will serve, what you will say that is unique, own-able and motivating to get consumers to think, feel and act differently to create a bond that is stronger than what the product alone could do. A good positioning statement should balance the rational and emotional benefits for the consumer. Your positioning has to reflect your internal brand soul and help shape your external brand reputation.
Workshop to help turn consumer insights into a brand strategy that will help the brand win in the market
Workshop Agenda
1. How to use consumer insights to bring the consumer to life
2. How to use consumer insights to define your brand
3, How to use consumer insights to develop brand strategy
What is Branding? We created a brand building guide to answer this. Read or download the in-depth guide here to grow your business! https://www.dropshiplifestyle.com/what-is-branding/
Too many people think that brand management matters most to a consumer brand, and they underestimate the value of marketing for B2B brands. And many of these people are running B2B brands. They treat marketing as a support function, hiring low-cost marketing coordinators to support their sales team, and do basic packaging for new launches and run a few basic trade magazines.
The Brand Strategy Canvas: a One-Page Strategy for Startupspatrickjwoods
(First, grab a copy of the Brand Strategy Canvas at brandstrategycanvas.com)
Branding is hard for startups. News flash: It’s hard for everyone. So we built a tool to make it easier.
A clear-cut path for startups toward a rock-solid foundation for their brand. It’s the Brand Strategy Canvas—a single-page, step-by-step formula that serves as a starting point for a stronger brand.
Who are we? Advertising-slash-startup vets at one of the largest independent agencies around. We’ve spun years of experience into the Canvas, turning brand strategy into a process, not a philosophy.
If you are a startup or small business founder and you are trying to figure out when it's time for your company to think about Brand Startegy, read on or visit our website to learn more about us: http://bit.ly/2iFfGbm
Feel free to download. Brands need to stand out to win. Marketers face limited resources that they apply to an unlimited choices. The role of the Brand Positioning Statement is to take everything you know about your brand and begin making focused decisions on who you will serve, what you will say that is unique, own-able and motivating to get consumers to think, feel and act differently to create a bond that is stronger than what the product alone could do. A good positioning statement should balance the rational and emotional benefits for the consumer. Your positioning has to reflect your internal brand soul and help shape your external brand reputation.
Workshop to help turn consumer insights into a brand strategy that will help the brand win in the market
Workshop Agenda
1. How to use consumer insights to bring the consumer to life
2. How to use consumer insights to define your brand
3, How to use consumer insights to develop brand strategy
What is Branding? We created a brand building guide to answer this. Read or download the in-depth guide here to grow your business! https://www.dropshiplifestyle.com/what-is-branding/
Too many people think that brand management matters most to a consumer brand, and they underestimate the value of marketing for B2B brands. And many of these people are running B2B brands. They treat marketing as a support function, hiring low-cost marketing coordinators to support their sales team, and do basic packaging for new launches and run a few basic trade magazines.
The Brand Strategy Canvas: a One-Page Strategy for Startupspatrickjwoods
(First, grab a copy of the Brand Strategy Canvas at brandstrategycanvas.com)
Branding is hard for startups. News flash: It’s hard for everyone. So we built a tool to make it easier.
A clear-cut path for startups toward a rock-solid foundation for their brand. It’s the Brand Strategy Canvas—a single-page, step-by-step formula that serves as a starting point for a stronger brand.
Who are we? Advertising-slash-startup vets at one of the largest independent agencies around. We’ve spun years of experience into the Canvas, turning brand strategy into a process, not a philosophy.
Workshop to provoke you to think differently and see how a brand’s BIG IDEA reflects the brand’s SOUL and transforms the experience and bond into a REPUTATION
The step-by-step process for how to define your B2B brand.
This type of thinking is in my second book, B2B Brands, which I wrote as the playbook for how to create a B2B brand that your customers will love.
https://beloved-brands.com/brand-positioning/
B2B Brands is an actionable “make it happen” playbook, not just some theory or opinion book.
To reach your full potential as a B2B brand leader, you will learn to think, define, plan, inspire and analyze:
How to think strategically
Write a brand positioning statement
Come up with a brand idea
Write a brand plan everyone can follow
Write an inspiring creative brief
Make decisions on marketing execution
Conduct a deep-dive business review
Learn finance 101 for marketers
My goal in writing this book is to make you a smarter B2B brand leader so your brand can win in the market.
To order B2B Brands on Amazon https://lnkd.in/ecesjkq on Rakuten Kobo: https://lnkd.in/eqrf-sU or on Apple Books: https://lnkd.in/eVD63iK
Brand Archetypes: The Science Behind Brand PersonalityStephen Houraghan
We all have an emotional connection with a brand where the alternative simply won't do. Your connection with that brand is likely on a human level. Whether they speak your language, champion a cause you believe in or represent who you are, the connection is more than just transactional. The world's most loved brands all connect with us using a similar framework. This framework is based on decades of scientific research and has its roots in Greek Mythology. This Framework is Archetypes. www.iconicfox.com.au/brand-archetypes
We coach Brand Leader on the principles of good analysis, how to assess health and wealth of the brand and turning your analytical thinking into strategic stories, projections and reports. We look at:
1. Principles of Good Analytics Gain more support for your analysis by telling analytical stories through data.
2. Health and Wealth of the Brand Assess brand situation looking category, consumer, channels, brand and competitors
3. Analytical stories get Decision Makers to “what do you think” stage Analysis turns fact into insight and data breaks form the story that sets up strategic choices.
4. Turn analytical thinking into projections Extrapolating data into the future, starts with what you are see in the current.
5. Monthly Brand Report Keep everyone on the team informed, engaged and aware of the strategic thinking
A powerful presentation about how brands can emotionally connect with their consumers through storytelling, with illustrative examples from the Beer category.
Archetypal Branding provides you with a systematic way to:
• Clearly define the Brand so that it is compelling and credible to your key Target Audiences.
• Create a Brand Identity that all key internal Constituencies can agree on and work from.
• Increase the Reputation, Image, perceived Value and Brand Awareness of your Company
Recent studies have shown that the most potent component of premium brands is a clear identity that is grounded in the ultimate personality types deciphered by the Swiss psychiatrist Carl Jung, the so-called Archetypes.
Tracking over 13,000 brands over a period of five years and interviewing more than 120,000 consumers across 100 product categories, archetypal researcher Carol Paerson found that archetypal brands outpaced non-archetypal ones by a factor of 97% in Market Value Added (a measure of how much value a company has added to, or subtracted from, its shareholder investment).
A Booz Allen Hamilton research report recently showed that „brand-guided companies have profitability margins nearly twice the industry standard. Brand-guided banks, for example, have an ROE of 19% compared to 8% for non brand-guided banks.“
The more beloved the brand, the more valuable the brand.
For more on Beloved Brands, here are a few of our most popular articles
1. Beloved Brands Marketing Training programs.
https://beloved-brands.com/brand-management-training/
2. Our Beloved Brands Mini MBA is an online marketing course to help your marketing career.
https://beloved-brands.com/mini-mba/
3. Simple process to build your Brand Positioning Statement
https://beloved-brands.com/brand-positioning/
4. How to write a Marketing Plan
https://beloved-brands.com/marketing-plans/
5. Our one-page strategic plan
https://beloved-brands.com/brand-strategy-roadmap/
6. The best and worst of a Creative Brief
https://beloved-brands.com/creative-brief-line-by-line/
7. Marketing Plan Template
https://beloved-brands.com/product/marketing-plan-template/
8. Our one-page Brand Plan
https://beloved-brands.com/brand-plans
9. How to understand Brand Architecture
https://beloved-brands.com/brand-architecture
10. How to use Marketing Funnels to analyze your brand
https://beloved-brands.com/marketing-funnels/
This is the first session (Sep 4) of our Free Open Advanced Branding Masterclass at www.mootee.typepad.com. Pls rememebr no books are needed. We will forward additional reading material for all registered participants.
How to Create a Killer Creative Brief with Wild AlchemyUnited Adworkers
United Adworkers had the honor of hosting Lynette Xanders with Wild Alchemy to share her incredible knowledge and insights on "How to Create a Killer Creative Brief". For more information about Wild Alchemy and Lynette Xanders, visit WildAlchemy.com.
“A ‘brand’ is not a thing, a product, a company or an organization. A brand does not exist in the physical world – it is a mental construct. A brand can best be described as the sum total of all human experiences, perceptions and feelings about a particular thing, product or organization. Brands exist in the consciousness – of individuals and of the public.” – James R. Gregory, “Leveraging the Corporate Brand”
Workshop to provoke you to think differently and see how a brand’s BIG IDEA reflects the brand’s SOUL and transforms the experience and bond into a REPUTATION
The step-by-step process for how to define your B2B brand.
This type of thinking is in my second book, B2B Brands, which I wrote as the playbook for how to create a B2B brand that your customers will love.
https://beloved-brands.com/brand-positioning/
B2B Brands is an actionable “make it happen” playbook, not just some theory or opinion book.
To reach your full potential as a B2B brand leader, you will learn to think, define, plan, inspire and analyze:
How to think strategically
Write a brand positioning statement
Come up with a brand idea
Write a brand plan everyone can follow
Write an inspiring creative brief
Make decisions on marketing execution
Conduct a deep-dive business review
Learn finance 101 for marketers
My goal in writing this book is to make you a smarter B2B brand leader so your brand can win in the market.
To order B2B Brands on Amazon https://lnkd.in/ecesjkq on Rakuten Kobo: https://lnkd.in/eqrf-sU or on Apple Books: https://lnkd.in/eVD63iK
Brand Archetypes: The Science Behind Brand PersonalityStephen Houraghan
We all have an emotional connection with a brand where the alternative simply won't do. Your connection with that brand is likely on a human level. Whether they speak your language, champion a cause you believe in or represent who you are, the connection is more than just transactional. The world's most loved brands all connect with us using a similar framework. This framework is based on decades of scientific research and has its roots in Greek Mythology. This Framework is Archetypes. www.iconicfox.com.au/brand-archetypes
We coach Brand Leader on the principles of good analysis, how to assess health and wealth of the brand and turning your analytical thinking into strategic stories, projections and reports. We look at:
1. Principles of Good Analytics Gain more support for your analysis by telling analytical stories through data.
2. Health and Wealth of the Brand Assess brand situation looking category, consumer, channels, brand and competitors
3. Analytical stories get Decision Makers to “what do you think” stage Analysis turns fact into insight and data breaks form the story that sets up strategic choices.
4. Turn analytical thinking into projections Extrapolating data into the future, starts with what you are see in the current.
5. Monthly Brand Report Keep everyone on the team informed, engaged and aware of the strategic thinking
A powerful presentation about how brands can emotionally connect with their consumers through storytelling, with illustrative examples from the Beer category.
Archetypal Branding provides you with a systematic way to:
• Clearly define the Brand so that it is compelling and credible to your key Target Audiences.
• Create a Brand Identity that all key internal Constituencies can agree on and work from.
• Increase the Reputation, Image, perceived Value and Brand Awareness of your Company
Recent studies have shown that the most potent component of premium brands is a clear identity that is grounded in the ultimate personality types deciphered by the Swiss psychiatrist Carl Jung, the so-called Archetypes.
Tracking over 13,000 brands over a period of five years and interviewing more than 120,000 consumers across 100 product categories, archetypal researcher Carol Paerson found that archetypal brands outpaced non-archetypal ones by a factor of 97% in Market Value Added (a measure of how much value a company has added to, or subtracted from, its shareholder investment).
A Booz Allen Hamilton research report recently showed that „brand-guided companies have profitability margins nearly twice the industry standard. Brand-guided banks, for example, have an ROE of 19% compared to 8% for non brand-guided banks.“
The more beloved the brand, the more valuable the brand.
For more on Beloved Brands, here are a few of our most popular articles
1. Beloved Brands Marketing Training programs.
https://beloved-brands.com/brand-management-training/
2. Our Beloved Brands Mini MBA is an online marketing course to help your marketing career.
https://beloved-brands.com/mini-mba/
3. Simple process to build your Brand Positioning Statement
https://beloved-brands.com/brand-positioning/
4. How to write a Marketing Plan
https://beloved-brands.com/marketing-plans/
5. Our one-page strategic plan
https://beloved-brands.com/brand-strategy-roadmap/
6. The best and worst of a Creative Brief
https://beloved-brands.com/creative-brief-line-by-line/
7. Marketing Plan Template
https://beloved-brands.com/product/marketing-plan-template/
8. Our one-page Brand Plan
https://beloved-brands.com/brand-plans
9. How to understand Brand Architecture
https://beloved-brands.com/brand-architecture
10. How to use Marketing Funnels to analyze your brand
https://beloved-brands.com/marketing-funnels/
This is the first session (Sep 4) of our Free Open Advanced Branding Masterclass at www.mootee.typepad.com. Pls rememebr no books are needed. We will forward additional reading material for all registered participants.
How to Create a Killer Creative Brief with Wild AlchemyUnited Adworkers
United Adworkers had the honor of hosting Lynette Xanders with Wild Alchemy to share her incredible knowledge and insights on "How to Create a Killer Creative Brief". For more information about Wild Alchemy and Lynette Xanders, visit WildAlchemy.com.
“A ‘brand’ is not a thing, a product, a company or an organization. A brand does not exist in the physical world – it is a mental construct. A brand can best be described as the sum total of all human experiences, perceptions and feelings about a particular thing, product or organization. Brands exist in the consciousness – of individuals and of the public.” – James R. Gregory, “Leveraging the Corporate Brand”
Advokate's Branding Presentation, to be presented during LocalFest: Stuff Made Here, on Saturday, September 6, 2014, at 3:15 p.m. in Suite 204 at The Shirt Factory in Glens Falls, New York
How to Develop a Great Brand Identity Things to Take Care Of.pptxInfluencive Media
The company's brand identity is the collection of all elements that it creates to portray them as having an authentic, trustworthy image. This can be different from their “brand image” or even just branding though these terms are sometimes treated interchangeably in business settings.
The term "branding" refers to the process of creating and shaping a company's unique perception in the world’s eyes. The goal for any business, whether they are big or small is always to leave make its mark on society with what it offers customers. This includes how people perceive them as well.
Building a Great Business Brand and ExperienceJames Dalman
The Building a Great Business Brand and Experience was offered by FreelancingSuccess.com. This webinar discusses how to build a great brand for your freelancing business and how to create an experience that clients will love.
This is a presentation on Brand and Branding, written and presented by me recently.
The presentations tells about, what a brand is and how does it differs from other existing competitors. It tells about the difference between branding and marketing.
It covers certain examples of successful brands which have become one by adopting certain marketing strategies.
The presentation also comprises of certain Q & A's which could be helpful in becoming a brand. Though there is no specific method in this world to be able to become a brand.
The questions must be answered and the answers must be evaluated such that one could understand the importance of being a brand.
I strongly believe that becoming a brand is more important than sales and marketing. Sales and marketing are just two constituents of a brand.
In the race of achieving the targets and doing sales, almost all the companies miss upon the things which could have led them to become a brand.
As the inflow of money is faster than becoming a brand, companies usually suffer temporary profits rather permanent brand loyalty of the people they sell their product and solutions to.
I hope it will be useful for a pretty basic level of understanding.
-The importance of leading with a true brand strategy vs. feature/benefit product strategy
-How brands are either built or destroyed by a companies actions or inaction
-Why people buy brands and understanding how the attachment to a brand works
Industrial Branding: The Lost Art in the Industrial MarketplacePlantEngineering
-The importance of leading with a true brand strategy vs. feature/benefit product strategy
-How brands are either built or destroyed by a companies actions or inaction
-Why people buy brands and understanding how the attachment to a brand works
Industrial Branding: The Lost Art in the Industrial MarketplaceControlEng
-The importance of leading with a true brand strategy vs. feature/benefit product strategy
-How brands are either built or destroyed by a companies actions or inaction
-Why people buy brands and understanding how the attachment to a brand works
Businesses come and go, but businesses with sticky brands last the test of time. Coca Cola, McDonald's and many other businesses have memorable logos, catchy taglines and other vital branding messages that keep customers coming back again and again. This SlideShare presentation on Sticky Brands will teach you how to create a brand that stands out and helps your business thrive like never before. Be prepared, essential branding may be far more extensive (though certainly doable) than you think.
Please copy and paste the following URL to see germane videos for this SlideShare:
1.Branding Identity:
https://www.linkedin.com/posts/techtreats_brandidentity-smallbizowner-smallbiztips-activity-6592060810049183744-_WJJ
2. Brand Voice:
https://www.youtube.com/watch?v=tM7Wn5gLEtc
3. Brand Values:
https://www.youtube.com/watch?v=BSVemBt9vjs
4. Brand Personality:
https://www.youtube.com/watch?v=e2YRUohgadY
5. Visuals
https://www.youtube.com/watch?v=cHbJ0fkqI6I
6. USP - Unique Selling Proposition
https://www.youtube.com/watch?v=rlPVu0EzGAY&t=5s
Branding in the Digital World: Thinking Beyond Logos and Colour PalettesStephen McGill
A presentation that I made to a wonderful crowd at the Ottawa Search & Digital Marketing Meetup on April 15, 2014. Terrific group of people to speak to.
Skye Residences | Extended Stay Residences Near Toronto Airportmarketingjdass
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Remote sensing and monitoring are changing the mining industry for the better. These are providing innovative solutions to long-standing challenges. Those related to exploration, extraction, and overall environmental management by mining technology companies Odisha. These technologies make use of satellite imaging, aerial photography and sensors to collect data that might be inaccessible or from hazardous locations. With the use of this technology, mining operations are becoming increasingly efficient. Let us gain more insight into the key aspects associated with remote sensing and monitoring when it comes to mining.
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
Explore our most comprehensive guide on lookback analysis at SafePaaS, covering access governance and how it can transform modern ERP audits. Browse now!
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
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India Orthopedic Devices Market: Unlocking Growth Secrets, Trends and Develop...Kumar Satyam
According to TechSci Research report, “India Orthopedic Devices Market -Industry Size, Share, Trends, Competition Forecast & Opportunities, 2030”, the India Orthopedic Devices Market stood at USD 1,280.54 Million in 2024 and is anticipated to grow with a CAGR of 7.84% in the forecast period, 2026-2030F. The India Orthopedic Devices Market is being driven by several factors. The most prominent ones include an increase in the elderly population, who are more prone to orthopedic conditions such as osteoporosis and arthritis. Moreover, the rise in sports injuries and road accidents are also contributing to the demand for orthopedic devices. Advances in technology and the introduction of innovative implants and prosthetics have further propelled the market growth. Additionally, government initiatives aimed at improving healthcare infrastructure and the increasing prevalence of lifestyle diseases have led to an upward trend in orthopedic surgeries, thereby fueling the market demand for these devices.
3. What people typically reference as branding?
• The name
• The logo
• The identity system – colour used, font, layout etc
• These simply communicate an identity, a presence
• They provide a label that meaning can be attached to.
• They provide a useful rallying point, but it is the meaning and
associations that you attach to these that is the brand.
4. So what is branding?
Brand: A persons gut feeling about a product,
service or company.
Branding: A company’s effort to build lasting value by
delighting customers so that more people buy more
things for more years at a higher price.
The way we want customers to perceive, think,
and feel about our brand versus competitors.
6. To build a differentiated
and successful brand you
need to consider all of the
layers of your brand.
They all work together.
7. Brand layers
BRAND
Identity
What we believe in
What we stand for
Our personality and
how we express it
Behaviour
How we act and behave
The relationships we form
and experiences
people have of us
+
Performance
What we do and
how we deliver it
The value we deliver
+
Communication
=
REPUTATION
How others
perceive us
9. As a starting point
9
Before you go to work on your brand you need to have
clarity on the following:
• Mission
• Vision
• Clear idea of target audience (who are they, what do they need,
what drives them, what influences their decisions)
• Clarity on your service/product
10. A Brand that wants to be a
little of everything will
eventually amount to a lot
of nothing.
11. Your onliness statement
11
You need to be different to everyone else out there!
Our _________________________
is the only ____________________
that _________________________
12. Get to the point with
a one sentence
positioning statement
How do you describe yourself. Boil it down to
one simple descriptive sentence that
summarises what you do and provokes people
to ask how and why?
13. Positioning statement templates
13
Template #1
For (target audience), (brand) is the (frame of reference) that
delivers (benefit/point of difference) because only (brand
name) is (reason to believe).
Template #2
For (your target) who wants / needs (reason to buy your
product/service), the (your product or service) is a (category)
that provides (your key benefit). Unlike (your main competitor),
the (your product/service) (your key differentiator).
14. Translating the what to why
14
The emotional value that we provide to our audiences and how we
support this.
Proof Point (feature - the what)
Benefit (the why - how does this make a
difference to your customers lives)
15. Every powerful brand or
organisation has at its core a
substance that gives it strength.
You need a belief system...
15
16.
17. Harley Davidson’s Brand Belief System
We will let your attitude towards life
and personal expression roar!
18.
19. Apple’s Brand Belief System
Computers and technology should enable us to do things that
can change the world by being radically ‘easy’ to use… and
overlay this with standout design.
19
20. As a brand what do you believe in?
20
What you believe in, what is fundamental to achieving your brand
vision and making a real difference to the lives of your audience.
Get to the point, think deep and make it emotional.
It may help to start with “We believe….”
21. Brand values
Brand values are designed to unite, inspire and
guide brand-led behavior. Enabling employees
to emotionally connect with the brand and
empowering them to deliver memorable and
valuable brand experiences.
22. Virgin’s Values
22
We think customer
• Our customers are at the heart of
everything we do
• We are passionate about creating an
outstanding flying experience
• We deliver consistently high service
internally and externally
We lead the way
• We lead by example
• We have the courage to think differently
• We innovate
We do the right thing
• We always put safety first
• We act with integrity and honesty
• We create a sustainable and inclusive
environment for our people and the
community
We are determined to deliver
• We do what we say we're going to do
• We are responsive
• We are committed to excellence in all we
do
Together we make the difference
• We work together to achieve success
• We consider our impact on others
• Our people set us apart
23. What values does your brand live by?
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- Make them unique - if everyone is creative or entrepreneurial
then there will be nothing differentiated about your values.
- Think about how you want to behave.
- Remember they are not necessarily your personal values but
your brand/company’s values.
- Choose four to five only.
24. Brand Personality
A summary of your desired persona.
Human-like characteristics that you project to
the world through all brand touch points.
This directs your brand visuals, what tone of
voice your collaterals are in, what type of logo
(brandmark) you should have etc.
24
25. What is your brands personality?
25
5min to work through your brand personality exercise.
Don’t think about the brand as your personality - what would be
appealing to your target audience.
27. Essence
The soul of your brand.
A guiding philosophy, built on a compelling
truth that expresses what the brand stands for
in a simple and powerful manner.
27
30. Brand essence examples
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King Island Dairy: Tradition and Indulgence from an Isolated Island
Nike: The Spirit of Competition
Aged care brand: Bounty of care
Aged care service provider: Care that shines
Skin care brand: The sanctuary of skin confidence
Personal finance brand: Unlocking life’s opportunities
31. What sits at the heart of your brand?
31
It’s time to create your brand essence.
Keep it short and simple.
Keep it grounded in the ‘why’ not the ‘what’.
It’s internal - not your tag line.
Explore something multi-dimensional.
33. Now that you understand your why and your brand you are
ready to create a name.
Now that you understand
your ‘why’ and your
brand you are ready to
create a name.
33
34. What’s in a name?
34
Your brand name should be memorable, distinctive and the platform on
which to build a differentiated brand.
1. Evokes a sense of your compelling point of difference
2. Different to those of your competitors
3. Brief - 4 syllables or less
4. Appropriate, but not so descriptive as to be generic or devoid of spirit
5. Easy to spell
6. Straight forward to pronounce
7. Provides opportunity for ‘brand play’
8. Legally ownable
9. Web domain available
35. It’s not easy, it’s
harder than naming
your first baby.
Don’t forget there is more to your brand then
your name and you can wrap meaning around
it with your other brand touch points,
36. Where to start?
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• Literal concepts
• product category (travel, music, fashion)
• product function (discovery, sharing, tracking)
• Figurative concepts
• extend your list of roots to names, objects, phrases, moments
and feelings that are loosely related to your core business.
• Look up synonyms
• List examples and types
• Make up words that sounds good.
• Words in other languages.
• Explore words that mean themes that relate to your brand.
37. If you need a little help:
startupstash.com/naming/
namingforce.com
39. Designing your brand identity (logo and visuals)
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• As a start up you may need to consider a phased approach.
• Not all designers are created equal.
• You get back what you invest.
If you must use crowd sourcing, some tips:
• Put a clear brief together (target audience, personality,
competitor examples (what to avoid).
• Gather examples of other brands you like.
• Ask them to apply your logo to marketing collateral so you can
see how the fonts, colours, shapes, images and graphics work
together.
• Be clear on what you want back.
40. We know that your
brand is much more
than your logo so where
else can your brand
play out?
41. The customer journey/experience
You have a say and influence on how your brand
will be perceived and delivered at every point of
interaction with your customer. You need to put
your best foot forward, always!
42. Creating a customer
journey map
A Customer Journey map is a visual or graphic
interpretation of the overall story from an
individual’s perspective of their relationship
with an organization, service, product or brand,
over time and across channels.
43. Key elements of a customer journey map
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1. Personas: the main characters that illustrate the needs, goals,
thoughts, feelings, opinions, expectations, and pain points of the
user
2. Behavioral stages
3. Describe how your customer at each behavioral stage.
44. 1. Creating a persona
The main characters that illustrate the needs, goals, thoughts,
feelings, opinions, expectations, and pain points of the user
• Gender
• Age
• Income
• Family status
• Where do they live
• What do they like to do?
• What’s important to them?
• What behavior defines them?
45. 2. Define your behavioral stages
Each stage a customer goes through when deciding and choosing
your brand.
Retail: Research, choosing, driving to chop, parking, walking to
shop, time in shop, purchase, leaving, coming back/or not
Mobile app: Aware, search, install, use, feedback, refer, delete
Food and drinks: Aware, choosing, ordering, paying, waiting for
food, eating, feedback, repeat order
46. 3. Customer Journey elements
Customer element Description
User Needs What does the user need from you at each stage of the journey?
User goals What is the users goal at each stage of the journey. Try to dig deep and fully
understand your customer – you may need to do some research.
User Expectations What do they expect?
Touchpoints A point of interaction between your company and customer involving a specific
human need in a specific time and place. Each touchpoint is an opportunity to
strengthen relationships with your customer.
Channel What channel can you use to communicate to them?
Processes On this step you are to describe interactions that occur on each stage. Try to use
everyday language and words your customers operate where possible.
Experience Emotional journey – how does the customer feel? How your customer feels across
the stages and touchpoints. Try to impersonate your persona along this emotional
journey.
Problems What barriers and problems occur for the user at different stages?
Pain Points What are the pain points likely to arise?
Ideas What ideas so you have to improve the customer experience?
47. A well considered and
differentiated brand is
key to your business
success it shouldn't’t be
an after thought.