SlideShare a Scribd company logo
Build a Brand
Your Clients LOVE
They are looking for
a job as babysitters
They need babysitters
Your Audience
How well do you understand them?
What do you sell and which problems
do you solve?
Build a Brand your Clients Love - Chema López - LINE Chemataiwan
Who has these problems?
Which target will you address?
What do you know about them?
Your Audience
How well do you understand them?
Build a Brand your Clients Love - Chema López - LINE Chemataiwan
Habits
Hobbies
More Information = Better Conversion
Age
Gender
Where they live or work
Socieconomic/cultural level
Your Audience
How well do you understand them?
Build a Brand your Clients Love - Chema López - LINE Chemataiwan
Just Ask them
and Research the Market:
Forums, Blogs, Social Network Groups, Quora, Reports,
Analytics…
Build your Right Brand Style
The Brand Pyramid
Build a Brand your Clients Love - Chema López - LINE Chemataiwan
Features and Attributes
Focus in your positive and tangible Assets
Functional Benefits
Build a Brand your Clients Love - Chema López - LINE Chemataiwan
Emotional Benefits
How does your
product/service make the
consumer feel?
Build your Right Brand Style
The Brand Pyramid
Build a Brand your Clients Love - Chema López - LINE Chemataiwan
The Brand Persona
The way a brand speaks,
behaves, thinks, acts,
and reacts
Build your Right Brand Style
The Brand Pyramid
Build a Brand your Clients Love - Chema López - LINE Chemataiwan
The Brand Essence
One word that fundamentally underpins what this brand stands for
1. Unique
2. Intangible
3. Single minded
4. Experiential
5. Meaningful
6. Consistently Delivered
7. Authentic
8. Sustainable
9. Scalable
Build your Right Brand Style
Key Messages to target your client
Build a Brand your Clients Love - Chema López - LINE Chemataiwan
Build your Right Brand Style
Key Messages to target your client
Build a Brand your Clients Love - Chema López - LINE Chemataiwan
Vision Statement
Describes what you want your company to become in the future.
Amazon
"Our vision is to be earth's most customer centric company; to build
a place where people can come to find and discover anything they
might want to buy online."
Build your Right Brand Style
Key Messages to target your client
Build a Brand your Clients Love - Chema López - LINE Chemataiwan
Vision Statement
What are your most important products and services?
What products and services will you never offer?
What is unique about doing business with your brand?
How would your customers describe your brand?
Where do you want your company to be in five years?
Build your Right Brand Style
Key Messages to target your client
Build a Brand your Clients Love - Chema López - LINE Chemataiwan
Mission Statement
A mission statement defines the purpose of the company.
Nordstrom:
“We work relentlessly to give customers the most compelling
shopping experience possible. The one constant? John W.
Nordstrom's founding philosophy: offer the customer the best
possible service, selection, quality and value”.
Build your Right Brand Style
Key Messages to target your client
Build a Brand your Clients Love - Chema López - LINE Chemataiwan
Mission Statement
What are the specific market needs the company exists to address?
What does the company do to address these needs?
What are the guiding principles that define the company's approach?
Why do customers buy from you and not your competition?
Build your Right Brand Style
Key Messages to target your client
Build a Brand your Clients Love - Chema López - LINE Chemataiwan
Value Proposition
It is your product or service's unique value, and how it benefits customers.
Warby Parker:
“We offer designer eyewear at a revolutionary price”
Build your Right Brand Style
Key Messages to target your client
Build a Brand your Clients Love - Chema López - LINE Chemataiwan
Value Proposition
To whom are you speaking? (Target market, demographic, and
persona)
Which market segment does your product or service serve?
What is your brand promise? (Both rational and emotional)
Build
your
Right
Brand
Identity
Build your Right Brand Identity
Develop an emotional connection with your clients
Build a Brand your Clients Love - Chema López - LINE Chemataiwan
A memorable Brand Name
Short, simple and easy to remember
Stands out and piques interest in your consumers
Congruent with your image, message and industry
Different from your competition
Unique and positive
Energetic, sexy, bold
Build your Right Brand Identity
Develop an emotional connection with your clients
Creative, friendly, youthful
Sunny, inventive, optimism
Growth, organic, instructional
Professional, medical, tranquil, trustworthy
Build a Brand your Clients Love - Chema López - LINE Chemataiwan
Spiritual, wise, evocative
Build your Right Brand Identity
Develop an emotional connection with your clients
Credible and powerful
Simple, clean, pure
Fun and flirty
Rural, historical, steady
Build a Brand your Clients Love - Chema López - LINE Chemataiwan
Build your Right Brand Identity
Develop an emotional connection with your clients
Build a Brand your Clients Love - Chema López - LINE Chemataiwan
Serif
Simple but Respectable
Sans Serif
Objective and Modern
Script
Elegant and
Affectionate
Display
Friendly , Grab Attention
Modern
Progressive , Bold, Chic
Build your Right Brand Identity
Develop an emotional connection with your clients
Build a Brand your Clients Love - Chema López - LINE Chemataiwan
Abstract Graphic Symbols Word Mark
Letter Mark Combination Mark
Emblem
ATENTO new Brand Identity
How to Become an Appealing and Friendly Company
BEFORE
Quite Competitive
No differentiation
Sterile Feeling
Bad Reputation
Build a Brand your Clients Love - Chema López - LINE Chemataiwan
ATENTO new Brand Identity
How to Become an Appealing and Friendly Company
TARGETs
Top Leading
Companies
End Consumers
Staff
Build a Brand your Clients Love - Chema López - LINE Chemataiwan
Build a Brand your Clients Love - Chema López - LINE Chemataiwan
ATENTO new Brand Identity
How to Become an Appealing and Friendly Company
Build a Brand your Clients Love - Chema López - LINE Chemataiwan
THANK YOU
Q&A
Bibliography
FERRARO, Vince. “Brand Strategy Development”.
SOMALO, Nacho. “Todo lo que hay que saber de Marketing y
Comunicación Online”.
Web Resources
Hubspot
Destaca tu Empresa en Internet sin Pagar - Chema López - LINE Chemataiwan

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How to Build a Brand your Clients Love

  • 1. Build a Brand Your Clients LOVE
  • 2. They are looking for a job as babysitters
  • 4. Your Audience How well do you understand them? What do you sell and which problems do you solve? Build a Brand your Clients Love - Chema López - LINE Chemataiwan Who has these problems? Which target will you address? What do you know about them?
  • 5. Your Audience How well do you understand them? Build a Brand your Clients Love - Chema López - LINE Chemataiwan Habits Hobbies More Information = Better Conversion Age Gender Where they live or work Socieconomic/cultural level
  • 6. Your Audience How well do you understand them? Build a Brand your Clients Love - Chema López - LINE Chemataiwan Just Ask them and Research the Market: Forums, Blogs, Social Network Groups, Quora, Reports, Analytics…
  • 7. Build your Right Brand Style The Brand Pyramid Build a Brand your Clients Love - Chema López - LINE Chemataiwan Features and Attributes Focus in your positive and tangible Assets Functional Benefits
  • 8. Build a Brand your Clients Love - Chema López - LINE Chemataiwan Emotional Benefits How does your product/service make the consumer feel?
  • 9. Build your Right Brand Style The Brand Pyramid Build a Brand your Clients Love - Chema López - LINE Chemataiwan The Brand Persona The way a brand speaks, behaves, thinks, acts, and reacts
  • 10. Build your Right Brand Style The Brand Pyramid Build a Brand your Clients Love - Chema López - LINE Chemataiwan The Brand Essence One word that fundamentally underpins what this brand stands for 1. Unique 2. Intangible 3. Single minded 4. Experiential 5. Meaningful 6. Consistently Delivered 7. Authentic 8. Sustainable 9. Scalable
  • 11. Build your Right Brand Style Key Messages to target your client Build a Brand your Clients Love - Chema López - LINE Chemataiwan
  • 12. Build your Right Brand Style Key Messages to target your client Build a Brand your Clients Love - Chema López - LINE Chemataiwan Vision Statement Describes what you want your company to become in the future. Amazon "Our vision is to be earth's most customer centric company; to build a place where people can come to find and discover anything they might want to buy online."
  • 13. Build your Right Brand Style Key Messages to target your client Build a Brand your Clients Love - Chema López - LINE Chemataiwan Vision Statement What are your most important products and services? What products and services will you never offer? What is unique about doing business with your brand? How would your customers describe your brand? Where do you want your company to be in five years?
  • 14. Build your Right Brand Style Key Messages to target your client Build a Brand your Clients Love - Chema López - LINE Chemataiwan Mission Statement A mission statement defines the purpose of the company. Nordstrom: “We work relentlessly to give customers the most compelling shopping experience possible. The one constant? John W. Nordstrom's founding philosophy: offer the customer the best possible service, selection, quality and value”.
  • 15. Build your Right Brand Style Key Messages to target your client Build a Brand your Clients Love - Chema López - LINE Chemataiwan Mission Statement What are the specific market needs the company exists to address? What does the company do to address these needs? What are the guiding principles that define the company's approach? Why do customers buy from you and not your competition?
  • 16. Build your Right Brand Style Key Messages to target your client Build a Brand your Clients Love - Chema López - LINE Chemataiwan Value Proposition It is your product or service's unique value, and how it benefits customers. Warby Parker: “We offer designer eyewear at a revolutionary price”
  • 17. Build your Right Brand Style Key Messages to target your client Build a Brand your Clients Love - Chema López - LINE Chemataiwan Value Proposition To whom are you speaking? (Target market, demographic, and persona) Which market segment does your product or service serve? What is your brand promise? (Both rational and emotional)
  • 19. Build your Right Brand Identity Develop an emotional connection with your clients Build a Brand your Clients Love - Chema López - LINE Chemataiwan A memorable Brand Name Short, simple and easy to remember Stands out and piques interest in your consumers Congruent with your image, message and industry Different from your competition Unique and positive
  • 20.
  • 21. Energetic, sexy, bold Build your Right Brand Identity Develop an emotional connection with your clients Creative, friendly, youthful Sunny, inventive, optimism Growth, organic, instructional Professional, medical, tranquil, trustworthy Build a Brand your Clients Love - Chema López - LINE Chemataiwan
  • 22. Spiritual, wise, evocative Build your Right Brand Identity Develop an emotional connection with your clients Credible and powerful Simple, clean, pure Fun and flirty Rural, historical, steady Build a Brand your Clients Love - Chema López - LINE Chemataiwan
  • 23. Build your Right Brand Identity Develop an emotional connection with your clients Build a Brand your Clients Love - Chema López - LINE Chemataiwan Serif Simple but Respectable Sans Serif Objective and Modern Script Elegant and Affectionate Display Friendly , Grab Attention Modern Progressive , Bold, Chic
  • 24. Build your Right Brand Identity Develop an emotional connection with your clients Build a Brand your Clients Love - Chema López - LINE Chemataiwan Abstract Graphic Symbols Word Mark Letter Mark Combination Mark Emblem
  • 25. ATENTO new Brand Identity How to Become an Appealing and Friendly Company BEFORE Quite Competitive No differentiation Sterile Feeling Bad Reputation Build a Brand your Clients Love - Chema López - LINE Chemataiwan
  • 26. ATENTO new Brand Identity How to Become an Appealing and Friendly Company TARGETs Top Leading Companies End Consumers Staff Build a Brand your Clients Love - Chema López - LINE Chemataiwan
  • 27. Build a Brand your Clients Love - Chema López - LINE Chemataiwan
  • 28. ATENTO new Brand Identity How to Become an Appealing and Friendly Company Build a Brand your Clients Love - Chema López - LINE Chemataiwan
  • 29.
  • 30.
  • 31.
  • 33. Bibliography FERRARO, Vince. “Brand Strategy Development”. SOMALO, Nacho. “Todo lo que hay que saber de Marketing y Comunicación Online”. Web Resources Hubspot Destaca tu Empresa en Internet sin Pagar - Chema López - LINE Chemataiwan

Editor's Notes

  1. BRAND POSITIONING Being the Customer´s Champion Your Best Business Partner Great Place to Be