How Your Business Can Stand Out Beyond Advertising
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The document discusses differentiation as a strategy for businesses to stand out from competitors. It argues that true differentiation comes from identifying attributes that are uniquely valued by customers rather than making empty claims. Differentiation provides benefits like customer loyalty, authentic uniqueness where customers can easily identify the differentiator, and pricing power where customers will pay higher prices due to the delivered value. However, differentiation may not be the best strategy for every business, and competing on multiple attributes like price, quality and service can be a safer approach.
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Stay tuned and engage with me on twitter on: @YazanTamimi
Pacha kucha-for-creativity-and-effectful-marketing
The document discusses effective marketing strategies for small companies to stand out from larger competitors. It emphasizes using authenticity, storytelling and passion to connect with customers on a personal level. Social media allows companies to share their authentic story in a way that large brands cannot. The document also discusses using videos, mobile optimization, visual content, contests and ads on Facebook to creatively promote companies and engage customers.
Value of a Brand
A strong brand provides value by acting as a shortcut for understanding what a product or service offers. It allows companies to differentiate themselves when products are similar. Building a brand is important for organizations to achieve goals like customer retention and increased revenue. Strong brands compel loyalty, make marketing efforts more effective, and pave the way for growth into new markets. Financial institutions in particular need strong brands to earn customer trust and differentiate themselves from competitors.
Power of brand
Marketing, Branding, Brands, Customer Dissatisfaction, Customer Satisfaction, Customer Delight, Brand Ambassador, Marketing, Advertisements.
Three questions you need to ask about your brand
1. This document discusses three important questions for brands to consider regarding their positioning: establishing a frame of reference, leveraging points of parity, and ensuring compelling points of difference.
2. It emphasizes that brands must not only focus on their unique selling points but also show how they fit within the category frame and meet basic consumer expectations on parity points.
3. Examples are given of both brands that successfully positioned themselves by answering these three questions as well as those that failed by neglecting the frame or parity points. Compelling differences are also discussed in terms of desirability and deliverability.
Famous brand identity
This document discusses what makes brands iconic. It explains that while logos play an important role, truly iconic brands have a combination of qualities. These include delivering outstanding products and experiences, having a consistent tone and environment, and repeating branding boldly worldwide. Iconic brands also deeply understand their target audiences, are driven by passion, provide consistently high quality, strive to be the best in their industry through hard work, gain exposure through multiple channels, and have strong leadership to guide their vision.
Final faraz brand
1) A product is something made by a company that can be purchased, while a brand is built on consumer perceptions and experiences with a company's products and services.
2) For a product to become a branded, a company needs to establish consistent branding through distinctive messaging, look, and delivery that becomes associated with the product in consumers' minds.
3) Strong brands create emotional loyalty that makes consumers insist on that particular brand instead of easily substituting a competitor's product.
Brand Management
Brand management provides benefits to both buyers and sellers. For buyers, brands help reduce purchase risk and time by aiding product identification and quality evaluation. For sellers, brands help differentiate products, create brand loyalty to stabilize market share, and potentially allow premium pricing. Brand equity is the value provided by brand recognition and impressions. It is developed through all customer touchpoints and communications over time. Managing brand equity helps drive revenue growth and competitive advantage. Effective brand positioning involves communicating distinct attributes to occupy a unique place in customers' minds.
What is a brand? And, what is the real value to business owners?
This document summarizes key points from a webinar on branding, including:
1) A brand is defined as a name, symbol, or design that identifies a seller's goods/services and distinguishes them from competitors.
2) Building a strong brand requires consistent brand awareness across all customer touchpoints and prioritizing brand integrity.
3) In the digital world, brands must be flexible to engage customers across many online entry points and respond to consumer feedback.
Brand management positioning
The document discusses key aspects of brand management, including defining brand management as overseeing all aspects of a product from marketing to sales. It emphasizes that brand managers are responsible for ensuring their brand performs as well as possible and interfaces with all departments. Other topics covered include the importance of focusing on consumer benefits rather than features, using "kitchen logic" to convince consumers of a brand's benefits, and developing a unique brand positioning statement that differentiates the brand in the marketplace. The document stresses finding a truly unique benefit and communicating it clearly to disrupt competition.
Lion + Panda Branding Workshop
A brand is not your logo. A brand is not your identity. A brand is not a product.
A brand is a person’s gut feeling about a product, service, or organization. Brands are now defined by individuals, not companies or markets. It’s a gut feeling because people are emotional, intuitive beings and make decisions based upon those feelings. So, it’s not what you say it is, it’s what they say it is.
07 brand identity
(1) A brand provides a unique identity for a company's products and creates emotional associations with consumers through marketing efforts like packaging, websites and advertisements. (2) These emotional associations help simplify consumers' choices and build relationships and loyalty. (3) Brands create aspirational lifestyles that consumers want to associate with, allowing brands to extend to new product categories. (4) This allows brands to charge premium prices for products that are otherwise similar, distinguishing them through emotions, relationships and values associated with the brand.
Pbm E L
The document discusses the concept of brands and what they represent. It states that brands go beyond just products and services, and are about understanding and satisfying consumer needs in a profitable way. A brand represents a set of associations in the memory of customers that help differentiate a company's products from its competitors.
Branding[1]
The document provides an overview of branding, including definitions of key branding concepts and strategies for building an effective brand identity. It discusses the purpose of branding, tools for developing brand identity such as slogans, colors and logos. It also addresses measuring brand effectiveness and the relationship between brands and reputation. The document contains sections on branding introduction, brand identity, brand equity and case studies of well-known brands.
Similar to How Your Business Can Stand Out Beyond Advertising (20)
Pacha kucha-for-creativity-and-effectful-marketing
Pacha kucha-for-creativity-and-effectful-marketing
What is a brand? And, what is the real value to business owners?
What is a brand? And, what is the real value to business owners?
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How Your Business Can Stand Out Beyond Advertising
- 1. HOW TO TRULY STAND OUT BEYOND ADVERTISING
- 5. No industry is crowded with BUSINESSES. Industries are crowded with COMPANIES; only a few of these companies are real businesses. The “notable” few are well differentiated. They took the time to identify what truly separates them & eventually their TRUE customers came to agree.
- 6. Cool words like “we’re unique” or “the best” are simply immeasurable, egoistic descriptions of your company which only become true if your customers agree for example, if I love GUINESS, any advert about Blue Lager claiming to be the best tasting beer is nothing but noise to me.
- 7. In Uganda for example internet service providers claim to be the fastest, the biggest, the clearest— the truth therefore isn’t in the adverts, it’s on the street; among the users not on the billboard. There are brands with 10,000 PLUS “likes” on Facebook but also a string of 12,000 negative reviews on that same page, yes there’s noise but is this really a “liked” brand?
- 8. True Liking comes from differentiating yourself. Copy cats can survive for a while especially if they have money to blow on advertising & mass production but differentiation (if done right) makes the real brand outlive the pretenders.
- 9. Differentiation means developing a product or service with unique attributes that are valued by customers and perceived to be better than or different from others by the competition. Most brands think they stand apart from the competition in the eyes of customers but the truth lies in the feedback you get from your target market—not your beliefs.
- 10. Brands that succeed at differentiation usually have one or a combination of; Leading scientific research, Highly skilled/creative personnel Strong sales force Strong reputation for quality and innovation.
- 12. LOYALTY Loyal customers are easily built which helps to stabilize your revenue & reduce the impact of market downturns; true loyalty thrives in good times and bad. The company must however continue to deliver quality or value to consumers to maintain loyalty
- 13. AUTHENTIC UNIQUENESS Although competitors may have a similar product, the differentiation strategy amplifies the quality or design differences that other products don't have. The business gains an advantage in the market, as customers can clearly identify uniqueness regardless of how many other companies have similar products e.g. there are smart phones & then there’s the IPHONE! Authentic brands create a buzz following that even outlives their founders!
- 14. ANY PRICE CAN DO Your price won’t matter. If you are truly different, your price will not really matter to your loyal customers. They will pay what you ask because they are sure of the value you offer compared to other players. Best examples; Apple, Mercedes, Armani, Coco Chanel—there are people who fall back on rent just to get “goodies” from their favorite brands
- 15. TALK IS CHEAP Your product design must match your claim Your location e.g. stores of choice, office, distribution points must match YOUR claims Your team’s skills, professionalism e.t.c. must represent your philosophy You must be picky about your audience especially when communicating e.g. wording, choice of media e.t.c
- 16. IS DIFFERENTIATION FOR YOU? A differentiation strategy may not be ideal for every brand; if the attribute you choose to focus on is not valued highly enough by the market, you may not shine e.g. speed is a factor in tech based products like apps, telecom e.t.c. but functionality (up-time) & customer service quality maybe what separates you from the rest. Most brands try to find the right balance by competing on price, service and quality, or on any combination of attributes that it believes are important to its customers to gain a competitive advantage. This is always the safest choice.
- 17. THOUGHTS? PHILLIP BUYONDO TWITTER: @PipBuyo LINKEDIN: Phillip Buyondo EMAIL: phillipbuyondo@gmail.com