Branding can be a overwhelming concept for many. It can be difficult to understand how to do it well. In this presentation I go over some of the misconceptions that hold your branding efforts back.

1. do you
know
jack part-1
about
branding
presented by alogoisnotabrand.com and tariqhassan.com
?

2. PRESENTED BY:
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ALOGOIS
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courtesty of
ALOGOIS
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TariqHassan.com
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3. [
so
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WHAT IS A BRAND?
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4. [
WELL
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The term “brand” is
often misused.
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5. [
and
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The practice of
branding often
misapplied.
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6. [
so
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Before we tackle the
question, “what is
a brand”.
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7. [
Let’s LOOK AT what isn’t
a brand.
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8. first
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9. A logo
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10. A logo
is not a
brand
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11. A logo can be the
face of a brand
but a logo is not a brand.
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12. Many approach Branding thinking of
highly recognized “superbrands”.
these logos having become distinct
symbols of their brands.
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13. But consider strong brands with lesser
recognized logos.
How many can you name?
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14. Not all Brands are recognizable
only from their logos.
(and yours probably won’t be either)
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15. Your logo
should embrace
your brand.
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16. as your brand evolves, your logo also
changes.
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17. it’s important to update
your logo to keep up with
your brand.
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18. BUT,
Trying to rejuvenate a lagging
brand with a logo change
produces questionable results.
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19. The new logo may..
the Gap updated to strange logos that seemingly had nothing to
do with the brand. (they we’re forced to revert to the original logo,twice)
or may not fit YOUR BRAND IMAGE.
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20. therefore,
if most of your branding effort goes
into your logo..
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21. you probably don’t
have a brand;
Just A Very Expensive Logo.
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22. CONSIDER,
Not all brands start with great logos.
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23. second
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24. [
note
that
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Many designers and
agencies claim branding
experience,
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25. [
YET
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most of their branding
work centers around logos,
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26. [
or
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updating the brand identity,
or adding new graphics.
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and
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While this definitely
freshens up the
company’s look..
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28. Branding is more
than
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29. Branding is more
than a visual
exercise
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30. Logos and graphics are nice, but
there is much more to creating a brand.
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31. A brand extends from
products
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32. to employees
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33. to customer service
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34. Any point of contact between your
company and customers is an opportunity
to establish your brand.
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35. When branding, your
message has to extend to all
aspects of your business.
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36. third
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37. [
so
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You’ve made a
better mouse
trap
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38. [
and
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Once people hear about
your wonderful product
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39. [
boom
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Sales are guaranteed, and
a brand has been built.
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40. [
um
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not quite..
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41. Better products
don’t (neccesarily)
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42. Better products
don’t (neccesarily)
make better brands
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43. Did you know?
HTC makes phones with higher resolutions
(468ppi*) than Apple’s Retina displays(326ppi).
*ppi= pixels per inch
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44. y
h
widt ht
g
x hei
i
x pp l
ota
= tpixels
x
math
really?
But who cares about more ppi?
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45. When you can get a Retina Display?
Specially designed for your
optimal eye usage!!
(it’s specially made for your eyeballs, isn’t it?)
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46. Good brands start with
great products.
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47. But it’s not enough to just
Tell customers about your brand?
You have to communicate your brand in
their words, in a way they understand.
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48. fourth
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49. [
We’ve all seen the
crazy ads with bold
statements.
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50. [
Sometimes they
make us laugh,
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51. [
others times they
make us wince.
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52. [
but
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a cocky message
doesn’t always
strengthen your brand.
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53. Bold claims don’t
(always)
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54. Bold claims don’t
(always) bolster
your brand.
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55. Some brands do benefit from a bold
presence and a bit of braggadocio.
I am
the
greatest
(or the latest fad)
But bold claims are not a cure-all
for stuggling brands.
^
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56. “Dressing” you brand
in the wrong message..
your brand
new hotness
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+ =
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57. “Dressing” you brand
in the wrong message..
your brand
+ =
new hotness
fail
can be damaging.
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58. On the other hand, strategically
amending your brand is a necessity.
your
brand
researched
message
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+ =
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59. On the other hand, strategically
amending your brand is a necessity.
your
brand
+ =
researched
message
WIN.
Adding clarity is a part of
managing your brand.
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60. BUT...
just shouting a loud, muddled
message gets you nowhere.
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61. fifth
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62. [
cong The world loves your
products.
rats
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63. # [
new
hot
ness
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people talk and tweet about
you all of the time
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64. $$$[
With a great product,
you’re the next big thing.
.COM
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65. ?[
So at this point, who needs
branding?
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66. [
!
You do
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67. your reputation
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68. your reputation
is not your brand
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69. yes,
your Reputation does factor
into your brand.
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70. BUT,
a reputation is very hard to control.
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71. a reputation can quickly change
from good to bad.
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72. If word-of-mouth overshadows your
brand, whether positive or negative
It can create serious challenges.
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73. It goes without saying
a negative reputation isn’t
desirable
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74. On the
other hand,
Positive expectations can have you
chasing brand qualities you never
planned to fulfill.
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75. in Conclusion
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76. a reputation is built on
what people say about you.
a brand is built on what you
say about yourself.
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77. your reputation should
match your brand.
your brand shouldn’t
chase a reputation.
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78. and a clearly
defined brand promise
puts you in control of
your brand.
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79. Let’s
Recap.
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80. 1. A logo is not a brand
2. Branding is more than a
visual exercise
3. Better products don’t
(neccesarily) make better brands
4. Bold claims don’t
(always) bolster your brand.
5. your reputation is
not your brand
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81. ok you know what’s
Now
NOT a Brand.
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82. look out for Part 2:
HOW TO CREATE A
GREAT BRAND
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83. learn more about branding at:
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ALOGOIS
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&
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84. @
learn more about the author
TariqHassan.com
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