Brand It Like Beckham


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How to apply "big brand disciplines" to your small business and find, attract and retain customers.

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Brand It Like Beckham

  1. 1. Brand It Like Beckhama Studio 22/2-6 New Street, Richmond Vic 3121 t +61 3 9428 9193 f +61 3 9428 1823e w v1
  2. 2. How to Design a Brand that connects Discover why with your audience. branding is even more important for small business. Why is being Creative important? Delivering a great How to Promote brand experience your Brand without from the Webber to having to beg your the Web! Bank Manager.© 2
  3. 3. Executive Summary In order to be irreplaceable one must always be different. - Coco Chanel© 3
  4. 4. Branding – More Important For Small Business Than Big Business SME’s have a greater need to differentiate in a more competitive market. Why, then are so few small businesses “branded? Because most: !   Do not understand basic marketing principles and !   Believe that branding is expensive and is the domain of the big boys of business© 4
  5. 5. Brands are important because they Deliver An emotional connection to products & services! Feelings affect rational thought. Most purchase decisions are emotional, justified with rational thought later. "Brand will become the most powerful strategic tool since the spreadsheet. Marty Neumeier, Author of "The Brand Gap"  © 5
  6. 6. Your Brand is a collection of perceptions in the mind of your consumer. IS HOW THEY SEE YOU HOW THEY FEEL ABOUT YOU WHAT THEY SAY ABOUT YOU      © 6
  7. 7. THE REAL THING Pepsi consistently wins blind taste tests, but no-one drinks Coke with a blindfold!© 7
  8. 8. Image Is Everything© 8
  9. 9. H o w To D e s i g n A B r a n d ? - Simple is Not Easy It will affect every part of your business. SME Strategy Timeline 4 weeks – 3 months© 9
  10. 10. Who Designs The Brand OWNER IS THE PRODUCER THE IT Entrepreneurs tap into the customer need and design the vision. IS Marketers make the vision come alive focusing on Brand Communication to manage Perceptions. LIKE Industrial Designers design the actual product. Graphic Designers interpret brand attributes in visual media. MAKING Copywriters give the brand a voice. Film Producers, Directors, Animators, Etc MOVIES put brand on our screens, from the very big to the very small… Customer Service deliver the “brand experience.© 10
  11. 11. B r a n d i n g I s H o w We C o m m u n i c a t e What is your Brand? !   Name? !   Personality? !   Story? !   Promise? (Do You Deliver?) !   Positioning !   Positioning Statement© 11
  12. 12. Brand Names Are A Powerful Force Does your Brand Name: !   Differentiate you from your competitors? !   Reinforce a unique positioning? !   Create positive and lasting engagement with your audience? !   Make you unforgettable? !   Propel itself through the world on its own by being a PR generating vehicle? !   Provide a deep well of marketing and advertising images? Is it easily promotable?© 12
  13. 13. Naming Process Does your Brand Name: 1.  Competitive Analysis 2.  Positioning 3.  Name/ Brand Development 4.  Trademark/ Domain Name 5.  Creative/ Testing 6.  Name and Tagline© 13
  14. 14. Brand name was too descriptive and limiting in the first place and now Radio Rentals makes no sense at all, showing the ageing nature of the business!© 14
  15. 15. Shaver Shop Expanding product range beyond the initially focused concept. Only time will tell if the brand extension will be successful. Brand name was too descriptive and limiting in the first place!© 15
  16. 16. P r o t e c t Yo u r N a m e© 16
  17. 17. The Personality Is The Brand© 17
  18. 18. M r. M u t u a l F u n d© 18
  19. 19. Ms. Megabyte© 19
  20. 20. Gadget Guy© 20
  21. 21. Bounce Back Fast© 21
  22. 22. The Productivity Queen© 22
  23. 23. Powerful Points© 23
  24. 24. Geek Squad© 24
  25. 25. What Do They All Have In Common? 1.  They are specialists…the only…in their market (some have a wider area of influence than others!) 2.  They are easy to remember 3.  They have names that are easy to promote – they have PERSONALITY and a STORY to tell. 4.  They are “famous” amongst their intended target audience – AWARENESS and RECOGNITION.© 25
  26. 26. Brand Story People love stories from children’s fairytales to books and movies Good advertisements are nothing more than very short stories: !   A story is more memorable than a straightforward message !   A story is easy to retell and pass on to other consumers A Brand Story needs to be: !   Real and authentic !   Colourful and interesting© 26
  27. 27. Te l l Yo u r S t o r y a n d S e l l Real  Stories  that  developed  through  the   decades.   Est.  1967   A brand legend is born, a heritage created with a tie. He did not attend fashion school, but worked for Brooks Brothers as a salesman. In 1967, with the financial backing of Norman Hilton, Lauren opened a necktie store Est.  1932   Est.  1924   where he also sold ties of his own design, under the label "Polo". Website  “Before”   Website  “AEer”   2003   Rebrand  2006  © 27
  28. 28. Legends Are Made© 28
  29. 29. Brand Name & Corporate Identity© 29
  30. 30. Most SME’s Sell Features Instead of Benefits Drill v Picture on the Wall  Make  Up  v  Hope  To  Women   Mousetraps v Absence of Mice© 30
  31. 31. Building A Brand - Positioning How can we “own” a place in the consumer mind? Focus demands Sacrifice - To own something you need to give up something else. “The way to become rich is to put all your eggs in one basket and then watch that basket.” – Andrew Carnegie 1835-1919© 31
  32. 32. Power of Focus “The men who have succeeded are men who have chosen one line and stuck to it.” - Andrew Carnegie© 32
  33. 33. S i m p l i c i t y A d d s Va l u e “An expert is someone who has succeeded in making decisions and judgments simpler through knowing what to pay attention to and what to ignore” - Simplicity - Edward de Bono, 1998 “The specialist has a chance to use their field of expertise as a point of differentiation - “I believe that the true road to pre-eminent success in any line is to make yourself master of that line” - Andrew Carnegie 1835-1919© 33
  34. 34. Simplicity requires Creativity Simplicity is easy to use but can be hard to design. You may need some creativity - Simplicity - Edward de Bono, 1998 The ability to simplify means to eliminate the unnecessary so that the necessary may speak - Hans Hoffman – Artist© 34
  35. 35. Brand Positioning© 35
  36. 36. Real Estate Position against the leader. Same Principle as Pepsi v Coke. Use competitor strength and turn it into a weakness. Original = Old. “Pepsi the Choice of a New Generation”© 36
  37. 37. Segmentation – Examples from the car insurance category© 37
  38. 38. © 38
  39. 39. Major (Residential) Building Category Meaningful  © 39
  40. 40. New Category The law of the category - if you cant be first in a category, set up a new category you can be first in. – Al Reis© 40
  41. 41. Segment Even Further The law of the category - if you cant be first in a category, set up a new category you can be first in. – Al Reis© 41
  42. 42. General Home Services - Established© 42
  43. 43. Specialist Home Services – e.g.: Cleaning, still Developing© 43
  44. 44. Brand Recognition “… alone is useless. Today every plumber has a brand and a slogan on the side of his truck. The world is drowning in brands and slogans” Robert Bloom author and ex – Chairman of Publicis Worldwide Virtually every category of consumer product and service is now crowded with – in some cases overcrowded – with brands, however this is not the case in the SME space which presents a tremendous opportunity.© 44
  45. 45. Brand Experience - Brandtertainment Communication alone does not create brand feelings. Experience with the brand creates brand feelings. Today customers expect to be vowed and entertained.© 45
  46. 46. H o w D o Yo u C r e a t e W O W ? This is the day of dramatization. Merely stating a truth is not enough. The truth has to be made vivid, interesting dramatic. You have to use showmanship. The movies do it. Television does it. And you will have to do it if you want attention - How to Win Friends and Influence People – Updated version, Dale Carnegie© 46
  47. 47. Creative Strategy is more Important for the SME A consistent THEME that uses the name of the brand or its positioning or ideally both will always get better results. MORE CREATIVE = MORE MEMORABLE = LESS FREQUENCY = LESS $$$© 47
  48. 48. Creativity = Originality The first objective of any communication is to get noticed – to grab attention. Without it you can not begin to PERSUADE. Human beings are hard-wired to look for “the new.” “What was effective one day, for that very reason, will not be effective the next, because it has lost the maximum impact of originality.” - - advertising great Bill Bernbach, way back in the 1960s.© 48
  49. 49. Campaigns = Consistency + Familiarity Every advertisement should be thought of as a contribution to the complex symbol which is the brand image. - David Ogilvy, regarded as the Father of Modern Advertising A Brand is a Personality. Personalities like people don’t really change, neither should your brand.© 49
  50. 50. Champion Compressors – Case Study© 50
  51. 51. C h a m p i o n C o m p r e s s o r s – Tr a d e A d v e r t i s i n g & Ve h i c l e s , B e f o r e a n d A f t e r© 51
  52. 52. Bayview Realestate – Postcard Campaign© 52
  53. 53. Guys Domain – Creatively Cutting Costs© 53
  54. 54. Importance of Frequency1. The first time a man looks at an advertisement, he does not see it.2. The second time, he does not notice it.3. The third time, he is conscious of its existence. Thomas Smith of London wrote4. The fourth time, he faintly remembers having seen it before.5. The fifth time, he reads it. this back in 1885 when the6. The sixth time, he turns up his nose at it. Newspaper was the only7. The seventh time, he reads it through and says, "Oh brother!" medium!8. The eighth time, he says, "Heres that confounded thing again!"9. The ninth time, he wonders if it amounts to anything.10. The tenth time, he asks his neighbor if he has tried it. Today the estimates are that the11. The eleventh time, he wonders how the advertiser makes it pay. average consumer is exposed to12. The twelfth time, he thinks it must be a good thing.13. The thirteenth time, he thinks perhaps it might be worth something. between 500 to 5000 brand14. The fourteenth time, he remembers wanting such a thing a long time. messages per day.15. The fifteenth time, he is tantalized because he cannot afford to buy it.16. The sixteenth time, he thinks he will buy it some day. Reach 1,000 x 1017. The seventeenth time, he makes a memorandum to buy it.18. The eighteenth time, he swears at his poverty. v19. The nineteenth time, he counts his money carefully. Reach 10,000 x 120. The twentieth time he sees the ad, he buys what it is offering.© 54
  55. 55. © 55
  56. 56. Web – Most Flexible & Accountable Marketing Weapon It is a interactive medium and a distribution channel !   Tell visitors why they should buy from you and not your competitors !   Collect information about your customers !   Customize customer experience !   Improve customer service !   Provide a vehicle for feedback !   Generate sales leads© 56
  57. 57. W h y A r e M o s t S M E ’s W e b s i t e s ( C o m m u n i c a t i o n ) Te r r i b l e ? T h e y R e f l e c t T h e i r Marketing Efforts! Common Professional Services and B2B Industrial Challenges: 1. Strategy !   No Point of Difference / USP / Brand Promise and hence Positioning (Slogan) 2. Copywriting !   Internal Company v External Customer Focus (WE v YOU), e.g.: “leading” !   Features instead of Benefits 3. Rules of Design We have looked at and can provide examples in the following markets: !   B2B Industrials (Manufacturer’s Monthly) !   Top Tier Law Firms (Accounting) !   Top Tier Architects !   BRW Fast 100 IT Firms !   Financial Planning© 57
  58. 58. The Marketing Network Reality Check 30 minutes of FREE, No Obligation Advice to Turn Your Customer Perceptions into a more Profitable Realitya Studio 22/2-6 New Street, Richmond Vic 3121 t +61 3 9428 9193 f +61 3 9428 1823 58e w v1