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What is a brand? A Quick Guide

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There are many wide and varied explanations on what a 'Brand' is and what strategic business benefits it delivers. Here we try to explain it in a way that is easy to understand.

Published in: Marketing
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What is a brand? A Quick Guide

  1. 1. BRANDING, DESIGN & MARKETING WHAT IS A A QUICK GUIDE BRANDING, DESIGN & MARKETING
  2. 2. BRANDING, DESIGN & MARKETING A“BRAND”CAN BE A COMPANY, PRODUCT,SERVICE,UTILITY, CHARITY,FOOTBALLTEAM AND EVEN A GOVERNMENT INITIATIVE.
  3. 3. BRANDING, DESIGN & MARKETING A BRAND IS COMPOSED OF MANY DIFFERENT ELEMENTS,ALL OF WHICH HAVE A COMBINED EFFECT ON CONSUMERS.
  4. 4. BRANDING, DESIGN & MARKETING THESE ELEMENTS INCLUDE: LOGO, PUBLICITY,WEBSITE,COLLATERAL, PACKAGING,ADVERTS,BUSINESS CARD,SIGNAGE AND VEHICLE LIVERY.
  5. 5. BRANDING, DESIGN & MARKETING BUT IN REALITY IT INCLUDES ANY POINT OF CONTACT BETWEEN A COMPANY,ITS CUSTOMERS AND ANY OTHER INTERESTED PARTIES:
  6. 6. BRANDING, DESIGN & MARKETING STAFF BEHAVIOUR ANDTHEIRTELEPHONE MANNER,THE WAY STAFF DELIVER A SERVICE,THE COMPANY’S WRITTEN STYLE,ITS FACILITIES (I.E.BUILDINGS AND OTHER CUSTOMER FACING SPACE), EVENTHE COFFEE IT SERVES!
  7. 7. BRANDING, DESIGN & MARKETING BASICALLY,EVERYTHING IT IS, DOES,SAYS AND HOW IT LOOKS.
  8. 8. BRANDING, DESIGN & MARKETING AT ONE LEVEL A BRAND IS QUITE SIMPLY A PRODUCT OR SERVICE WITH A NAME.
  9. 9. BRANDING, DESIGN & MARKETING BRANDING IS PRINCIPALLYTHE PROCESS OF ATTACHING A NAME AND A REPUTATIONTO SOMETHING OR SOMEONE.
  10. 10. BRANDING, DESIGN & MARKETING PERCEPTION IS REALITY.
  11. 11. BRANDING, DESIGN & MARKETING AND PERCEPTION STARTS WITHTHE EYE.
  12. 12. BRANDING, DESIGN & MARKETING A PROSPECTS’PERCEPTION OF A BRAND IS FLUID – A MENTAL IMAGETHAT IS UPDATED EVERYTIMETHEY COME INTO CONTACT WITH IT.
  13. 13. BRANDING, DESIGN & MARKETING THEREFORE,IT NEEDS TO BE MANAGED.
  14. 14. BRANDING, DESIGN & MARKETING MANAGING A BRAND IS ABOUT POSITIVELY INFLUENCINGTHE WAY CONSUMERSTHINK ABOUT A COMPANY,THE VALUESTHEY ASSOCIATE WITH IT,ANDTHE QUALITY OFTHAT FEELING.
  15. 15. BRANDING, DESIGN & MARKETING WHEN A PROSPECT NEEDS A PROBLEM SOLVED,SOMETHING FIXED,OR A PRODUCT DELIVERED,IT ISTHE BRAND (THE MENTAL IMAGE)THAT MAKES THEM CHOOSE A PARTICULAR COMPANY ON EACH OCCASION.
  16. 16. BRANDING, DESIGN & MARKETING IT ACTS AS A‘SHORT-HAND’FOR FEATURES,BENEFITS, PERFORMANCE,QUALITY,SERVICE SUPPORT,ANDTHE VALUESTHAT THE BRAND POSSESSES.
  17. 17. BRANDING, DESIGN & MARKETING THE BRAND CAN BE VIEWED AS A PRODUCT,A PERSONALITY,A SET OF VALUES ANDTHE POSITION IT OCCUPIES IN PEOPLE’S MINDS.
  18. 18. BRANDING, DESIGN & MARKETING IT IS EVERYTHINGTHE COMPANY WANTSTHE BRANDTO BE SEEN AS.
  19. 19. BRANDING, DESIGN & MARKETING EVERY ORGANISATION HAS“CONSUMERS”OF SOME KIND.
  20. 20. BRANDING, DESIGN & MARKETING AS CONSUMERS IN A CONSUMER SOCIETY WE USE BRANDS EVERYDAYTO HELP US DEFINE OUR VALUES,OUR LIFESTYLES AND OUR GOALS.
  21. 21. BRANDING, DESIGN & MARKETING IT’S A FACTTHAT PRODUCTS THAT ARE WELL BRANDED SELL BETTERTHANTHOSE THAT AREN’T.
  22. 22. BRANDING, DESIGN & MARKETING THE EXACT SAME IS TRUE OF COMPANIES.
  23. 23. BRANDING, DESIGN & MARKETING THE STRONGERTHE BRAND, THE MORE PEOPLE LISTEN.
  24. 24. BRANDING, DESIGN & MARKETING THE STRONGERTHE BRAND,THE GREATERTHE PROFIT MARGIN.
  25. 25. BRANDING, DESIGN & MARKETING PEOPLE FORM RELATIONSHIPS WITH BRANDS. THEY DON’T CHOOSE COMPANIES. THEY CHOOSE BRANDS.
  26. 26. BRANDING, DESIGN & MARKETING PEOPLE PAY MORE FOR KNOWN BRANDSTHAN LESSER KNOWN BRANDS EVENTHOUGHTHE SERVICE, PRODUCT AND EXPERIENCE MAY BE EXACTLYTHE SAME,THE BRANDS ARE CLEARLY DIFFERENT.
  27. 27. BRANDING, DESIGN & MARKETING BUSINESSES OF ALL SHAPES AND SIZES OUTPERFORM THEIR COMPETITORS WHEN THEIR BRANDS CONNECT WITH PEOPLE.
  28. 28. BRANDING, DESIGN & MARKETING BRANDING HELPS CONNECT THE PEOPLE WHO WANTTO BUY WITHTHE PEOPLE WHO WANTTO SELL.
  29. 29. BRANDING, DESIGN & MARKETING IFYOU ARE LOOKINGTO SELL MORE PRODUCTS OR SERVICES,INCREASE YOUR SHARE OFTHE MARKET,GROW YOUR BUSINESS OR EVEN SELLYOUR BUSINESS,THEN FIRST AND FOREMOSTYOUR PROSPECTS NEED TO KNOWTHATYOU EXIST.
  30. 30. BRANDING, DESIGN & MARKETING IT’S NO LONGER ABOUT BEING INTHE RIGHT PLACE ATTHE RIGHTTIME.IN TODAYS’INFORMATION RICH SOCIETY, IT’S ABOUT BEING IN ALLTHE RIGHT PLACES,ALL OFTHETIME.
  31. 31. BRANDING, DESIGN & MARKETING THAT’S WHERE BRANDING COMES IN.
  32. 32. BRANDING, DESIGN & MARKETING GOOD BRANDING ENHANCES PROSPECTS’FAMILIARITY AND COMFORT LEVEL WITHYOUR PRODUCTS OR SERVICES AND THAT MAKESTHEM FAR MORE LIKELYTO PURCHASE.
  33. 33. BRANDING, DESIGN & MARKETING A STRONG BRAND CAN DELIVER CUSTOMERS AND PROFITS.
  34. 34. BRANDING, DESIGN & MARKETING INTODAYS’COMPETITIVE BUSINESS ENVIRONMENT, EFFECTIVE BRANDING HAS NEVER BEEN MORE IMPORTANT.
  35. 35. BRANDING, DESIGN & MARKETING NOW GO AND BUILD YOUR BRAND!
  36. 36. BRANDING, DESIGN & MARKETING Our Top Tip:
  37. 37. BRANDING, DESIGN & MARKETING THERE ARE SPECIALIST BRAND CONSULTANTS WHO CAN HELPYOUTAILORYOUR OWN,UNIQUE BRANDING STRATEGIES AND POSITIONING.
  38. 38. BRANDING, DESIGN & MARKETING THEY CAN GUIDEYOUTHROUGH THE WHOLE PROCESS AND ADD A FRESH PERSPECTIVE AND IMPETUSTOYOUR PROJECT.
  39. 39. BRANDING, DESIGN & MARKETING email: hello@darwinbrandconsultants.com www.darwinbrandconsultants.com

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