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Get Your Brand On!

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Get Your Brand On!

  1. 1. Get Your Brand On! A comprehensive understanding of what it takes to develop a solid brandTuesday, January 17, 2012
  2. 2. What is a brand?Tuesday, January 17, 2012
  3. 3. What brands do you love?Tuesday, January 17, 2012
  4. 4. How do you feel about these brands?Tuesday, January 17, 2012
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  11. 11. Do you feel having a solid brand for your business is important?Tuesday, January 17, 2012
  12. 12. Ask yourself these questions? 1. Who are you? 2. Who needs to know? 3. How will they find you? 4. Why should they care?Tuesday, January 17, 2012
  13. 13. Unless you have compelling answers to these questions, you’re not on your way to having a distinctive brand. Why? Because if you dont know who you are then how can you expect others to care.Tuesday, January 17, 2012
  14. 14. Brands have three primary functions: 1. Navigation Brands help consumers choose from a bewildering array of choices. 2. Reassurance Brands communicate the intrinsic quality of the product or service and reassure customers that they’ve made the right choice. 3. Engagement Brands use distinctive imagery, language, and associations to encourage customers to identify with the brand. David Haigh, CEO, Brand FinanceTuesday, January 17, 2012
  15. 15. On an average day consumers are exposed to 6,000 advertisements and, each year, to more than 25,000 new products. Brands help consumers cut through the proliferation of choices available in every product and service category. Scott M. Davis, Brand Asset ManagementTuesday, January 17, 2012
  16. 16. We continue to invest in our core strengths. First, we don’t skimp on understanding the consumer. Second is innovation, and third is branding. We’re delivering more messages to our consumers. A.G. Lafley, CEO, P&GTuesday, January 17, 2012
  17. 17. Branding Imperatives: 1. Acknowledge that we live in a branded world. 2. Seize every opportunity to position your company in your customers’ minds. 3. Communicate a strong brand idea over and over again. 4. Go beyond declaring a competitive advantage. Demonstrate it!Tuesday, January 17, 2012
  18. 18. 5. Understand the customers. Build on their perceptions, preferences, dreams, values, and lifestyles. 6. Identify touchpoints – places in which customers interface with your products of services. 7. Use brand identity to create sensory magnets to attract and retain customers.Tuesday, January 17, 2012
  19. 19. Brands have an array of TOUCHPOINTS: Websites Newsletters Business Forms Signage Packaging Exhibits Proposals Emails Voicemails Publications Web Banners Letterheads Business Cards Billboards Ephemera Vehicles Services Products Employees Speeches Presentations Networking Telephone Word of Mouth Tradeshows Direct Mail Public Relations Advertising Social Media Blogs Sales Promotion Environments Experiences * Each touchpoint is an opportunity to increase awareness and build customer loyalty.Tuesday, January 17, 2012
  20. 20. The 5 step PROCESS to developing a solid brandTuesday, January 17, 2012
  21. 21. The brand development process requires an extraordinary amount of patience, an obsession with getting it right, and an ability to synthesize vast amounts of information. No matter the size of the situation, the process stays the same.Tuesday, January 17, 2012
  22. 22. 1. Conduct ResearchTuesday, January 17, 2012
  23. 23. • Understand your organization - clarify the vision, strategies, goals, target markets, culture and values • Market research - qualitative & quantitative • Usability testing - “live” experiences with a product or service • Marketing, competitive, messaging audits • Audit readout - presentation of everything collected during research phaseTuesday, January 17, 2012
  24. 24. 2. Clarify StrategyTuesday, January 17, 2012
  25. 25. • Synthesize the learnings and narrow the focus • Clarify brand strategy • Develop the positioning platform • Write a brand brief • Create a naming strategy • Develop key messages • Write a creative briefTuesday, January 17, 2012
  26. 26. 3. Brand Identity DesignTuesday, January 17, 2012
  27. 27. • Visualize the future • Brainstorm the big idea • Design the brand identity - logotype, signature, color palette, typography, sound, motion, etc • Explore applications • Finalize brand architecture • Present visual strategy • Achieve agreementTuesday, January 17, 2012
  28. 28. 4. Create TouchpointsTuesday, January 17, 2012
  29. 29. • Finalize identity design • Develop look and feel • Initiate trademark protection • Create stationary, collateral, website, fleet, signage, product design, packaging, etc • Create advertisingTuesday, January 17, 2012
  30. 30. 5. Manage The AssetTuesday, January 17, 2012
  31. 31. • Build synergy around the new brand • Develop launch strategy and plan • Develop standards and guidelines • Launch internally first • Launch externally • Nurture brand champions • Treat it like a living/breathing organismTuesday, January 17, 2012
  32. 32. I leave you with this thought: Brands are intangible assets and account for, on average, 75% of the value of a company.Tuesday, January 17, 2012
  33. 33. Thank you.Tuesday, January 17, 2012

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