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Branding With Impact


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This is a presentation Whizbang gave at a Collaboration lunch and learn in 2009. It covers the basic elements of branding.

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Branding With Impact

  1. 1. © 2009 Whizbang
  2. 2. © 2009 Whizbang
  3. 3. <ul><li>Branding with Impact </li></ul>© 2009 Whizbang
  4. 4. What’s a brand? Company name? Logo? Company colors? A sound? A feeling? Music? © 2009 Whizbang Attitude? Lifestyle? Mood? Aroma? A feeling? A shape?
  5. 5. YES! © 2009 Whizbang
  6. 6. Before you brand, you have to understand. <ul><li>What is your positioning? </li></ul>© 2009 Whizbang
  7. 7. What’s a positioning? <ul><li>It’s the simplest expression of what an organization wants its products or services to stand for in the mind of a target audience. It is the nuts-and-bolts concept upon which a marketing message is built. </li></ul>© 2009 Whizbang
  8. 8. Understand your positioning. <ul><li>Understanding the market, the category, and your consumer can help you define your positioning </li></ul><ul><li>Understanding market trends </li></ul><ul><li>Understanding your strengths, weaknesses, opportunities and threats </li></ul><ul><li>Understanding your competitors positioning </li></ul><ul><li>Understanding who is your target consumer, and how do you want her to think about your brand </li></ul><ul><li>Understanding how you are differentiated from others in the category </li></ul>© 2009 Whizbang
  9. 9. Example of positioning <ul><li>Challenge Dairy </li></ul>© 2009 Whizbang
  10. 10. With your positioning in hand, you’re ready to brand. © 2009 Whizbang
  11. 11. Verbal Branding Techniques © 2009 Whizbang
  12. 12. Develop a “verbal language” for your brand <ul><li>Naming </li></ul><ul><li>Key messages </li></ul><ul><li>Tagline </li></ul>© 2009 Whizbang
  13. 13. Naming <ul><li>Naming is descriptive, suggestive, and arbitrary-product naming </li></ul><ul><li>The name should be distinctive, ownable, memorable relevant </li></ul>© 2009 Whizbang
  14. 14. Naming Example © 2009 Whizbang
  15. 15. Key Messages <ul><li>Based on key consumer drivers (things your customers care about) </li></ul><ul><li>Short, concise, one feature/benefit per message </li></ul>© 2009 Whizbang
  16. 16. Key Messages Example <ul><li>The Spice Hunter </li></ul>© 2009 Whizbang
  17. 17. Tagline <ul><li>Clear </li></ul><ul><li>Concise </li></ul><ul><li>Creative </li></ul>© 2009 Whizbang
  18. 18. Tagline Example <ul><li>Solarponics Energy Systems. </li></ul><ul><li>The Bright Alternative. </li></ul>© 2009 Whizbang
  19. 19. Graphic Branding Techniques © 2009 Whizbang
  20. 20. Develop a “visual language” for your brand <ul><li>Brand identity (logo) </li></ul><ul><li>Packaging </li></ul><ul><li>Retail merchandising elements </li></ul><ul><li>Website </li></ul><ul><li>Advertising </li></ul><ul><li>Promotions </li></ul>© 2009 Whizbang
  21. 21. Brand Identity <ul><li>Develop a distinctive and proprietary identity, employing one of several techniques </li></ul><ul><li>Hand-lettering </li></ul><ul><li>Custom type </li></ul><ul><li>Icons or simple graphics </li></ul><ul><li>Illustrative </li></ul><ul><li>Proprietary shapes </li></ul>© 2009 Whizbang
  22. 22. Packaging <ul><li>A range of graphic treatments contribute to innovative packaging </li></ul><ul><li>Photography </li></ul><ul><li>Illustration </li></ul><ul><li>Colors </li></ul><ul><li>Forms </li></ul><ul><li>Substrates </li></ul><ul><li>Die-cuts </li></ul><ul><li>Violators </li></ul>© 2009 Whizbang
  23. 23. Packaging <ul><li>Signatures add credibility </li></ul><ul><li>Crests reinforce authenticity </li></ul><ul><li>Seals add heritage and authenticity </li></ul><ul><li>Embossed or etched structures say premium </li></ul><ul><li>Shrink wrap add a mass appeal </li></ul><ul><li>Handcrafted features such as tags, paper covers, aluminum lids say boutique/specialty </li></ul>© 2009 Whizbang
  24. 24. Retail merchandising <ul><li>360° touch points </li></ul><ul><ul><li>Environmental graphics </li></ul></ul><ul><ul><li>POS (shelf talkers, stickers, rack cards, coupons) </li></ul></ul><ul><ul><li>Color </li></ul></ul><ul><ul><li>Displays </li></ul></ul><ul><ul><li>Props </li></ul></ul>© 2009 Whizbang
  25. 25. Website <ul><li>Navigation </li></ul><ul><li>Layout </li></ul><ul><li>Photography </li></ul><ul><li>Illustration </li></ul><ul><li>Animation </li></ul><ul><li>Color </li></ul><ul><li>Product </li></ul><ul><li>Interaction </li></ul>© 2009 Whizbang
  26. 26. Advertising <ul><li>Layout </li></ul><ul><li>Headline </li></ul><ul><li>Product </li></ul><ul><li>Photography </li></ul><ul><li>Illustration </li></ul><ul><li>Color </li></ul><ul><li>Type treatment </li></ul>© 2009 Whizbang
  27. 27. Promotions <ul><li>Offer </li></ul><ul><li>Photography </li></ul><ul><li>Illustration </li></ul><ul><li>Colors </li></ul><ul><li>Layout </li></ul><ul><li>Call to ACTION </li></ul>© 2009 Whizbang
  28. 28. Branding with Impact: the Four C’s <ul><li>Clarity </li></ul><ul><li>Consistency </li></ul><ul><li>Creativity </li></ul><ul><li>Commitment </li></ul>© 2009 Whizbang
  29. 29. Thanks © 2009 Whizbang