009 possible branding 10 02 14
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This document discusses the importance of defining one's brand through understanding qualities, skills, markets and consistency. It provides guidance on conducting brand audits, developing brand strategies and messaging, defining brand personality traits, integrating brand elements, and establishing brand guidelines. Templates and consistency in all branding efforts are emphasized to clearly communicate what the brand represents and promises customers. Defining the brand foundation and ensuring actions align with this is key to winning customer loyalty and growing sustainably.
009 possible branding 10 02 14
- 1. qualities and skills To be successful in your practice you need to: know yourself know your work know your markets turn up on time
- 2. building on what you know Consider Your answers to all questions in the workshops where I have asked...... what do you like what do you want who you are where you see yourself What do you do and always ...the why etc etc etc It has all been professional development. Your answers have been preparing you for today You will be using and building on that work in this session.
- 3. branding
- 4. A Brand is not...........just A logo A Colour scheme – look – feel A rule book Advertising
- 5. A brand is... Every association and experience Functional and emotional Intrinsic and original Contextual and positional Active and intentional
- 6. Winning brands... Are championed – inspire loyalty Pay attention Are responsive Change with the times - Move to meet goals Meet a perceived need Are money in the bank
- 7. Defining brand... Perception affect brands - the ‘truth’ is vulnerable Consumers are not rational Requires collaboration and collusion
- 8. Checklist for brand claim... Strong and distinctive Relevant to constituents Credible Consistent with brand heritage Feasible
- 9. the process of building – of branding
- 10. Brand audit Define your product
- 11. Brand Audit Consider answers to previous questions....
- 12. Brand strategy Consistent behaviour Ties in with everything – marketing etc Having a plan
- 13. Your brand strategy is how, what, where, when and to whom you plan on communicating and delivering on your brand messages. Where you sell work is part of your brand strategy. Where you advertise is part of your brand strategy. Your distribution channels are also part of your brand strategy. What you communicate visually and verbally are part of your brand strategy.
- 14. The purpose of a communications strategy is to ensure all communications are unified around a compelling brand idea in order to maximise the consistency and efficiency of brand communications. current beliefs current actions message desired beliefs desired actions
- 15. Target – conscientious desired beliefs to consider where fabric is made current beliefs all fabrics are the same Message local fabric saves the planet..... current actions buy whatever is there. desired actions choose your work even when other, possibly cheaper alternatives are available.
- 16. laddering Identify and order key emotional and rational decision making factors and within potential customers
- 17. Brand inventory The purpose of a brand inventory is to identify existing or potential assets that can be used or gaps that need to be addressed in order to build on or create sustainable points of difference.
- 18. What already exists.... Heritage / position, existing products Brand identity, logos, names icons symbols Secondary associations, what is out there Gaps between identity and image Organizational issues – strengths weaknesses Product claims
- 19. Brand personality The purpose of brand personality is to ensure a brand behaves in a way that is consistent with its values in order to increase its appeal and create an affinity with its target.
- 20. Some qualities – describing brand in terms of a personality Sincerity = (down to earth, honest, wholesome, cheerful) Excitement = (daring, spirited, imaginative, up to date) Competence = (reliable, intelligent, successful) Sophistication = (upper class, charming) Ruggedness = (outdoorsy, tough)
- 21. Down to earth = Honest = Wholesome = Cheerful = Daring = Spirited = Imaginative = up to date = Reliable = Intelligent = Successful = upper class = Charming = Outdoorsy = Tough =
- 22. Brand elements The purpose of brand elements is visibility
- 23. Brand elements Brand Name Brand Logos and Icons Colours Symbols Music Slogans Connections People Alliances
- 24. typeface • Legibility • Their meaning – allude to....
- 25. image - picture • Information • Intention
- 26. practical • Write down your brand messaging. What are the key messages you want to communicate about your brand? Every employee should be aware of your brand attributes.
- 27. practical • Develop a tagline. Write a memorable, meaningful and concise statement that captures the essence of your brand.
- 28. practical • Integrate your brand. • Branding extends to every aspect of your businesshow you answer your phones what you or your salespeople wear on sales calls your e-mail signature everything..........................
- 29. practical • Design templates and create brand standards for your marketing materials. Use the same color scheme, logo placement, look and feel throughout. You don't need to be fancy, just consistent.
- 30. practical • Be true to your brand. Customers won't return to you - or refer you to someone else - if you don't deliver on your brand promise.
- 31. practical • Be consistent. This point involves all of the above and is most important. If you can't do this, your attempts at establishing a brand will fail.
- 33. Defining Your Brand • What is your company's mission? • What are the benefits and features of your products or services? • What do your customers and prospects already think of your company? • What qualities do you want them to associate with your company? • Do your research. Learn the needs, habits and desires of your current and prospective customers. And don't rely on what you think they think. Know what they think.
- 34. Defining Your Brand • The foundation of your brand is your logo. Your website, packaging and promotional materials - all of which should integrate your logo - communicate your brand.
- 35. Defining Your Brand • Branding is your identity in the marketplace, is yours saying what it should? Your company image is all about the appearance of your packaging. What is your company image saying to the marketplace?
- 36. Defining Your Brand • Are you the innovative maverick in your industry? Or the experienced, reliable one? • Is your product the high-cost, high-quality option, or the low-cost, high-value option? • You can't be both, and you can't be all things to all people. • Who you are could be based on who your target customers want and need you to be.
- 37. • Your brand is a promise to your consumer. • The power of your brand relies on the ability to focus.
- 38. a specific ideas.... • Form communities around the brand – they will then help nurture and market your product... • Graeme Newell http://www.emmysf.tv/marketing-best-practices.htm • These communities require supporting, ‘nurturing’, listening and validating. • Think Lady Gaga -