Branding Boot Camp Module 1
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The document outlines the importance of branding, defining it as the emotional connection and values communicated by a product or service. It emphasizes the need to understand one's market position, including competition, pricing, and marketing strategies, while illustrating these concepts with examples from brands like Levi's and Goldi. Participants are encouraged to introspect on their own brand identity and differentiate their offerings from competitors.
Branding Boot Camp Module 1
- 1. Branding Boot Camp Module 1 Determine Your True Market Position Dawn Weathersbee @dawnnwb dawnweathersbee@gmail.com
- 2. People connect emotionally with brands. They want to trust their favorite brands to deliver the experience they both desire and expect. Why Branding? You need to figure out what you deliver and how you make people feel.
- 3. Branding is knowing what you stand for and communicating the values and character of your product or service. Why Branding? You need to get your story straight. You need to tell your story.
- 4. What is Brand? Your Brand IS NOT: Your Logo Your Colors Your Font ...although these are some of your brand elements which make up your brand collateral…
- 5. What is Brand? Your Brand IS: Your Voice in the Marketplace Your Value What You Bring to the World Your Story
- 6. Who is Levis? Above All Else, Levi’s is Authentic Brand Values Brand Emotions Quality Originality Integrity Trust Comfort Affinity
- 9. Who is Goldi? Above All Else, Goldi is Santa Cruz County Brand Values Brand Emotions Active Lifestyle Community Self-care Joy Security Optimism
- 10. Who is Goldi?
- 11. So, Who Are You? Your Brand IS: Your Voice in the Marketplace You need to get your story straight. You need to tell your story. Answer Questions 1-5. Buddy Up, Tell Your Story, Share Out 20 min.
- 12. Above All Else, I Am My Brand Values My Brand Emotions 1. 3. 2. 1. 3. 2. Who Are You, Really?
- 13. What is Market Position? Competition’s Offerings Your Offerings Market Need
- 14. What is Market Position? Product, Price, Promotion, Place • What are you selling? • How much are you selling it for? • How can you reach your target market? • Where do buyers look for your product or service?
- 15. What’s Their Market Position? Product, Price, Promotion, Place • Levis is selling apparel. • Goldi is selling chiropractic, massage, and health-based products. • Dawn sells marketing communications services and products.
- 16. Product, Price, Promotion, Place • Levis has one of the lower price points in denim. • Goldi prices according to her local market for similar offerings. • Dawn prices according to project scope, client, and market norms. What’s Their Market Position?
- 17. Product, Price, Promotion, Place • Levis uses all traditional advertising and social media channels for it campaigns. • Goldi uses Facebook, Instagram, Twitter, Yelp, Live Events and Mail Chimp • Dawn uses Email, Twitter, Pinterest, Online Groups, Live Networking, Relationship Marketing, and Trainings What’s Their Market Position?
- 18. Product, Price, Promotion, Place • People look for Levis online and in physical store locations, global • People find Goldi through referrals on Yelp, through friends and community members, and through health care providers, local • People find Dawn through referrals and networking, nationwide What’s Their Market Position?
- 19. High Fashion On Trend Functional Timeless High Cost Luxury Low Cost Accessible This is for general illustration purposes and not absolute. Most brands would look for market holes and create offerings around those holes, with multiple price points. This perceptual grid type analysis would be made for each offering, looking at criteria specific to that offering. What’s Their Market Position?
- 20. • Levis is original, affordable, and iconic. • Goldi is the chiropractor for athletes, active people, and their families. • Dawn is the consultant who supports your dreams through helping you find out who you are and how to connect with your target audience. Your Position = How You Are Different than the Others Selling What You’re Selling What’s Their Market Position?
- 21. What ‘s Your Market Position? Research and take notes on: Product, Price, Promotion, Place Examine Your Competition: Search Online and Ask “What Would Your Buyers Search For?” 30 min.
- 22. What’s Your Market Position? What is Your REAL offering? How are You Different from Your Competition? Ask “Why do people choose my offering over the others?” 30 min.
- 23. Thank You So Much! Happy Branding! Dawn Weathersbee @dawnnwb dawnweathersbee@gmail.com Please Evaluate this Module: http://goo.gl/forms/Zzj662jxHy