Post on 23-Aug-2014
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idea register strategywebsite,
social media etc
marketing
typical business
idea register strategy
branding
website, social media
etc
marketing
smart business
brandlogocompany colorstaglineproductswebsite
gut feelingperceptionmental
imagepromisereputation
brand
boy meets girl
cute
so amazingred head
funny
smart
independent
not confidentnot tall enough
nerdreal jerk
cocky
annoying
not handsomeboring
boy meets girl
cute
so amazingred head
funnysmart
independent
not confidentnot tall enough
nerd
real jerkcocky
annoying
not handsomeboring
branda feeling, an emotion based on values,attributes, characteristics and a personathat offers a promise through various
experiences.
branda feeling, an emotion based on values,attributes, characteristics and a personathat offers a promise through various
experiences.experiencescan make or break a brand!
experimentThink of your last unusual purchase decision.
Was it based on feeling or logic?
buying decisions
emotional
80%
20%rational
guarantee
we trust the BIG guysthat’s why we willingly to share so much personal information & have no problem spending money on them
+ emotionscreate experiences that evoke positive emotions
+ emotionscreate experiences that evoke positive emotions
+happiness
+gratefulness
+authenticity
+sensitivity
+cheerfulness
+acceptance
+understanding
+caring+appreciation
branding
rational
an intentional process engaged in with an aim of influencing perceptions by creating experiences that build trust with your audience+ genuine intentions
+ value proposition
+ product offering
+ customer experience
+ after sales service
+ consistently
recap+we are emotional beings
+80% buying decisions based on feelings not logic
+those feelings sum up to trust
+experiences that evoke positive emotions build trust
+make it easy for your audience trust you & you’ve built a successful brand
2011 Toyota Prius recalls
Source: http://goo.gl/1FJK3q
Toyota Sales Increases 42%
1. brand awareness
2. brand position
3. brand knowledge
4. brand experience
5. brand loyalty
timeconsumersmedia &
advertising
business
recap+we are emotional beings
+80% buying decisions based on feelings not logic
+those feelings sum up to trust
+experiences that evoke positive emotions build trust
+make it easy for your audience trust you & you’ve built a successful brand
+be authentic & transparent, consumers are smart & savvy
benefits of branding
benefits+ loyalty
+ higher sales
+advocacy
+better brand differentiation
+price protection
+extend your offering range
why the hesitation?+ change is scary
+ doesn’t directly generate leads
+ not sure where to start
+ believe it’s expensive
+ it’s not that important
myths+ we (the company) will build our brand
+ it’s something only BIG companies do
+ branding is just too complicated
+ we don’t really need branding
+ branding is advertising or marketing
evaluation+ do you know your audience?
+ do you know your offer?
+ are you clear on your competitors?
+ are your challenges straight-forward?
brand building strategies
building a brand based on emotions: desire for instant gratification
rational
people buywhat you are, not what you sell
it’s not what you sell, it’s what you stand for:why every extraordinary business is driven by purpose
-Roy Spence, CEO, Author, & Co-Founder GSD&M
brand development
+brand research & analysis
+brand strategy & foundation
+brand standards & elements
+brand marketing & application
4-phase process
+audience analysis primary & secondary audience, key influences, trends, needs, existing
perceptions
brand research & analysis
1Phase
+competition analysismarket & brand position, brand promise, personality, strengths & weaknesses
+current brand auditbrand promise, personality, position, history, swot, values, portfolio analysis
+reportsof all the above
brand strategy & foundation
2+brand promise & personalityevery brand offers a promise, establish personality or persona
+brand positionmarket & brand position, brand promise, personality, strengths & weaknesses
+market positioncustomers, needs, frame of reference, pod, reason to believe
+value propositionfeatures, functional & emotional benefits
Phase
brand standards & elements
3+verbal systemname, description, tagline, headline style, copy style
+visual systemlogo, colors, typeface, styles of layouts & imagery
+digital templateswebsite, newsletters, youtube & twitter skins, logo indent, audio logo, video thirds
+printed stationerybiz cards, letter heads, envelops, packaging, folders
Phase
brand marketing & application
4+brand transition campaign
+brand awareness campaign
+lead gen & sales campaigns
+brand loyalty campaigns
Phase
brand awareness
brand position
brand knowledge
brand experience
brand loyalty
reach
frequency
compelling msg & usp
deliver on msg & usp
follow-up/dialogue
+be innovative, bold and daring
+stand for something you believe in
+define your brand
+communicate your value everywhere
+think of your brand as a person
+brand for long-term relationships
building your brand
building your brand+maintain consistency
+don’t be repetitive, have some variation
+don’t mimic the BIG guys
+mind your brand when doing offers
+create curiosity/mystery
Build your brand to greatness and elevate it above and beyond its
competition!
:We elevate meaningful brands so that they
can elevate the lives of those they serve.