Yes brand seminar 05 11

transcript

Transforming creative ideas into business results

Brand Development & Image Building

Your Brand

Presented by Devin Griffith

Definition of a strong brand:

A special relationship that is the result of the contribution of the values, vision and purpose that you drive. Through

being distinctive, relevant and consistent.

The brand must communicate at 360º to all your audiences. The brand image is reflected through the collective experiences gained at every touch point

with which your stakeholders interact. Every experience modifies this impression. The brand is the

single most important (intangible) asset any organization will ever own.

Definition of a strong brand:

What is a brand?

A singular idea or concept that you own in the mind

of the customer or the prospect.

A brand must stand for something:

• Instead of an imported beer;

• Instead of an expensive Swiss watch;

• Instead of the ultimate driving machine;

• Instead of fast overnight delivery;

• Instead of an affordable family oriented restaurant;

• Instead of lean tender meat; Proper Pork

Brands evolve:

Exercise: What do you see?

Exercise: What is the Story?

Exercise: What is this story?

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Brands: How They Work?

Awareness (Know Me)

Loyalty (Vouch For

Purchase (Buy From

Confidence (Believe In Me)

Preference (Choose Me)

Affinity (Like Me)

Losing Customers

Boring Look

Confusing Look

New Products or Services

New Competition

Target Different Crowd

Exporting Abroad

Under New Management

Showing Success

Brands: Why Change?

Branding: Who Benefits?

THE TANGIBLE BENEFITS OF Branding

Increases Productivity

Creates Loyalty Allows for Premium

Pricing

Cuts through Information Clutter

Affords Protection from Competition

Saves Costs

Brand Essence & Identity

The key promises and assets of your brand

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What is the brand’s role in society, or the public benefit of the brand?

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Mission

The definition of the brand future: in what market do

we want to lead?

Vision

What does the brand stand for in terms of its human attributes?

• Trust • Integrity

• Patience

• Honesty

Core Values

• Personal

• Caring

• Trusted

• Knowledgeable

• Innovative

• Modern

• Visionary

Character & Personality

The rational reasons why consumers choose your brand

Rational Brand Benefits

The emotional reasons why consumers choose your brand

Emotional Brand Benefits

What promise will you make and deliver to your customers

Promise to customers

How do you want to be perceived in the market.

Positioning Statement

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Branding is a marketing process by which goods and services can be clearly distinguished through the use of individualized graphic marks that allow for differentiation and positioning in the market.

The Tangible Brand

How does branding work?

For the Consumer

• Easier product identification

• Communicates features and benefits

• Helps product evaluation

• Establishes product’s positioning

• Reduces the risk in purchasing

For your business

• Helps create loyalty

• Defends against competition

• Creates differential advantage

• Allows premium pricing

• Helps targeting/position

• Increases power over retailer

• Creates general interest

• Develops the character of the product

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Branding Examples

a battery is a battery is a battery is a…

but we keep going and going…

it’s about the experience, not the

beans. $3.85 for a coffee and a 10 minute

wait. no problem.

overnight. when it absolutely, positively has to get there on time.

just do it.

inspiring people everywhere to

reach their potential.

Coke is really in the business of marketing brands, with over 400

brands worldwide

Some include Evian, Fanta, Sprite, Minute

family safety first. we understand that there’s a lot riding

on your tires.

When you want to be hip and fit with

the crowd.

To show class. An effective status

symbol.

Your computer, your way

inexpensive computers

made-to-order. fast

Is apple in the business of making computers?

Mission Vision

Core Values Character & Personality

Positioning (Target Market) Promise (Slogan)

Exercise

Develop Your Brand

Thank You!

Yes brand seminar 05 11

Business