BRANDING 101How to

stand out from the

rest of the herd

Missouri S&T Student Leadership Conference

Jan. 31, 2009Presented by:

Andrew Careaga, director of communications,

Missouri S&T

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BRANDING 101

what is a brand?

why is branding

important?

what does it mean for your organization?

BUT FIRST…Let’s do business

WHAT IS A BRAND?

name?

association?

logo?

WHAT IS A BRAND?

A brand is how people feel about a

product, service or

organization

WHAT IS A BRAND?brands are defined

by people, not organizations

and people are emotional, intuitive beings

IN OTHER WORDS …

YOUR BRAND is not what

you say it is ...

… it’s what they say it is

A STRONG BRAND…arouses emotion ignites

passionechoes

reliability conveys meanin

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A brand is more than a name or a logo – it is a promise and a contract with every customer with whom you are dealing. And if people feel that the offering does not live up to what they expect from the brand, they will decide to stop buying.

Richard Branson , founder of Virgin

A brand for a company is like a

reputation for a person. You earn

reputation by trying to do hard

things well.

Jeff Bezos, founder of Amazon.com

Barack Obama is three things you want in a brand. New, different, and attractive. That's as good as it gets.

Keith Reinhard, chairman emeritus of DDB Worldwide, quoted in “The Brand Called Obama,” Fast Company, Jan. 18, 2009

WHAT’S YOUR BRAND?

what does YOUR BRAND

reflect?what do you want YOUR BRAND to reflect?

how can you enhance YOUR

BRAND?

HOW NOW?to make your brand stand out from the herd

BUILDING A BRANDpassion

create a causepurposemake an

emotional connectionplanning

deciding what to do – and

what NOT to do

peoplewhat you know + whom you

know

ONE MORE THING…

… and it’s

HUGE

DIFFERENTIATION

DIFFERENTIATION

Marketing today is all about creating tribes

MODERN TRIBESpeople join different tribes for different activities

FOCUS, FOCUS, FOCUS

what do you do?

who are you?

why does it matter?

FOCUS, FOCUS, FOCUS

focused Porsche = sports cars

unfocused Porsche =

sports cars + SUVs

DIFFERENTIATION

Missouri S&T is a brand

your organization is a

brand, and a sub-brand

THE S&T IDENTITY

we need your help

standards.mst.edu

BRANDING 101

???

THANK YOU!

Andrew CareagaDirector of CommunicationsMissouri University ofScience and Technologyacareaga@mst.edu573-341-4183