Rebranding Your Business,Rebranding Your Business,Your Ministry, andYour Ministry, and

YourselfYourself

Annette R. Johnson

BrandingBranding

Definition: Entire process involved in creating a unique name and image for a product (good or service) in the consumers' mind, through advertising campaigns with a consistent theme.

When you think of Toyota, what word(s) comes to mind?

Your answer was branded in your mind as a result of your interaction with Toyota and/or its ad campaign.

Function of BrandingFunction of Branding

Branding = Building a ReputationBranding seeks to develop or align the expectations behind the brand experience, creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique.

Branding = Building TrustBranding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.

What is a Brand?What is a Brand?

A brand is the “visual” identity of a specific product, service, or business. A brand encompasses the following basic elements:•Product Name •Logo•Typography•Color combination •Slogan

What is a Brand?What is a Brand?

A brand is also the “practical” identity of a specific product, service, or business. It encompasses the following:•Reputation •Promise•Price•Customer Service •Product Line

RebrandingRebranding

Definition: is the creation of a new name, term, symbol, design or a combination of them for an established brand with the intention of developing a differentiated (new) position in the mind of stakeholders and competitors.

Function of RebrandingFunction of Rebranding

The main reason for a re-brand is to:• communicate a new message for a

company, • show that something has evolved, or • reposition the brand/company.

This may involve radical changes to the brand’s logo, brand name, image, marketing strategy, and advertising themes.

Mistakes Made WhenRebranding

Mistakes Made WhenRebranding

• Clinging to history• Totally redesigning all your packaging• Thinking the brand is just the logo,

stationery or corporate colors• Basing a re-brand on advertising• No research• No testing

Who Should Re-Brand?Who Should Re-Brand?

• Businesses for the purpose of profitability and enduring market presence

• Ministries that need a renewal in member and/or community confidence after major scandal or before the emergence of a new leader or direction

• Individuals who seek a new direction or who are being called to a new direction

Branding Your ValuesBranding Your Values

Branding and rebranding in business is based on the target market’s values. Our motivation is based on our values. Once I know what you value, I know how to motivate or even manipulate you. Marketers understand consumers’ motivation include:

Motivation ValuesTo get a good deal savingsTo impress others statusTo have something that lasts durability, loyaltyTo have something that works well performance• To identify with progressive thinking conformity

Understanding your motivation reveals the internal desires and external

triggers that cause your behavior.

MOTIVATION = Strong Desire + Distinct Prompt Response

(Drive) (Cue)

Do You Know Your Motivation?

Do You Know Your Motivation?

• Your behavior and choices are based on your motivation

• Your motivation is based on your values

• We give most of our available time, money or thought to things we value