branding - creating a personality for your product!

Branding

The process of creating a relationship between a company's product and emotional perception of the customer for the purpose of generating segregation among competition

and building loyalty among customers.

1. Your brand sets you apart.

2. Your brand is ingrained in all your company.

3. Your brand is who you are.

4. Your brand is the connection to your audience.

5. Your brand gives you loyalty.

1. Your brand sets you apart

Jeff Bezos, Amazon

"A brand for a company is like a reputation for a person. You earn reputation by trying to do hard

things well."

“Burger King sells a product, but McDonald’s sells an experience…and they sell it very effectively to children. In

doing so, they create an emotional bond with the McDonald’s brand that is difficult to break, even after you grow up. You, dear reader, may have broken this bond and moved on from

eating at McDonald’s, but hundreds of millions of others remain unable to do so. That’s a good business, but what’s important is that the difference between McDonald’s and Burger King is fundamentally a difference in basic brand

strategy. And the difference is huge. It impacts the bottom line. In 2013 the bottom-line difference between these two was

27 billion dollars. That’s a BIG difference.”

“The smell of freshly ground coffee, the friendliness of their barista that knows them by name and their special order are irresistible to them. They are the people that keep the coffee brewing and the profits flowing through Starbucks.

This Starbucks experience is enriched by superior products and a free wifi access.

Starbucks has been brewing up success since they first opened their doors in 1971 at their original Seattle location.

Since then, the company has continued this rapid expansion, and today they have over 17,000 locations.”

Your brand is your promise to your

customers.

Hi. I’m __________ from __________. I _________

in order to _______.

Your brand never exists in relation to other brands but in relation to itself. The raison d'être of your brand is not to be better than brand A or brand B, that is a dangerous strategy. What if brands A and B were to

suddenly vanish from the market?

The competition should never dictate the reason why your brand exists.

How are you different from your competitors?

What’s your promise?

2. Your brand is ingrained in all your company.

You must make every aspect of your company live and breathe the brand.

Marketing is what you do, Branding is what you are.

Acquiring Communicating Supporting

Branding is everywhere

- Ads - Online Mkt - PR - Newsletters - Referrals

- Website - Blog - Social

- Person - Phone - Chat - Email

Where do your users encounter your ?

Product Price

Place Promotion

3. Your brand is who you are.

Seth Godin, Permission Marketing

More than ever, we express ourselves with what we buy and how we use what we buy.

Extensions of our personality, totems of our selves, reminders of who we are or would like to be.

!

Great marketers don't make stuff. They make meaning.

Define your brand• What is your company's mission?

• What are the benefits and features of your products or services?

• What do your customers and prospects already think of your company?

• What qualities do you want them to associate with your company?

What Problem does your product solve?

Getting your prospects to see you as the only one that provides a

solution to their problem.

Brand Onion

Position

Personality

ValuesVision

And now…?1. Get a great logo. Place it everywhere.

2. Write down your brand messaging. What are the key messages you want to communicate about your brand? Every employee should be aware of your brand attributes.

3. Integrate your brand. Branding extends to every aspect of your business--how you answer your phones, what you or your salespeople wear on sales calls, your e-mail signature, everything.

4. Create a "voice" for your company that reflects your brand. This voice should be applied to all written communication and incorporated in the visual imagery of all materials, online and off. Is your brand friendly? Be conversational. Is it ritzy? Be more formal. You get the gist.

5. Develop a tagline. Write a memorable, meaningful and concise statement that captures the essence of your brand.

6. Design templates and create brand standards for your marketing materials. Use the same color scheme, logo placement, look and feel throughout. You don't need to be fancy, just consistent.

7. Be true to your brand. Customers won't return to you--or refer you to someone else--if you don't deliver on your brand promise.

8. Be consistent. I placed this point last only because it involves all of the above and is the most important tip I can give you. If you can't do this, your attempts at establishing a brand will fail.

4. Your brand is the connection to your audience.

Walter Landor, Brand Design Legend

"Products are made in the factory, but brands are created in the mind."

Who are you talking to?• How old are they?

• Where do they live?

• What do they do for a living?

• What groups do they belong to?

• What keeps them up at night?

• What are they passionate about?

• What websites/info sources do they visit?

Seth Godin, The Purple Cow

“Don’t try to make a product for everybody, because that is a product for nobody.”

It’s about the customer

How do you make their lives easier, their jobs

better, their families safer?

Talk to your audience like you talk to a friend.

5. Your brand gives you loyalty.

Edwin Artzt

"Brand value is very much like an onion. It has layers and a core. The core is the user who will

stick with you until the very end."

A brand's value is merely the sum total of how much extra people will pay, or how

often they choose, the expectations, memories, stories and relationships of one

brand over the alternatives.

Those who find a brand relevant are four times more likely to purchase it than those who don’t.

The added value intrinsic to brand equity frequently comes in the form of perceived quality or emotional

attachment. For example, Nike associates its products with star athletes, hoping customers will

transfer their emotional attachment from the athlete to the product. For Nike, it's not just the shoe's features

that sell the shoe.

What makes your users come back?

In short, 10 points1. Focus on what your business achieves for its customers. Your brand is no good to you if it isn't delivering

what customers want.

2. Take ownership of your brand. Pay attention to customers' needs, but you should still control what you want your brand to mean to them.

3. Be honest. If you don't believe in your brand, no one else will.

4. Keep your brand simple by focusing on a small number of key brand values.

5. Be consistent. Every aspect of your business should make customers feel the same way about you.

6. Be thorough. Look at all your systems to make sure they help to support your brand.

7. Involve employees. Make sure they understand your brand and believe in it.

8. Communicate your brand. Make sure every advertisement, brochure and letter helps reinforce the same message. If you have a logo, use it everywhere, but make sure the quality is consistent.

9. Meet and exceed what your brand promises. Failing, just once, will damage your brand.

10. Manage your brand. Continually look for opportunities to make improvements. And don't be afraid to make changes to reflect shifts in the way you do business or new trends in your market.

IndexIntro

Your brand sets you apart (15” presentation + 10”)

Your brand is ingrained in all your company. (10”)

Your brand is who you are. (15”)

Your brand is the connection to your audience. (10” + 10” + 10”)

Your brand gives you loyalty. (10”)