create your brand marketing 101
TRANSCRIPT
What is a brand?
“A brand is a symbol that identifies a product, service or organization.”
Javed Mohammed
Digging a little deeper
“A brand is a promise, that defines your organization, by creating a unique personality that sets an expectation with your customer that your product or service will deliver certain results, in performance or experience through all touch points (including what customers see, hear, touch, taste or smell about your business.) by providing a feel and tone across all communications that over time build a trust and relationship to your organization or product/service.”
What Problem are you solving?
• Bad Customer Service
• New needs or wants
• Dissatisfaction
• A better way of doing things
Maslow’s Hierarchy of Needs Self-actualization needs (self-development, creativity, morality, spontaneity)
Physiological (hunger, thirst, sexual desire)
Safety (security, protection, employment, property)
Social (sense of belonging, love, family, sexual intimacy)
Esteem (self-esteem, respect, recognition, status)
Differentiators
Satisfiers
Basic Expectations
Satisfaction
Appealing to Outer & Inner
UNIVERSAL
CULTURAL
PERSONAL
Man vs Man, Man vs Self, Overcoming adversity, Love conquers all, Life & death cycle, Sacrifce & reward
High Context vs Low Context, Tradition
Good vs bad Selfless vs Selfish Beautiful vs Ugly Important vs Insignficant
Brand Factors
Distinctive Relevant Memorable Extendable Deep
Brand Awareness
Brand Association Brand Loyalty
Brand Equity
Brand Elements • Brand Name-name, tagline, logo, mascot, colors, taglines, fonts
• Brand Position-how you are positioned wrt competition & customers
• Brand Promise-What you guarantee
• Brand Personality-Your persona (creative, fun, performance)
• Brand Tone-edgy, humorous, conservative, subtle
• Brand Story-Your past, present, and future
• Brand Associations-image, perception, differentiation
Brand Value or Equity
• “Brand Value or Equity is the value added whether perceived and or real in the customers mind for the product or service.”
STEAK: Price, Function, Support
SIZZLE: Image, Style,
BRAND EQUITY=SIZZLE+STEAK
Brand Equity: “The additional value obtained by branding”
Brand Awareness
Brand Loyalty
Brand Quality
Brand Promise Brand
Association
Brand Image
Brand Personality Brand
Equity
Brand Preference
Why Brand?
• Brands offer your product, service, organization or the individual an identity.
• Brands attract customers • Brands offer barriers to entry • Brands allow you to form lasting
relationships • Brands signify quality and build confidence • Brands reflect values & build trust • Brands can allow you to ask for a price-
premium over commodity products • Brands can offer legal protection (trademark) • Brands build loyalty • Brands create memorable experiences
Digital Roadmap
Digital Review SWOT, Customer Insights Competitive Analysis
Digital Strategy Mission, Values Aspirations Goals
Digital Plan Map Customer Touchpoints to their needs (Experience, Digital Mapping)
Where am I?
Where do I want to be?
How do I get there?
Right Brain-Left Brain
People decide with Emotions
Brands appeal to Emotions
Emotions Logic
People validate decision with Logic
The Unattainable Triangle You can have only 2 of 3 sides
Starbucks Hi Quality Hi Speed (but not low price)
US Postal Service Low Price Hi Quality (but not high speed)
Quality Speed
Price (Low)
McDonalds Low Price Hi Speed (but not high quality)
Brand Elements/Identity
Name
Logo
Tagline
Color
Typography
Mascot
URL
Aesthetic
Look-Feel
Brand Identity
Brand Culture
History
People
Traditions
Language Environment
Ethos (Authority)
Pathos (Emotional Appeal)
Logos (Logical Appeal)
Brand Culture
Understand the Buyers Journey Awareness Consideration Decision
Problem
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Need Recognition Information Search Alternative Evaluation Purchase
Brand Influence
Thoughts
Beliefs
Experiences Values
Emotions
Images
Information Expertise
POST-EVALUATION Pre-EVALUATION EVALUATION
Motivation
Perception
Learning
Integration
Attitude
How to build a brand
RESEARCH Target Market Audience Profile (Personas) Personality & Culture Organizational Profile Perception/Cognition Beliefs Segmentation Competitive Analysis SWOT
POSITIONING USP/Differentiation Messages Values Brand Positioning
BRAND IMAGE Narrative Visual Elements Internal & External Campaigns Reputation Emotion Perception Impression Belief
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Research & Positioning
Target Audience Need
Brand Promise To fill need
Brand Personality How you fill need
Brand Voice Your tone of how you interact with your audience
Brand Identity Your look
Brand Positioning Where you fit in market Wrt competition
Brand Experience Your Customers Perceptions about you
Brand Positioning/Development Strategy
Product Category
Brand Name
Line Extension (Same name Same category Different recipe)
Mutlibrands (Different names, same product category eg P&G multiple shampoos)
Brand Extension (Same name New category)
New Brands
Existing
Existing
New
New
Brand Positioning Strategy
1. Own an attribute 2. Target a specific group 3. Be First 4. Be Leader 5. Be the Maverick or Reverse positioning 6. Have a magic ingredient 7. Have a special process 8. Connect with a celebrity 9. Be a Cheapner 10. Align with a cause 11. Special Heritage 12. Create Scarcity 13. Go Green & Sustainable (courtesy of Breakthrough Branding by Catherine Kaputa)
Brand Map & Criteria CORPORATION (Purpose, Mission, Values)
CUSTOMERS External Customer Insights (Promise, Experience)
COMPETITION Competitive Analysis (Positioning)
PERSONALITY CEO, Employees, Partners Celebrity Mascot
IDENTITY Name, Tagline, Logo, Mascot, Color, Typography Aesthetic, Look-Feel
CULTURE (Internal Review stakeholders) History, People, Traditions Language, Environment, Ethos, Pathos, Logos
Branding = 3 C’s + 4P’s
• Learn & Understand the 3 C’s to understand your Target Market
– Customers, Competitors, Corporation (you)
• Your Marketing Plan is the sum total of your 4 P’s
= Product + Price + Place + Promotion
• A great brand = 3C’s+ 4P’s+ Execution + Timing + Luck
Designing the Brand Mantra
Emotional Modifier
Descriptive Modifier Brand Functions
Nike Authentic Athletic Performance
Disney Fun Family Entertainment
Emirates Luxury Adventure Travel
Victoria’s Secret Sexy Lifestyle Intimate wear
3 Important Laws of Branding (adapted from Al Ries The 22 Immutable Laws of Branding)
• The Law of Contraction: A brand becomes stronger when you narrow its focus.
• The Law of Publicity: The birth of a brand is achieved with publicity, not advertising.
• The Law of Advertising: Once born, a brand needs advertising to stay healthy.
Building Brands Myth vs Reality
• Myth: Pour enough money and PR/Advertising and you can build a brand over night
• Reality: Building brands is about reputation. It takes
time to build trust. A brand is not what “you” speak about you, it is what your customers say or how they collectively perceive you. There are no short cuts. Building a brand including engaging them and building community takes time, patience, consistency (internally & externally), repetition, reinventing yourself every so often and yes money helps.
Some Do’s & Don’ts
• Do Market Research • Develop your Brand Strategy & Plan • Do get team and management buy-in • Address conflicting brand goals vs values,
budget vs time/resources. • Execute and communicate • Be consistent • Measure, adjust and repeat • Don’t Stress & have fun
Before your customer will buy: You must, give them an unforgettable experience, have a dialog, build trust, a relationship, and something they want to shout to
the world
Need Help with your Brand, Digital or
Content Marketing Project?
Contact me Javed Mohammed
[email protected] javedinc.wordpress.com
1 (408) 728-8920
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Resources
• Adobe Color Wheel : color.adobe.com
• Creative Commons resources for Photos (Flickr) and Video (Vimeo)
• Pinterest: create a secret Mood Board
• Wordpress: Blog/Website
• Dropbox: Cloud storage
• Mailchimp: Email marketing
• Shopify: Slogan generator
www.shopify.com/tools/slogan-maker
10 Questions You Need To Ask When Building a Brand.
1. Who and what defines our brand’s target customers? 2. What is our brand’s story? 3. Am I offering a pain-killer or a vitamin? 4. What makes my team amazing? 5. In one line, describe what you do? 6. If I were stranded on a desert island, what 5 things would I want
to have? 7. What values do I stand for? 8. What benefits do my customers get from our brand? 9. What emotions would I like my customers to take away from our
brand? 10. Who is my enemy (competition) and why am I better than them?
Your Tone of Voice
• Formal or Informal
• Optimistic or Realistic
• Humorous or Business-Like
• Excited or Balanced
• Authoritative or Curious
What relationship do you want with your audience?
• Mentor, Coach, Sponsor
• Friend, Peer, Well-wisher, Ally
• Leader, Advisor, Commander, Know-it-all
Describe your brand’s personality? In 5 – 10 adjectives (what you want, what your customers may
want)
• Adorable • Adventurous • Appealing • Artistic • Athletic • Attractive • Bold • Breathtaking • Bright • Business-like • Busy
• Calm • Capable • Caring • Casual • Charming • Cheerful • Chic • Classic • Collaborative • Colorful • Comfortable • Conservative
• Contemporary • Convenient • Cool • Creative • Custom • Cutting Edge • Daring • Dashing • Delicate • Delightful • Detailed • Dramatic • Dry • Dynamic
Reference: http://lanettascreations.blogspot.com/2012/01/living-list-of-adjectives.html
Describe your brand’s personality? In 5 – 10 adjectives (what you want, what your customers may
want)
• Earthy • Eccentric • Efficient • Elegant • Elevated • Enchanting • Endearing • Energetic • Ethereal • Excellent • Exciting • Exuberant
• Fabulous • Familiar • Fancy • Fantastic • Fashionable • Festive • Fierce • Flirty • Formal • Fresh • Friendly • Fun • Functional • Futuristic
• Glamorous • Graceful • Hip • Historic • Honorable • Impressive • Industrial • Informal • Innovative • Inspiring • Intense • Inviting • Lively • Lush
• Majestic • Modern • Natural • No-nonsense • Nostalgic • Novel • Old • One-of-a-kind • Organic • Playful • Pleasant • Powerful • Predictable • Professional • Quaint • Quirky
Reference: http://lanettascreations.blogspot.com/2012/01/living-list-of-adjectives.html
Describe your brand’s personality? In 5 – 10 adjectives (what you want, what your customers may
want) • Radiant • Rebellious • Relaxing • Reliable • Retro • Revolutionary • Ritzy • Romantic • Royal • Rustic • Scholarly • Secure • Serious • Silly
• Sleek
• Smart
• Soothing
• Sophisticated
• Stable
• Stimulating
• Striking
• Strong
• Stunning
• Stylish
• Swanky
• Tasteful • Tranquil • Trustworthy • Unconventional • Unique • Upbeat • Urban • Versatile • Vintage • Wild • Witty • Youthful
Reference: http://lanettascreations.blogspot.com/2012/01/living-list-of-adjectives.html