Riba guerilla tactics_ branding_spring_04112014

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The 5 rules for

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  • 1. Agency presentation5 ESSENTIALBRANDINGRULESFORARCHITECTS

2. ABOUTMYEXPERIENCE..18yearstrainingandprac0singasanArchitectinManchesterCo-foundedOMIArchitectsManchester199317yearsimmersedinbrandstrategy,designandcommunica0onCo-foundedAnglo-DanishAgencySpring 3. 10x6%ClarityRepositioning and rebranding Manchester Society of Architects 4. Agency presentationBRANDS WORKThe evidence shows it is one ofthe most powerful commercialand psychological tools of thelast 100 years (AS PART OF AMARKETING STRATEGY!!) 5. SHOCKINGSTATISTICSarchitectmarke0ng2014 6. BENEFITSOFASTRONGBRAND createstrustwithowners,partners,clientsandotherstakeholders worksasanentrancebarrierforintrudingcompe0tors easesmovingintonewbusinessareas easesmovingintonewmarkets supportscommitmentanddecreasespriceelasFcity strengthensresiliencetomarketfluctuaFons aTractsandretainshumantalent 7. 5RULESOFBRANDINGRULENO.1"AbrandisacollecFonofpercepFonsinthemindofthecustomer. Colin Bates!AZIPFILEOFMEANINGMorethanalogo-definablevaluesandmeaning 8. People make emotionaldecisions for rationalreasonsHumans are emotionalcreatures 9. 5RULESOFBRANDINGRULENO.2Create the bestperception of yourself inthe mind of your clientTHINK ABOUT THE WAYYOU PERCEIVEPEOPLE??? 10. 5RULESOFBRANDINGRULENO.3BEING THE BEST ISNOT AS IMPORTANT ASBEING THE MOSTRELEVANT!WHAT QUALITY DOESYOUR CLIENTACTUALLY VALUE? 11. 5RULESOFBRANDINGRULENO.4UNDERSTAND YOURCOMPETITORS POSITIONINGAND BE DIFFERENTDIFFERENTIATION IS THEONLY OTHER MARKETINGTOOL EXCEPT COST 12. 5RULESOFBRANDINGRULENO.5BE DICTINCTIVE BEMEMORABLESTICKINESS ( IN THEMINDS OF THEMARKET) MATTERS 13. 5RULESOFBRANDINGRULENO.5BE DICTINCTIVE BEMEMORABLESTICKINESS ( IN THEMINDS OF THEMARKET) MATTERS

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