Brands & Branding

Brands & Branding

What is a brand? A set of associations that reside in people’s

minds. These signals are based on ideas that are

different and relevant to them and simple to grasp.

A brand is consistent within all channels - the DNA of a business.

Brands & Branding

What makes up brand?A brand is made up of distinct areas

Mission Vision Promise Positioning Personality Identity/Image System

Brands & Branding

Brand Mission The internal statement of what the brand is out to

accomplish. Acts as a guide for shaping a brand's perceptions

and experiences. A first step in integrating the business plan into

how the brand influences it.

The foundation which the brand is built upon.

Brands & Branding

Brand Vision Sets long-term direction and guidance for building

the brand. The vision has emotional potential from an outside

and inside perspective. Shapes and transforms the brand experience and

is consistent with the efforts of the mission.

Brands & Branding

Brand Promise

Communicates the benefits of the brand and the brand experience.

Brands & Branding

Brand Positioning The point of difference and perception of the

brand that is conveyed.

Creates a personality and image of what the brand stands for and serves as the conduit between the brand and its audience.

Brands & Branding

Brand Personality The aspect of a brand’s identity that reflects the

human persona. The observable tone, behaviors and manner of the

brand. The ability to contract with key competitors and

appeal to the target audience. Must be reflected in the tone and manner of all

communications.

Brands & Branding

Brand Identity/Image The collection of names, symbols, colors,

personality and messages used to define and judge what a brand is all about.

Identity should reflect what is true and authentic about the brand.

The image is how others view the brand. Identity and image must be aligned.

Brands & Branding

Brand System A set of named and/or trademarked products,

features and services.

Well defined guidelines for brand usage in all areas of communication.

Brands & Branding

What is Branding? How your product or service is differentiated. The tangible process for creating and managing

the signals that transmit the brand idea and generate associations.

What people want the company to be, and what unique attributes a company conveys.

Brands & Branding

What is Branding? (continued)

In its simplest form branding is made up of three basic guidelines.

Find something different to say about your brand. Make your idea as simple and focused as

possible. Align it with your business strategy.

Brands & Branding

How a Brand is Built Establish the point of difference or something

unique. Verify if this matters and target market relevancy. Determine if there will there be a large enough

audience that can relate to the brand.

Establish that there is a need for the product or service.

Brands & Branding

How a Brand is Built (continued) Establish a presence through how well a brand is

regarded in the market place and how consumers know and understand a brand.

The first function is the development of a name.

Brands & Branding

How a Brand is Built - A Brand’s NameBrand names can take on various strategies. From companies such as General Motors and Proctor & Gamble (that are basically umbrella companies to sub brands) to product specific brands such as Adidas, Coke and Microsoft, they all have various functions to achieve. Sony

Walkman PlayStati

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Brands & Branding

How a Brand is Built - A Brand’s Name (continued)

A brand’s name for a consumer product should have a connection with its audience that communicates a point of difference and uniqueness.

Brands that don’t will have to rely on brand statements to communicate their message.

Brands & Branding

How a Brand is Built - A Brand’s Name (continued)

As brands have grown over the past few decades the name has become more important. Brands such as Proctor & Gamble’s product brands, Duracell Batteries and Bounty Paper Towels, have created names that tell a story and communicate the positive aspects of the brand.

Brands & Branding

How a Brand is Built - A Brand’s Name (continued)

There are other product categories that rely solely on the strength of the parent brand such as Nike Air Jordan and Google AdWords.

Leverage the strength of an established brand.

Brands & Branding

How a Brand is Built - A Brand’s Name (continued)

This works effectively in markets that are included in the overall business of the brand. Great examples of this are the products that Apple has and its I series including iPod, iPhone, iBook and iMac. All the products continue the Apple branding as well as the attributes.

Brands & Branding

How a Brand is Built - A Brand’s Elements Continue developing the connection to your

target market throughout the entire brand experience.

There are many aspects to the brand that need to be considered.

Everything from color to spokesperson can influence the way the brand is perceived.

Brands & Branding

How a Brand is Built - A Brand’s Elements (continued)

All elements of a brand have to be accountable to the basic structure of a brand - its mission, vision, promise and position.

Strength is gained by having a consistent structure that communicates the brand’s attributes throughout every channel and element.

Brands & Branding

How a Brand is Built - A Brand’s Experience Every touch point is critical Defend the brand at every opportunity Engage target market Internal branding Traditional channels

Brands & Branding

How a Brand is Built - A Brand’s Experience (continued)

Touch points or influences Store design Service experience Web site experience Shopping encounter

Brands & Branding

How a Brand is Built - A Brand’s Experience (continued)

Defend the brand at every opportunity Social media presence - Facebook, LinkedIn &

Twitter Blogs Public relations strategy

Brands & Branding

How a Brand is Built - A Brand’s Experience (continued)

Engage target market Event management Endorsements

Brands & Branding

How a Brand is Built - A Brand’s Experience (continued)

Internal branding Sales training Internal communications

Brands & Branding

How a Brand is Built - A Brand’s Experience (continued)

Traditional channels Advertising - radio, television, magazines,

outdoor, on-line and newspapers

Collateral - brochures, direct mail, posters and promotional items