Branding | How branding can help you build a successful brand
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Transcript of Branding | How branding can help you build a successful brand
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BRANDINGBEING RESPONSIBLE
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LOGOA BRAND IS NOT A
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IDENTITYA BRAND IS NOT AN
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PRODUCTA BRAND IS NOT A
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A BRAND IS WHAT SOMEONE FEELS ABOUT YOUR PRODUCT SERVICE OR COMPANY.
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INDIVIDUALS DEFINE YOUR BRAND
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YOU DO NOT DEFINE YOUR BRAND
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A BRAND IS HOW SOMEONE PERCEIVES A PARTICULAR SERVICE, PRODUCT OR COMPANY. BRANDING IS ABOUT SHAPING THAT PERCEPTION
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▸Brand Position
▸Brand Promise
▸Brand Personality
▸Brand Story
▸Brand Associations
SUCCESSFUL BRANDS
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FOCUS
TO BUILD A SUCCESSFUL BRAND
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▸Constrained Resources
▸No one brand can do all
▸Trying to do everything spreads your resources and message too thin
WHY FOCUS?
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WITHOUT FOCUSWITH FOCUS
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FOCUS ON PR AND NOT ADVERTISING
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▸Better Return On Investment
▸Strong Reputation
▸More Competitive
▸Better Profits
THE RESULTS OF FOCUSING
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SELF DESTRUCTWITHOUT FOCUS YOU COULD
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BRANDHOW TO PROTECT YOUR
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CONSISTENCY CONSISTENCY CONSISTENCY CONSISTENCY CONSISTENCY CONSISTENCY
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▸Manage your teams Social Media usage (Social Media Policy)
▸Track when your brand and business is mentioned online
▸Respond to negative reviews
▸Highlight and use positive feedback
BRAND PROTECTION
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▸Ensure all literature internal and external confirms to brand guidelines
▸Be aggressive with protecting your reputation and brands
▸Know when to speak and keep quite
BRAND PROTECTION
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OFFER GREAT CUSTOMER SERVICE
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IRREPLACEABLEYOUR BRAND REPUTATION IS
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ALL INDIVIDUALS SEE OF YOUR BRAND
WHAT YOU DO TO BUILD YOUR BRAND
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YOU CAN EASILY DESTROY YOUR BRAND OVERNIGHT
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1. FOCUS 2. PROTECTION 3. BE RESPONSIBLE
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JONATHAN REED MODERN MARKETER
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