BRANDING (Brands, Branding & Brand Management)_Presentation by Andres Velasquez
Branding Meets - fl-exchange.com · The “How To” of Impactful Transit Branding 4. Next Steps....
Transcript of Branding Meets - fl-exchange.com · The “How To” of Impactful Transit Branding 4. Next Steps....
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Branding Meets Public TransitPrepared for:
Florida Public Transportation Assoc
10.17.2011
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Agenda
1. What is a brand?
2. Iconic brands
3. The “How To” of Impactful Transit Branding
4. Next Steps
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Busting brand myths.
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A brand is not a logo.
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A brand is not a mascot.
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A brand is not a product.
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So WHAT exactly is a brand?
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A brand is a person’s FEELING or reaction to your transit organization, product & service.
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This feeling...
• Is personal.
• It stems from a person’s experience.
• Is a result of interactions with you.
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The good news is...
You have an impact on how people FEEL
about your brand.
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Why is this important for transit?
1. People have lots of choices.
2. They make decisions based on trust.
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Brand communication =
Single most powerful tool you have to achieve your goals.
Ridership Funding Public Support
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The GREAT brands:
• Make you FEEL something
• Impact your life in some way
• Foster strong sentiment
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Top 15 Global Brands
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Any brand has the potential to be impactful.
(Yes, yours too. Even if you aren’t a Fortune 500 company.)
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How?
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The “how‐to” of brand‐building:
#1: Set Yourself Apart
#2: Collaborate
#3: Create
#4: Test It
#5: Evolve
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#1: Set Yourself Apart
Our brains filter information.
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We notice things that are different.
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Be DIFFERENT. Yet Focused.
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Do your customers see you clearly?
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#2: Collaborate
Two brains are better than one.
This provides perspective.
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Discovery sessions….
Help you uncover the gems
(Go on…talk to people)
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Who are your key constituents?
• Internal
• External– Elected officials
– Riders
– Community residents / leaders
– Local businesses
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#3: Create
Drive towards creating innovative materials.
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Think innovation when….
• Creating an identity / name
• Designing vehicle, terminal & shelter signage
• Creating collateral materials
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Start with a stand‐out name:
• Unique
• Concise
• Makes sense / logical
• Easy to spell
• People can say it properly
• Likeable
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#4: Test It
Will your brand resonate with your key audiences?
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Don’t just hope so. Do some field tests:
• Focus groups
• Covered Logo Test
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Focus groups
• Audience is key
• Qualitative data
• No more than 10‐12 participants per
session
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Covered Logo Test
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#5: Evolve
Embrace the evolution
of your brand.
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Brands are like people.
Our character doesn’t change with our attire.
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The same is true with brands.
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We USED to:
ONLY control the look & feel of a brand.
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Now we:
Influence the personality of a brand.
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So what next?
• Evaluate your current brand.
• A brand that doesn’t resonate will cost you
in the long run.
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When branding is done right, you can expect:
• Clearer focus
• Ownership from key constituents
• Public buy‐in