Branding Success Webinar

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Stuck in No-Brand Land?Creating a stand-out brand can be easy when you use these hot tips to set yourself apart from your competition. The Branding Success webinar will help put you in the spotlight.

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Business Success Webinar Series.Know-How Now

Amy LydenAmbassador,Australian Businesswomen’s Network

Stuck in No-Brand Land?

Fiona De ZottiAustralian Businesswomen’s Network


Cheryl HaymanHayman Strategy


The Roots of the ChallengeHow much of your time and effort do you spend

thinking about your brand?


•10-20%

•20-40%

•40-60%

•60-100%

The Roots of the Challenge


•Yes always

•No never

•Sometimes (50-60% of the time)

•Occasionally (20-30% of the time)

Do you consider every business action you take for its impact and relevance on your brand?

The Brand Building Summit


Commit

Devise Preferred Strategic Trend Options

Evaluate Options to Address TrendsIncludes differentiation and brand attributes

Examine all Relevant Trends,

Dynamics, Attributes

Choose your Marketplace

Importance of Customer Insights


Remember, brands are not built by Marketers…

Brands are built in the consumers mind.

The Brand Philosophy

• Products are made and owned by companies.

• Brands, on the other hand, are made and owned by people … by the

public … by consumers.

• A brand image belongs not to a brand - but to those who have

knowledge of that brand.

• Advertising, packaging, price promotions have this in common: they

are all within the control of the marketing company. To be rather

more accurate: the transmission of these brand stimuli is within the

control of the marketing company.

• Their reception, however is not.



Key Dynamics in your Market

• Do you know the Top 4 attributes driving consumer motivation in your category?

1.__________________________________________________

2.__________________________________________________

3.__________________________________________________

4.__________________________________________________

• How does your Brand address these motivations? Is this different to your key competitor?


Consider your Consumer: what insights do you have?

• Behaviourally

• Attitudinally

• Tastes

• Habits

• Traditions

• Defining, Specific Characteristics

• What does your consumer/target group value or want?


Audience Opportunities for Your Brand

• Are there any untapped opportunities for targeting in your marketplace or category?

• Is anyone stretching the boundaries well, or differently?

• Are there categories, adjacent to yours, from which you can learn to think differently about targeting?

The Ultimate Business Goal


Build Strong, Successful, Lasting Brands

• Brand Differentiation

•Brand Positioning

Effective Strategies for Brand Differentiation


The Belief: Differentiation is about the life and death of a brand.

Defining the “why me” for a brand is critical.

• You have a recognisably differentiated brand/business idea.

• You differentiate yourselves in the consumer’s mind.

• You have achieved and/or evaluated, a truly differentiated position.

• You use your differentiated idea against your competitor.

• You focus everything against your differentiating idea to build the brand.

• You look outside your immediate landscape, and even abroad, to learn from the best in the world.

Brand Differentiation - Tips


Helpful thought-prompts:

• How it’s made eg: Sony = Trinitron; Nescafe = 43 beans

• Heritage: history and trust

• Being the ‘first’: innovators

• Being the ‘latest’: contemporary

• Being No. 1

• Breadth of line

• Specialty

Brand Positioning


The ultimate goal is to turn a differentiating idea into a full-scale programme of communication.

Brand positioning is the roadmap which fully develops and enhances the differentiating idea.


Brand Positioning Development

Brand Identity Elements


• Brand Name

• Logo

• Tagline

• Personality

• Design System

Leanne Griffiths


Griffin Theatre Company

Case Study


Virgin Blue Airline

Evolving the brand from ‘low cost’ to a ‘new world carrier’


When you think of Virgin Blue Airlines what is the first things that come to mind?

Eg; Holidays? Richard Branson?

Case Study


Case Study

• History of Virgin Blue

• Branding vision

• Marketing plan

• Competition forced changes


How Virgin Evolve the Brand

• Formulated a strategy and a vision

• Engaged critical departments (marketing/Sales/product development and operations etc)

• Deployed each depts’ strategy – we will focus on branding/marketing for this case study


What worked• Focus groups were held (with Govt and Corp

travelers)

• Due to the low cost nature of the business the sales force (face to face) team was charged with ‘communicating’ the new brand message to the corporate and government traveler

• Travel agencies were targeted as they became and ‘extension’ of the Virgin Blue sales team (where appropriate)

• Couple of ‘big wins’ with high profile companies choosing to travel with Virgin Blue meant some great PR and word of mouth.


What worked• Sponsoring and networking at high profile

industry events – brand awareness

• Partnering and sponsoring with quality brands – brand association


What Didn’t work so well…• Marketing of business products aimed at the

corporate traveler was not advertised or promoted well enough.

• The advertising campaign was confusing and missed a great opportunity of telling the world about the brand evolution to a new world carrier.


Key Point• Important for Virgin’s brand to:

– Be easily recognisable – Key messages so the market knows what

they are buying from your brand– Reflect the brand values that you want it to

project and be known for– Be consistent (not try to be all things to all

people)– Not confuse the market with marketing

messages

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Raising Capitaland Finding Investors for Your Business

Is your business investor-ready? Discover strategies for finding business angels and investors and pitfalls to avoid when raising capital.

sponsored by:National - 3 September 2008

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Imagine the success your business could achieve with the help of a Mentor.Hurry! The next MentorNet program starts on 23 September.

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What’s Next?

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Thank you!


Branding Success Webinar

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Transcript of Branding Success Webinar