How to Build a Brand your Clients Love

Build a BrandYour Clients LOVE

They are looking for a job as babysitters

They need babysitters

Your AudienceHow well do you understand them?

What do you sell and which problems do you solve?

Build a Brand your Clients Love - Chema López - LINE Chemataiwan

Who has these problems?

Which target will you address?

What do you know about them?



HabitsHobbies

More Information = Better Conversion

AgeGender

Where they live or workSocieconomic/cultural level



Just Ask themand Research the Market:

Forums, Blogs, Social Network Groups, Quora, Reports, Analytics…

Build your Right Brand StyleThe Brand Pyramid


Features and AttributesFocus in your positive and tangible Assets

Functional Benefits


Emotional BenefitsHow does your product/service make the consumer feel?



The Brand PersonaThe way a brand speaks, behaves, thinks, acts, and reacts



The Brand EssenceOne word that fundamentally underpins what this brand stands for

1. Unique 2. Intangible 3. Single minded4. Experiential5. Meaningful6. Consistently Delivered7. Authentic8. Sustainable9. Scalable

Build your Right Brand StyleKey Messages to target your client




Vision StatementDescribes what you want your company to become in the future.

Amazon"Our vision is to be earth's most customer centric company; to build a place where people can come to find and discover anything they might want to buy online."



Vision Statement

What are your most important products and services?

What products and services will you never offer?

What is unique about doing business with your brand?

How would your customers describe your brand?

Where do you want your company to be in five years?



Mission StatementA mission statement defines the purpose of the company.

Nordstrom:“We work relentlessly to give customers the most compelling shopping experience possible. The one constant? John W. Nordstrom's founding philosophy: offer the customer the best possible service, selection, quality and value”.



Mission Statement

What are the specific market needs the company exists to address?

What does the company do to address these needs?

What are the guiding principles that define the company's approach?

Why do customers buy from you and not your competition?



Value PropositionIt is your product or service's unique value, and how it benefits customers.

Warby Parker:“We offer designer eyewear at a revolutionary price”



Value Proposition

To whom are you speaking? (Target market, demographic, and persona)

Which market segment does your product or service serve?

What is your brand promise? (Both rational and emotional)

Build your Right Brand Identity

Build your Right Brand IdentityDevelop an emotional connection with your clients


A memorable Brand Name

Short, simple and easy to rememberStands out and piques interest in your consumersCongruent with your image, message and industryDifferent from your competitionUnique and positive

Energetic, sexy, bold


Creative, friendly, youthful

Sunny, inventive, optimism

Growth, organic, instructional

Professional, medical, tranquil, trustworthy


Spiritual, wise, evocative


Credible and powerful

Simple, clean, pure

Fun and flirty

Rural, historical, steady




SerifSimple but Respectable

Sans SerifObjective and Modern

ScriptElegant and Affectionate

DisplayFriendly , Grab Attention

ModernProgressive , Bold, Chic



Abstract Graphic Symbols Word Mark

Letter Mark Combination Mark

Emblem

ATENTO new Brand IdentityHow to Become an Appealing and Friendly Company

BEFORE

Quite Competitive

No differentiation

Sterile Feeling

Bad Reputation



TARGETs

Top Leading Companies

End Consumers

Staff


THANK YOUQ&A

Bibliography

FERRARO, Vince. “Brand Strategy Development”.

SOMALO, Nacho. “Todo lo que hay que saber de Marketing y Comunicación Online”.

Web Resources

Hubspot

Destaca tu Empresa en Internet sin Pagar - Chema López - LINE Chemataiwan

How to Build a Brand your Clients Love

Marketing

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