Branding and Integrated MarketingHow to Create and Leverage a Strong Brand

Saze Osayande; 4Twenty3 Consulting

Who I AmA branding and marketing consultant that is

passionate about engaging customers

A career spanning 10years+companies including 4Twenty3 Consulting; ThisDay Style; DStv; Ford;

Akpos Okudu; FAB Magazine; Brand Faculty; Wale Adeyemi; Abuja Technology Village

www.sazeosayande.carbonmade.comwww.sazeinspired.tumblr.com

Thoughts on these Brands?

What is a BrandA brand is the set of expectations, memories, relationships and

stories that taken together, account for a consumer’s decision to choose a product or service over another.

It is people’s thoughts about a product or service

Branding is the process of actively influencing the way your brand is perceived in order to increase awareness, goodwill and sales

Branding happens all the time and affects everything from corporations, food, fashion, places and even people

How do I Create a Great Brand?

By Focusing

How do I Create a Great Brand?By focusing on the answers to the following questions

WHAT? what is unique about my product/ service? what feelings do I want associated with my brand? what do I want to be known for?

WHO? who is my target audience? how old are they? where do they hang out? what do they read? what do they buy?

WHY? why will they choose mine over others? is it because of my prices, aesthetic, cool factor?

HOW? how will my clients buy+ receive my pieces? how do I engage them afterwards?

How do I Create a Great Brand?Use the answers from the previous questions to form your

brand’s mission statement+ profile

Decide on logos, colours and fonts that best communicate this message

Develop a communication style for press releases, social media, ads, etc., that is unique to you

...to ensure that all your efforts are co- ordinated, consistent and coherent, draw up an Integrated Marketing Schedule

What is Integrated MarketingIntegrated Marketing is the process of leveraging your brand by

using a number of marketing tools to disseminate co- ordinated, consistent and coherent information to your target audience

The key here is to ensure that the information remains true to your brand and relevant to your target audience

They are a number of marketing tools, let’s examine them

Marketing ToolsAdvertising

Sales PromosDirect Marketing

Customer ServicePR

Marketing Tools; AdvertisingAdvertising is directly paying for space in print media like

magazines, newspapers and websites or for time on air on television and radio. It also includes direct product placements

Let’s think about this critically...How does your target audience respond to adverts?

What is your budget? Can you agree with a magazine, blog or station to put up your

adverts in exchange of printing your article or presenting a show? What is the most cost effective way of creating one?

What message(s) should you include? How do you create a good ad?

Marketing Tools; AdvertisingGreat adverts are clear and to the point

The text and image(s) used should capture the essence of your brand along with your contact information

*Shoot images backstage and on runways and use clients

Marketing Tools; Sales PromoThis is using a range of incentives to encourage higher

spending more frequently by your customers. They include discounts, BOGOF, free gifts, reward cards etc.

Think outside the box, what other type of inexpensive things

might your clients like? Cupcakes? Lollipops? Hair bands? Screen savers? Stickers? Books? Magazines?

When done correctly, these provide great opportunities to collaborate and garner good buzz

*Remember to tie this in to loyalty

Marketing Tools; Direct Marketing Direct Marketing includes avenues where you communicate

directly with your clients, often initiated by you

They include Online

Trade showsExhibitions/ Fashion shows

Marketing Tools; Direct Marketing Online

This is engaging your market in the online sphere through everything from websites, Facebook, Twitter, Tumblr, Tumblr. Think of it as an extension of your everyday life in one place

*Tips1. Ask a question/ vote/ poll (and respond to the responses)2. Host an online event (*with a special guest)3. Share anything behind the scenes; backstage, production,

meetings, photoshoots4. Live feed from events... any event5. Inspire people with your fav quotes, destinations, photos,

news6. Do something old school, from the archives

Marketing Tools; Direct Marketing Trade Shows

These are organised to link clients, buyers and media. There should be touch points for each of these segments

Examples are LPM, Fusion, Bread+ Butter

Bread+ Butter BerlinLPM Lagos

Marketing Tools; Direct Marketing Fashion Shows+ Exhibitions

How do you want to present your collection?

Maki Oh

Gretchen JonesItuen Basi

Marketing ToolsCustomer Service

This is the manner in which you manage your clients. Think about this holistically

How do you address them and package their purchases?

Do you offer styling consultations/ recommendations? What is your mood online and at trade and fashion shows?

How do you cater to the senses; scent, sound, sight, taste, and touch?

Think of what overall experience you want your clients to go away with

Marketing ToolsPR

This has many definitions but here we mean garnering positivepublicity for your brand’s image via editorial features, fashion

shows, guerrilla marketing and the like

*Tips1. Court the media and organise intimate events2. Send regular updates about what you are up to3. Pitch unique features to the press4. Launch a viral campaign like Don Jazzy’s “Oliver” video contest5. Attend industry events and network6. Reach out to event organisers for possible collaborations

Case Study; Grey

Co- founder has penned editorials for magazines including Elan and FAB

CLEVER LOGO

DISTINCT DESIGN AESTHETIC

NICHE EXPANDING COLLABORATIONS

PR WITH SKYY VODKA

Pioneer exhibitor at LPM

Intimate and unique events such as

“40 Shorts for 40 Men”

Key Points to Take AwayDo some market research to determine who your target

market is and how best to reach them

Determine the most important elements of your brand and the best ways to leveraged them

Develop a strategy with measurable points

Make sure whatever you do is relevant, ties in with your brand’s mesage and is delivered consistently

...now go conquer the world!Email: Saze.Osayande@gmail.com

Portfolio: www.SazeOsayande.carbonmade.comTumblr: www.SazeInspired.tumblr.com

Twitter: @TheSazeNeightor

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