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Lets ‘Talk Story’ About Branding


       WavenDean Fernandes
       W      D     F    d
              Principal
    Mana Brand Marketing & Design
    Mana Brand Marketing & Design
Why Do Branding?
Components Of Business Success
Components Of Business Success
    WHAT: Actual Product & Services you offer
•
    WHO: People and Staff
•
    WHERE: you offer it
•
     – Physical and Online
        Physical and Online
    HOW: you offer it
•
     – Customer service
     – Conflict resolution
     – Presentation and Packaging
                        d    k
     – Value structure (Cost, pricing)
    WHEN: seasonality?
•
    WHY: Brand
•
    OTHER
•
     – Capitalization and Financials
     – Legal
     – Sales and Business development
     – Branding
     – Marketing 
     – Advertising
     – Public Relations
Why Do Branding?
    WHY: BRAND
•

    BRANDING
•
     – Create Awareness
       Create Awareness
     – Attract consideration
     – Foster Seduction
     – Motivate Action
     – Reduce Risk
     – Reinforce Behavior over time
Definitions

     Excerpt from a recent interview on CNN 
             f

Wolf Blitzer: quot;Where is the best place for people to 
                 invest right now?quot;

 Bill Gates: quot;People should invest in themselves.quot; 
Definitions
Brand = 
Bd
• Product or Manufacturer – a name, usually a trademark, of a product or 
   manufacturer, or the product identified by this name.
• Recognizable type of something a distinctive type of something (an unusual
   Recognizable type of something – a distinctive type of something (an unusual 
   brand of humor).
• Mark burned on an animal – a mark burned into the hide of a range animal to 
   identity it as the property of a particular ranch, farm or owner.
          y           pp y          p               ,
• Mark on criminal or enslaved person – a mark made on the skin of a criminal or a 
   slave, especially to identify the owner.
• A sign or mark of disgrace, infamy or notoriety.

Logo = 
• The design of an emblem, symbol, sign, badge, insignia used by an organization, 
   company and business on its business cards, letterhead, advertising and marketing 
   materials by which the organization, company and business can be easily 
   recognized.
Definitions
Identity =
Id tit
• What identifies somebody or something. The name or essential character that 
   identifies someone or something.
• Essential self The set of characteristics that somebody recognizes as belonging
   Essential self. The set of characteristics that somebody recognizes as belonging 
   uniquely to himself / herself and constituting his / her individual personality or 
   approach for life.
• Individuality y
• Uniqueness
• Distinctiveness
• Characteristics
• Self
• Character
• Personality y
Definitions
Branding =
B di
• The use of advertising, distinctive design, and other means to make consumers / 
   customers associate a specific product with a specific manufacturer or company. 
   Make an indelible impression on somebody, way to describe or label somebody or 
   Make an indelible impression on somebody, way to describe or label somebody or
   something. To mark an animal hide or skin with a hot iron, especially as a means of 
   identification.

Marketing = 
• Selling of product or services. The business activity of presenting products or 
  services in such a way as to make them more desirable to consumers / customers.
• The act or process of making a product, service, cause, or organization more 
  widely known or more successful.

Advertising =
 d
• Public promotion of something. The public promotion of something such as a 
   product, service, business, or event in order to attract or increase interest in it.
Definitions
Promotion =
P     ti
• Encouragement for activity. Encouragement of the growth or development of 
   something. 
• Advancement in position An advancement to a more senior job or a higher rank
   Advancement in position. An advancement to a more senior job or a higher rank, 
   grade or position.

Brand Identity 
Brand Identity = 
• Same as definitions for Brand.

“Brandality”  = brand personality
 Brandality = brand personality
Lets ‘Talk Story’ About Branding Basics
General Recommendations For Creating Brand Impact
                               Goal: Sustain and Enhance brand
                               experience for both customers and
                               internal staff / employees, partners,
                               suppliers. Must involve your
                               suppliers Must involve your
                               business brand eco‐system to be
                               successful.
                                     Consistent and Appropriate
                                                      pp p
                               •
                                     Brand Expression across ALL 
                                     RELEVANT physical and digital 
                                     customer / prospect ‘touch‐
                                     p
                                     points’.
                                     Create and Execute your brand 
                               •
                                     marketing with quality Design, 
                                     Messaging, Printing, Experience.
                                     Leverage all the different tools 
                                     Leverage all the different tools
                               •
                                     and assets available to you for 
                                     both Physical and Digital 
                                     marketing.
WavenDean Fernandes of Mana Brand Marketing & Design
  Twenty Five years of experience in Branding, Marketing, Design, Interactive Media

Branding firms I have worked for:     Brands that I have worked with:
MAHALO

       WavenDean Fernandes
             Principal
          Cell: 345‐0734
WavenDean@ManaBrandMarketing.com
W    D   @M B dM k ti

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Lets ‘Talk Story’ About Branding Basics

  • 1. Lets ‘Talk Story’ About Branding WavenDean Fernandes W D F d Principal Mana Brand Marketing & Design Mana Brand Marketing & Design
  • 2. Why Do Branding? Components Of Business Success Components Of Business Success WHAT: Actual Product & Services you offer • WHO: People and Staff • WHERE: you offer it • – Physical and Online Physical and Online HOW: you offer it • – Customer service – Conflict resolution – Presentation and Packaging d k – Value structure (Cost, pricing) WHEN: seasonality? • WHY: Brand • OTHER • – Capitalization and Financials – Legal – Sales and Business development – Branding – Marketing  – Advertising – Public Relations
  • 3. Why Do Branding? WHY: BRAND • BRANDING • – Create Awareness Create Awareness – Attract consideration – Foster Seduction – Motivate Action – Reduce Risk – Reinforce Behavior over time
  • 4. Definitions Excerpt from a recent interview on CNN  f Wolf Blitzer: quot;Where is the best place for people to  invest right now?quot; Bill Gates: quot;People should invest in themselves.quot; 
  • 5. Definitions Brand =  Bd • Product or Manufacturer – a name, usually a trademark, of a product or  manufacturer, or the product identified by this name. • Recognizable type of something a distinctive type of something (an unusual Recognizable type of something – a distinctive type of something (an unusual  brand of humor). • Mark burned on an animal – a mark burned into the hide of a range animal to  identity it as the property of a particular ranch, farm or owner. y pp y p , • Mark on criminal or enslaved person – a mark made on the skin of a criminal or a  slave, especially to identify the owner. • A sign or mark of disgrace, infamy or notoriety. Logo =  • The design of an emblem, symbol, sign, badge, insignia used by an organization,  company and business on its business cards, letterhead, advertising and marketing  materials by which the organization, company and business can be easily  recognized.
  • 6. Definitions Identity = Id tit • What identifies somebody or something. The name or essential character that  identifies someone or something. • Essential self The set of characteristics that somebody recognizes as belonging Essential self. The set of characteristics that somebody recognizes as belonging  uniquely to himself / herself and constituting his / her individual personality or  approach for life. • Individuality y • Uniqueness • Distinctiveness • Characteristics • Self • Character • Personality y
  • 7. Definitions Branding = B di • The use of advertising, distinctive design, and other means to make consumers /  customers associate a specific product with a specific manufacturer or company.  Make an indelible impression on somebody, way to describe or label somebody or  Make an indelible impression on somebody, way to describe or label somebody or something. To mark an animal hide or skin with a hot iron, especially as a means of  identification. Marketing =  • Selling of product or services. The business activity of presenting products or  services in such a way as to make them more desirable to consumers / customers. • The act or process of making a product, service, cause, or organization more  widely known or more successful. Advertising = d • Public promotion of something. The public promotion of something such as a  product, service, business, or event in order to attract or increase interest in it.
  • 8. Definitions Promotion = P ti • Encouragement for activity. Encouragement of the growth or development of  something.  • Advancement in position An advancement to a more senior job or a higher rank Advancement in position. An advancement to a more senior job or a higher rank,  grade or position. Brand Identity  Brand Identity =  • Same as definitions for Brand. “Brandality”  = brand personality Brandality = brand personality
  • 10. General Recommendations For Creating Brand Impact Goal: Sustain and Enhance brand experience for both customers and internal staff / employees, partners, suppliers. Must involve your suppliers Must involve your business brand eco‐system to be successful. Consistent and Appropriate pp p • Brand Expression across ALL  RELEVANT physical and digital  customer / prospect ‘touch‐ p points’. Create and Execute your brand  • marketing with quality Design,  Messaging, Printing, Experience. Leverage all the different tools  Leverage all the different tools • and assets available to you for  both Physical and Digital  marketing.
  • 12. MAHALO WavenDean Fernandes Principal Cell: 345‐0734 WavenDean@ManaBrandMarketing.com W D @M B dM k ti