Branding webinar slides version 2

1. Know-How Now
Business Success Webinar Series.
sponsored by:
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.
presented by the:

2. Stuck in No-Brand Land?
Amy Lyden
Ambassador,
Australian Businesswomen’s Network

3. Stuck in No-Brand Land?
Fiona De Zotti
Australian Businesswomen’s Network

4. Stuck in No-Brand Land?
Cheryl Hayman
Hayman Strategy

5. Stuck in No-Brand Land?
Leanne Griffiths
Griffin Theatre Company

6. Stuck in No-Brand Land?
The Roots of the Challenge
How much of your time and effort do you spend
thinking about your brand?
• 10-20%
• 20-40%
• 40-60%
• 60-100%

7. Stuck in No-Brand Land?
The Roots of the Challenge
Do you consider every business action you take for its
impact and relevance on your brand?
• Yes always
• No never
• Sometimes (50-60% of the time)
• Occasionally (20-30% of the time)

8. Stuck in No-Brand Land?
The Brand Building Summit
Commit
Devise Preferred
Strategic Trend
Options
Evaluate Options to Address Trends
Includes differentiation and brand attributes
Examine all Relevant Trends,
Dynamics, Attributes
Choose your Marketplace

9. Stuck in No-Brand Land?
Importance of Customer Insights
Remember, brands are not built by Marketers…
Brands are built in the consumers mind.

10. Stuck in No-Brand Land?
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.

11. Stuck in No-Brand Land?
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?

12. Stuck in No-Brand Land?
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?

13. Stuck in No-Brand Land?
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?

14. Stuck in No-Brand Land?
The Ultimate Business Goal
Build Strong, Successful, Lasting Brands
• Brand Differentiation
• Brand Positioning

15. Stuck in No-Brand Land?
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 consumerʼs 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.

16. Stuck in No-Brand Land?
Brand Differentiation - Tips
Helpful thought-prompts:
• How itʼs made eg: Sony = Trinitron; Nescafe = 43 beans
• Heritage: history and trust
• Being the ʻfirstʼ: innovators
• Being the ʻlatestʼ: contemporary
• Being No. 1
• Breadth of line
• Specialty

17. Stuck in No-Brand Land?
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.

18. Stuck in No-Brand Land?
Brand Positioning Development

19. Stuck in No-Brand Land?
Brand Identity Elements
• Brand Name
• Logo
• Tagline
• Personality
• Design System

20. Stuck in No-Brand Land?
Case Study
Virgin Blue Airline
Evolving the brand from ‘low cost’ to a ‘new world
carrier’

21. Stuck in No-Brand Land?
Case Study
When you think of Virgin Blue Airlines
what is the first things that come to
mind?
Eg; Holidays? Richard Branson?

22. Stuck in No-Brand Land?
Case Study
• History of Virgin Blue
• Branding vision
• Marketing plan
• Competition forced changes

23. Stuck in No-Brand Land?
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

24. Stuck in No-Brand Land?
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.

25. Stuck in No-Brand Land?
What worked
• Sponsoring and networking at high profile
industry events – brand awareness
• Partnering and sponsoring with quality brands –
brand association

26. Stuck in No-Brand Land?
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.

27. Stuck in No-Brand Land?
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

28. Stuck in No-Brand Land?
Case Study

29. Stuck in No-Brand Land?
Case Study

30. Stuck in No-Brand Land?
Case Study

31. Know-How Now
Business Success Webinar Series.
sponsored by:
National - 3 September 2008
Raising Capital
and 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.
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32. Belonging has Benefits
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33. MentorNet
Grow Your Business with the Help of a Mentor.
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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34. Know-How Now! the Online Community
Stuck in No-Brand Land?
What’s Next?
• Join the the Know-How Now! Community
• Start a discussion
• Participate
• Network
Thank you!
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