This document discusses branding strategies for companies. It outlines two main options: umbrella/family branding, which involves selling multiple related products under a single brand, or product branding, which creates a separate identity for each product. Umbrella branding has benefits like reduced advertising costs and easier launches of new products. The document also discusses defining the brand identity, positioning, research, messaging, and consistency in getting the brand message out to customers.
2. DECIDE ON PRODUCT OR FAMILY BRANDING
Do you want:
• A family brand?
• A product brand?
3. UMBRELLA OR FAMILY BRANDING
• Involves selling many related products under a single
brand
• Benefits
• Extra brand creation not required
• Single spend on advertising (for all products)
• Dependent perception: The perception depends on the main
brand
• Easier launch of new products
• Better response to new products when compared to individual
branding
4. PRODUCT BRANDING
• Creates a separate identity for each product offered
• Makes most sense when a company sells items in very
different categories or to highly distinct target audiences
5. BRANDING DEFINITION
• Branding should both precede and underlie any tactical
marketing effort.
• Branding is not push, but pull. Branding is the
expression of the essential truth or value of an
organization, product, or service.
• Branding is communication of characteristics, values,
and attributes that clarify what this particular brand is
and is not.
A brand will help encourage someone to buy a product,
and it directly supports whatever sales or marketing
activities are in play,
but the brand does not explicitly say “buy me.”
Instead, it says “This is what I am. This is why I exist. If you
agree, if you like me, you can buy me, support me, and
recommend me to your friends.”
6. BEFORE YOU BEGIN
• Before you begin, define your competitive positioning
strategy
7. BRAND IDENTITY
• Includes a brand name, positioning statement, category
descriptor, organizational values, brand archetype, and
the brand’s key purchase factors with their tangible and
emotional benefits (brand associations.
• A good brand name gives a good first impression
• A good brand is easy to remember and evokes positive
associations with the brand
• A brand positioning statement tells in one sentence what
business the company is in, what benefits it provides,
and why it is better than the competition – 30 second
elevator pitch.
• The category descriptor lets your customers know what
“hook” to put your branding on in their mind.
8. DEFINING YOUR BRAND
A journey of business self-discovery
– difficult, time-consuming, and uncomfortable
– requires at the very least, the following answers:
• What is your company’s mission?
• What are the benefits and features of your product(s)
and/or service(s)?
• What do your customers and prospects already think of
your company? (be honest!)
• What qualities do you want them to associate with your
company?
9. DEFINING YOUR BRAND
Do your research.
• Learn the needs, habits and desires or your current and
prospective customers.
• Do not rely on what you think they think. KNOW what
they think.
• Check that this brand cannot be confused with other
existing brands
• I repeat – do your research!
10. GETTING THE WORD OUT
Some tips:
• Get a great logo. Place it everywhere.
• Write down your brand messaging.
• What are the key messages you want to communicate about your
brand?
• Every employee should be aware of your brand attributes
• Integrate your brand
• Brand extends into every aspect of your business – how you
answer the phones, what you and your salespeople wear on sales
calls, Your email signature, everything!
• Create a voice for your company that reflects your brand. (Is
your brand friendly, be conversational, Is it ritsy, be more
formal, etc.
• Develop a tagline – a memorable, meaningful, and concise
statement that captures the essence of your brand.
11. GETTING THE WORD OUT
More tips:
• Design templates and create brand standards for your
marketing materials
• Use the same color scheme, logo placement, look and feel
throughout.
• Be consistent and reasonable
• Be true to your brand
• Customers won’t return to you or refer you if you do not delver
on your brand’s promise
