1. Brand:
What
it
is
and
why
it
matters.
Howard
University
September
7,
2016
2. “LOVE
AND
TRUST.
In
the
space
between
what’s
said
and
what’s
heard
in
our
life,
can
make
all
the
difference
in
the
world.”
-‐ Mister
Rogers
(yes,
from
the
Neighborhood)
a start
context
what
it
is
why
it
matters
how
to
do
it
a promise
4. But
what
about
the
logo?
The
color?
The
tagline?
a start
context
what
it
is
why
it
matters
how
to
do
it
a promise
crux
of
a
brand
• Identifies
your
unique
role
in
the
marketplace
• Provides
the
underpinnings
of
your
actions
• Ultimately
ladders
up
to
your
promise
to
consumers
5. Your
brand
is
not
just
a
name,
logo,
color,
or
tagline,
it
encapsulates
all
that
you
are
and
defines
your
place
in
the
world.
A
powerful
brand
has
a
world
view,
a
belief
system,
a
purpose,
and
a
reason
for
being
that
defines
not
just
how
it
communicates
but
how
it
behaves
in
all
contexts.
a start
context
what
it
is
why
it
matters
how
to
do
it
a promise
understanding
who
you
are
6. a start
context
what
it
is
why
it
matters
how
to
do
it
a promise
key
components
of
a
brand
Foundation
Visuals Voice
Visuals
and
voice
are
the
two
most
obvious
ways
in
which
brand
comes
to
life.
But
a
strong
brand
foundation
drives
product
development,
customer
service,
business
process,
corporate
culture,
and
employee
training.
7. Ensures
all
actions
consistently
deliver
on
a
promise
that
is
unique
and
meaningful
to
consumers.
Builds
a
strong
and
lasting
relationship
with
consumers
–creating
brand
love.
Consumers
who
love
you
buy
first,
stay
loyal
to,
advocate
for,
and
defend
you
–in
short,
they
work
for
the
brand.
With
its
focus
on
building
long-‐term
relationships,
brand
is
the
organizing
force
for
maximizing
ROI
on
advertising
and
communications
spend.
a start
context
what
it
is
why
it
matters
how
to
do
it
a promise
why
it
matters
8. Establish
how
company
will
represent
itself
and
its
products
or
services
to
target
audiences.
Identify
how
to
tap
into
emotional
and
practical
needs
of
target
customers
in
order
to
deepen
relationships
and
build
brand
loyalty.
Build
emotional
and
human
underpinnings
of
the
brand
–what
does
it
laugh
at,
cry
over,
what
tone
of
voice
would
it
use.
Support
creation
of
brand
drivers
such
as
visual
identity,
voice
and
organizational
culture.
a start
context
what
it
is
why
it
matters
how
to
do
it
a promise
the
goals
9. Start
by
developing
a
foundation
that
goes
beyond
messaging
or
activations
and
gets
to
the
question
of
why
you
exist.
A
strong
foundation
inspires
strategies
that
get
people
coming
back,
creating
a
business
case
for
ongoing
engagement
with
the
brand.
Many
approaches
to
developing
brand
foundations
exists:
§ brand
pyramids
§ archetypes
§ golden
circle
a start
context
what
it
is
why
it
matters
how
to
do
it
a promise
approach
10. a start
context
what
it
is
why
it
matters
how
to
do
it
a promise
the
brand
pyramid
Brand Persona
Brand ValuesEmotional Benefits
Functional Attributes
Reasons to Believe
Brand Promise
11. a start
context
what
it
is
why
it
matters
how
to
do
it
a promise
defining
who
you
are
Brand Persona
The personality of the brand expressed
in human characteristics that come to
life through messaging, packaging,
marketing, etc.
Brand Values
The core beliefs that are
important to the brand, that can
be showcased through the
brands process and products.
Emotional Benefits
Functional Attributes
Reasons to Believe
Brand Promise
12. a start
context
what
it
is
why
it
matters
how
to
do
it
a promise
the
unique
benefits
you
provide
Brand Persona
Brand Values
Emotional Benefits
The intangible benefits the
consumer experiences with your
product or service. The challenge
the consumer faces that product or
service resolves.
Functional Attributes
The tangible benefits the
consumer experiences with
your product or service.
Reasons to Believe
Brand Promise
13. a start
context
what
it
is
why
it
matters
how
to
do
it
a promise
defining
what
you
stand
for
Brand Persona
Brand ValuesEmotional Benefits
Functional Attributes
Reasons to Believe
Proof points on why and how the
brand delivers on the brand
promise.
Brand Promise
14. a promise
is…
a
positioning
statement
of
what
the
brand
will
consistently
deliver
and
why
it
matters
to
consumers
how
consumers
might
describe
the
essential
value
of
or
experience
with
the
brand
a
brand
is
a
promise
to
consumers
that
matters
greatly
to
your
target
customer,
is
uniquely
yours,
and
is
honored
without
fail.
a start
context
what
it
is
why
it
matters
how
to
do
it
a
promise
a promise
