This document provides an overview of brand strategy and branding. It discusses the history and evolution of branding from ancient times to the modern era. Key elements of modern brands are explained, including brand personality, voice, and tone. Branding is defined as using names, symbols, and other elements to identify and differentiate a company. The importance of branding is that it promotes recognition, differentiation, employee direction, inspiration, and business value through trust. The branding process involves defining a company's culture and unique value proposition. Digital branding techniques include targeted SEO content, online community outreach, brand books, and testing. Overall consistency is emphasized as important for branding.

1. BRAND
STRATEGY 101
Zoomin’ Outta the 70’s

2. WHAT IS A
BRAND?

3. Brand: (n) Any name, term, symbol
or other element that a company is
identified through.

4. But it’s oh so much more.

5. Old Norse: “BRANDR”
Meaning: “burning”
You’re not just simply branding your company. Nah, you’re burning your message into
consumer’s minds.
HOW WE GOT TO MODERN DAY BRANDING

6. 4th century: oldest circulating brand created: Chyawanprash herbal paste.
5th century: Postclassical era brings rise of seals, emblems, flags, nationality.
13th century: Italians create “Watermarks” on paper to distinguish authors.
15th century: Livestock, prisoners + slaves are branded with hot irons.
19th century: Labels on barrels of booze shipped through water vessels develop “trademarks”.
20th century: Industrialization, mass production + mass media give us what we now know as the
modern day brand.
21st century: Internet marketing becomes major advancement in the marketing mix.
HOW WE GOT TO MODERN DAY BRANDING

7. ELEMENTS OF
THE MODERN
BRAND

8. Brand Personality
A customer is more likely to purchase from a brand if it’s
personality is similar to their own.
“[The study] suggests that if consumers perceive a brand with sincere, competent, exciting, and sophisticated
personality characteristics, then they will be more likely to be satisfied. In addition, the dimension of sincerity is
found to have the largest impact on consumer satisfaction than any other three dimensions.”
-- Kem Zhang, Effect of Brand Personality on Brand Loyalty in Companies’ Microblogs
ELEMENTS OF THE MODERN BRAND

9. Brand Voice + Tone
“Hey, Kanye!”
or.. “Dear, Mr. West,”
How do we want to speak to our customers + in what capacity?
Who are we talking to? (Clients, prospects, partners, internally)
How are we talking to them? (Website, newsletter, blog, ad, social)
ELEMENTS OF THE MODERN BRAND

10. WHAT IS
BRANDING?

11. James Walter Thompson in 1900 offered trademark advertising.
This gave momentum for companies to develop brand identities.
Slogans, mascots, taglines, audience segmentation, jingles start to be seen + heard.
1940’s + 50s’, brands develop psychological, physiological and sociological ad strategies.
WHAT IS BRANDING?

12. Branding Promotes Recognition
Branding Differentiates Us From Our Competition
Branding Gives Employees A Clear Direction + Strategy
Branding Creates Inspiration + a “Gut Feeling”
Branding Provides Business Value through Trust
above all...
WHY IS THE BRANDING PROCESS IMPORTANT?

13. Define + Refine Your Cultural Focus. Ask Yourself These Questions:
Who are we?
What adjectives define us?
What makes us different?
Who are we not?
What unique value do we offer?
Why will clients choose us?
What are our weaknesses?
mark ideas on whiteboard.
WHAT IS THE BRANDING PROCESS?

14. DIGITAL
BRANDING
TECHNIQUES

15. Segment Your Audience with Targeted SEO Content.
Reach Out to Online Communities via forums, social and blogs.
Create a Brand Book.
Test using A/B and CTR
DIGITAL BRANDING TECHNIQUES

16. ABOVE ALL
BE CONSISTENT