The document discusses how to build a powerful and profitable brand. It states that brands are belief systems that must appeal to both the head and heart. It emphasizes the importance of uniqueness, frequency, and consistency in developing brand identity and equity according to formulas provided. Strong brands provide competitive advantages like allowing premium pricing and increasing customer loyalty and retention, aiding profitability. The document also provides a 3-minute exercise to define the core aspects of a brand.
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Building A Profitable Brand In A Recessionary Economy
1. Building a Powerful and Profitable Brand David Heitman | 303.665.8101 | [email_address]
2. Definition of branding Why branding is important Building a compelling brand David Heitman | 303.665.8101 | [email_address]
3. Branding applies to individuals within an organization just as much as companies with their customers. David Heitman | 303.665.8101 | [email_address]
4. First, It’s Not About the Logo… Brands are not simply logos or taglines or cool ads . Those are the outward results of the effort to build a brand in the marketplace, but they are not the brand itself. And it’s definitely NOT just about having a Twitter page… David Heitman | 303.665.8101 | [email_address]
6. Brands—simply stated—are belief systems . In a recessionary economy, people are looking for products, services and companies they can believe in. David Heitman | 303.665.8101 | [email_address]
9. Brand Identity Formula: Uniqueness + Frequency + Consistency David Heitman | 303.665.8101 | [email_address]
10. Brand Equity Formula: Uniqueness + Frequency + Consistency + Client Experiences David Heitman | 303.665.8101 | [email_address]
11. Brand Identity Intangibles: What words, thoughts, emotions, mental pictures does your brand evoke? Does your brand have an interesting compelling story? Does your brand invite comparisons with other interesting brands? Do current projects, customer testimonials, outcomes validate your brand? David Heitman | 303.665.8101 | [email_address]
12. Uniqueness Clear differentiation that holds to one concept and leaves the remaining territory to competitors. A niche. David Heitman | 303.665.8101 | [email_address]
13. Frequency The more the better. Busy, distracted people need to hear your message more than once. Can be the most expensive part of branding if advertising is required for your marketing mix. David Heitman | 303.665.8101 | [email_address]
14. Consistency Even if you’re bored with your image, others probably aren’t. Measure twice. Cut once. But then stick with the brand. David Heitman | 303.665.8101 | [email_address]
15. Keep it Simple. Simple Sells. David Heitman | 303.665.8101 | [email_address]
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18. Why A Strong Brand is Crucial to Profitability Provides a competitive edge when pitching new business David Heitman | 303.665.8101 | [email_address]
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27. The 3-Minute Brand Building Exercise David Heitman | 303.665.8101 | [email_address]
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36. Building a Powerful and Profitable Brand David Heitman | 303.665.8101 | [email_address]
Notas do Editor
Though you’ve never met any of these men, you have well-defined beliefs about each of them.
Even large business decisions are rife with emotion
Though you’ve never met any of these men, you have well-defined beliefs about each of them.
Though you’ve never met any of these men, you have well-defined beliefs about each of them.
Though you’ve never met any of these men, you have well-defined beliefs about each of them.
Though you’ve never met any of these men, you have well-defined beliefs about each of them.
Though you’ve never met any of these men, you have well-defined beliefs about each of them.
Though you’ve never met any of these men, you have well-defined beliefs about each of them.
Though you’ve never met any of these men, you have well-defined beliefs about each of them.
Though you’ve never met any of these men, you have well-defined beliefs about each of them.
Though you’ve never met any of these men, you have well-defined beliefs about each of them.
We talk bout employee empowerment, and how frustrating it is for customer and employee alike when they are not empowered. What if you could tell every employee, this is what our brand is about…any customer care that aligns with that brand is OK
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