11. Do you feel having a
solid brand for your
business is important?
Tuesday, January 17, 2012
12. Ask yourself these questions?
1. Who are you?
2. Who needs to know?
3. How will they find you?
4. Why should they care?
Tuesday, January 17, 2012
13. Unless you have compelling answers
to these questions, you’re not on your
way to having a distinctive brand.
Why? Because if you don't know who
you are then how can you expect
others to care.
Tuesday, January 17, 2012
14. Brands have three primary functions:
1. Navigation
Brands help consumers choose from a bewildering array of choices.
2. Reassurance
Brands communicate the intrinsic quality of the product or service
and reassure customers that they’ve made the right choice.
3. Engagement
Brands use distinctive imagery, language, and associations to
encourage customers to identify with the brand.
David Haigh, CEO, Brand Finance
Tuesday, January 17, 2012
15. On an average day consumers are
exposed to 6,000 advertisements
and, each year, to more than 25,000
new products. Brands help consumers
cut through the proliferation of
choices available in every product and
service category.
Scott M. Davis, Brand Asset Management
Tuesday, January 17, 2012
16. We continue to invest in our core
strengths. First, we don’t skimp on
understanding the consumer.
Second is innovation, and third is
branding. We’re delivering more
messages to our consumers.
A.G. Lafley, CEO, P&G
Tuesday, January 17, 2012
17. Branding Imperatives:
1. Acknowledge that we live in a branded world.
2. Seize every opportunity to position your
company in your customers’ minds.
3. Communicate a strong brand idea over and over
again.
4. Go beyond declaring a competitive advantage.
Demonstrate it!
Tuesday, January 17, 2012
18. 5. Understand the customers. Build on their
perceptions, preferences, dreams, values, and lifestyles.
6. Identify touchpoints – places in which customers
interface with your products of services.
7. Use brand identity to create sensory magnets to
attract and retain customers.
Tuesday, January 17, 2012
19. Brands have an array of TOUCHPOINTS:
Websites Newsletters Business Forms
Signage Packaging Exhibits
Proposals Emails Voicemails
Publications Web Banners Letterheads
Business Cards Billboards Ephemera
Vehicles Services Products
Employees Speeches Presentations
Networking Telephone Word of Mouth
Tradeshows Direct Mail Public Relations
Advertising Social Media Blogs
Sales Promotion Environments Experiences
* Each touchpoint is an opportunity to increase awareness
and build customer loyalty.
Tuesday, January 17, 2012
20. The 5 step PROCESS to
developing a solid brand
Tuesday, January 17, 2012
21. The brand development process
requires an extraordinary amount of
patience, an obsession with getting it
right, and an ability to synthesize vast
amounts of information.
No matter the size of the situation,
the process stays the same.
Tuesday, January 17, 2012
23. • Understand your organization - clarify the vision,
strategies, goals, target markets, culture and values
• Market research - qualitative & quantitative
• Usability testing - “live” experiences with a product
or service
• Marketing, competitive, messaging audits
• Audit readout - presentation of everything collected
during research phase
Tuesday, January 17, 2012
31. • Build synergy around the new brand
• Develop launch strategy and plan
• Develop standards and guidelines
• Launch internally first
• Launch externally
• Nurture brand champions
• Treat it like a living/breathing organism
Tuesday, January 17, 2012
32. I leave you with this thought:
Brands are intangible assets
and account for, on average,
75% of the value of a company.
Tuesday, January 17, 2012
