Branding as AN Asset

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Branding as AN Asset
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What IT is NOT A LOGO
Brands are much more than logos
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What A BRAND IS

• A brand is a promise.
• A promise to achieve certain results, deliver a
  certain experience, or act in a certain way.
• A promise that is conveyed by everything people
  see, hear, touch, taste or smell about your
  business.

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What is Brand Identity?

• A promise that gets kept consistently
• Defines your organization
• It creates a personality and a life for your
  products/services
• A unique and consistent look, feel, tone and
  voice for all communications
• Conveys-at a-glance the distinctive attributes of
  your organization
• Over time, it builds awareness of and an attitude
  towards your organization

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What is Brand Identity?

• Strengthens the impact of all messages
• Paves the way for new customer relationships
• Provides employees with a greater sense of
  commitment
• Its essential to your success in the marketplace
• No business is too small and no product too
  generic to develop a brand identity

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Key Brand Elements

• Brand Promise-The single most important thing
  your organization promises to deliver every time
• Brand Story-Your organizational history and how
  it adds value to the brand, highlights how your
  products and services grew from that background
  and how your methodology impacts what you offer
• Brand Position-description of your organization
• Brand Name-name, tagline, logo
• Brand Personality-what you want your brand to be
  known for (fun, serious,magical,forceful,imaginati
  ve, etc.)
• Brand Tone-edgy, humorous, conservative, subtle
• Brand Associations-colors, taglines, images,
  fonts, uniforms, signage, equipment, etc.

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Marketing Vehicles

• Brochures
• Print and e-newsletters
• Website, Screen savers
• Events
• Banner ads
• Print ads
• Public relations
• Direct Mail
• Flyers and posters
• Transit media
• Power point presentations
• Exhibit booth/signage
• CD/multimedia
• Facilities

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What A Brand Means
In 'blind' taste tests, people prefer the taste
of Pepsi over the taste of Coke. However, if the
test is not 'blind' and the tasters know which
beverage is which, they prefer the taste of Coke
over Pepsi! That is the emotional power of a
brand. The Coca-Cola brand has the power to
actually change an individual's taste!
Coca-cola is the no.1 brand in the world. The
first shape that was registered is the coca cola
bottle
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HOW MUCH ARE THEY WORTH

• The value of the worlds top 250 brands amounts
  to 2,179,000,000,000 (Brand Finance)
• Coca-Cola, the worlds most valuable brand, has a
  brand value of 43,146,000,000 (Brand Finance)
• The Nike brand makes the most valuable
  contribution to its parent companys value - 84
  (Brand Finance)

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Keys to building successful brands

• Do not make decisions by committee
• Keep brand consistent internally and externally
• Dont rush the process-make sure you have enough
  time budgeted
• Give the brand time to work
• Create a brand style guide and give to every
  employee
• Refresh/update brand after a few years

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What a good brand does

• Strengthens employees loyalty
• Attracts clients/customers
• Keeps current relationships strong
• Builds confidence
• Builds feelings of security and trust
• Creates a memorable, positive experience

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What DO YOU DO

• A couple of dos and dont dos!
• Develop a brand strategy
• Have company buy-in
• Get a brand plan
• Make sure the product/service fits the brand
  value
• Make sure you can deliver
• Integrate brand communications
• Be consistent across everything
• Protect where you can !!!

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Time to create!

• Now that you have solid messaging, its time to
  create.
• Consistency is the 1 rule
• Repetition, repetition, repetition
• Did you know it takes 7-9 times of being exposed
  to your company name for a potential client to
  remember it?
• We get exposed to over 4000 messages a day. How
  can you break through that clutter?