All brand names mentioned and included in this presentation are registered trademarks of their respective owners. Their inclusion
inclusion in this presentation is only for the purpose of criticism,
analysis and illustration for academic learning only. The brands
brands named are by no means connected to The Red Shoe Biz Woman and the work of my own company.
Branding isn’t about...
Logos
Colours
Straplines
Adverts
Corporate identity
Web sites
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Packaging
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Marketing materials
Branding is how you make your
customers feel before, during and
after purchasing.
It’s the:
The personality of your business
A way of building trust
The formation of a relationship based on a connection, a
feeling or an emotion
Definition
Branding:
Verb (action or doing word)
To label or mark with as if
with a brand
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©Paul Townsend@flickr
“The art of marketing is the art of brand building.
If you are not a brand, you are a commodity.
Then price is everything and the low-cost
producer is the only winner”.
Philip Kotler, Kellogg
The Many Faces of Disney
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Closed Back in Ten Minutes
Emotions in Decision Making
Information
Slow analysis
decision making
Rapid analysis
decision making
Evaluative process
of data based on
reasoning,
memories and
experience
Sensory data
intuition or gut
decisions from
feelings and
emotions
Decisions
Repelling Emotions
Your brand doesn’t get me
I don’t feel your brand will
help me with x.y.z
Your brand has irritated me
or made me feel stupid for
stupidly for trusting it
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Driving Emotions
I want to be connected
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to your brand
help with x.y.z
Your brand connects
with my emotions
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I feel your brand will
Consistent Messages
COMMUNICATION
PEOPLE
BR
…Embodies all you do
Remember
Keep your brand:
Simple
Relevant
Honest
Consistent
Love your brand
Have fun
Don’t try to copy
Contact
www.rebeccajones.biz
@redshoebizwoman
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