Branding Part 1
…”your brand is your promise to your
customer. It tells them what they can
expect from your products and services,
and it differentiates your offering from that
of your competitors. Your brand is derived
from who you are, who you want to be and
who people perceive you to be.”
Source:
http://www.entrepreneur.com/encyclopedia/term/82248.html#
Definition of Branding

Get a great logo. Place it everywhere.

Write down your brand messaging.
What are the key messages you want to
communicate about your brand? Every
employee should be aware of your brand
attributes.


•
Develop a tagline. Write a
memorable, meaningful and concise
statement that captures the essence
of your brand

Design templates and create
brand standards for your
marketing materials. Use the same
color scheme, logo placement, look
and feel throughout. You don't need
to be fancy, just consistent.

Be true to your brand. Customers
won't return to you--or refer you to
someone else--if you don't deliver on
your brand promise.

Be consistent. This tip involves all
the above and is the most important
tip on this list. If you can't
Integrate your brand. Branding extends
to every aspect of your business--how you
answer your phones, what you or your
salespeople wear on sales calls, your email signature, everything.
Create a "voice" for your company
that reflects your brand. This voice
should be applied to all written
communication and incorporated in the
visual imagery of all materials, online and
off. Is your brand friendly? Be
conversational. Is it ritzy? Be more
formal. You get the gist.
Developing your brand
Put Apple to the
test…
iMac
iPod
iPhone
iPad
iTunes
How well does it do with the
following?
•
•
•
•
•
•
•
logo
tagline(s)
integrated marketing
consistency
employee know key
messages
consistent design
be true to your brand—meet the
promises

Consider:
◦ Would a desk clerk at a Motel 6 and a Ritz
Carlton be wearing the same clothes?
◦ A Honda and a Ferrari salesperson?
Every aspect of the business should reflect the
brand image the company wants to
communicate.
Red Bull It was founded by an Austrian named
Dietrich Mateschitz.
He insists that this is a drink that, quote,
"improves performance," whatever that
actually means. And in making that insistence,
he put a premium price on it.
He's a branding guy at the core and you can
tell that from the whole trajectory of Red Bull.
You know, yesterday's jump is just a 25-year
culmination of a brand image that is in its
success is unrivaled in recent memory. It's not
one of the world's great brands.
A
Red Bull Historic Jump
Unmistakable on Baumgartner's helmet, his
pressurized suit and his parachute, the Red
Bull name and logo. This was the Red Bull
stratos-mission, seven years in the making and
just the latest splashiest venture for the
energy drink company that's taken branding
and sponsorship of extreme sports to bold new
levels.
Red Bull 2014
Red Bull 2009
Ranking the Brands
2014 Millward Brown Top Brands
“Millward Brown's brand valuation analyses
provide strong evidence of the importance of
branding for business leaders. Brand is about
reputation. A brand generates trust for a
company, for its products, and for its services.
The brands mentioned in the BrandZ top 100
list are the world's most trusted brands.”
financial value
+ ability to create brand loyalty
= BRAND VALUE
“Brand equity is that incremental value that
accrues to a product when it is branded.”
How much more will a customer pay to get the
brand when a similar product is the same but
doesn’t have the brand name? “twins” except for
the branding
Example: Geo-Prizm & Toyota Corolla
*Source: http://www.gsb.stanford.edu/news/research/mktg_srinivasan_brandequity.shtml
Brand awareness
Attributes (features)
Cachet/Prestige
Which one is most valuable?
3 Sources of Brand Equity
Srinivasan found:
1.
2.
3.
awareness-“getting the brand to pop up in
consumers’ minds”
Cachet-image, prestige
Attributes
“But greater awareness of your brand is the major
component driving brand equity.”
Purpose of study: helps evaluate alternative branding
and marketing strategies
*Source: http://www.gsb.stanford.edu/news/research/mktg_srinivasan_brandequity.shtml
Findings
“At its very core, marketing is storytelling. The
best advertising campaigns take us on an
emotional journey—appealing to our wants,
needs and desires—while at the same time
telling us about a product or service.”
* Source: “Brand Storytelling: Connecting With Your Audience” http://www.fastcompony.com/blog/melinda-partin/worktank/brand-storytelling-connecting-your-audience
iPhone (haircut)
http://www.youtube.com/watch?v=E2hfUsOqvmo
Happy Grad (SuperBowl ad)
http://www.youtube.com/watch?v=GTnlQooZjXA
Axe Peace
Doritos
Budweiser
“You must understand how your brand
emotionally resonates with customers and then
position your message in the right place to tell
the right story at just the right time.”
*Source: “Brand Storytelling: Connecting With Your Audience” http://www.fastcompony.com/blog/melinda-partin/worktank/brand-storytelling-connecting-your-audience
Boeing Storytelling (B-B)
http://www.boeing.com/stories/videos/vid_20_echo_ranger.html
Intuit Storytelling (B-B) BLOG
BEST Corporate Storytelling
Customer transitions from:
Awareness—consumers are aware of the product
Trial—consumers try the product
Advocacy—consumers convince others about the value
use of the product or service
part of the users’ personal story
*Source: “Brand Storytelling: Connecting With Your Audience” http://www.fastcompony.com/blog/melindapartin/work-tank/brand-storytelling-connecting-your-audience
Goal of Brand Storytelling
“To be a successful brand storyteller, you must
first understand how your brand’s products and
services meet a customer’s emotional needs.”
“Even Business-to-business products and
services fulfill emotional needs: I will get
promoted. I won’t get fired. I’ll be a hero if this
works.”
*Source: “Brand Storytelling: Connecting With Your Audience” http://www.fastcompony.com/blog/melindapartin/work-tank/brand-storytelling-connecting-your-audience