Brands are much more than logos
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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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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Strengthens the impact of all messages
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Paves the way for new customer relationships
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Provides employees with a greater sense of commitment
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It’s essential to your success in the marketplace
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No business is too small and no product too generic to
develop a brand identity
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Brand Promise-The single most important thing your
organization promises to deliver every time
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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
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Brand Position-description of your organization
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Brand Name-name, tagline, logo
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Brand Personality-what you want your brand to be known
for (fun, serious,magical,forceful,imaginative, etc.)
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Brand Tone-edgy, humorous, conservative, subtle
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Brand Associations-colors, taglines, images, fonts,
uniforms, signage, equipment, etc.
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Brochures
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Print and e-newsletters
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Website, Screen savers
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Events
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Banner ads
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Print ads
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Public relations
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Direct Mail
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Flyers and posters
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Transit media
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Power point presentations
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Exhibit booth/signage
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CD/multimedia
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

The value of the world’s top 250 brands
amounts to $2,179,000,000,000 (Brand
Finance)

Coca-Cola, the world’s 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 company’s
value - 84% (Brand Finance)
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Do not make decisions by committee
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Keep brand consistent internally and externally

Don’t rush the process-make sure you have enough time budgeted

Give the brand time to work
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Create a brand style guide and give to every employee
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Refresh/update brand after a few years
 Strengthens
employees loyalty
 Attracts clients/customers
 Keeps current relationships strong
 Builds confidence
 Builds feelings of security and trust
 Creates a memorable, positive experience
A couple of do’s and don’t do’s!
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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Now that you have solid messaging, it’s time
to create.
 Consistency
 Repetition,
is the #1 rule
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?