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BASICS OF BRANDING

BASICS OF BRANDING. F I R S T. A brand is not a logo. S E C O N D. A brand is not an identity. F I N A L L Y. A brand is not a product. A BRAND IS A PERSON’S GUT FEELING ABOUT A PRODUCT, SERVICE, OR ORGANIZATION. IT’S NOT WHAT YOU SAY IT IS. IT’S WHAT THEY SAY IT IS.

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BASICS OF BRANDING

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  1. BASICS OF BRANDING

  2. FIRST A brand is not a logo.

  3. SECOND A brand is not an identity.

  4. FINALLY A brand is not a product.

  5. A BRAND IS A PERSON’S GUT FEELING ABOUT A PRODUCT, SERVICE, OR ORGANIZATION.

  6. IT’S NOT WHAT YOU SAY IT IS.

  7. IT’S WHAT THEY SAY IT IS.

  8. People have too many choices and too little time. 1 Information overkill. 2 We tend to base our buying choices on trust. 3 WHY IS BRANDING SO IMPORTANT?

  9. D 1,294,000 Brands registered(Thomson CompuMark June 2006) 3,500Advertising messages per Day 29,55 Mrd. Euro Advertising spending (2005) USA From 8,400 magazines in 1960 to 12,000 today From 440 Radiostations to 13,500 and from 6 TV stations to 85. Plus 25,000 new Internet Broadcasting channels.

  10. BUT Only 0,004 per cent of all information will register with our target groups.

  11. TRUST

  12. T=rd TRUST RELIABILITY DELIGHT Trust comes from meeting and beating customer expectations.

  13. WHAT BRANDS ARE EXPECTED TO DO …

  14. FIRST: DIFFERENTIATE!

  15. The three most important words in differentiating your brand:

  16. 1 FOCUS

  17. FOCUS 2

  18. FOCUS 3

  19. One Logo One Message any many stories

  20. Unique Appearance on all channels

  21. Common Understanding instead of singular selfish actions.

  22. SECOND: COMMUNICATE!

  23. … with your left and your right brain! Benefit Rules Reproducibility Colours People Haptics Control Quality Results Pictures Emotions Forms Methodology Sustainability Language Sounds Opinions Enhancement in Value Processes Moods Behaviour Added Value Dokumentation Values Storys Enthusiasm Legal Situation Innovation Rituals Design

  24. … with all tools and on all channels Naming Research Brand Strategy Advertising Elements of Brand- Communications Fairs / Exhibitions Identity Packaging Ideas Events Product Design Public Relations Production Promotion Web Anual Reports Displays Direct Marketing Publications

  25. LEAD

  26. Values Vision Mission Guiding Principles Brand Identity (Status) From … Products Services Technologies Competencies

  27. …to be effective on - Employees, Customers, Suppliers, Shareholders, Society Positive Prejudice Attractiveness Brand Perception (Image) … to Trust Preference Evaluation

  28. The main purpose of branding is to get more people to buy more stuff for more years at a higher price.

  29. BACK TO THE FUTURE

  30. Develop a set of clear rules and communicate the goal of branding. 1 Establish an organization which can create and control such a strategy. 2 Create a tool which enables everybody, who is concerned to support the brand. 3 HOW DO WE IMPLEMENT BRANDING?

  31. mygea.com visit

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