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Branding. WHAT IS BRANDING?. It is the process of establishing an identity for a product that distinguishes it from the competition. A “brand” consists of all the features that make up a product’s image (name, logo, slogan) .
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WHAT IS BRANDING? • It is the process of establishing an identity for a product that distinguishes it from the competition • A “brand” consists of all the features that make up a product’s image (name, logo, slogan) • A “brand” is the sum of the characteristics of a product perceived by a user – it is the mental image created when one thinks about your product • Together these features convey the product’s personality and position and attempt to differentiate it from the competition
as a result, the value of a brand lies in a company’s ability to both: • Promise expectations that the customer wants • Deliver on those expectations • each time this is accomplished, the product’s “brand” or value increases and is reinforced in the customer’s mind
In order to create a brand, the message must be clear • and each feature of the brand’s image must be consistent • This message must focus on both the tangible and intangible attributes of the brand: Tangible attributes: Intangible attributes: • Product • Packaging • Labelling • function • Image • Values • emotion
Let’s take a look at the main three elements of a “brand”…. 1. Name 2. Logo 3. Slogan
1. BRAND NAME • The name given to your product or service • A strong brand name should: • Be easy to remember / pronounce • tell the customer about the company or product • be distinctive • Be timeless ( “2001 Video” ??)
2. LOGOS • A symbolic way to represent your brand • It provides an easily recognizable identity for your business • Not simply a picture….it should try to tell the customer what you do • Needs to be consistent with your brand name and image • Be appealing / attractive to attract attention • It must evoke a positive and professional image.
Some brands do not include their name in their logo • This can still be very effective, yet it requires a strong marketing strategy to help your customers make the association
As you can see, some of the most successful “brands” have been able to “teach” you to associate their company with their visual logo without even mentioning their brand name • but the majority of brands aren’t at this level……. • Most businesses will integrate their brand name with their logo in order to represent their company • let’s take a look at the top North American “brands” in 2008……
Here they are…… • And the #1 logo in North America in 2008 is….. # 4 # 2 # 5 # 3
Each of those “brands” have utilized an effective name and logo in order to represent their business and products • But there is much more to their brand than their name and logo….the brand promise is clear and consistently performs
3. SLOGANS • The slogan must be consistent with the name and logo…. • It should be short, catchy and memorable • It should be centred on promoting your main differentiator / USP (“why should your customer buy it?”) • It should elicit positive emotions from your target market
“Just Do It” “It’s in the Game” • Is It In You ?? “Finger Lickin’ Good” “I am Canadian” “__________’s makes a hamburger a beautiful thing” “Snap, Crackle, Pop…..” “Zoom, Zoom, Zoom” “It tastes awful. And it works”
So…..when you are creating a “brand” for your product or service, what are some of the things you need to consider ??
Short & Simple Easy to Spell & Read Easy to Spell & Read Easy to Recognize & Remember Easy to Recognize & Remember Easy to Pronounce Easy to Pronounce Can Pronounce in Only One Way Can Pronounce in Only One Way Can Pronounce in All Languages Can Pronounce in All Languages Suggests Product Benefits Suggests Product Benefits Meets Packaging/Labeling Needs Meets Packaging/Labeling Needs No Undesirable Imagery No Undesirable Imagery Always Timely Always Timely Adapts to Any Advertising Medium Adapts to Any Advertising Medium Legally Available for Use Here are some “musts”…….. Short & Simple
Research has shown that the average person is exposed to over 1,000+ brands a day • The branding process makes your product stand out from the crowd • Customers are generally “lazy”….they don’t have the time nor motivation to do much research in choosing a product
As customers begin to relate your brand promise with brand delivery, their opinion of your product or brand increases • Being busy, we don’t have the time nor effort to research all options in all purchases (ie – price, quality, etc). • As a result, we will rely on past experiences to make our purchase decision • The stronger the emotions and memories ellicited for a brand, the likelier they will simply purchase your product rather than “do their homework”
As a result, we want to create “brand equity”: • “the added value that a brand provides a product or service beyond the functional benefits provided”. • “When a customer feels that a brand continually lives up to the promises made, the brand creates a value and trust that builds and differentiates your product from the competition”
Creating brand equity is a process……it happens over time • The ultimate goal of branding is to get our customers loyal to our product or service with out thought…..if it becomes instinctive, they won’t even consider purchasing anything else….. • let’s look at the process……
Brand Preference Brand Recognition Brand Non-Recognition Brand Rejection Brand Ambassador Brand Insistence
Brand Insistance:customer trusts your brand and will not buy from anyone else Brand Preference:prefer your brand / product to the competition, will usually buy yours Brand Recognition:customer recognizes and associates your brand (name, logo, slogan) with your product Brand Rejection:not worth the effort, they do not want /like your product
Branding involves moving customers along the spectrum: • Get them to recognize and try your brand • Get them to prefer your brand • Get them to be loyal and exclusively buy your brand
If you can accomplish this with enough customers, your brand will be your business’ strongest asset………
