Branding Part 1

1. Branding Part 1

2. …”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

3. 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. • 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 e-mail 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. • 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 Developing your brand

4. 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

5. 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.

6. Apple ads—” clean, simple, classy” Apple ads—with celebrities ZooeyDeschanel—girl of the moment Source: www.mashable.com Latest Apple ad A

7. Ranking the Brands 2013 Millward Brown “MillwardBrown'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.”

8. financial value + ability to create brand loyalty = BRAND VALUE

9. “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

10. Brand awareness Attributes (features) Cachet/Prestige Which one is most valuable? 3 Sources of Brand Equity

11. Srinivasan found: • 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

12. “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/work-tank/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 Ipad Air 2014

13. “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/work-tank/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

14. 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/melinda-partin/work-tank/brand-storytelling-connecting-your-audience Goal of Brand Storytelling

15. “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/melinda-partin/work-tank/brand-storytelling-connecting-your-audience