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What is Engage:SD?P

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Online Webinars

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Skill Building Workshops

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In-Depth Technical Assistance

Part Two: What IS A Brand, Anyway?

Part Two: What IS A Brand, Anyway?

Let’s Meet Bobbi

• South Dakota native• SDSU graduate• Background in

advertising (since 1993)• Owner of One8y

Creative (since 2001)

Part Two: What IS A Brand, Anyway?

Some Brands I Have Helped Build

Part Two: What IS A Brand, Anyway?

Branding IS…NOT...…

• Getting a new logo• Putting up a facebook page :-)• Something that you pay someone to do,

but don’t invest time in yourself• Only for big companies• Hard to understand!

Part Two: What IS A Brand, Anyway?

Branding CAN BE...

Brands can be PEOPLE(Oprah)

Brands can be PLACES(Howard, SD)

Brands can be THINGS(A hamburger)

Part Two: What IS A Brand, Anyway?

Branding IS...

The entire process involved in creating a unique name and image for a product, good or service in the consumers’ mind, through communications with a consistent theme. Branding aims to establish asignificant and differentiated presence in the market that attracts and retains loyal customers.

Part Two: What IS A Brand, Anyway?

Branding IS...

Perhaps the easiest way to think about branding is to think of it as a promisethat you make – to yourcustomers, your competitors, and even to yourself.

Part Two: What IS A Brand, Anyway?

The Brand Promise

A brand’s promise is the vision of what a brand must BE and DO. In the end, a brand promise should be: unique, believable, and compelling.

Part Two: What IS A Brand, Anyway?

Beginning At...The Beginning

Whoa.How do I decide what my

Promise will be?

Part Two: What IS A Brand, Anyway?

Beginning At...The Beginning

Let’s start with this thing calleda ‘brand pyramid’ – it will help you define your brand promise.

Part Two: What IS A Brand, Anyway?

The Beginning: A Brand Promise Pyramid

Personality/Character

Functional Benefits

Emotional Benefits

Resonance

Part Two: What IS A Brand, Anyway?

The Beginning: A Brand Promise Pyramid

Personality/Character

Functional Benefits

Emotional Benefits

Resonance

Start with your tangible assets (someone knows you exist)

Part Two: What IS A Brand, Anyway?

The Beginning: A Brand Promise Pyramid

Personality/Character

Functional Benefits

Emotional Benefits

Resonance

Start with your tangible assets (Someone knows you exist)

How you perform (function)and communicate (image)

Part Two: What IS A Brand, Anyway?

The Beginning: A Brand Promise Pyramid

Personality/Character

Functional Benefits

Emotional Benefits

Resonance

Start with your tangible assets (someone knows you exist)

How you perform (function)and communicate (image)

Opinions (judgements)and responses (feelings)

Part Two: What IS A Brand, Anyway?

The Beginning: A Brand Promise Pyramid

Personality/Character

Functional Benefits

Emotional Benefits

Resonance

Start with your tangible assets (Someone knows you exist)

How you perform (function)and communicate (image)

Opinions (judgements)Responses (feelings)

Identification (with brand)

Part Two: What IS A Brand, Anyway?

The Beginning: A Brand Promise Pyramid

Personality/Character

Functional Benefits

Emotional Benefits

Resonance

Start with your tangible assets (Someone knows you exist)

How you perform (function)and communicate (image)

Opinions (judgements)Responses (feelings)

Identification (with brand)

IDENTITY(Who you are)

MEANING(What you are)

RESPONSE(What about you)

RELATIONSHIP(What about you & me)

Part Two: What IS A Brand, Anyway?

What’s Next?

Questions?

Part Two: What IS A Brand, Anyway?

5 Basic Branding Components…

1 Identity2 Environment3 History4 Community5 People

Part Two: What IS A Brand, Anyway?

5 Basic Branding Components…

1 Identity• Name• Logo• Positioning Line• Graphic Standards

Part Two: What IS A Brand, Anyway?

5 Basic Branding Components…

Consistency –There are two schools of thought:

• Do it once and do it right• Re-evaluate and react

Part Two: What IS A Brand, Anyway?

5 Basic Branding Components…

2 Environment• Color Palette• Fonts• Imagery• Language• Location

Part Two: What IS A Brand, Anyway?

5 Basic Branding Components…

3 History• Tells your ‘story’• Builds connections• Adds credibility• Can be built upon

Part Two: What IS A Brand, Anyway?

5 Basic Branding Components…

4 Community• Strength in relationship• Strength in a network• Strength in giving back

Professional OrganizationsMentoringEducation

Christian ServiceGardening

Vintage Vibes

Part Two: What IS A Brand, Anyway?

5 Basic Branding Components…

5 People• Everyone plays a part• Appearance/Attitude• Relationships matter

Part Two: What IS A Brand, Anyway?

So, That’s Branding 101

Part Two: What IS A Brand, Anyway?

So, That’s Branding 101

Make sense?

Part Two: What IS A Brand, Anyway?

What’s Next? …

• A look at how to implement a brandthrough various phases: – Discovery– Strategy– Articulation– Activation– Maintenance

Part Two: What IS A Brand, Anyway?

Until We Meet Again…

Thanks very muchFor your time andInterest!

Bobbi Gaukel605- 335-7971bobbi@one8ycreative.com