qualities and skillsTo be successful in your practice you need to:

know yourself know your work know your markets

turn up on time

building on what you knowConsider - Your answers to all questions in the workshops where I have asked......

what do you likewhat do you wantwho you arewhere you see yourselfWhat do you do and always ...the whyetc etc etc

It has all been professional development.

Your answers have been preparing you for today

You will be using and building on that work in this session.

branding

A Brand is not...........just

A logoA Colour scheme – look – feelA rule bookAdvertising

A brand is...

Every association and experienceFunctional and emotionalIntrinsic and originalContextual and positionalActive and intentional

Winning brands...

Are championed – inspire loyaltyPay attentionAre responsiveChange with the times - Move to meet goalsMeet a perceived need

Are money in the bank

Defining brand...

Perception affect brands - the ‘truth’ is vulnerable

Consumers are not rational

Requires collaboration and collusion

Checklist for brand claim...

Strong and distinctive

Relevant to constituents

Credible

Consistent with brand heritage

Feasible

the process ofbuilding – ofbranding

Brand audit

Define your product

Brand Audit

Consider answers to previous questions....

Brand strategy

Consistent behaviourTies in with everything – marketing etc

Having a plan

Your brand strategy is how, what, where, when and to whom you plan on communicating and delivering on your brand messages.

Where you sell work is part of your brand strategy.

Where you advertise is part of your brand strategy.

Your distribution channels are also part of your brand strategy.

What you communicate visually and verbally are part of your brand strategy.

The purpose of a communications strategy is to ensure all communications are unified around a compelling brand idea in order to maximise the consistency and efficiency of brand communications.

current beliefs message desired beliefs

current actions desired actions

Target – conscientious

current beliefsall fabrics arethe same

Messagelocal fabricsaves the planet.....

desired beliefsto consider where fabricis made

current actionsbuy whatever is there.

desired actionschoose your work even when other, possibly cheaper alternatives are available.

laddering

Identify and order key emotional and rational decision making factors and within potential

customers

Brand inventory

The purpose of a brand inventory is to identify existing or potential assets that can be used or gaps that need to be

addressed in order to build on or create sustainable points of difference.

What already exists....

Heritage / position, existing productsBrand identity, logos, names icons symbolsSecondary associations, what is out thereGaps between identity and imageOrganizational issues – strengths weaknessesProduct claims

Brand personality

The purpose of brand personality is to ensure a brand behaves in a way that is consistent with its values in

order to increase its appeal and create an affinity with its target.

Some qualities – describing brand in terms of a personality

Sincerity = (down to earth, honest, wholesome, cheerful)

Excitement = (daring, spirited, imaginative, up to date)

Competence = (reliable, intelligent, successful)

Sophistication = (upper class, charming)

Ruggedness = (outdoorsy, tough)

Down to earth = Honest =Wholesome =Cheerful = Daring = Spirited = Imaginative =up to date = Reliable = Intelligent = Successful = upper class = Charming = Outdoorsy = Tough =

Brand elements

The purpose of brand elements is visibility

Brand NameBrand Logos and Icons

ColoursSymbolsMusic

SlogansConnections

People Alliances

Brand elements

typeface

• Legibility• Their meaning – allude to....

image - picture

• Information• Intention

practical

• 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.

practical

• Develop a tagline. Write a memorable, meaningful and concise statement that captures the essence of your brand.

practical

• Integrate your brand. • Branding extends to every aspect of your

business- how you answer your phones what you or your salespeople wear on

sales callsyour e-mail signatureeverything..........................

practical

• 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.

practical

• 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.

practical

• Be consistent. This point involves all of the above and is most important. If you can't do this, your attempts at establishing a brand will fail.

support

• http://www.a-n.co.uk/• http://www.smallbusiness.co.uk/• https://www.gov.uk/business-finance-support

-finder• http://www.norwich.gov.uk/Business/pages/B

usinessSupport.aspx• http://www.goforitnorwich.co.uk/

Defining Your Brand• What is your company's mission?• What are the benefits and features of your

products or services?• What do your customers and prospects already

think of your company?• What qualities do you want them to associate

with your company?• Do your research. Learn the needs, habits and

desires of your current and prospective customers. And don't rely on what you think they think. Know what they think.

• The foundation of your brand is your logo. Your website, packaging and promotional materials - all of which should integrate your logo - communicate your brand.

Defining Your Brand

• Branding is your identity in the marketplace, is yours saying what it should? Your company image is all about the appearance of your packaging. What is your company image saying to the marketplace?

Defining Your Brand

• Are you the innovative maverick in your industry? Or the experienced, reliable one?

• Is your product the high-cost, high-quality option, or the low-cost, high-value option?

• You can't be both, and you can't be all things to all people.

• Who you are could be based on who your target customers want and need you to be.

Defining Your Brand

• Your brand is a promise to your consumer.• The power of your brand relies on the ability

to focus.

a specific ideas....• Form communities around the brand – they will

then help nurture and market your product...• Graeme Newell

http://www.emmysf.tv/marketing-best-practices.html

• These communities require supporting, ‘nurturing’, listening and validating.

• Think Lady Gaga -