“Building Up a Brand”

Mohamad Bajouk

Inspirit Academy – GEW 2013

This Session

This workshop, as part of Entrepreneurs’ Toolkit, aims to

introduce the notion of branding and the basics of building a

successful brand.

Inspirit Academy – GEW 2013

What are we considering

. Understanding Branding

. Why Branding

. Brand elements

. Brand building blocks

. How not to brand

Inspirit Academy – GEW 2013

Inspirit Academy – GEW 2013

branding

Why branding?

Why branding?

Why branding?

Why branding?

Why branding?

Inspirit Academy – GEW 2013

branding• Attract your target

Inspirit Academy – GEW 2013

branding• Talk & Walk with Integrity

branding• Distinguish your products in the market

If Coca-Cola were to lose all of its production-related assets in a disaster, the

company would survive. By contrast, if all consumers were to have a sudden lapse of

memory and forget everything related to Coca-Cola, the company

would go out of business.

Coca-Cola Executive

Brand Building Blocks

Brand Building Blocks

Inspirit Academy – GEW 2013

The 3 Axioms

•Consistent•Clear•Authentic

Brand Building Blocks

Discovery

Brand Building Blocks

• unique value proposition benefit of a product or experience

Discovery

Brand Building Blocks

• unique value proposition benefit of a product or experience

• industry trends in customer service, technology, media, etc.

Discovery

Brand Building Blocks

• unique value proposition benefit of a product or experience

• industry trends in customer service, technology, media, etc.

• target audiences demographic research, customer surveys, etc.

Discovery

Brand Building Blocks

• unique value proposition benefit of a product or experience

• industry trends in customer service, technology, media, etc.

• target audiences demographic research, customer surveys, etc.

• competitors competitive analysis, perceptual mapping, etc.

Discovery

Brand Positioning Statement

Brand Positioning Statement

A Brand Positioning Statement is our North Star. It captures a brand’s:

core offering

personality traits, values, and narrative

verbal communication style & distinct messaging

Brand Positioning Statement

Authentically Brooklyn

[TBD] proudly serves the Brooklyn community, meeting a diverse range of customers’ culinary needs, from the everyday to the extraordinary, with a broad selection of reasonably priced fresh, packaged, and prepared foods, household and convenience items, and a level of personal service usually associated with neighborhood shopkeepers.

Brand elementsBrands typically are made up of various elements, such as: Name: The word or words used to identify a company, product, service, or concept.Logo: The visual trademark that identifies the brand.Tagline or Catchphrase: "The Quicker Picker Upper" is associated with Bounty paper towels. "Can you hear me now" is an important part of the Verizon brand.Graphics: The dynamic ribbon is a trademarked part of Coca-Cola's brand.Shapes: The distinctive shapes of the Coca-Cola bottle and of the Volkswagen Beetle are trademarked elements of those brands.Colors: Owens-Corning is the only brand of fiberglass insulation that can be pink.Sounds: A unique tune or set of notes can denote a brand. NBC's chimes are a famous example.Scents: The rose-jasmine-musk scent of Chanel No. 5 is trademarked.Tastes: Kentucky Fried Chicken has trademarked its special recipe of eleven herbs and spices for fried chicken.Movements: Lamborghini has trademarked the upward motion of its car doors

Communicating the brand

Inspirit Academy – GEW 2013

branding

•

• Simply Spelled and Read

• Catchy, short, memorable

• Easily accessed as a domain name

•

• Triggers action

• Emotional

• Avoid corny slogans

•

• Long Life-time

• Simple, stylish, professional

• Adaptable

•

• Connected

• Delivers the right message

Inspirit Academy – GEW 2013

branding

•

• Simply Spelled and Read

• Catchy, short, memorable

• Easily accessed as a domain name

•

• Triggers action

• Emotional

• Avoid corny slogans

•

• Long Life-time

• Simple, stylish, professional

• Adaptable

•

• Connected

• Delivers the right message

Inspirit Academy – GEW 2013

branding

•

• Simply Spelled and Read

• Catchy, short, memorable

• Easily accessed as a domain name

•

• Triggers action

• Emotional

• Avoid corny slogans

•

• Long Life-time

• Simple, stylish, professional

• Adaptable

branding pitfalls

Lack of a branding strategy

A strategy allows you to identify your marketing, your message and how you are going to get it across, and the ongoing development of your brand.

Lack of consistency

If you fail to present customers with a consistent brand, they will become confused about who you are and what you are offering.

No logo or images

A picture is worth a thousand words. Customers may not recall your name or tagline but a memorable logo or associated image is likely to be remembered.

Out of date

While risky to change a successful brand, at the same time it’s important to keep your image and marketing material up to date.

Failure to keep your target market as the focus

Identify your target market and concentrate on appealing to them.

Focus on what the client actually wants, not what you think they need.

Copying someone else’s brand

Goes without saying yes? But it happens. Branding is about a promise to your customers, you cannot copy someone else’s promise.

Failure to deliver on your promise

Branding is about building trust, if you make a promise in your tagline you must be meeting your customer’s expectations on that promise.

Failure to check the basics

Businesses are caught out by not checking facts. Schweppes Tonic water translates to toilet water in Italian!

Keep in Touch

Mohamad Bajouk