Darwin Presentation - What is a Brand

BRANDING, DESIGN & MARKETING

At one level a brand is a product orservice with a name.



What is a Brand?



A “brand” can be a company, product,service, utility, charity, football team andeven a government initiative.


A brand is composed of many differentelements, all of which have a combinedeffect on consumers.


These elements include: logo,publicity, website, collateral,packaging, adverts, business card,signage and vehicle livery.


But in reality it includes any pointof contact between a company,its customers and any otherinterested parties:


Staff behaviour and their telephonemanner, the way staff deliver a service,the company’s written style, its facilities(i.e. buildings and other customer facingspace), even the coffee it serves!


Basically, everything it is, does, saysand how it looks.


At one level a brand is quite simplya product or service with a name.


Branding is principally the process ofattaching a name and a reputation tosomething or someone.


Perception is reality.


And perception starts with the eye.


A prospects’ perception of a brand is fluid– a mental image that is updated everytime they come into contact with it.


Therefore, it needs to be managed.


Managing a brand is about positivelyinfluencing the way consumers thinkabout a company, the values theyassociate with it, and the quality ofthat feeling.


When a prospect needs a problemsolved, something fixed, or a productdelivered it is the brand (the mentalimage) that makes them choose aparticular company on each occasion.


It acts as a ‘short-hand’ for features,benefits, performance, quality, servicesupport, and the values that thebrand possesses.


The brand can be viewed as a product,a personality, a set of values and theposition it occupies in people’s minds.It is everything the company wants thebrand to be seen as.


Every organisation has “consumers”of some kind.


As consumers in a consumer society weuse brands everyday to help us defineour values, our lifestyles and our goals.


It’s a fact that products that arewell branded sell better thanthose that aren’t.


The exact same is true of companies.


The stronger the brand, the morepeople listen.


The stronger the brand, the greaterthe profit margin.


People form relationships with brands.They don’t choose companies. Theychoose brands.


People pay more for known brandsthan lesser known brands eventhough the service, product andexperience may be exactly the same,the brands are clearly different.


Businesses of all shapes and sizesoutperform their competitors whentheir brands connect with people.


Branding helps connect the peoplewho want to buy with the peoplewho want to sell.


At one level a brand is a product orservice with a name.If you are looking to sell moreproducts or services, increase yourshare of the market, grow yourbusiness or even sell your business,then first and foremost your prospectsneed to know that you exist.



It’s no longer about being in the right placeat the right time. In todays’ information richsociety, it’s about being in all the rightplaces, all of the time.


That’s where branding comes in.


Good branding enhances prospects’familiarity and comfort level with yourproducts or services and that makesthem far more likely to purchase.


A strong brand can delivercustomers and profits.


In todays’ competitive businessenvironment, effective branding hasnever been more important.


Now go and build your brand!


email: [email protected]

www.darwinbrandconsultants.com

http://www.linkedin.com/company/2972466

https://twitter.com/Darwin_Brand

http://www.facebook.com/pages/Darwin-Brand-Consultants/165146273633452

Darwin Presentation - What is a Brand

Business

Transcript of Darwin Presentation - What is a Brand