How to get more out or your branding
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Transcript of How to get more out or your branding
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The art of Branding: keeping it simple
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“Products are produced in a factory, but brands are created in the consumer’s mind”
Walter Landor
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Brand presence
Brand awareness
Brand trial
Brand preference
Brand loyalty
Brand equity
Brand equity means people are willing to pay more for your brand
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4
~ Steve Jobs, Apple
Your Brand should speak with a single voice
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Corporate IdenKty
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Product Design
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Retail
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Your brand foundaKon: What is your point of difference? Is it relevant? Ownable? Unique?
Does it answer…..So what? Your customers don’t wake up in the morning thinking about your brand
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CORE FEATURES
• 28 QSR locaKons • Quality ingredients • Chef experKse • 350 On‐Site locaKons •1000+ DSD LocaKons • Grab and Go convenience •
NaKonal presence, • HACCP mfg plants
FUNCTIONAL BENEFITS
• Healthy • All Natural • Fresh• AuthenKc •Becer for me
EMOTIONAL BENEFITS
“Sushi generaKon”/ what I choose to eat defines me ” Social/ (percepKon) / guilt‐free
TARGET VALUES
Well being •authenKcity • Freshness • social responsibility Social interacKon(?) Social occasions(?)
BRAND PERSONALITY
Social / casual/ responsible/authenKc/ contemporary/ Intriguing / inviKng
A becer alternaKve for healthier eaKng
Physical and mental well being
Good for food lovers , good for the planet
Approachable •Socially Involved
A simple choice for becer eaKng BRAND ESSENCE
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Proposed kiosk design
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Proposed design for Bento tray and Label.
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The Brand Pyramid
CORE FEATURES
FUNCTIONAL BENEFITS
EMOTIONAL BENEFITS
TARGET VALUES
BRAND PERSONALITY
Passionate, Uncompromising Gourmet BRAND ESSENCE
•Finest, Freshest Ingredients •No Preservatives. Add. MSG •Convenient Meal Solutions•
•True Gourmet Taste
Pure Enjoyment
•Discerning •Uncompromising •Caring •Food Loving
•Passionate •Genuine love of food •Trustworthy
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Colour in branding
BLUE RED RED / WHITE / BLUE
RED / YELLOW
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Fonts that embody the brand personality … are enduring, memorable and unique
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Mascots can be endearing and provide emoKonal acachment
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Product/ Service What you do
CommunicaKon What you say about What people say about you
Environment Where you conduct your business
Behaviour How you conduct your business
The Brand Persona The four dimensions of a brand’s idenKty
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Personal Branding
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We live in the age of influence Personal Branding is a dialogue it has already started: Embrace it .. Manage it!
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Tribes – strength in numbers People with shared interests, experKse and objecKves have a stronger voice, perceived credibility and accountability
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Dress like you care Appearance (self, environment, work) speaks volumes Aim to delight Seek soluKons Inform me, don’t sell me Be punctual Seeing is believing Believing is buying
JM’s Immutable rules of self‐ branding
PercepKon is reality
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Have a plan ‐ keep it simple – be nimble
Me too
Market Challenger
Thought Leader
Where I wish to be
What I must do
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Always ask yourself:
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So What?
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Thank you