What is brand when do you have one

What is a Brand?

When Do You Have One?

Presented By: Dyan Sutton

What is Brand ?

A Brand is not a word, but the beginningof a conversation.

A Brand is not a company or product.

A Brand is a product of the mind

and it appeals to the senses.

It is an intangible asset.

It evokes an emotional response.

Brands can be descriptive … Shake’N Bake

Or purely symbolic … Blackberry

Founders’ names … Ford, Smuckers

Social … Twitter

Persona … Lady Gaga

What is A Great Brand Built On ?

A Great Brand is built on TRUST.

That is the reason people ask for a Kleenexinstead of a tissue.

Your Brand is the heart of your reputationand the heart of what you bring to the marketplace.

It is built on your understanding of what you do, your relevance to the customer andthe promises you make and keep.

A Great Brand Is Emotional

The difference between a company and a brand is when we feel passion and emotion

about their products.

Brands that fail to evoke emotion are forced to compete using a lower price strategy.

Brands that evoke emotion from customersare able to compete by tapping

into people’s aspirations.

Great Brands Close the Gap

Apple, Nordstrom and Lexus compete by closing this aspirational gap.

NEEDS are basic, rational and boring.

WANTS are emotional, aspirational and desirable

Wants are profitable…know what your customer wants.

The Golden Circle of Branding

MOST IMPORTANTKnow

WHY you are doing

what you are doing

Know

WHATyou are doing

Know

HOWyou are doing

it

INGREDIENTS FOR A STRONG BRAND

3 Components to a Startup Brand

1.Brand Identity It is tangible and appeals to the senses. You can see it, hear it, and watch it move. It includes all visual expressions of your brand…from packaging to websites.

Consumers are exposed to over 25,000 new brands a year. It is strong brand identity that helps them make choices

2. Brand PromiseThis is “what” the brand provides that is highly valued and not in abundant supply. This isyour value proposition.This is heart and soul of brand and has to be relevant and unique.

3.Brand Experience It is the tangible experience your customer has with the brand. This is “how” your brand delivers its promise.

You need a solid Brand Identity

to position your Brand for success.

Strong Brand Identity

• Makes it easier for the customer to buy

• Makes it easier for the sales force to sell

• Builds brand equity through brand recognition and awareness

• Builds customer loyalty

Strong Brand Identity includes:• Logo• Tagline- your value proposition• Graphic format

Benefits of solid Brand Identity:• Build name recognition• Credibility• Perception in the mind of your customer ( product of the mind)

A logo is the soul of your brand.It should be easy to remember and

immediately recognizable.Logos are visual identities that

trigger perceptions about your brand.

Logo … Visual Identity

Your Brand Promise is the essence of WHY

you are doing what you are doing

State Farm …Your Friendly Neighbor

Nike … Just do it!

McDonald … I’m lov’n it.

Apple … Think different

Target … Expect more. Pay less.

Ebay … Happy hunting.

Taglines express your value proposition.They influence customers’ buying behavior by

evoking a response. It’s a short phrase that captures a company’s essence,

personality and positioning.

Brand Promise…Your Value Proposition

Brand Experience is based in real life engagement with

products, people and places.

You don’t get a second chance to

make a good first impression.

For startups, Brand Experience starts at the very beginning.

From your first presentation to an investor, customer or important employee, you must be simple, clear and compelling –

there are no second chances.

Start the emotional connection, keep your brand promise and get the conversation going.

Brand Experience…

A Strong Brand will:• Help you connect emotionally to the customer• Stand out in the marketplace• Drive purchasing decisions• Deliver customer loyalty

Build A Strong Brand

A Brand becomes stronger when you narrow the focus.To build a strong brand, focus your branding efforts on owning a word

in your prospect’s mind.

Mercedes is prestige Volvo is safety

FedEx is reliableStaples is easy

Wal-Mart is savings

What is your word?

• What differentiates you• Keep it simple• Listen to your customer • What do they value most about what you do• Be real … pick something that your product or services really deliver

Pick the right word and design your marketing and messaging around it.

People fall in love with Brands.They trust them.

How a Brand is perceived affects it’s success.

But any Brand is vulnerableto decline if it fails to deliver.

Keep Your Promise

A Great Brand will build barriers

against competitorsand continually evolve

to meet its customers’ needs

Keep Evolving

Evolution takes advantage of changes in the markets,

consumer trends and technology to find new ways to appeal to the public.

Create Openings In The Market

Great Brands…Break through barriers of over saturated markets

to create new opportunities.

Repositioning… New Opportunity

Target…the new big-box store

• Products designed by some of best designers in the world• Unlike Walmart which is positioned for the lowest price• Positioning created around appeal (design) as well as necessity and price• Strong brand recognition• Created a new position for itself as a “big-box” store

What makes your Brand Unique?What differentiates you from your competition

What is your Brand Promise?What benefit does your brand provide that is

highly valued and not in abundant supply

Why should people buy from you?What stands out about your product or service

that makes them choose you

Ask Yourself…Something to Think About…

Be Fresh.Give something new to customers

Make It Easy.You understand your products and web site, but will your potential customer?

Stay Focused. Don’t deviate from your core skill

Branding Advice…

What is brand when do you have one

Design

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