Yes brand seminar 05 11
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Transcript of Yes brand seminar 05 11
Transforming creative ideas into business results
Brand Development & Image Building
Your Brand
Presented by Devin Griffith
Transforming creative ideas into business results
Definition of a strong brand:
A special relationship that is the result of the contribution of the values, vision and purpose that you drive. Through
being distinctive, relevant and consistent.
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Transforming creative ideas into business results
The brand must communicate at 360º to all your audiences. The brand image is reflected through the collective experiences gained at every touch point
with which your stakeholders interact. Every experience modifies this impression. The brand is the
single most important (intangible) asset any organization will ever own.
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Definition of a strong brand:
Transforming creative ideas into business results
What is a brand?
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A singular idea or concept that you own in the mind
of the customer or the prospect.
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A brand must stand for something:
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• Instead of an imported beer;
• Instead of an expensive Swiss watch;
• Instead of the ultimate driving machine;
• Instead of fast overnight delivery;
• Instead of an affordable family oriented restaurant;
• Instead of lean tender meat; Proper Pork
Transforming creative ideas into business results
Brands evolve:
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Transforming creative ideas into business results
Exercise: What do you see?
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Transforming creative ideas into business results
Exercise: What do you see?
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Transforming creative ideas into business results
Exercise: What is the Story?
Transforming creative ideas into business results
Exercise: What is the Story?
Transforming creative ideas into business results
Exercise: What is this story?
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Transforming creative ideas into business results
Exercise: What is the Story?
Transforming creative ideas into business results
Exercise: What is the Story?
Transforming creative ideas into business results
Brands: How They Work?
Awareness (Know Me)
Loyalty (Vouch For
Me)
Purchase (Buy From
Me)
Confidence (Believe In Me)
Preference (Choose Me)
Affinity (Like Me)
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Losing Customers
Boring Look
Confusing Look
New Products or Services
New Competition
Target Different Crowd
Exporting Abroad
Under New Management
Showing Success
Brands: Why Change?
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Branding: Who Benefits?
THE TANGIBLE BENEFITS OF Branding
Increases Productivity
Creates Loyalty Allows for Premium
Pricing
Cuts through Information Clutter
Affords Protection from Competition
Saves Costs
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Brand Essence & Identity
The key promises and assets of your brand
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Transforming creative ideas into business results
What is the brand’s role in society, or the public benefit of the brand?
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Mission
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The definition of the brand future: in what market do
we want to lead?
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Vision
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What does the brand stand for in terms of its human attributes?
• Trust • Integrity
• Patience
• Honesty
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Core Values
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• Personal
• Caring
• Trusted
• Knowledgeable
• Innovative
• Modern
• Visionary
Character & Personality
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The rational reasons why consumers choose your brand
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Rational Brand Benefits
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The emotional reasons why consumers choose your brand
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Emotional Brand Benefits
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What promise will you make and deliver to your customers
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Promise to customers
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How do you want to be perceived in the market.
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Positioning Statement
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Branding is a marketing process by which goods and services can be clearly distinguished through the use of individualized graphic marks that allow for differentiation and positioning in the market.
The Tangible Brand
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How does branding work?
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For the Consumer
• Easier product identification
• Communicates features and benefits
• Helps product evaluation
• Establishes product’s positioning
• Reduces the risk in purchasing
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For your business
• Helps create loyalty
• Defends against competition
• Creates differential advantage
• Allows premium pricing
• Helps targeting/position
• Increases power over retailer
• Creates general interest
• Develops the character of the product
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Branding Examples
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a battery is a battery is a battery is a…
but we keep going and going…
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it’s about the experience, not the
beans. $3.85 for a coffee and a 10 minute
wait. no problem.
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overnight. when it absolutely, positively has to get there on time.
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just do it.
inspiring people everywhere to
reach their potential.
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Coke is really in the business of marketing brands, with over 400
brands worldwide
Some include Evian, Fanta, Sprite, Minute
Maid
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family safety first. we understand that there’s a lot riding
on your tires.
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When you want to be hip and fit with
the crowd.
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To show class. An effective status
symbol.
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Your computer, your way
inexpensive computers
made-to-order. fast
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Is apple in the business of making computers?
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Mission Vision
Core Values Character & Personality
Positioning (Target Market) Promise (Slogan)
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Exercise
Develop Your Brand
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Thank You!