qualities and skillsTo be successful in your practice you need to:
know yourself know your work know your markets
turn up on time
building on what you knowConsider - Your answers to all questions in the workshops where I have asked......
what do you likewhat do you wantwho you arewhere you see yourselfWhat do you do and always ...the whyetc etc etc
It has all been professional development.
Your answers have been preparing you for today
You will be using and building on that work in this session.
branding
A Brand is not...........just
A logoA Colour scheme – look – feelA rule bookAdvertising
A brand is...
Every association and experienceFunctional and emotionalIntrinsic and originalContextual and positionalActive and intentional
Winning brands...
Are championed – inspire loyaltyPay attentionAre responsiveChange with the times - Move to meet goalsMeet a perceived need
Are money in the bank
Defining brand...
Perception affect brands - the ‘truth’ is vulnerable
Consumers are not rational
Requires collaboration and collusion
Checklist for brand claim...
Strong and distinctive
Relevant to constituents
Credible
Consistent with brand heritage
Feasible
the process ofbuilding – ofbranding
Brand audit
Define your product
Brand Audit
Consider answers to previous questions....
Brand strategy
Consistent behaviourTies in with everything – marketing etc
Having a plan
Your brand strategy is how, what, where, when and to whom you plan on communicating and delivering on your brand messages.
Where you sell work is part of your brand strategy.
Where you advertise is part of your brand strategy.
Your distribution channels are also part of your brand strategy.
What you communicate visually and verbally are part of your brand strategy.
The purpose of a communications strategy is to ensure all communications are unified around a compelling brand idea in order to maximise the consistency and efficiency of brand communications.
current beliefs message desired beliefs
current actions desired actions
Target – conscientious
current beliefsall fabrics arethe same
Messagelocal fabricsaves the planet.....
desired beliefsto consider where fabricis made
current actionsbuy whatever is there.
desired actionschoose your work even when other, possibly cheaper alternatives are available.
laddering
Identify and order key emotional and rational decision making factors and within potential
customers
Brand inventory
The purpose of a brand inventory is to identify existing or potential assets that can be used or gaps that need to be
addressed in order to build on or create sustainable points of difference.
What already exists....
Heritage / position, existing productsBrand identity, logos, names icons symbolsSecondary associations, what is out thereGaps between identity and imageOrganizational issues – strengths weaknessesProduct claims
Brand personality
The purpose of brand personality is to ensure a brand behaves in a way that is consistent with its values in
order to increase its appeal and create an affinity with its target.
Some qualities – describing brand in terms of a personality
Sincerity = (down to earth, honest, wholesome, cheerful)
Excitement = (daring, spirited, imaginative, up to date)
Competence = (reliable, intelligent, successful)
Sophistication = (upper class, charming)
Ruggedness = (outdoorsy, tough)
Down to earth = Honest =Wholesome =Cheerful = Daring = Spirited = Imaginative =up to date = Reliable = Intelligent = Successful = upper class = Charming = Outdoorsy = Tough =
Brand elements
The purpose of brand elements is visibility
Brand NameBrand Logos and Icons
ColoursSymbolsMusic
SlogansConnections
People Alliances
Brand elements
typeface
• Legibility• Their meaning – allude to....
image - picture
• Information• Intention
practical
• Write down your brand messaging. What are the key messages you want to communicate about your brand? Every employee should be aware of your brand attributes.
practical
• Develop a tagline. Write a memorable, meaningful and concise statement that captures the essence of your brand.
practical
• Integrate your brand. • Branding extends to every aspect of your
business- how you answer your phones what you or your salespeople wear on
sales callsyour e-mail signatureeverything..........................
practical
• Design templates and create brand standards for your marketing materials. Use the same color scheme, logo placement, look and feel throughout. You don't need to be fancy, just consistent.
practical
• Be true to your brand. Customers won't return to you - or refer you to someone else - if you don't deliver on your brand promise.
practical
• Be consistent. This point involves all of the above and is most important. If you can't do this, your attempts at establishing a brand will fail.
support
• http://www.a-n.co.uk/• http://www.smallbusiness.co.uk/• https://www.gov.uk/business-finance-support
-finder• http://www.norwich.gov.uk/Business/pages/B
usinessSupport.aspx• http://www.goforitnorwich.co.uk/
Defining Your Brand• What is your company's mission?• What are the benefits and features of your
products or services?• What do your customers and prospects already
think of your company?• What qualities do you want them to associate
with your company?• Do your research. Learn the needs, habits and
desires of your current and prospective customers. And don't rely on what you think they think. Know what they think.
• The foundation of your brand is your logo. Your website, packaging and promotional materials - all of which should integrate your logo - communicate your brand.
Defining Your Brand
• Branding is your identity in the marketplace, is yours saying what it should? Your company image is all about the appearance of your packaging. What is your company image saying to the marketplace?
Defining Your Brand
• Are you the innovative maverick in your industry? Or the experienced, reliable one?
• Is your product the high-cost, high-quality option, or the low-cost, high-value option?
• You can't be both, and you can't be all things to all people.
• Who you are could be based on who your target customers want and need you to be.
Defining Your Brand
• Your brand is a promise to your consumer.• The power of your brand relies on the ability
to focus.
a specific ideas....• Form communities around the brand – they will
then help nurture and market your product...• Graeme Newell
http://www.emmysf.tv/marketing-best-practices.html
• These communities require supporting, ‘nurturing’, listening and validating.
• Think Lady Gaga -
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