1. THE CRITICAL IMPORTANCE OF A STRONG BRAND Presentation by:
Dan Gold www.ESTICreative.com
2. B e Unique (separate yourself from the crowd) R azor like
focus (1 message; stay on at all times) A ttiude (who are you, what
do you stand for) N arrative (have a story and tell it all the
time) D eliver (your product or service)4 Rs of Branding 4 Cs of
Branding Representation Conversation Repetition Creative
Relationship/Relate Comprehensive Reliance Consistency
3. 10 Commandments of Successful Branding1) There is 1 message
only. Thou shall have no other messages before it. - The key to it
all.2) Thou shall not make an(other) image to represent the
company. - Image is everything. It tells a 1000 words. Dont play
around with it.3) Thou shall NOT take the name of the the business
in vain. - The people are the business - never criticize publically
(on social media) no matter what.4) Remember the story of your
business/brand and keep it holy. - This is your image and your
entire business.5) Honor thy supervisors and subordinates. -
Running a business takes a team. Following strict procedures take
trust in each other.6) Thou shall not kill your brand. - Stay the
course and do not do anything that misrepresents or contradicts
your brand.7) Thou shall not CHEAT on your brand. - Dont be temped
to stray to another message for the chance of closing 1 deal.8)
Thou shall not steal (or copy) from another brand - Its not right
and it wont make you successful in the end.9) Thou (brand) shall
not lie (or mislead) about your product or services -This will come
back to cause damage and is not worth it for short term
gain.10)Thou shall not covet the competitions success. - Dont get
jealous of others, get motivated, and beat them.
4. A Few Positive Case StudiesWhat are some things we know
about these brands?
5. Think DifferentInnovativeSets the Trend New Products
Elegant
6. Zoom Zoom FunLuxury & Affordable Cutting edge fast
7. ServiceBrown ConsistentFor you Friendly Simple Reliable
8. Home remedy - Throwback Game FunUnique Everywhere Basic
Winner Active/InteractiveSmart Capable Inclusive Reliable Resource
Team Responsible Community Reliable/Helpful
9. A Few Re-Branding Case StudiesWhat was the problem and what
turned them around? (There is a difference between a re-brand and
updating a look) (Yes, some of the previous businesses Apple, UPS
are also considered successful rebrands)
10. Branding is NOT Marketing or AdvertisingBranding is FREE.
Its an idea. Its a story. Its what YOU do every day. $$$ is spent
to grow and develop the brand is through marketing, product
development, and advertising. These all are determined by the
brand. The brand is FREE.
11. Whats Your Personal Story?Thats Part of Your Companys Story
That is YOUR Brand And. Is Part of Your Companys Brand