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Fundamentals of Branding

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									Greg Stine greg@polaris-inc.com www.polaris-inc.com

Branding Fundamentals
A practical approach to improving your communication through the use of branding principles.

By Greg E. Stine
Polaris, Inc.

Branding. You’re “Competition” is
really good at this communication technology.

Branding.What Is All This About, Anyway?
Marketing Is Building a Brand in the Mind of the Prospect.

For more on branding and marketing, go to: www.polaris-inc.com and look for “Workshop Attendees”

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Greg Stine greg@polaris-inc.com www.polaris-inc.com

Branding Basics
Excerpt from my 9 Principles of Branding:
1. Keep it simple. One big idea is best. 2. Word of mouth (reputation) is the way most brands are built. 3. Somehow, some way, you have to be different. 4. The first brand in a category has a huge advantage. 5. Be consistent and patient. Building a strong brand takes time. 6. Put your brand definition in writing, otherwise you'll get off course.

Branding Principle #1:

Keep it simple. One big idea is best.
iPod.

People are overwhelmed with sales pitches. To get noticed, it’s got to be a simple message. There is a time and place for details. It takes courage and skill to present a simple message.

Branding Principle #2:

Word of mouth is the way most brands are built.
PR and Events are ways to mass-produce “word of mouth” marketing. It’s very difficult to build a brand through advertising alone. The results of a PR program are not always predictable. The payoff is BIG!

For more on branding and marketing, go to: www.polaris-inc.com and look for “Workshop Attendees”

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Greg Stine greg@polaris-inc.com www.polaris-inc.com

Branding Principle #3:

Somehow, someway, you must be different.
Attach your brand to what makes you different. If you are not different, make something up.

Branding Principle #4:

The first brand in a category has a huge advantage.
Nothing beats being First! You’re not first, so now what? So you’re number eleven?

Branding Principle #5:

Be consistent and patient. Building a strong brand takes time.
The Quaker Oats story. Know who you are – write it down. Don’t get bored. Who are the brand police in your organization? Building a strong brand takes time.

For more on branding and marketing, go to: www.polaris-inc.com and look for “Workshop Attendees”

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Greg Stine greg@polaris-inc.com www.polaris-inc.com

Branding Principle #6:

Put your brand definition in writing to stay on course.

It’s critical to staying focused. A tagline that communicates one big idea (if nothing else, it reminds you who you are). Have a Visual Style Guide. Use your written brand definition as the litmus test for all of your marketing projects.

3 Steps to Effectively Implement Your Branding.
1. Define your brand. 2. Educate your internal team and stakeholders. 3. Tell the world!

Questions?
Have I missed anything? Other questions?

For more information on branding and marketing topics, go to: www.polaris-inc.com and look for “Workshop Attendees”

For more on branding and marketing, go to: www.polaris-inc.com and look for “Workshop Attendees”

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