BRANDING 101

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					BRANDING 101
branding: “an organizing principle so broad yet so defining that it can shape and direct just about everything a company does, and, most important, how it does it. … a process that, when it works well, should leave no facet of a company untouched. And no business practice unexamined.” “is the most challenging, complicated, and painstaking process that a company can embark on. It’s more intuitive than analytical, and most of the time it can’t be seen. But it can always be felt.”

RULES OF BRANDING
branding is intangible.  no rules to live by  little bit of magic & whole lot of luck understand that you are building the foundation. visual aspects of branding are often the easiest to grasp, perhaps because they are the most obvious manifestations of it

RULES OF BRANDING
building a brand can be overwhelming. it is comprehensive and involves everything about a business, from creating a product to choosing the music callers hear when they’re on hold to determining how a company will interact in its community. it touches every single aspect of a business

RULES OF BRANDING
 define your company Write your story, identify and define not only the mission and the goals but the values and philosophy of the company or the business  consistently communicate the essence to the people who matter most: your core customers, your potential customers, and your employees.  get your team involved in the building process  identify specific words that represent the values of the company (brand mantra)  points of distinction market positioning

RULES OF BRANDING
never EVER underestimate the end user business climate is consumer driven information is at their fingertips easily see through the market-ese of traditional advertising looking for reassurance that companies are good, responsible, sensitive, knowing, and hip

RULES OF BRANDING
 return again and again to your core values and philosophy when making business decisions  DO not let bottom lines dictate or change the branding message  know your difference & your unique qualities and embrace them  DO not fall into the ME-TOO brand (replicate, adopt or copy an existing brand)

RULES OF BRANDING
communicate, communicate, communicate…talk the talk, walk the walk! WHO:employees, consumers, world at large WHEN: 24/7 WHAT:includes packaging, signage, trade shows, voice & e-mail, business forms, word of mouth (mantra!), logo, products, websites, interior design & EMPLOYEES

RULES OF BRANDING
 HOW  emphasize mandatory training  update on quarterly basis  involve all levels from senior management to support personnel  create common procedures & standards  write a script for telephone protocol, sales calls, etc.  don’t solely rely on marketing & sales, involve all and make sure they understand what a customer experience is about  USE SIMPLE LANGUAGE, not brand or marketing blabla.

RULES OF BRANDING

BRANDING = EQUITY SUCCESS
handle with care

Designing Brand Identity by Alina Wheeler

Private Label Branding
 companies are becoming truly national in scope either through organic growth or acquisition  more reputable retailers outside the food industry being recognized as having private label  searching for value is becoming a real positive in the minds of the consumer  those in lower income and education levels are looking for price-oriented brands and those in higher income and education levels are looking for uniqueness opportunity for multiple levels of PL  quality, defined as a unique fulfillment of needs, is becoming more important. use of national brands to equate quality on the part of some higher-end retailers has diminished as they have discovered the option of developing better products

Private Label Branding categories
1. "value" or "price" brand appealing to the customer looking for the deal. Higher income shoppers will buy the value brand when differentiating quality is not important. 2. products that are truly "equal to or better than" the competing national brand. 3. niche lines of product specializing in ethnic products, imported products, organics or natural products. 4. products that are very clear category winners in terms of either product quality or product differentiation


				
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posted:11/16/2009
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