Brand Baby Brand! Brand Baby Brand! The mission of brands is to provide a recognizable presence to consumer’s creating… – Memory – Retention – Recall Selling your brand is a subtle long term psychological experience. It includes…. The Process • Communicating your brand effectively • Reinforcing how your brand is important and relevant to the consumers. • Building brand knowledge of your company…. And eventually • Achieving brand esteem- and preference to your brand. The Key The magic ingredient that converts these fundamentals into a branding success is consistency in your visual brand. • Look • Feel • Message • Corporate Culture Consistency Consistency Consistency wins • As a result of your brand consistency you win out over your competitors whose brands shift with the wind. • Regardless of how beautiful or polished their identities and marketing materials are, consistency still wins in the hearts and minds of consumers. Brands sell In Branding consistency is more important than execution!!! Is That Surprising? Poor execution but you still stop. Everyone starts as a commodity • In the consumers mind your company starts out as a commodity that provides a product or service. • Consumers have difficulty recalling a new company’s name, their qualities or their benefits. Brands trump Commodities • A quality brand always wins over commodities. • Commodities become powerful brands when they win positive awareness in the market place. • Personal brands support corporate brands and vice versa Can you see the difference Branding can make End Result • The minute a company gets the public to believe “their brand is different and better” the company becomes a recognized brand. • Branded companies have a better chance at sales success in any competitive market place. • Need proof??? Salt the ultimate commodity It was until 1914, that’s the year that Morton salt launched a brand promise that their salt would run freely even in damp weather. With the slogan “when it rains it pours.” With that Morton launched a brand and branding success story that is still the stuff of legends. Products are different • People can handle and examine them, people can see them, try them or return them if dissatisfied. • People buy products based entirely on their belief in their examination of the product and the brand. Products are easier to evaluate • Before signing on the dotted line for a product, consumers need to believe that their satisfaction is guaranteed and they can return the items if expectations are not met. • If they know nothing about your brand or lack confidence in your brand, consumers will select another better known brand. Services require more proof • With services consumers must believe in your message and promises sight unseen, people can’t see them, try them or return them if they are wrong. • People buy your services based entirely on their belief in your Brand Promise. • Before committing to a company, consumers must believe that their expectations will be met. Building a brand • Define your brand-vantages. You must first know what you are branding. • Is your brand a one and only or one of several? • Position your brand. You must determine your points of difference and the unique needs you fill. • Make and keep your brand promise to the consumer and put your promise into words, it’s the backbone of your brand. Build a Brand with • Solutions that is relevant. • A look and feel that is easily recognizable. • A message that emotionally impacts your audience. • Communications that create memory, retention and recall. • An image you are proud of. You will need to look at your current brand first! Your Image Your Messaging Your Emotional Impact Your Reputation Your Consumer Response Brand Presentation? Don’t be embarrassed if it isn’t! Then it is time adjust your current Brand. Are you ready for Branding? Rebranding can be a little uncomfortable. Sometimes a Little Painful…. Look at yourself from your buyers perspective A Fresh Perspective is Helpful Does Your Brand Fit You? Revisit your brand • Perform a Brand Perception Analysis • Monitor consumer perceptions of: – Your company – Your products – Your services • Verify alignment with the consumers needs and desires. You may be closer than you think! A Great Brand Feels Good Is Well Packaged Looks Good. Sounds good. Fits your message Fits Your Audience Do you need branding? • The Test – Are you launching a company or product that will benefit from clear identity and high awareness? – Have you been in business awhile but feel that you lack consumer awareness and understanding of who you are and what you stand for? Do you need branding? • Do you feel that prospects don’t know your name or distinct benefits you offer? • Do you feel that the people in your organization are unclear of how to explain your offerings, your distinctions, your target market, or how you excel over your competition? Do you need branding? • When you look at your company advertising, marketing materials and presentations do you see inconsistencies in the look, message, and company personality shown • Is the leader in your organization prepared to devote the time effort, staff, and dollars to develop, launch, and promote a brand? Do you need branding? • Final question…. Can you think of even one reason people should choose your offering over the offerings of your competitors? If your answer is yes ask yourself… • Do those in your target market clearly understand the distinct benefits you provide? If the answer is no… Its Time to Get to Work Communicate your brand • Develop a Strategic Communications Plan for your brand, then launch your communications with professional and compelling communications. • Plan Long Term. Company’s often get tired and change their communications and messages just when consistency is the most necessary to promote clarity and confidence in the marketplace. Tomorrow is a BRAND new day, baby!
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