Intro to brands and branding

Welcome to Branding at Centennial

1. Who is Rob? 2. Who are you?

2. What will we learn 3. What will we contribute?

Welcome to Branding

What is a Brand?

What is Branding?

Why does it work?

What is a Brand?“A Brand is not what you* say it is.

It’s what they* say it is” !

- Marty Neumeier The Brand Gap

*you = the company or brand *they = the consumer

What is a Brand?!

A Brand is what your customer thinks and feels about your company product or service… therefore… brand = reputation

!!!

(a Brand is more than a name or a logo)

Introduction: What is a Brand? A Brand is what your customer thinks and feels about your company product or service, therefore brand = reputation. !

This can be broken down into three definitions of a Brand:

1. A promise of future expectations

The three definitions of a Brand:1. A promise of future expectations

A brand must consistently measure up to your promise – everyday at every touch-point

THE ULTIMATE DRIVING MACHINE

Examples of: “A promise of future expectations…”

“The Golden Rule”

“When it absolutely, positively has to be there overnight”

“The power of dreams”

Must consistently measure up to your promise – everyday at every touch point. SO…

1. A promise of future expectations 2. Earns an emotional connection

The three definitions of a Brand:

1. A promise of future expectations 2. Earns an emotional connection.

Consumers have a unique emotional connection with your brand.

The three definitions of a Brand:

LIFESTYLE: Harley-Davidson has been an icon of leather-clad bikers since 1903. The brand personifies rebellion, freedom and the open road. “Everything we say and do is focused on the lifestyle,” says CEO Keith Wandell.

Examples of: “Earns an emotional connection…”

“Third Place”

“It’s what’s inside that counts”

“Think Different”

Consumers have a unique emotional connection with your brand. SO…

1. A promise of future expectations 2. Earns an emotional connection 3. Is your behaviours.

Behaviours are aligned to your core values – “It’s not what you say, it’s what you do.”

The three definitions of a Brand:

Examples of: “Is your behaviours…”

“Q, S, C + V”

“Don’t Buy This Jacket”

Behaviours are aligned to your core values – “It’s not what you say, it’s what you do.” SO…

The$Enterprise$Way$

“Concentrate foremost on taking the best possible care of your employees and customers. Profitability will naturally follow.”

SUMMARY: The three definitions of a Brand:

1. !

A promise of future

expectation !

and must consistently measure up to your

promise – everyday at every touch-point

2. !

Earns an emotional connection

with consumers !

Consumers have an emotional connection

with your brand

3. !

Is your

behaviours !

Behaviours are aligned to your core values.

“It’s not what you say it’s what you do.”

Branding is: 1. An approach to your company’s position, customer interactions, and operations at every touch-pointbased on your company’s values. !2. Devoted to establishing and nurturing a relationship with your customers. !3. The process involved in creating a unique name and image for a product or service in the mind of consumers. !How is this done?

What is Branding?

We Brand mainly through advertising

campaigns and other touch-points like packaging, signage and web presence

with a consistent theme.

How is Branding done?

homework…

Through these activities “branders” establish: 1. A significant and differentiated presence in the market and the minds 2. A presence that attracts new consumers 3. A relationship that retains loyal consumers.

1. Make a list of touch-points for a brand that you are familiar with. !

2. Research and find a list and description of the 12 “Archetypes”, select one and be prepared to talk about it to the class next week

14W Banding Homework for week 2: