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Welcome to Branding at Centennial 1. Who is Rob? 2. Who are you? 2. What will we learn 3. What will we contribute?
17

Intro to brands and branding

Nov 07, 2014

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From my lecture on Branding that I teach at Centennial College. I break down the definitions of "Brand" and the tasks called "Branding". Enjoy! Contact me with any questions or comments. Thanks for your interest
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Page 1: 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?

Page 2: Intro to brands and branding

Welcome to Branding

Page 3: Intro to brands and branding

What is a Brand?

What is Branding?

Why does it work?

Page 4: Intro to brands and branding

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

Page 5: Intro to brands and branding

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)

Page 6: Intro to brands and branding

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

Page 7: Intro to brands and branding

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

Page 8: Intro to brands and branding

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…

Page 9: Intro to brands and branding

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

The three definitions of a Brand:

Page 10: Intro to brands and branding

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.

Page 11: Intro to brands and branding

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…

Page 12: Intro to brands and branding

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:

Page 13: Intro to brands and branding

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.”

Page 14: Intro to brands and branding

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.”

Page 15: Intro to brands and branding

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?

Page 16: Intro to brands and 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.

Page 17: Intro to brands and branding

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: