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: