do you know jack about branding?

do you knowjack aboutbranding?

part-1

presented by alogoisnotabrand.com and tariqhassan.com

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PRESENTED BY:

TariqHassan.comcourtesty of

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WHAT IS A BRand?[so

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The TerM “BRand” is OfTen Misused.WELL[

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The praCTiCe Of BRanding OfTen Misapplied.

and[

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BefOre we TaCkle The quesTiOn, “what is a BRand”.

so[

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leT’s lOOk aT whaT isn’t a BRand.[

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first

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A logo

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A logo is not A brAnd

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but a logo is not a brand.

A logo can be the face of a brand

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Many approach Branding thinking of highly recognized “superbrands”.

these logos having become distinct symbols of their brands.

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But consider strong brands with lesser recognized logos.

How many can you name?

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not all Brands are recognizable only from their logos.

(and yours probably won’t be either)

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Your logoshould embrace your brand.

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as your brand evolves, your logo also changes.

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it’s important to update your logo to keep up with

your brand.

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Trying to rejuvenate a lagging brand with a logo change produces questionable results.

BUT,

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The new logo may..

the Gap updated to strange logos that seemingly had nothing to do with the brand. (they we’re forced to revert to the original logo,twice)

or may not fit youR BRand iMagE.

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therefore,if most of your branding effort goes into your logo..

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you probably don’t have a brand;just a Very Expensive Logo.

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Not all brands start with great logos.

ConsIdER,

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second

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Many designers and agencies claim branding experience,

noTE ThaT[

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most of their branding work centers around logos,YET[

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updating the brand identity, or adding new graphics. [oR

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While this definitely freshens up the company’s look..and[

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brAnding is more thAn

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brAnding is more thAn A visuAl exercise

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there is much more to creating a brand.Logos and graphics are nice, but

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a brand extends from

pRoducts

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to EMpLoyEEs

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to custoMER sERVicE

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any point of contact between your company and customers is an opportunity

to establish your brand.

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when branding, your message has to extend to all aspects of your business.

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third

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so[You’ve made a better mouse trap

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Once people hear about your wonderful product

and[

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Sales are guaranteed, and a brand has been built.BooM[

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not quite.. uM[40

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better products don’t (neccesArily)

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better products don’t (neccesArily) mAke better brAnds

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*ppi= pixels per inch

HTC makes phones with higher resolutions (468ppi*) than Apple’s Retina displays(326ppi).

Did you know?

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But who cares about more ppi?

x

y

width

x height

x ppi

= total pixels

mathreally?

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When you can get a Retina Display?

Specially designed for your

optimal eye usage!!

(it’s specially made for your eyeballs, isn’t it?)

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good brands start with great products.

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But it’s not enough to just tell customers about your brand?

You have to communicate your brand in their words, in a way they understand.

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fourth

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We’ve all seen the crazy ads with bold statements. [

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Sometimes they make us laugh,[

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others times they make us wince. [

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a cocky message doesn’t always strengthen your brand.

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Bold claims don’t (always)

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Bold claims don’t (always) Bolster your Brand.

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But bold claims are not a cure-all for stuggling brands.

some brands do benefit from a bold presence and a bit of BRaggadoCIo.

(or the latest fad)^

I amthe

greatest

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“Dressing” you brand in the wrong message..

+ =new hotnessyour brand

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can be damaging.

+ =new hotnessyour brand fail

“Dressing” you brand in the wrong message..

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=YOuR bRANd

ReSeARCHed MeSSAge+

On the other hand, strategically amending your brand is a necessity.

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Adding clarity is a part of managing your brand.

=YOuR bRANd

ReSeARCHed MeSSAge

win.+On the other hand, strategically amending your brand is a necessity.

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just shouting a lOud, Muddled Message gEts you nowhERE.

BuT...

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fifth

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The world loves your products.

Cong RaTs[

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[nEW hoT nEss

®

people talk and tweet about you all of the time#

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$$$With a great product, you’re the next big thing.[

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So at this point, who needs branding??[

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you do ![

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your reputation

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your reputation is not your brand

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your Reputation does factor into your brand.

yes,

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a reputation is very hard to control.

But,

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from good to bad.

a reputation can quickly change

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It can create serious challenges.

If word-of-mouth overshadows your brand, whether positive or negative

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a negative reputation isn’t desirable

It goes without saying

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Positive expectations can have you chasing brand qualities you never planned to fulfill.

On the other hand,

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IN concLusion

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a brand is built on what you say about yourself.

a reputation is built on what people say about you.

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your reputation should match your brand.

your brand shouldn’t chase a reputation.

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and a clearly defined brand promise

puts you in control of your brand.

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LeT’S Recap.

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5. your reputation is not your brand

4. Bold claims don’t (always) bolster your brand.

3. Better products don’t (neccesarily) make Better Brands

2. Branding is more than a visual exercise

1. A logo is not a brand

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Now you know what’s not a Brand.

ok

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look out for part 2:how to cREatE a gREat BRand

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learn more about branding at:

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&

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TariqHassan.com

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