BRUCE K. SEGALL JULY 25 2012

I GAVE THIS OVERVIEW PRESENTATION ON BRANDING TO MY TOASTMASTERS (PUBLIC SPEAKING) CLUB, SO

SOME OF THE CONTENT IS FUNDAMENTAL. STILL, IT IS GOOD TO FOCUS ON SOME PRINCIPLES THAT APPLY

REGARDLES OF THE BRANDING OR RE-BRANDING SCOPE.

THE EXAMPLE OF CORANET’S RE-BRANDING (P.10) WENT OVER PARTICULARLY WELL

Branding 101

July 17, 2012Bruce K. Segall

BEFORE WE START - DEFINITIONSName – a word or combination of words by which a product, service or business is knownLogo - a graphic representation or symbol of a company name, trademarkBrand – much larger than a name or logo, the intangible sum of a product's attributes, price, history, reputation, and advertisingBranding –Coming up with a name, logo and brand identity for a new business or serviceRe-branding – Redoing the name, logo and brand identity for an existing business or service

BRANDING CAN BE FULL OF BUZZWORDS

Brand

extension

Brand architecture

Brand extensionOffice action

Coined name

Associative name

Brand valuation

Notice of Allowance

Master Brand

Sub-Brand

Trademark infringement

CMYK

PMS

RGB

PPI

BRANDING CAN BE EXPENSIVE

“ If you pay $1.97million to develop a new brand and visual identity, expect to pay up to $33million USD) to make it work as the creative consultants told you it would.”

Pendry White, Branding Consulting

So Why Should You Care?

RELEVANCE OF BRANDING FOR YOU

In the U.S. alone, 1 million new businesses are started each year You or a family member will be involved in

a start-up Companies launch new

products/programs all the time Companies/organizations re-brand,

especially in an improving economy

OUTLINE

The Basics: USPTO (US Patent & Trademark Office)

Full-blown Branding ExampleMid-size Rebranding ExamplesSmall-scale Branding ExampleBasic Guidelines to FollowExamples of Good & Bad Rebranding

Ask Questions Anytime!

THE BASICS: USPTO

But even here there is some flexibility

“A trademark is a word, phrase, symbol, and/or design that identifies and distinguishes the source of the goods of one party from those of others.” (Source: USPTO)

The definitive way to protect a name/logo

Search

Apply (min $300-$5,000)

Wait

Approve Dispute

FULL-BLOWN BRANDING - SAP

Logo Simplified LogoProliferation New Tagline

If you think this was easy…Columbia Business School didn’t think

so

FULL-BLOWN BRANDING - TOASTMASTERS

270,000 members belonging to 13,000 clubs organized into

Areas, Divisions and Districts reporting into 14 Global regions (each with hundreds of clubs)

MID-SIZE REBRANDING

“AT THE CORE OF YOUR NETWORK”

Camelot Is Now Coranet

MID-SIZE REBRANDING

SMALL SCALE BRANDING

Name “Marketing Sense for Business” protected in New York but not registered with USPTO

Went for a “second choice” URL – marketingsense2.com

SOME ADVICE ON INEXPENSIVE BRANDING Crowdsourcing -

http://logo.designcrowd.com/

Similar process for name development – namingforce.com

GoDaddy custom website design services $50/month for 6 months

A FULL, MEDIUM OR MINI-REBRANDING?

How do you know what scale is best for you?

Size Consumer vs. Business to Business Company’s culture Company’s current performance

BASIC PROCESS & GUIDELINES TO FOLLOW REGARDLESS

1. Don’t just start2. Develop a set of branding criteria

1. Based on Vision

3. Iterate/talk to clients and influencers4. Have a To Do List

5. Think about internal and external constituents 6. Do a “gut check”

Do not “Just Do It!”

EXAMPLES OF GOOD BRANDING

There are some things money can’t buy. For everything else, there’s MasterCard.” Priceless.

ILL-ADVISED REBRANDING

Please contact bruce.segall@gmail.com for examples.

SOME QUESTIONS TO ASK

Do I need to:Protect and/or differentiate something that I’m involved in?

What investment is appropriate vs. the risk?

Is my employer or organization trying to do the same thing?

No Formal Training Needed!