Download - Grow Cornwall Branding Seminar
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Branding through the looking glass
Revealing the secrets of a successful brand
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About me…
• Marketing and brand practitioner
• 10 years experience; B2B, B2C, Public & Private sector
• Branding Associate with JumpTo: www.jumpto.co.uk
• Recently set-up my own online planning agency: www.dotbizdigital.com
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About you…
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Today’s session…
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3 Goals…
1. To introduce key concepts and principles behind brands and branding
2. To get you thinking about your own brands
3. To create a simple brand identity statement and visual positioning chart
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Agenda
• Now – 2.15pm: scene setting presentation
• 2.15pm – 3.00pm: interactive exercises
• 3.00pm – 3.30pm: coffee break
• 3.30pm – 4.55pm: interactive exercises
• 5.00pm: close
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Quick exercise…
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Just what is a brand?
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My viewpoint…
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It’s NOT a logo…
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Source: The Brand Gap, Marty Neumeier
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It’s NOT an advertising slogan…
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It’s NOT a product…
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So WHAT is it?
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Whatisabrand?
It’s what you stand for in the mind of a customer (or prospect)
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Whatisabrand?
Think of it as your image or reputation…
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Whatisabrand?
OR…
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Just like your personal reputation…
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It’s NOT what you say it is…
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Whatisabrand?
It’snotwhatyousayitis…
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It’s what THEY say it is…
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Reputation’s are built on two things:
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1. Direct experience: what we know
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2. Indirect experience: what we think we
know
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How do successful brands build a
strong reputation?
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They stand-out!
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Successful brands stand for something
in the minds of target customers
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At their core is differentiating idea that marks them out
from competitors
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Question…
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Why didn’t BMW just call the new Mini a BMW 1-Series?
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Question…
Why did NEW Coke flop?
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Why doesn’t Apple introduce a range of no frills, budget workstations?
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Brands go bad when they don’t deliver
what they promise…
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Why have brands become so important…
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As consumers we use brands to
reinforce our self image
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And generate peer group approval
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We use brands to fulfill psychological
needs
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Rational Reliable Practical
Value for money
Emotional Safe
A family purchase
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Rational Engineering
Design Performance
Emotional Kudos
An aspirational purchase
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Rational Comfort
Style Luxury
Emotional Recognition
An “I’ve made it” purchase
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Take away lessons…
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Take away…
• Your brand is what you stand for in the mind of the customer
• Think of it as your reputation
• To build a strong brand you need to stand for something distinctive and different
• And deliver what you promise
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“Products are created in the factory, but brands are created in the mind.” Walter Landor
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So what’s branding then…
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The whole point of branding is to find a
simple idea that separates you from your
competitors…
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Or, to put it another way…
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The goal of branding is to differentiate your cow from all the other cows in
the field…
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From this…
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To this…
Source: Purple Cow, Seth Godin
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Why does being different matter?
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“Today, we live in an increasingly over-
communicated society. Each year we send out more and receive less.”
Jack Trout
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1981…
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2010…
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“Today’s real competition doesn’t come from direct or even indirect competitors. It
comes from the extreme clutter of the marketplace.”
Marty Neumeier
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What is a brand?
The human mind deals with clutter the best way it can – by
blocking it out!
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What is a brand?
To build a brand in the mind of your customer you need to cut through the
clutter…
but how…
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FOCUS!
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Not so focussed brands…
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Any ideas what these brands stand
(or stood) for?
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What’s the most important question
in branding?
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“Why should I care…”
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“In a world where everyone is after
your business you must supply your customers with a
compelling reason to buy you instead of your competitor.”
Jack Trout
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“If you don’t offer a good reason reason, then you had better have a very
good price!”
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What ideas could we use to differentiate this
new sports car?
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You might be the… fastest
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You might be the… original
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You might be the… coolest
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You might… offer the most choice
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You might be… ethical
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You might be the… biggest & loudest
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Or, you might be the… safest
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You can be anything you want to be…
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So long as you stand for something
different
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And give your customers a reason to care about you…
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Sorry Rick, but nobody cares…
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If the point of branding is to find a simple idea that sets
you apart…
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The point of marketing is to make your customers aware of this difference…
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Whatisabrand?
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The trick is selecting the right mix of media and
communications channels…
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But that’s another story…
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Take away…
• Branding is all about differentiating your product or service
• The goal of branding is to establish differentiating idea in the mind of your prospect
• Today’s customer is information rich and time poor
• A powerful branding programme starts by narrowing the focus not expanding it – this is the hard part
• And simplifying the message NOT complicating it
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Putting theory into practice…
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Branding through the looking glass
Attendee work booklet – 23rd June 2010
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Exercise 1: The basics
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Brand name:_________________________ i.e. the name ALL of your customers know you by
Brand category:______________________ i.e. the core product/service you provide; car, PC, lawyer, designer etc.
Brand vision: i.e. the passion driving you & your brand
Brand competition: i.e. the top 3-4 companies you’re up against
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Exercise 2: What’s your vision?
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Exercise 2…
It is five year’s from now and you have recently sold your brand. This success story has been picked up by The Sunday Times who are running a lead feature in the business section of the paper. What would you like this article to say…
1. To get you thinking about your own brands
2. To create a simple brand identity statement and visual positioning chart
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Exercise 2…
1. What’s the headline?
2. What’s the supporting picture?
3. What do your peers/customers say about you?
4. How has your brand revolutionised the market (which competitors has it put out of business)?
5. How can you success be summarised?
Write-up on flip chart and be ready to present!
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10 BUSINESS
Brand X sold to Y organisation for £Z million pounds…
SUNDAY TIMES | 12.07.14
What’s the Headline?
What’s the Supporting Picture?
How can our Success be Summarised?
What would our peers say about us?
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Brand name:_________________________ i.e. the name ALL of your customers know you by
Brand category:______________________ i.e. the core product/service you provide; car, PC, lawyer, designer etc.
Brand vision: i.e. the passion driving you & your brand
Brand competition: i.e. the top 3-4 companies you’re up against
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Exercise 3: What makes you the
ONLY?
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1. CATEGORY: The ONLY motorcycle manufacturer
2. USP: that makes big, loud motorcycles
3. CUSTOMER: for macho guys (macho “wannabees”)
4. NEED: who want to join a gang of cowboys
5. MARKET: mostly in the United States
6. TREND: in an era of decreasing personal freedom
Source: ZAG, Marty Neumeier
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Exercise 3…
Using the above headings draft a brand proposition statement for your brand using the flip chart paper provided.
Pay close attention to point 2. If your competitor can also make this claim its not a USP
Once finished, discuss within your groups and be prepared to present
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We are the ONLY___________________________
That______________________________________
For________________________________________
Who_______________________________________
In_________________________________________
In an era when____________________________
Brand positioning: i.e. who you are, what you do, and why your customers should care
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Exercise 4: How do you
communicate this?
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Exercise 4…
• A good slogan should express a position or differentiating idea
• It cannot be easily expressed by a competitor
• It should give you a reason to buy a product or service
• A good slogan should be obvious!
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“The Ultimate Driving Machine”
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“The World’s No. 1 Cell Phone”
Source: In Search of the Obvious, Jack Trout
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“The World’s Favourite Place to
Eat” Source: In Search of the Obvious, Jack Trout
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Our slogan is: i.e. one line that communicates the above to our target customers
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Exercise 5: How do you express
this?
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5-word creative brief: i.e. 5 keywords that define the aspirational image and personality of our brand
• ____________ • ____________ • ____________ • ____________ • ____________
Visual positioning i.e. how we compare against our competitors and bring our creative aspirations to life
Modern
Youthful
Informal
About you
Radical
Modern
Youthful
Informal
About you
Radical
Traditional
Mature
Formal
About us
Conservative
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Thank you for listening…
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Questions
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For more info:
Ben Mumby-Croft
Branding: [email protected] Digital strategy: [email protected]
07738 963828
www.slideshare.net/benmumbycroft