BRANDING GUIDELINESTop 10 Tips to Gain the Competitive Edge
JJ Lassberg | Schipul - The Web Marketing Company | www.schipul.com
Young people view more
than 40,000 ads
per year on television alone…
http://pediatrics.aappublications.org/cgi/content/full/118/6/2563
Our success is a direct result of knowing how to market a brand and having the right people representing the brand. Greg Norman “The Great White Shark”
www.shark.com
www.shark.com
www.shark.com
Let’s Talk…Branding 101
Top 10 Tips
#1 Take Away
Branding 101: A brand is the identity of a specific product,
service, or business
Brands Can Be:
• Name• Sign• Symbol• Color Combo• Slogan
World's First Trademark?
Personality
Top 10 Tips:
1. Focus
2. Tagline
3. Consistency
4. Quality
5. Use It
6. Share It
7. Talk the Talk
8. Harness Fans
9. Reputation
10. Let Go A Little
#1… Focus
What are you going to do for me? Focus on the #1 thing you provide
“The best most convenient drugstore with high profit per customer visit”
Good To Great: Why Some Companies Make The Leap...and Other's Don't
#2…
Tagline
Get One! Be Short, Be Clear, Tell Me What You Do
Taste Great!
Less Filling!
Does Your Web Site Increase Your Sales?
#3… Consistency
Pick It & Stick With It 10 Years to build brand recognition
Don’t Change Cause Yer Bored
#4… Quality
Are You Top of the Line? No Cheese, No Fuzz, No Old
www.porsche.com/usa/
#5… Use It!
Everywhere. Site, Facebook, YouTube, Twitter, Zazzle, Amazon Store, Business
Cards, Banners, Brochures, Shirts, Pens, Stickers, Cups…
Houston Zoo
T-Rex Services
#6…Share It
Press Kit: Make it easy for others to use… and they will
What to put in it?
1. Logos
1.For Print
2.For Web
2. Hi-Res Photos (remember… Quality)
3. Need to Know NOW! Media Contact
4. Generous, Easy to Understand, Rules of Use.
This is FREE promotion of YOU
#7…
Talk
the
Talk
Train Your Employees Focus on the #1, say the same thing, say it over
and over and over again
“It’s My Pleasure”
It’s not in the phraseology, it’s in the attitude. It truly is our pleasure to serve you.
~ Mike Schisler, Regional Management Consultant
#8… Harness Fans
Let Your Fans Rave Ask for raves. Tell ‘em where to rave. Make it easy
to rave.
Westside KIA
#9… Reputation
More Important than Pretty Pics A bad reputation can be deafening and deadly
#10…
Let Go… just a little.
Don’t Make an A** of Yourself Be Fun, Be Kind, Be Grateful
#1 TAKE AWAYIf you don’t get anything else… get this.
Be Consistent
The End.
http://www.slideshare.net/jjlassberg
JJLassberg.com
www.schipul.com/jjlassberg
Schipul - The Web Marketing Company
Thanx a million for the pics!All photos used are Creative Commons Licensed and linked from Flickr Galleries available here:
1. http://www.flickr.com/photos/jjlassberg/galleries/72157624358073116/
2. http://www.flickr.com/photos/jjlassberg/galleries/72157624244696533/