how brands are built
DESCRIPTION
Presentation on how brands are built.TRANSCRIPT
HOW BRANDS ARE BUILT
A BRAND IS NOT...
A Logo A Product An Identity
BRANDS ARE PROMISES... about who you are and what benefits you deliver that are
reinforced every single time people come in contact with any facet of your organization.
BRANDS EXIST IN THE CONSUMER’S MIND
• A mental construct, an idea
• Fragments pieced together
• Impression often irrevocable
• Nature abhors a vacuum
3 RULES OF BRANDING
Your brand is a promise that must be reinforced every time people come in contact with any facet of your organization
Your brand must accurately reflect the core beliefs of your organization, your leadership, and all who deliver on your brand experience to your customers
Consistency builds brands, so every encounter with your brand (your product, people, Web site, ads) must consistently contribute to your desired brand identity
BRAND BENEFITS
• Premium Pricing
• Lower Cost of Sales
• Lower Cost of Promotion
• Lower Employee Turnover
• Higher Market Share
• Higher Stature
BUILDING A BRAND
Great brands are built from the top downAnd from the inside out
BUILDING A BRAND
Position
Product
Promise
Presentation
Persistence
Perception
BRAND TOUCHPOINTS
Pre-purchaseExperience
Purchase Experience
Post-purchase Experience
Influencing Touchpoints
SIGNS A BRAND MIGHT NEED AN UPDATE
• Major business changes
• Major market changes
• Change of ownership
• Rapid market or product line expansion
• Major product, channel, or strategic diversification
• Merger or acquisition
• Brand identity out of step (with market, trends, culture)