Marketing Boot Camp. Branding

Transcription

1 Marketing Boot Camp Branding Advanced

2 What is a Brand?

3 What Branding IS: Emotional What the consumer thinks and feels A promise What a brand IS NOT: Logo Font Color

4 The Importance of a Brand Promise or Brand Pillars

5 These are easy to reference items which offer up and outline the essence of your brand Easy to use Tough to create

6 Excellent Examples

7 Coke: To inspire moments of optimism and uplift. Hilton: To ensure all the guests feel cared for, valued and respected. MTOT: Spectacular unspoiled nature. Vibrant and charming small towns. Breathtaking experiences and relaxing hospitality.

8 Creation of a Brand

9 Writing a Good Brand Promise or Brand Pillars isn t easy.

10 Those 6-9 little words or 2 to 3 thoughts are some of the hardest words you ll ever write in marketing. Why? They require Commitment.

11 In a retail context, brand is developed by a strong commitment to customer service, depth of product, sense of style and a comfortable, inviting atmosphere. The brand is created by every consumer interaction, from advertising and public relations, to community outreach, to knowledgeable and friendly professionals providing service to the consumer. The company manages its brand by managing every connection the consumer has with the company.

12 The total consumer experience and the impressions create the brand reputation, and consistency is the key to gaining and maintaining brand equity. Look at any of the best brands in the marketplace, old or new, and you can immediately tell what makes them different from others in their same category.

13 Examples of Brand Reputation

14 Harley Davidson Freedom, rebel, quality, spirit, individualism

15 Nordstrom service, quality, pleasant, personal, selection, high-end

16 Hilton Hotels stylish, forward thinking, global leader of hospitality

17 Days Inn warm hospitality, clean and comfortable rooms where everything works, The Best Value Under the Sun

18 Starbucks premium quality, located everywhere, style guide, place for relaxing or conducting business

19 A Branding Exercise

20 Asking the Questions

21 With whom are we trying to communicate? What consumer need are we trying to address? What can we communicate about the brand that no one else has thought to communicate?

22 Keep it Simple

23 Brands based on simple ideas are among the most powerful and enduring brands in the world. Check your brand against the following four brand dimensions: - Differentiation - what makes your brand unique? - Relevance - how important is this difference to the audience you want to reach? - Esteem - how well regarded is your brand in the marketplace? - Knowledge - how well do consumers know and understand your brand?

24 The idea on which you establish your brand s meaning in people s minds has got to be both unique and easy to grasp. You must identify something to convey about the brand that is authentically different. Your promise to the consumer should be different from what other brands promise.

25 Steps to Building a Brand

26 1) Develop a brand team 2) Assess the current situation identify unique core attributes, competitive advantages and strengths 3) Develop a brand promise 4) Build the brand within the overall marketing plan and creative direction 5) Communicate the brand to all internally and externally

27 Strategic Marketing Message

28 To develop a positive brand, it is important to convey a strategic and consistent marketing message to the consumer. This strategy will create a structure that will ensure that the company delivers a consistent message through all the channels and will affect the consumer quicker and more significantly.

29 Branding in Action

30 Hilton To ensure all guests feel cared for, valued and respected

31 MTOT Spectacular unspoiled nature. Vibrant and charming small towns. Breathtaking experiences and relaxing hospitality.

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33 The Golden Rule of Branding!

34 You must be able to deliver what your brand idea promises you are going to deliver. At the end of the day, a brand can only be as good as the experience of the brand.

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