How Brands Are Built

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)

THANK YOU!

Douglas

Burdett

douglas@artillerybrands.com

757.627.4800