Embed Size (px)
DESCRIPTION
Citation preview
Lessons from Today’s Great Brands
Anthony Juliano
Women's Council of REALTORS® February 12, 2009
Hello!
What a brand is NOT
It’s not just your logo It’s not just your company name It’s not just your mission/vision/values It’s not just your tagline It’s not just your advertising It’s not something you control
So what IS a brand?
So what IS a brand?
It’s a combination of all these things, and more A brand is the “all the thoughts, feelings,
associations, and expectations your prospect or your customer experiences”*
Your brand = your reputation* Your brand is a promise* Your brand is a perception
* From Your Brand is Your Future: A Client’s Guide, American Association of Advertising Agencies
It’s the net impression of all message elements Logo Relationship/one-to-one marketing Tagline Colors Advertising PR Print materials Signage Music Your words and your actions
Chances are, you know more about branding than you may realize
Why?
You’re a consumer. You interact with brands every day.
Whose logo is this?
Whose logo is this?
Whose logo is this?
The logo is an opportunity to remind people that the brand exists, and to remind them of the brand promise
It’s the most simple manifestation of a brand—and it’s a reminder of how important simplicity is
Consumers move fast- Avg. time spent on a new website?- About 2 mins.; 4 mins. for a site you return to- Broadband – mouse as a remote
The brand does NOT = the logo, but…
Consistency is crucial in today’s communication
environment
Fragmentationand
clutter
You see > 3,000
ads every day
And then there are those other “channels”
Websites: 60 - 80 million
MySpace members: 226 million
Blogs: > 50 million
Brands we LOVE
Why did we fall in love with these brands?
They offer products/services consistent with the brand
promise
They articulate a clear message
They are ubiquitous (in a good way)
How do they convey their brand promise?
Through a consistent delivery of a high-quality
experience And through the consistent repetition of the key message
elements
Differentiation –what’s unique about
your business?
“A charismatic brand is any product, service or organization for which people believe there is no substitute”
--Marty Neumeier, The Brand Gap
Establishing your brand
Get real – research
Set goals
Educate your staff, when applicable
Audit your message
Launch
