Brands are much more than logos

A brand is a promise. A promise to achieve certain results,

deliver a certain experience, or act in a certain way.

A promise that is conveyed by everything people see, hear, touch, taste or smell about your business.

• A promise that gets kept consistently• Defines your organization• It creates a personality and a life for

your products/services• A unique and consistent look, feel,

tone and voice for all communications• Conveys-at a-glance the distinctive

attributes of your organization• Over time, it builds awareness of and

an attitude towards your organization

• Strengthens the impact of all messages

• Paves the way for new customer relationships

• Provides employees with a greater sense of commitment

• It’s essential to your success in the marketplace

• No business is too small and no product too generic to develop a brand identity

• Brand Promise-The single most important thing your organization promises to deliver every time

• Brand Story-Your organizational history and how it adds value to the brand, highlights how your products and services grew from that background and how your methodology impacts what you offer

• Brand Position-description of your organization• Brand Name-name, tagline, logo• Brand Personality-what you want your brand to be

known for (fun, serious,magical,forceful,imaginative, etc.)

• Brand Tone-edgy, humorous, conservative, subtle• Brand Associations-colors, taglines, images, fonts,

uniforms, signage, equipment, etc.

Brochures

Print and e-newsletters

Website, Screen savers

Events

Banner ads

Print ads

Public relations

Direct Mail

Flyers and posters

Transit media

Power point presentations

Exhibit booth/signage

CD/multimedia Facilities

In 'blind' taste tests, people prefer the taste of Pepsi over the taste of Coke. However, if the test is not 'blind' and the tasters know which beverage is which, they prefer the taste of Coke

over Pepsi! That is the emotional power of a brand. The Coca-Cola brand has the power to actually change an individual's taste!

Coca-cola is the no.1 brand in the world.

The first shape that was registered is the coca cola bottle

The value of the world’s top 250 brands amounts to $2,179,000,000,000 (Brand Finance)

Coca-Cola, the world’s most valuable brand, has a brand value of $43,146,000,000 (Brand Finance)

The Nike brand makes the most valuable contribution to its parent company’s value - 84% (Brand Finance)

Do not make decisions by committee

Keep brand consistent internally and externally

Don’t rush the process-make sure you have enough time budgeted

Give the brand time to work

Create a brand style guide and give to every employee

Refresh/update brand after a few years

Strengthens employees loyalty Attracts clients/customers Keeps current relationships strong Builds confidence Builds feelings of security and trust Creates a memorable, positive

experience

A couple of do’s and don’t do’s!

Develop a brand strategy Have company buy-in Get a brand plan Make sure the product/service fits the

brand value Make sure you can deliver Integrate brand communications Be consistent … across everything Protect where you can !!!

Now that you have solid messaging, it’s time to create.

Consistency is the #1 rule Repetition, repetition, repetition Did you know it takes 7-9 times of being

exposed to your company name for a potential client to remember it?

We get exposed to over 4000 messages a day. How can you break through that clutter?