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“Never half-ass two things. Whole-ass one thing.”Ron Swanson, Parks & Recreation
WELCOME
Building an effective brand requires unwavering commitment and unyielding consistency.
WELCOME
BRANDING BASICSAnthony May Design & Strategy, IdeaBank Marketing @anthonymay
OVERVIEW
I’ll be covering three things:
Defining a brand. Every business has a brand, whether they know it or not, and it’s made up of four things.
Building a brand. Your brand is far more than just your logo – it’s a promise to your customers.
Being Consistent. Beating ‘brand boredom’ and presenting a persistent message is the key to effectiveness.
So, what is a brand?
DEFINING ‘BRAND’
An individual’s perception of a business (or organization), based on the sum of their interactions with that business.
It’s what people think of your business.
DEFINING ‘BRAND’
…which means every business has a brand, whether they’re actively engaging in branding, or not.
DEFINING ‘BRAND’
It’s not just my logo? NOPE.
Brand Perceived corporate images, as a whole.
Identity Visual aspects that reflect your brand.
Logo The simplest form of
your identity.
DEFINING ‘BRAND’
Marketing Messaging that defines your brand, including
logos, slogans, design elements, and copy.
Public Relations Non-advertising methods of enhancing perception, including sponsorships, events and news coverage.
Customer Experience Interactions customers have with your business – with your employees and using your product.
Word-of-Mouth Non-advertising methods of enhancing perception, including sponsorships, events and news coverage.
How do I build my brand?
BUILDING A BRAND
1. Discover Find out “who you are.”Review your mission statement, interview your leadership, talk with your long-time customers.
2. Define Put it on paper.Develop copy and design elements that represent your business and reflect your brand.
3. Deliver Execute a plan that builds your new brand. Your brand is a promise to customers; make sure you make good.
Delivering on a brand promise.
BUILDING A BRAND
Your brand serves as a promise you make to customers – from how they’ll be treated to the quality of product they can expect. This promise is made through marketing and public
relations and kept through direct, individual experiences.
When customer experiences match perceptions, you achieve a synergy;your business is “as good as advertised.” Fulfilling this brand promise leads
to engaged, brand-loyal customers and positive word-of-mouth.
Get everyone on board.
BUILDING A BRAND
When you set out to define your brand, be sure everyone has bought in. Branding extends to every aspect of your business – how you answer your
phones, what you or your sales people wear, your e-mail signature, everything.
You’ll need everyone – from leadership to employees – to make sure your brand is carried out beyond the marketing and public relations you develop.
How do I stay consistent?
BEING CONSISTENT
Consistency is the key to building a strong brand. The best brands in the world are recognizable simply by their logos or slogans, because they’ve spent years delivering
their message with unwavering commitment and unyielding consistency.
You’re going to get bored.
BEING CONSISTENT
Your Brand Impressions
Customer Brand Impressions
Mixing it up, while staying consistent.
BEING CONSISTENT
Initiate Campaigns Campaigns are a great way to renew your brand in a different way or for a different audience.
Refresh Templates If you’re using ad formats or website templates, give them a fresh coat of paint.
Work with Others Scratch the creative itch by working with non-profit groups or on other hobby projects.
How can an agency help?
Brand Discovery From audits and interviews, to audience analysis and competitor profiles, an agency can be your guide as you discover your brand.
Design & Copy An agency can help you craft a positioning statement, a logo and a visual identity that will make your brand both consistent and memorable.
Brand Management Whether they’re building ad templates, writing graphics standards or crafting copy, an agency can make sure your message is consistent.
BEING CONSISTENT
