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A presentation on brand and the importance it has to both SMEs and large corporate companies. Also how it works with other aspects of marketing including design and PR. How they all work together to increase engagement with your target audience and potential customers.
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Rachel HargraveAgency Director
A Professor explained marketing to a group of MBA students…
1. You see a gorgeous girl at a party, you go up to her and say, “I’m rich, marry me!” – that’s direct marketing
2. You attend a party and your friend goes up to a girl and points at you and tells her, “He’s very rich, marry him!” – that’s advertising
3. A girl walks over to you and says, “You’re very rich, marry me!” – that’s brand recognition
4. You say, “I’m very rich, marry me!” and the girl slaps you – that’s customer feedback
5. You say, “I’m very rich, marry me!” and the girl introduces you to her husband – that’s demand and supply gap
6. Before you can say, “I’m very rich, marry me!” your wife arrives – that’s restriction from entering new markets
Brand…
A brand is…
• Who you are• The way you work• A description of your product(s) /
service(s)• How you present yourself and your
business to the world• What you deliver and how you deliver it
It’s soooo much more than a logo…
• What is a logo? – A logo identifies a business in its simplest form via the use or a marque or icon
• What is identity? – The visual aspects that form part of the overall brand
• What is brand? – The perceived and complete image of your business; it’s the complete whole
• Ultimately, brand is all about delivering your message and making sure it’s reaching the right audience at the right time and getting the right reaction from that audience
That’s brand!
So why do I need a brand…
• Focus for your business• Create differentiation between you and
you competition• Helps identify your product and service• It can build loyalty / passion amongst
your customers• Consistency
Give your brand personality…
• Giving your brand personality will help you to define clearly who you are and how you want to be seen
• That then should pull through – very powerfully - to every other aspect of your business… including internal communications, advertising, online, sponsorship activities, direct marketing… and especially your PR campaign
The opportunities are endless…
• Build and maintain a great reputation• Pro-actively look for opportunities to
show you’re an expert• Comment on current trends in your field of
expertise, run workshops, contribute to the community etc.
• Enter awards – it really helps to raise your profile and adds validation to your expertise
• Build relationships• Convert clients / family / business contacts
into your brand ambassadors
Three things to remember if you remember nothing else…
• Don’t overlook your competition• Don’t ignore negative comments• Don’t forget who your audience is
We keep moving forward, opening new doors and doing new things because we’re curious and curiosity
keeps leading us down new paths.Walt Disney
