Page 1

020 8385 5050

Building a Brand Shifting Paradigms

Expert Council Member

www.emotio.co.uk • hello@emotio.co.uk


020 8385 5050

“Brand is not a logo.”

www.emotio.co.uk • hello@emotio.co.uk


020 8385 5050

“Brand is not an identity.”

www.emotio.co.uk • hello@emotio.co.uk


020 8385 5050

“Brand is not a product.”

www.emotio.co.uk • hello@emotio.co.uk


www.emotio.co.uk

A Brand Is‌


020 8385 5050

www.emotio.co.uk • hello@emotio.co.uk


020 8385 5050

www.emotio.co.uk • hello@emotio.co.uk


020 8385 5050

www.emotio.co.uk • hello@emotio.co.uk


020 8385 5050

www.emotio.co.uk • hello@emotio.co.uk


www.emotio.co.uk

It’s a feeling your customers get deep down.


www.emotio.co.uk


www.emotio.co.uk

Your brand is not what you say it is‌


www.emotio.co.uk

Your brand is what people say it is‌


020 8385 5050

How to build brand equity

or…

www.emotio.co.uk • hello@emotio.co.uk


020 8385 5050

How to build brand trust

T=r+d Trust

www.emotio.co.uk • hello@emotio.co.uk

reliability

delight


020 8385 5050

How to become a Superbrand •

Market dominance: building a greater strength relative to competitive offerings.

Longevity: ensuring your brand has a long life expectancy.

Goodwill: driving brand recognition that creates a premium or adds value to it’s offering.

Customer loyalty: creating desire so a person buys your products repeatedly over other suppliers.

Market acceptance: Satisfying a large number of customers requiring continued or increased production or availability.

www.emotio.co.uk • hello@emotio.co.uk


www.emotio.co.uk

The mechanics‌


020 8385 5050

Research & Discovery Understanding your market space www.emotio.co.uk • hello@emotio.co.uk


020 8385 5050

Research & Discovery Competitors Brand Positioning Customers 
 (Demographic/Psychographic) Opportunities

www.emotio.co.uk • hello@emotio.co.uk


020 8385 5050

Perception Map Quality (High)

PRICE (Low)

PRICE (High)

Quality (Low)

www.emotio.co.uk • hello@emotio.co.uk


020 8385 5050

Perception Map SERVICE (High)

SELECTION (Low)

SELECTION (High)

SERVICE (Low)

www.emotio.co.uk • hello@emotio.co.uk


020 8385 5050

Verbal Language How is your brand expressed www.emotio.co.uk • hello@emotio.co.uk


020 8385 5050

Verbal Language Brand Name Core Offer Personality, Values & Story Communication Style Strap line

www.emotio.co.uk • hello@emotio.co.uk


020 8385 5050

Visual Language How does your brand look www.emotio.co.uk • hello@emotio.co.uk


020 8385 5050

Visual Language Logo Symbols & Avatars The Fonts The Colour Palette Consistency

www.emotio.co.uk • hello@emotio.co.uk


020 8385 5050

Strategic Approach Establishing and engaging your brand www.emotio.co.uk • hello@emotio.co.uk


020 8385 5050

Strategic Approach External & Internal Communication Innovation Pipeline Brand Resonance Marketing Measuring & Validating

www.emotio.co.uk • hello@emotio.co.uk


020 8385 5050

“A brand can be a trade name, a sign, symbol, slogan or anything that is used to identify and distinguish a specific product, service or business. But a brand is much more than this; it can also be a ‘promise of an experience’ and conveys to consumers a certain assurance as to the nature of the product or service they will receive and also the standards the supplier or manufacturer seeks to maintain. For example, a ‘brand’ might focus on exclusivity of design; or perhaps excellence of customer service or maybe high moral standards in its dealings with suppliers; or perhaps a combination of these and other values. This guaranteeing function is not created overnight; it is usually hard won in the marketplace and develops over time.

!

Brands are therefore reputational assets based on powerfully held beliefs; they drive the understanding of value in a product or company, and, perhaps most importantly, customer loyalty. It can, therefore, be important that as a company develops and expands it considers how its new products and services fit in with its branding, and how the value that they represent may be protected under intellectual property rights.”

–Intellectual Property Office

www.emotio.co.uk • hello@emotio.co.uk


020 8385 5050

A brand is the essence of one’s own unique story. This is as true for personal branding as it is for business branding. The key, though, is reaching down and pulling out the authentic, unique “you”. Otherwise, your brand will just be a facade.

–Paul Biedermann re:DESIGN, N.Y.

www.emotio.co.uk • hello@emotio.co.uk


www.emotio.co.uk

What’s your unique story going to be…


020 8385 5050

They say that first impressions count, and the first impression of a brand is usually it’s visual identity; it’s logo design and colours. Whether this is the passing of a business card or passing a bill board your brand must convey your values and offering quickly and positively. ! A strong brand allows a business to create brand value. Brand value can contribute to loyalty, an increased chance of winning pitches and a premium on costs, which is not found as a standard generic supplier.

Emotio are well placed to help develop your brand and brand marketing, our team have over 25 years experience in branding and translating design across all mediums. We work out how your brand can be applied across digital and print, developing a strong identity for you to build upon. ! Damon sits on the expert council for Superbrands allowing him a unique insight into what is expected of a brand, helping you live up to your potential.

Call us today +44 20 8385 5050

www.emotio.co.uk • hello@emotio.co.uk


Emotio brand presentation  

Building a brand, shifting paradigms

Read more
Read more
Similar to
Popular now
Just for you