Issuu on Google+


What is a

“BRAND” and why is it important


1

We face lots of choices with little time!

2

Many products/services have similar features!

3

! ! People buy what they know and trust !


Strive to get noticed by creating a remarkable brand

Get noticed by creating a remarkable brand


7


BRANDS EXIST IN THE MINDS OF CONSUMERS

8


PERSONAL BRANDING

•  YOU are your greatest advantage •  Everyone has a perception of you •  Define yourself before someone else does !


BRAND BUILDING

Understand Target

Position Your Solution

Consistently Communicate

Exceed Expectations


Understand Target


UNDERSTAND TARGET

•  Generates the greatest value •  Group you are in the best position to serve

!


Position Your Solution


Positioning •  Positioning is about where you fit in the marketplace, what you do that is meaningfully different, and how you want your consumers to think of you! ! •  Brands that are well positioned have less selling to do as they forge relationships with their consumers, and hold a high level of trust!

16


BASIC POSITIONING FRAMEWORK 1

Who you’re selling to [ CONSUMER ]

2

Who you’re competing against [ FRAME OF REFERENCE ]

3

How you’re going to win [ POINT OF DIFFERENCE ]

17


To adults who view restaurant pizza as the gold standard, DiGiorno is the frozen pizza with a fresh baked

taste you’d expect from carry-out

To value-conscious consumers of all income levels, Target is the brand of discount retailer that delivers

great design at reasonable prices


To parents with young children, Whole Family Entertainment is the event company that appeals to

audiences of all ages


meaningfully different AND

better


21


Consistently Communicate


CONSISTENTLY COMMUNICATE

•  Your target can’t see your value if you can’t effectively communicate it to them •  Effective communication requires visibility, simplicity & focus

!


FOCUS Do your communications simply answer?

1 Who are you?

What do you do?

3

2 Why should I care?


25


FEATURES VS. BENEFITS •  Features are easily copied, hence make it harder to standout •  Speak directly to your consumer’s wants by clearly describing the benefit to what you do

!


ENGAGE CONSUMERS

•  Make content actionable •  Demonstrate with stories •  Delight and ignite conversations •  Show personality !


VISUAL BRAND AUDIT

•  Positioning Gap = Difference between brand communication and consumer understanding

!


Exceed" Expectations


EXCEED EXPECTATIONS

•  Create brand experiences that are worthy of remembering and passing along •  Build consumer intimacy by making personal connections •  Think of industry norms you can make extraordinary •  Remember, people don’t recommend things that are average

!


thank you ! Silvia M. Camps BRAND DEVELOPMENT GROUP www. branddev.com


Silvia M. Camps BRAND DEVELOPMENT GROUP www. branddev.com


Brand Building: Strategies For Success