Branding

What you need for the Dragons Den

What is Branding?

• Promise to customers

• Expectations

• Differentiates

• Customer’s perceptions

• Competitive edge

How to start Branding?

• Who is your target?

• What do you want them to feel about you?

Branding Example

Your Logo

• Major part of branding

• Stationery, website, packaging, brochures

Brand Strategy

• How

• Why

• When

• Where

• To Whom

Brand Strategy

• A strong brand allows high prices

• Aim to gain emotional attachment and perceived quality.

• See next slide for example

Brand Strategy

Brand Definition

• Mission?

• Product benefits?

• Customer perception?

• Desired Associations?

Brand – getting the word out

• Logo

• Key message – all staff know attributes

• Integrate – phones – attire – emails

• Voice – consistent

• Templates

• Be true

• Be consistent

Brand Colour

Brand Colour

• Use it:– To create positive image– Stimulate the senses– In all communication– To set you apart– To link in with colour psychology

• Choose – warm/cold, energetic/cool

Brand – Look big

• Strength & Stability

• Trust

• Comfort

• Not Amateur

• Not Home made

• Co-ordinated

• Matching

Brand – Look big – How?

• Create a clean and uncomplicated logo– Easy to remember– Work in one colour– Unique

• Make one colour yours– Take it from the logo– Use it on everything – even the lamp posts– Memory recall - predominant

Brand – Look big – How?

• Use maximum 2 fonts– Aim for memory– Match attributes with materials– Different images– Forget fun

• Stay the course– Consistency is key

Brand – Look big – The truth

•Size doesn’t matter

• Perceived size does

Brand – Logo use

• Aim for the Arches– Scan, surf = shortcut– Be memorable and consistent (repeat)

• Tips– Sponsorship– Industry events– Clever promotional products– Mobilise & incorporate

Brand – Logo design

• Tips– Reflect advantage, characteristic, product– Simple but compelling– Works in colour and b/w– Business card to Billboard– Artistically balanced– Get it right

Brand – Business Cards

• Physical– Size, White space, Material, Content, Sides

• Tips– Go for expensive– K.I.S.S.– Add value– Cut excess– Look at your use of others

Brand – Trade stand

• Dragons Den– Table, purpose, options

• Uses– Promote your brand– Show prototype– Display promotional material– Gives a base for your team– Create a memorable experience

Brand – conclusion

• And at the end of the day, remember…..

Brand – conclusion

First impressions count