BRANDINGBEING RESPONSIBLE

LOGOA BRAND IS NOT A

IDENTITYA BRAND IS NOT AN

PRODUCTA BRAND IS NOT A

A BRAND IS WHAT SOMEONE FEELS ABOUT YOUR PRODUCT SERVICE OR COMPANY.

INDIVIDUALS DEFINE YOUR BRAND

YOU DO NOT DEFINE YOUR BRAND

A BRAND IS HOW SOMEONE PERCEIVES A PARTICULAR SERVICE, PRODUCT OR COMPANY. BRANDING IS ABOUT SHAPING THAT PERCEPTION

▸Brand Position

▸Brand Promise

▸Brand Personality

▸Brand Story

▸Brand Associations

SUCCESSFUL BRANDS

FOCUS

TO BUILD A SUCCESSFUL BRAND

▸Constrained Resources

▸No one brand can do all

▸Trying to do everything spreads your resources and message too thin

WHY FOCUS?

WITHOUT FOCUSWITH FOCUS

FOCUS ON PR AND NOT ADVERTISING

▸Better Return On Investment

▸Strong Reputation

▸More Competitive

▸Better Profits

THE RESULTS OF FOCUSING

SELF DESTRUCTWITHOUT FOCUS YOU COULD

BRANDHOW TO PROTECT YOUR

CONSISTENCY CONSISTENCY CONSISTENCY CONSISTENCY CONSISTENCY CONSISTENCY

▸Manage your teams Social Media usage (Social Media Policy)

▸Track when your brand and business is mentioned online

▸Respond to negative reviews

▸Highlight and use positive feedback

BRAND PROTECTION

▸Ensure all literature internal and external confirms to brand guidelines

▸Be aggressive with protecting your reputation and brands

▸Know when to speak and keep quite

BRAND PROTECTION

OFFER GREAT CUSTOMER SERVICE

IRREPLACEABLEYOUR BRAND REPUTATION IS

ALL INDIVIDUALS SEE OF YOUR BRAND

WHAT YOU DO TO BUILD YOUR BRAND

YOU CAN EASILY DESTROY YOUR BRAND OVERNIGHT

1. FOCUS 2. PROTECTION 3. BE RESPONSIBLE

JONATHAN REED MODERN MARKETER

WWW.JONATHANREED.CO.UK WWW.FIREMARKETING.CO.UK