branding101 pres
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Contact [email protected]TRANSCRIPT
BRUCE K. SEGALL JULY 25 2012
I GAVE THIS OVERVIEW PRESENTATION ON BRANDING TO MY TOASTMASTERS (PUBLIC SPEAKING) CLUB, SO
SOME OF THE CONTENT IS FUNDAMENTAL. STILL, IT IS GOOD TO FOCUS ON SOME PRINCIPLES THAT APPLY
REGARDLES OF THE BRANDING OR RE-BRANDING SCOPE.
THE EXAMPLE OF CORANET’S RE-BRANDING (P.10) WENT OVER PARTICULARLY WELL
Branding 101
July 17, 2012Bruce K. Segall
BEFORE WE START - DEFINITIONSName – a word or combination of words by which a product, service or business is knownLogo - a graphic representation or symbol of a company name, trademarkBrand – much larger than a name or logo, the intangible sum of a product's attributes, price, history, reputation, and advertisingBranding –Coming up with a name, logo and brand identity for a new business or serviceRe-branding – Redoing the name, logo and brand identity for an existing business or service
BRANDING CAN BE FULL OF BUZZWORDS
Brand
extension
Brand architecture
Brand extensionOffice action
Coined name
Associative name
Brand valuation
Notice of Allowance
Master Brand
Sub-Brand
Trademark infringement
CMYK
PMS
RGB
PPI
BRANDING CAN BE EXPENSIVE
“ If you pay $1.97million to develop a new brand and visual identity, expect to pay up to $33million USD) to make it work as the creative consultants told you it would.”
Pendry White, Branding Consulting
So Why Should You Care?
RELEVANCE OF BRANDING FOR YOU
In the U.S. alone, 1 million new businesses are started each year You or a family member will be involved in
a start-up Companies launch new
products/programs all the time Companies/organizations re-brand,
especially in an improving economy
OUTLINE
The Basics: USPTO (US Patent & Trademark Office)
Full-blown Branding ExampleMid-size Rebranding ExamplesSmall-scale Branding ExampleBasic Guidelines to FollowExamples of Good & Bad Rebranding
Ask Questions Anytime!
THE BASICS: USPTO
But even here there is some flexibility
“A trademark is a word, phrase, symbol, and/or design that identifies and distinguishes the source of the goods of one party from those of others.” (Source: USPTO)
The definitive way to protect a name/logo
Search
Apply (min $300-$5,000)
Wait
Approve Dispute
FULL-BLOWN BRANDING - SAP
Logo Simplified LogoProliferation New Tagline
If you think this was easy…Columbia Business School didn’t think
so
FULL-BLOWN BRANDING - TOASTMASTERS
270,000 members belonging to 13,000 clubs organized into
Areas, Divisions and Districts reporting into 14 Global regions (each with hundreds of clubs)
MID-SIZE REBRANDING
“AT THE CORE OF YOUR NETWORK”
Camelot Is Now Coranet
MID-SIZE REBRANDING
SMALL SCALE BRANDING
Name “Marketing Sense for Business” protected in New York but not registered with USPTO
Went for a “second choice” URL – marketingsense2.com
SOME ADVICE ON INEXPENSIVE BRANDING Crowdsourcing -
http://logo.designcrowd.com/
Similar process for name development – namingforce.com
GoDaddy custom website design services $50/month for 6 months
A FULL, MEDIUM OR MINI-REBRANDING?
How do you know what scale is best for you?
Size Consumer vs. Business to Business Company’s culture Company’s current performance
BASIC PROCESS & GUIDELINES TO FOLLOW REGARDLESS
1. Don’t just start2. Develop a set of branding criteria
1. Based on Vision
3. Iterate/talk to clients and influencers4. Have a To Do List
5. Think about internal and external constituents 6. Do a “gut check”
Do not “Just Do It!”
EXAMPLES OF GOOD BRANDING
There are some things money can’t buy. For everything else, there’s MasterCard.” Priceless.
SOME QUESTIONS TO ASK
Do I need to:Protect and/or differentiate something that I’m involved in?
What investment is appropriate vs. the risk?
Is my employer or organization trying to do the same thing?
No Formal Training Needed!