Download - Darwin Presentation - What is a Brand
BRANDING, DESIGN & MARKETING
At one level a brand is a product orservice with a name.
BRANDING, DESIGN & MARKETING
BRANDING, DESIGN & MARKETING
What is a Brand?
BRANDING, DESIGN & MARKETING
BRANDING, DESIGN & MARKETING
A “brand” can be a company, product,service, utility, charity, football team andeven a government initiative.
BRANDING, DESIGN & MARKETING
A brand is composed of many differentelements, all of which have a combinedeffect on consumers.
BRANDING, DESIGN & MARKETING
These elements include: logo,publicity, website, collateral,packaging, adverts, business card,signage and vehicle livery.
BRANDING, DESIGN & MARKETING
But in reality it includes any pointof contact between a company,its customers and any otherinterested parties:
BRANDING, DESIGN & MARKETING
Staff behaviour and their telephonemanner, the way staff deliver a service,the company’s written style, its facilities(i.e. buildings and other customer facingspace), even the coffee it serves!
BRANDING, DESIGN & MARKETING
Basically, everything it is, does, saysand how it looks.
BRANDING, DESIGN & MARKETING
At one level a brand is quite simplya product or service with a name.
BRANDING, DESIGN & MARKETING
Branding is principally the process ofattaching a name and a reputation tosomething or someone.
BRANDING, DESIGN & MARKETING
Perception is reality.
BRANDING, DESIGN & MARKETING
And perception starts with the eye.
BRANDING, DESIGN & MARKETING
A prospects’ perception of a brand is fluid– a mental image that is updated everytime they come into contact with it.
BRANDING, DESIGN & MARKETING
Therefore, it needs to be managed.
BRANDING, DESIGN & MARKETING
Managing a brand is about positivelyinfluencing the way consumers thinkabout a company, the values theyassociate with it, and the quality ofthat feeling.
BRANDING, DESIGN & MARKETING
When a prospect needs a problemsolved, something fixed, or a productdelivered it is the brand (the mentalimage) that makes them choose aparticular company on each occasion.
BRANDING, DESIGN & MARKETING
It acts as a ‘short-hand’ for features,benefits, performance, quality, servicesupport, and the values that thebrand possesses.
BRANDING, DESIGN & MARKETING
The brand can be viewed as a product,a personality, a set of values and theposition it occupies in people’s minds.It is everything the company wants thebrand to be seen as.
BRANDING, DESIGN & MARKETING
Every organisation has “consumers”of some kind.
BRANDING, DESIGN & MARKETING
As consumers in a consumer society weuse brands everyday to help us defineour values, our lifestyles and our goals.
BRANDING, DESIGN & MARKETING
It’s a fact that products that arewell branded sell better thanthose that aren’t.
BRANDING, DESIGN & MARKETING
The exact same is true of companies.
BRANDING, DESIGN & MARKETING
The stronger the brand, the morepeople listen.
BRANDING, DESIGN & MARKETING
The stronger the brand, the greaterthe profit margin.
BRANDING, DESIGN & MARKETING
People form relationships with brands.They don’t choose companies. Theychoose brands.
BRANDING, DESIGN & MARKETING
People pay more for known brandsthan lesser known brands eventhough the service, product andexperience may be exactly the same,the brands are clearly different.
BRANDING, DESIGN & MARKETING
Businesses of all shapes and sizesoutperform their competitors whentheir brands connect with people.
BRANDING, DESIGN & MARKETING
Branding helps connect the peoplewho want to buy with the peoplewho want to sell.
BRANDING, DESIGN & MARKETING
At one level a brand is a product orservice with a name.If you are looking to sell moreproducts or services, increase yourshare of the market, grow yourbusiness or even sell your business,then first and foremost your prospectsneed to know that you exist.
BRANDING, DESIGN & MARKETING
BRANDING, DESIGN & MARKETING
It’s no longer about being in the right placeat the right time. In todays’ information richsociety, it’s about being in all the rightplaces, all of the time.
BRANDING, DESIGN & MARKETING
That’s where branding comes in.
BRANDING, DESIGN & MARKETING
Good branding enhances prospects’familiarity and comfort level with yourproducts or services and that makesthem far more likely to purchase.
BRANDING, DESIGN & MARKETING
A strong brand can delivercustomers and profits.
BRANDING, DESIGN & MARKETING
In todays’ competitive businessenvironment, effective branding hasnever been more important.
BRANDING, DESIGN & MARKETING
Now go and build your brand!