branding made easy

Branding Made Easy By Stacy C. Noland

December 21, 2013

What is branding?

Branding defined. The language of branding.

Brand: the sum of all of the characteristics,

both tangible and intangible, that make your

organization, service, or product unique.

Building a brand.

What is branding?


How others have defined brand…

Building a brand.

“A ‘brand’ is not a thing, a product, a company or an

organization. A brand does not exist in the physical

world – it is a mental construct. A brand can best be

described as the sum total of all human experiences,

perceptions and feelings about a particular thing,

product or organization. Brands exist in the

consciousness – of individuals and of the public.”

– James R. Gregory, “Leveraging the Corporate Brand”

Building a brand.

What is branding?

“A brand is not an icon, a slogan, or a mission statement.

It is a promise – a promise your company can

keep…This is the promise you make and keep in every

marketing activity, every action, every corporate

decision, every customer interaction.”

– Kristin Zhivago, “Business Marketing”

Building a brand.

What is branding?

“We define a brand as a trademark, which to consumers

represents a particular and appealing set of values and

attributes. It’s much more than a product. Products are

made in a factory. A product becomes a brand only when

it stands for a host of tangible, intangible and

psychological factors. A key point to remember is that

brands are not created by the manufacturer. They exist

only in the eye of the beholder, the customer.”

– Charles Brymer, CEO of Interbrand Schecter

Building a brand.

What is branding?

“A brand is more than just advertising and marketing. It is

nothing less than everything anyone thinks when they

see your logo or hear your name.”

– David F. D’Alessandro, CEO of John Hancock and author of

“Brand Warfare: 10 Rules for Building the Killer Brand”

Building a brand.

What is branding?

What is branding?


Brand Equity: a measure of the total value of a

brand.

Building a brand.

What is branding?


Branding: the process of developing a brand or

brand identity.

Building a brand.

What is branding?


How others have defined branding…

Building a brand.

What is branding?


Brand Identity: the physical, outward

manifestation of a brand.

Building a brand.

“Branding is a long-term process that is frequently

confused with corporate identity and with name

recognition. Successful organizations spend years

developing and maintaining their brands. Whether the

company is Coca-Cola or a community health system,

the principles are the same.”

– Nancy J. Hicks, Hill & Knowlton, Washington D.C.

Building a brand.

What is branding?

“Branding consists of the tactics used to deliver a brand’s

distinction, and brand development is the discovery

process used to find that distinction. Branding tactics are

the consistent use of color, graphics and spokespeople

used to communicate a brand’s distinction. But please

don’t think that colors, graphics or spokespeople are the

distinction. Those could change with the next campaign.”

– Jim Hughes, branding expert and President of The Idea House

Building a brand.

What is branding?

What is branding?


Don’t confuse marketing for branding:

you must have a strong brand proposition

and promise – no amount of marketing

will attract and retain customers.

Building a brand.

Why branding is important.

Benefits of brand development.

Building a brand.



1. Establishes awareness.

Building a brand.




2. Improves image and perception of value.

Building a brand.





3. Creates preference for your product/service.

Building a brand.






4. Increases participation and market share.

Building a brand.







5. Builds public perception & customer loyalty.

Building a brand.







5. Builds public perception & customer loyalty.

6. Leads to increased revenue.

Building a brand.


Benefits of brand development. Building brand equity.

Building a brand.


Examples of successful brands.

Building a brand.

How to build your brand.


Four key components for success.

Building a brand.



1. Differentiation: communication of your

essence and uniqueness.

Building a brand.





2. Relevance: meaningfulness to your target

market.

Building a brand.






market.

3. Esteem: the respect of your target market.

Building a brand.






market.

3. Esteem: the respect of your target market.

4. Knowledge: target market’s experience

with your brand.

Building a brand.


It could be said that Differentiation and

Relevance form the foundation of brand

building.

Successful implementation of these two

elements can help launch newer brands whose

Esteem and Knowledge have not yet been

developed.

Building a brand.


Five branding axioms.

Building a brand.



1. Differentiate or Else.

Building a brand.




2. Consider all Opportunities.

Building a brand.





3. Keep it Simple.

Building a brand.





3. Keep it Simple.

4. Speak with One Voice.

Building a brand.





3. Keep it Simple.

4. Speak with One Voice.

5. Be Willing to Change.

Building a brand.


Brand from the inside out.

Building a brand.



1. Your brand must be based upon genuine

qualities that exist in your organization.

Building a brand.





2. It should reflect your culture, values, and

practices.

Building a brand.






practices.

3. Don’t pretend to be something you’re not.

Building a brand.






practices.

3. Don’t pretend to be something you’re not.

4. Your brand promise must be something you

can truly deliver in the end.

Building a brand.


Brand from the top down.

Building a brand.


“…the initial responsibility for successful corporate

branding has to be the CEO’s alone, even though the

organization executes branding and is ultimately

responsible for its success or failure.”


Building a brand.



1. The CEO is the ultimate steward – branding

efforts must have the total support &

leadership from the CEO.

Building a brand.


“…many of the key decisions that determine whether

the brand will thrive or fizzle are made when the people

whose job it is to be conscious of the brand are not

present. Often the only person in the room looking out

for the quality of the brand is the CEO. This means one

thing: The safekeeping of the brand is the CEO’s

responsibility.

– David F. D’Alessandro, CEO of John Hancock and author of

“Brand Warfare: 10 Rules for Building the Killer Brand”

Building a brand.






Building a brand.






2. Employees will make or break the brand.

Building a brand.


“I believe CEOs can spend a good deal of time

managing expectations and also create a vision for the

company. Then he or she has to sell that story – not

only in the marketplace but in the organization itself. If

the employees don’t believe it, the company won’t

perform.”

– H. Brian Thompson, LCI International

Building a brand.


“Employees are a target audience, a channel of

communications, and part of the company message

itself. Employees can make or break the corporate

brand.”


Building a brand.


“One way to be more efficient in marketing is just to do it

right the first time around. It starts with getting the

identity right. If you have a brand identity that works,

you’re just monumentally efficient.”

– David Aaker, author of “Building Strong Brands”

Building a brand.


Case Study: Live out loud.™

The need for a unique brand.

Building a brand.




The Perception of Everett Parks & Rec

was being influenced externally.

Building a brand.




Perceptions of City Government.

Building a brand.




Perceptions of Everett.

Building a brand.




In the absence of ongoing brand building

and brand stewardship, your organization

inherits the identity of its parent entity by

default. This is the opposite of

differentiation.

Building a brand.




Everett Parks needed its own unique

brand to set it apart from the incorrect

perceptions created by external factors.

Building a brand.




Leading the transition, not in-transition.

Building a brand.




Everett Parks needed to disassociate

from the perceptions of city government

and focus on their role of enriching

lifestyles.

Building a brand.



The development of a brand.

Developing the brand expressions.

Building a brand.





1. Getting to know Everett Parks.

Building a brand.





2. Main tagline: “Live out loud”.

Building a brand.






a) Embodied overall objective to inspire

and motivate.

Building a brand.






a) Embodied overall objective to inspire

and motivate.

b) Derived from “Laugh out loud”.

Building a brand.





3. Sub taglines: 3 main tracks identified.

Building a brand.





3. Sub taglines: 3 main tracks identified. a) Promote pride in outdoor spaces – “Live

outdoors”.

Building a brand.






outdoors”.

b) Encourage connection to community – “Live in harmony”.

Building a brand.






outdoors”.

b) Encourage connection to community – “Live in harmony”.

c) Offer enriching opportunities for personal growth – “Live and learn”.

Building a brand.





4. Design: simple, clean, bold.

Building a brand.





4. Design: simple, clean, bold. a) Photography communicates energy.

Building a brand.






b) Color choices symbolize nature (green-blue) and energy (orange).

Building a brand.







c) Font styles are timeless not trendy.

Building a brand.







c) Font styles are timeless not trendy.

d) Arrow icon symbolizes growth & action.

Building a brand.





5. The copy: punchy, catchy, fun.

Building a brand.





5. The copy: punchy, catchy, fun.

a) Brochure copy had to be consistent with “Live out loud” message of not holding back.

Building a brand.




Brand stewardship.

Building a brand.




Brand stewardship.

1. Graphic standards guide.

Building a brand.




Brand stewardship.


a) Promotes consistency internally and

externally.

Building a brand.




Brand stewardship.


a) Promotes consistency internally and

externally.

b) Critical, often overlooked component of

a successful brand.

Building a brand.




Brand stewardship.

2. Committing to the brand.

Building a brand.




Brand stewardship.


a) Across the board.

Building a brand.




Brand stewardship.



b) All at once.

Building a brand.




Brand stewardship.



b) All at once.

c) Use PR to your advantage.

Building a brand.




Brand stewardship.



b) All at once.

c) Use PR to your advantage.

d) Stick with it.

Building a brand.




Measuring brand effectiveness.

Building a brand.





1. It’s difficult to quantify.

Building a brand.






2. Don’t expect changes overnight.

Building a brand.







3. Measure what you can.

Building a brand.







3. Measure what you can.

4. The success of “Live out loud”.

Building a brand.


Summary.

Building a brand.


Summary. Successful branding starts with research,

distinct messaging, and a Brand Promise

based upon your organization’s culture and

values. This makes up your Brand Strategy.

Building a brand.


Summary. Successful branding starts with research,

distinct messaging, and a Brand Promise

based upon your organization’s culture and

values. This makes up your Brand Strategy.

The next step is to build it by creating a unique

Brand Identity, followed by marketing to

increase Brand Awareness.

Building a brand.


Summary. The branding process then requires a strong

commitment to produce consistent

communications over time, across all points of

contact with customers.

Building a brand.


Summary. The branding process then requires a strong

commitment to produce consistent

communications over time, across all points of

contact with customers.

This will eventually build Brand Equity –

positive public perception and a loyal customer

relationship, built on trust.

Building a brand.


Summary. In order to maintain this relationship, it must be

nurtured with a continuing commitment to

deliver on your Brand Promise.

Building a brand.


Summary. In order to maintain this relationship, it must be

nurtured with a continuing commitment to

deliver on your Brand Promise.

The end result will be a real return on

investment (ROI).

Building a brand.


A key thought for the road.

Building a brand.



Either by design or by default, your organization

already has a brand. Discover what that brand

is.

Building a brand.



Either by design or by default, your organization

already has a brand. Discover what that brand

is.

Then, ask yourself this question: “Do I treat my

brand like an expense, or do I manage it like an

asset?”

Building a brand.


Call to action.

Building a brand.


Call to action.

Think Different!

Building a brand.


Call to action.

Think Different! One of the most valuable

things you can do for your organization is to

change the way you think about your brand.

Building a brand.


Call to action.

Think Different! One of the most valuable

things you can do for your organization is to

change the way you think about your brand.

Start managing it like an asset, rather than

treating it like an expense.

Building a brand.

Building a brand.

Thank you.

branding made easy

Marketing

graphic standards guide

promotes consistency internally

total support amp

everett parks needed

photography communicates energy

produce consistent communications

measuring brand effectiveness

successful branding starts