building a brand - shifting paradigms
DESCRIPTION
Emotio brand presentation 2016TRANSCRIPT
020 8385 5050
www.emotio.co.uk • [email protected]
Expert Council Member
Building a Brand Shifting Paradigms
020 8385 5050
www.emotio.co.uk • [email protected]
T = r + dTrust reliability delight
How to build brand trust
020 8385 5050
www.emotio.co.uk • [email protected]
• Market dominance: building a greater strength relative to competitive offerings.
• Longevity: ensuring your brand has a long life expectancy.
• Goodwill: driving brand recognition that creates a premium or adds value to it’s offering.
• Customer loyalty: creating desire so a person buys your products repeatedly over other suppliers.
• Market acceptance: Satisfying a large number of customers requiring continued or increased production or availability.
How to become a Superbrand
020 8385 5050
www.emotio.co.uk • [email protected]
Research & Discovery Understanding your market space
020 8385 5050
www.emotio.co.uk • [email protected]
Competitors
Brand Positioning
Customers (Demographic/Psychographic)
Opportunities
Research & Discovery
020 8385 5050
www.emotio.co.uk • [email protected]
PRICE (Low) PRICE (High)
Quality (High)
Quality (Low)
Perception Map
020 8385 5050
www.emotio.co.uk • [email protected]
SELECTION (Low) SELECTION (High)
SERVICE (High)
SERVICE (Low)
Perception Map
020 8385 5050
www.emotio.co.uk • [email protected]
Brand Name
Core Offer
Personality, Values & Story
Communication Style
Strap line
Verbal Language
020 8385 5050
www.emotio.co.uk • [email protected]
Visual Language Your Brand is What People Say About YouWhen You're Not in the Room
020 8385 5050
www.emotio.co.uk • [email protected]
Logo
Symbols & Avatars
The Fonts
The Colour Palette
Consistency
Visual Language
020 8385 5050
www.emotio.co.uk • [email protected]
Strategic Approach Establishing and engaging your brand
020 8385 5050
www.emotio.co.uk • [email protected]
External & Internal Communication
Innovation Pipeline
Brand Resonance
Marketing
Measuring & Validating
Strategic Approach
020 8385 5050
www.emotio.co.uk • [email protected]
–Intellectual Property Office
“A brand can be a trade name, a sign, symbol, slogan or anything that is used to identify and distinguish a specific product, service or business. But a brand is much more than
this; it can also be a ‘promise of an experience’ and conveys to consumers a certain assurance as to the nature of the product or service they will receive and also the
standards the supplier or manufacturer seeks to maintain. For example, a ‘brand’ might focus on exclusivity of design; or perhaps excellence of customer service or maybe high
moral standards in its dealings with suppliers; or perhaps a combination of these and other values. This guaranteeing function is not created overnight; it is usually hard won
in the marketplace and develops over time.
Brands are therefore reputational assets based on powerfully held beliefs; they drive the understanding of value in a product or company, and, perhaps most importantly,
customer loyalty. It can, therefore, be important that as a company develops and expands it considers how its new products and services fit in with its branding, and how
the value that they represent may be protected under intellectual property rights.”
020 8385 5050
www.emotio.co.uk • [email protected]
–Paul Biedermann re:DESIGN, N.Y.
A brand is the essence of one’s own unique story. This is as true for personal branding as it is for business branding. The key, though, is reaching down and pulling out the
authentic, unique “you”. Otherwise, your brand will just be a facade.
020 8385 5050
www.emotio.co.uk • [email protected]
They say that first impressions count, and the first impression of a brand is usually it’s visual identity; it’s logo design and colours. Whether this is the passing of a business card or passing a bill board your brand must convey your values and offering quickly and positively.
A strong brand allows a business to create brand value. Brand value can contribute to loyalty, an increased chance of winning pitches and a premium on costs, which is not found as a standard generic supplier.
Emotio are well placed to help develop your brand and brand marketing, our team have over 25 years experience in branding and translating design across all mediums. We work out how your brand can be applied across digital and print, developing a strong identity for you to build upon.
Damon sits on the expert council for Superbrands allowing him a unique insight into what is expected of a brand, helping you live up to your potential.
Call us today +44 20 8385 5050