deconstructing brands - a branding workshop

HELLO

Sept 21, 2011 // PRCA North Alabama Chapter // Huntsville, Alabama

@davefletcher // TheMechanism.comSunday, September 25, 11

twitter.com/davefletcher

Sunday, September 25, 11

http://www.last.fm/user/themechanism


#tbm





Deconstructing Brands



Deconstructing BrandsA Branding Workshop



ELEMENTS OF GREAT BRANDING



ELEMENTS OF GREAT BRANDINGNAME - company name, identifier





@davefletcher // TheMechanism.com

POSITION - how you stack up against your foes





POSITION - how you stack up against your foesPERSONALITY - how you communicate with others






PROMISE - what you stand forPERSONALITY - how you communicate with others






PROMISE - what you stand forTAGLINE - your current marketing message

PERSONALITY - how you communicate with others






PROMISE - what you stand forTAGLINE - your current marketing messageCOLOR - colors represent your position/personality









IMAGERY - visuals that fit your position/personality








IMAGERY - visuals that fit your position/personalityLOGO - simplify above into a singular object of desire


What’s in a NAME, anyway?




Apple




Pepsi




Starbucks




Google




Virgin





Choose your POSITION


Be Different





Be Different

Be Focused





Be Different

Be Focused

Be Authentic







Present Future

Audience

You

What do they believe or value?

What would they believe or value?

What do you currently claim?

What would you like to become?




http://www.youtube.com/watch?v=vmG9jzCHtSQ

[Steve Jobs Video]








Personality




If your brand was a person, how would they behave?




http://www.youtube.com/watch?v=12lzdEBpW9U&feature=related

http://www.youtube.com/watch?v=S_3Dj5GZJNc&feature=related

[Richard Branson]














Till Death do us Part.



The BRAND PROMISE



The BRAND PROMISE

Set Expectations



The BRAND PROMISE

Set Expectations

Permanent



The BRAND PROMISE

Set Expectations

Permanent

Internally & ExternallyCommunicated





OrganizationDescription Attributes Personality+ +

The BRAND PROMISE




For (target audience), (brand name) is

the (frame of reference) that delivers

(benefit/point of difference) because only

(brand name) is (reason to believe).

The BRAND PROMISE


TAGLINE, you’re it.




Not Required




Not Required

Can Change




Not Required

Can Change

Campaign Based



TAG, you’re it.

Just when you thought it was safe to go back in the water...



TAG, you’re it.

Takes a licking, and keeps on ticking.



TAG, you’re it.

Where’s the beef?



TAG, you’re it.

The Ultimate Driving Machine



TAG, you’re it.

No more late fees.The start of more.



TAG, you’re it.

Why fool around with anyone else?



TAG, you’re it.

Ask Why.



Color



Color

Stimulates Senses



Color

Stimulates Senses

Aids Memory Recall



Color

Stimulates Senses

Aids Memory Recall

Conveys Promise



COOL

HARD

SOFT

WARM



Imagery

Represents Brand

Focuses Identity

Campaign Based





http://www.youtube.com/watch?v=KR4dxPISegY

[Virgin Airlines Safety Video]






Logo



Logo

Instant Recognition



Logo

Instant Recognition

Purely Graphic ... or



Logo

Instant Recognition

Purely Graphic ... or

Typographic



Brand Equity





http://www.youtube.com/watch?v=ykjrD_8anyw

[Sony Ericsson Ray]






THANKS FOR COMING



deconstructing brands - a branding workshop

Design

daveetcher themechanism

elements of great branding

identifier position

foes personality

positionpersonality

singular object of desiresept