how to get more out or your branding
DESCRIPTION
A great presentation from John Marovino on how small businesses can get more out of their branding. The presentation provides a model and frame work for small businesses to build a brand essence and brand equity. Presentation originally given to the Waterloo Region Small Business Owner Association on Wednesday April 25th, 2012.TRANSCRIPT
The art of Branding: keeping it simple
“Products are produced in a factory, but brands are created in the consumer’s mind”
Walter Landor
Brand presence
Brand awareness
Brand trial
Brand preference
Brand loyalty
Brand equity
Brand equity means people are willing to pay more for your brand
4
~ Steve Jobs, Apple
Your Brand should speak with a single voice
Corporate IdenKty
Product Design
Retail
Your brand foundaKon: What is your point of difference? Is it relevant? Ownable? Unique?
Does it answer…..So what? Your customers don’t wake up in the morning thinking about your brand
CORE FEATURES
• 28 QSR locaKons • Quality ingredients • Chef experKse • 350 On‐Site locaKons •1000+ DSD LocaKons • Grab and Go convenience •
NaKonal presence, • HACCP mfg plants
FUNCTIONAL BENEFITS
• Healthy • All Natural • Fresh• AuthenKc •Becer for me
EMOTIONAL BENEFITS
“Sushi generaKon”/ what I choose to eat defines me ” Social/ (percepKon) / guilt‐free
TARGET VALUES
Well being •authenKcity • Freshness • social responsibility Social interacKon(?) Social occasions(?)
BRAND PERSONALITY
Social / casual/ responsible/authenKc/ contemporary/ Intriguing / inviKng
A becer alternaKve for healthier eaKng
Physical and mental well being
Good for food lovers , good for the planet
Approachable •Socially Involved
A simple choice for becer eaKng BRAND ESSENCE
Proposed kiosk design
Proposed design for Bento tray and Label.
The Brand Pyramid
CORE FEATURES
FUNCTIONAL BENEFITS
EMOTIONAL BENEFITS
TARGET VALUES
BRAND PERSONALITY
Passionate, Uncompromising Gourmet BRAND ESSENCE
•Finest, Freshest Ingredients •No Preservatives. Add. MSG •Convenient Meal Solutions•
•True Gourmet Taste
Pure Enjoyment
•Discerning •Uncompromising •Caring •Food Loving
•Passionate •Genuine love of food •Trustworthy
Colour in branding
BLUE RED RED / WHITE / BLUE
RED / YELLOW
Fonts that embody the brand personality … are enduring, memorable and unique
Mascots can be endearing and provide emoKonal acachment
Product/ Service What you do
CommunicaKon What you say about What people say about you
Environment Where you conduct your business
Behaviour How you conduct your business
The Brand Persona The four dimensions of a brand’s idenKty
Personal Branding
We live in the age of influence Personal Branding is a dialogue it has already started: Embrace it .. Manage it!
Tribes – strength in numbers People with shared interests, experKse and objecKves have a stronger voice, perceived credibility and accountability
Dress like you care Appearance (self, environment, work) speaks volumes Aim to delight Seek soluKons Inform me, don’t sell me Be punctual Seeing is believing Believing is buying
JM’s Immutable rules of self‐ branding
PercepKon is reality
Have a plan ‐ keep it simple – be nimble
Me too
Market Challenger
Thought Leader
Where I wish to be
What I must do
Always ask yourself:
So What?
Thank you