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What is ?
By Yiying Lu
@YIYINGLU © YIYING LU 2015 www.yiyinglu.com
A brand is the idea or image of a
specific product or service that
consumers connect with, by
identifying the name, logo, slogan,
or design of the company who
owns that idea or image.
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Competition for Recognition
We are bombarded CONSTANTLY by brands, lables, ads… through out the day!
Each brand’s goal is to stand out among the competition.
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Logorama (2007) Full Video: https://vimeo.com/10149605
“ A brand is a person’s gut feeling about a product, service, or company.”
Marty Neumeier
The Brand Gap
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TED Talks - Simon Sinek: Start with Why
Full Video: http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action
Why
How
What
Brand’s PurposeBrand’s IdeologyBrand’s OriginBrand’s CauseReason for your Brand to Exist
Branding strategy and methodsBrand’s look and feel
Nature of the product or service
Secret of any Successful Brand:
Start With Why
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“ People don’t buy what you do, they buy Why you do it.”
Simon Sinek
Start With Why
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Sphere of Branding Influence:
Identity
Personal
Local
National
Global
Virtual
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1. Navigation Brands help consumers choose from a bewildering range of choices.
2. Reassurance Brands communicate the fundamental quality of the product or service and reassure customers that they have made the right choice.
3. Engagement Brands use distinctive imagery, language, and associations to encourage customers to identify with the brand.
Brands have 3 primary functions:
From: David Haigh, CEO, Brand Finance
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“ The best brands are marrying intelligence and insight with
imagination and craft. ” Connie Birdsall
Creative Director, Lippincott
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Criteria for Achieving Good Branding Practice
Branding CAMPUS:
Consistent Authentic Meaningful Permissive Unique Sustainable
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1. Consistent
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2. Authentic
In psychology, Authenticity refers to self-knowledge
and making decisions that are congruent with that
self-knowledge.
In order to create a brand that is sustainable and
genuine, the brand expression must be appropriate
to the organizations unique mission, history,
culture, values, and personality.
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Brand Campaign Mascot
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3. Meaningful
The best brands stand for something: a big idea,
a strategic position, a defined set of values, a
voice that stands apart.
Symbols are vessels for meaning. They become
more powerful with frequent use and when
people understand what they stand for.
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yiyinglu.com/matchstick
4. Permissive
Permissive means allowing or characterized
by great or excessive freedom of behavior.
Brands that are open to change need to have
flexible brand identity systems in place to
quickly seize new opportunities in the
marketplace.
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yiyinglu.com/expedia
5. Unique
Unique being the only one of its kind;
unlike anything else.
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6. Sustainable
Brands are messengers of trust. We are all moving at
blinding speed and our institutions, technology, science,
lifestyles, and vocabulary are in a state of continuous
flux. Consumers are reassured by trademarks that are
recognizable and familiar.
Sustainability is achieved through a commitment to the
equity of a central idea over time, and the capacity to
transcend change.
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www.yiyinglu.com/ww
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- Who am I?- Who needs to know?- What do they need to know?- How will they find out?- Why should they care?- How do i want them to respond?
Questions to ask yourself before working on a new brand OR Rebranding:
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YIYINGLU.COM
yiying.lu@gmail.com
@YIYINGLU
Art. Branding.
www.yiyinglu.com© YIYING LU 2015
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