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The Panel 7 – Sheraton Hotels & Towers, Ikeja,
Lagos
Retail Pharmacy Business Summit
Tuesday August 11, 2015
Retail Pharmacy BrandingBukky George (Mrs) – FOUNDER & CEO, HealthPlus Pharmacy
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Outline
Why Brands Matter
What Are Brands
Building Your Brand Needs
Reasons To Brand
Perception Is Everything
Logo and Brand: Any Difference?
Products and Brand, Any Difference?
How Brands Grow
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Outline (Cont’d)
Brand Exercises
Internal Analysis
External analysis
Corporate Identity
Brand identity
Brand Image
Brand Name
Logo
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Outline (Cont’d)
Trademark
Brand Colors
Font
Tagline
Business Card
Letter Head
Brochure and Other Marketing Materials
Website
Shop Exterior & Interior Design
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Why Brands Matter
Whether you are launching a new company or a
new product
Or you want to establish a strong brand from the
get-go
Maybe you have been in business a while and
you need to do some brand repair or rebranding
Perhaps you have just joined the marketing team
of an established business and you need to come
up to speed on the subject
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Why Brands Matter (Cont’d)
Regardless of your starting point:
• Brands matter
• You need one
• Building a brand delivers value that far
exceeds the time, effort and monies invested
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What Are Brands
Brands are Promises
Promises that your customers believe in
You establish your brand by building trust
in a promise:
• Promise on who you are
• What you stand for
• What unique and meaningful benefits you
deliver
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What Are Brands (Cont’d)
You build your brand by living up to your promise
every single time people come into contact with
your name, your message or your business
You strengthen your brand by constantly
reinforcing your brand promise
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The Reasons To Brand
First and foremost, your business will not
go very far unless it becomes a clearly
differentiated and reputable brand
Branding sets your business apart from
others. There is Shoprite and there are
nameless supermarkets out there.
Branding is the only way to truly
differentiate your business from the
competitors
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Reasons To Brand (Cont’d)
Brands are shortcuts to making
purchasing decisions. For example,
people think of soft drinks in terms of
Coca – Cola
Brands are memorable
Brands engender loyalty. When a brand
lives up to its promise, people over time,
will become loyal to it and even act as
evangelists
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Reasons To Brand (Cont’d)
Brands command premium pricing
because of their premium image
A branded business represents something
in the people’s minds
Branding your business contributes to
national development because the more
people know your brand, the more they
patronize it, and the more money you will
make
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Reasons To Brand (Cont’d)
You are not the only one in your field. The
only way to show customers you are
different and worth patronizing is by
branding your business
Branding creates preferences for your
products or services which, in turn,
increase revenue for your business. And
isn't that what every business desires?
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Reasons To Brand (Cont’d)
Brands make selling easier because they
inspire confidence. Selling a no – name
takes time and patience
High sales mean higher profit and higher
value for the owner
Consumers are willing to pay more to buy
brands because of perception that brands
deliver outstanding benefits
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Perception Is Everything
Many people think that the logo is the
brand. No, the fact is, the logo is just one
representation of the brand
Your brand isn’t how you look or what
you say or even what you sell. Your brand
is what people believe you stand for:
•Apple sells computers. It is known for
thinking differently
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Perception Is Everything (Cont’d)
•Disney sells animated and amusement
park family entertainment. It stands for
making dreams come true
•GTBank sells banking services. It
stands for integrity
•HealthPlus sells medicines and health
care products. It stands for excellence
and service
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Logo & Brand: Any Difference?
A brand is an accumulation of words,
thoughts, images and emotions that come
to mind when you think of, hear of, see or
experience a product or service, while a
logo is a symbol or trademark that is used
to represent the brand
A logo is a part of the whole, the brand
being the whole
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Logo & Brand: Any Difference? (Cont’d)
A brand is made up of both:
• Visible elements – color, symbols,
ambience, packaging
• Invisible elements – taste, feel, smell,
attitude
While a logo is visible
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Products & Brand: Any Difference?
Products are made
in the factory,
but brands are created
in the mind- Walter Landor
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How Brands Grow
Brands grow from top down and from inside out
•This means your brand needs the commitment of the organization's leaders and the support of employees in every department and at every level of the organisational chart
• In short, from the CEO to the cleaners!
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Brand Exercises
These include a series of questions which should be
answered by the founder/owner and key staff. Do not
forget your foot soldiers e.g. shop assistants.
8 Point Check List:
• Is the XYZ brand image creating a point of
difference?
• Is XYZ enjoying high levels of both customer
recognition and recall? (it is not enough for a
potential customer to know who XYZ is, the
customer needs to recall and choose XYZ when
it becomes time to make a decision)
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Brand Exercises (Cont’d)
• Is XYZ brand perceived as adding value?
• Does XYZ promote a clear and shared organizational
vision?
• Does the XYZ brand have clear messages and
offering that resonate with customers?
• Is the XYZ brand consistent within communication
messages and visual icons?
• Does the brand embrace the realisation that the
power of the brand exists in the mind of the
customer?
• Is the XYZ brand building customer loyalty program
and developing strong customer relationships?
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Internal Analysis – Current
Business & Proposition
What are the main things that you have
done well to date to ensure success?
In what areas could you be more
successful?
What has prevented you from doing these
things? What needs to happen to make it
so?
What are your greatest opportunities for
future growth?
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Internal Analysis – Current
Business & Proposition (Cont’d)
Are all opportunities being realised? Do missed
opportunities provide leverage points to
competitors?
What are your greatest threats?
How is what you do better/different to
competitors?
Are all resources being optimized?
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Internal Analysis – Products &
Services Offered
Product ranges
Added value services
Quality and value
Availability of stock
Sourcing
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Internal Analysis – Employee
Brand Relationship
What are the qualities you look for in
employees?
How do the people who work for you feel
about the company?
How do they feel about what they do?
Do they enjoy a clear sense of direction?
Do they feel appreciated?
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Internal Analysis – Employee
Brand Relationship (Cont’d)
Will working for you be a credit to their CV?
How would you like to be thought of by your
employees?
In what ways can employee brand
relationship be improved to attract the
highest calibre staff? A well known brand
with a great promise finds it easy to attract
great staff
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Internal Analysis - Core Values
List your core values, i.e. beliefs you
hold dear/important
Articulate the ones you practice and
the ones you don’t
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Internal Analysis - Core Values
(Cont’d)
• In small groups – each list 5-8 of core values you
believe the company is or should be projecting.
remember not to be too obvious, people expect
you to be honest. Prioritize the value that are likely
to differentiate you in the market place
• Now discuss and agree as a group the 5 you
believe are most important
• Then discuss the ones that already exist vs. the
ones that are believed should exist
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External Analysis – Who Is The XYZ
Customer
How many customers do you have?
What are the demographics?
Cultural attitudes
What media channels are likely to
dominate your market?
What problem or issue do we want to solve
in people’s lives?
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External Analysis – Who Is The XYZ
Competitor
How many competitors do you have?
Who are the main ones?
How do they promote themselves?
What is the market perception toward them?
How/Why are their customers different to
yours?
What (if anything) do they do better than you?
Is competition likely to grow in the future?
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Corporate Identity
This is the visual
representation of an
organization, comprising its
name, logo, color, design,
layout and typeface
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Brand Identity
Brand identity is how you want your brand
to be perceived by the customer-
expensive, affordable or luxurious, etc. For
instance:
•Kia is synonymous with affordable
•Nokia is considered durable
.
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Brand Identity
Brand Identity distinguishes a brand and
helps consumers to tell apart from others in
its category. For instance, Coca Cola and
Pepsi are two leading brands of cola in the
world. Yet over time, through a carefully
thought-out brand identity, which goes as
far as the taste, each brand has
successfully differentiated itself in the
market-place.
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Brand Identity (Cont’d)
Note that brand identity represents what
your brand SHOULD stand for in people’s
minds. It is therefore, an ideal that you must
aspire and reach out for
How do you achieve this?
• Ensure every element of brand identity such as
name, logo, color, tagline, etc., is aimed at
projecting the brand the way it SHOULD be
perceived
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Brand Image
This is the perception that consumers have
formed of a particular brand. It is what the brand
CURRENTLY represents in their minds
Between BRAND IMAGE and BRAND IDENTITY
• Brand image is different from brand identity
because while the former is the CURRENT
perception, brand identity is the IDEAL or
DESIRED perception
Your task as an entrepreneur therefore is to
ensure a synergy between the BRAND
IDENTITY and the BRAND IMAGE
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Brand Name
This is the name given to a particular brand in
order to differentiate it in the marketplace. It
is the major element of the brand identity.
A good brand must tell people:
• What the brand is
• What it does
• How it does it
It must also differentiate the brand from the
competitors’ interest.
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Brand Name (Cont’d)
Just before you name it…
Keep in mind the following attributes of a good
brand name:
• Evokes positive associations for the brand
• Is memorable
• Is easy to pronounce
• Is distinctive
• Does not infringe on existing registered brand
names
• Can be registered as a domain name
• Can grow with the business from coast to coast
without loosing its meanings
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Types of Brand Name
There are number of categories of brand names
However, the purpose of this presentation, will
focus on the following which are most common:
• Descriptive name: A name that describes what the
brand promises or has to offer. A good example is The
Body Shop
• Associative name: A name that makes reference to a
feature or benefit of the product or service. A good
example is Pampers
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Types of Brand Name (Cont’d)• Freestanding name: This is a name with a
meaning of its own but no link whatsoever to the
product or service in question. Examples of
such names are Apple, Blackberry and so on
• Owner’s name: The brand name is same as
that of the owner. This is often an easy and
effective approach as it helps in building both
the corporate brand and the personal brand of
the owner who over time becomes synonymous
with the brand. For example: Calvin Klein
Fashion Label is named Calvin Klein
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Types of Brand Name (Cont’d)• Family name: Some entrepreneurs
prefer to adopt their family names as
their brands. It is also possible to adopt
both the owner’s name and family name
for the brand. This is common with legal
practitioners
• Initials: Though considered a risky route
to brand naming, some companies still
prefer to use the initials for their brand
names. Examples are MTN, CNN,
KPMG among others
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Logo A logo is a symbol or trademark that is used to
represent the brand. It is usually a combination
of a name, symbol and colors
A good logo aims to differentiate the brand
from the competitors’
A logo is the window to the soul of brand
A great logo should be:
• Simple
• Memorable
• Easily recognizable
• Attractive
• Representative of the brand
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Types of Logo
There are different types of logo designs
The choice of a logo is a function of the
type of brand and message you want to
pass across to people
• Text logos: Also known as ‘word marks’,
text logos use fonts or type style to represent
a company or brand name. Though the
simplest of all logo types, they could be
difficult to design and so require experienced
logo designers.
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Types of Logo (Cont’d)
• Iconic/Symbolic Logos: Iconic or
symbolic logos feature very simple
graphics and/or symbols that portray an
aspect or image of the company or
brand. They can be achieved either by
using symbols only or with texts as well.
• Letterform marks: Letterform marks
logos are created using one or more
letters as a symbol to convey the brand
message
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Types of Logo (Cont’d)
• Marks : A mark logo uses an image
that is usually a reference to the
company or brand attributes
• Emblem : An emblem logo encases
the brand name within the design
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Trademark
It is any sign which can distinguish the
products and services of one trader
from those of another
Example of signs include words, logos,
pictures, or a combination of these
It is worthwhile to protect your brand by
engaging a lawyer who specializes in
Intellectual Property. You will register
with a Trademark Agency and obtain
your certificate
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Brand Colours
Colours are an important element in branding
as they do generate emotional reactions and
associations for brands
The choice of colours for a brand should be a
function of the identity desired for it
Examples of brand colours are Red for UBA
Plc., Green for Glo, Blue for HealthPlus
So, What’s Your Color?:
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Yellow is happy, joyful, optimistic, cheerful, fun, energetic, youthful,
sunny and friendly. Ideal for children-related brands, fast-food and
catering businesses, entertainment firms, etc.
Green is life, natural, healthy, vegetation, fresh, tranquil,
claiming, wealth prestige. Ideal for health-focused brands such
as pharmaceutical firms, spas and gyms. Could also be used for
fast food outlets, restaurants and banks
Blue: Is cool, calm, professional, emotional, peaceful, loyal,
liberal, cold, formal, smart, progressive, trustworthy, etc. Ideal
for financial institutions, insurance firms, hospitals,
pharmacies, consulting firms, airlines, conferences, etc.
Brand Colours (Cont’d)
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Black: Is mature, class, bold, serious, conservative. Ideal
for almost every brand
White: Is pure, clear, innocent. Ideal for a wide range of
brands as it works well with other colours
Red: Is aggressive, bold, hot, confident, daring, powerful, rebellious, intense,
sexy, provocative, energetic, attractive and bullish. Ideal for fashion and
feminine brands, fast-food outlets(it is believed to stimulate appetite), financial
institutions, pharmaceutical and telecommunication firms etc.
Brand Colours (Cont’d)
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Tag LineThis could be described as a sentence, phrase,
or word that captures the essence of a brand
Also called a pay-offline, a tagline is like the
concentrated version of your brand idea
It should tell customers and prospects what your
brand stands for on the go
• Stanbic IBTC Bank: Moving forward
• Airtel: Keep the conversation going
• HealthPlus: Love life, feel great
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Business CardA business card is one of the first ways of creating an
impression about your brand
It is no longer just a piece of card with contact
information. This business tool has become a vital
part of the first impression experience. It is also an
instant reflection of you and your company’s worth
A business card must reflect the identity you want to
protect about the brand
Ensure your business card contains relevant
information such as the business name, your name,
telephone number, email address, etc.
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Letter Head
A letterhead is more than a piece of paper that
bears your company’s logo and other business
information
Its outlook usually influences the way your
brand will be perceived. Therefore, it must
reflect the desired brand identity
The letterhead should incorporate the following:
logo, current contact information, telephone
number, email address, website, the brand’s
tagline and services rendered
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Brochure & Other Marketing Materials
It is a printed material containing salient
information about an organization and its
brand
A brochure must communicate the brand
essence, reflect and enhance the brand
identity
This marketing communication material
should include only relevant information
– it shouldn’t be clumsy
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Website
A website might be some peoples first
impression of your brand. Thus, it is a
crucial element of the brand identity.
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Brand Manual
It refers to a set of design rules that tie the
look and feel of all marketing materials
together
Brand manual ensures consistency in the
way brand communication materials are
presented and used
Whether your company is large or small,
you should have a documented brand
manual to guide branding activities
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Niche For your brand to succeed, you must carve a niche for it
within the sector for which it belongs. To successfully do
this, focus on your core competence, capacity building
and available resources
Examples of Pharmacy niches:
• Pharmacy & Supermarket
• Pharmacy & Beauty
• Pharmacy & Health Shop
• Pharmacy (with First Aid)
• Pharmacy (with Consultancy)
• Pharmacy (with Health Promotion)
• Pharmacy (with Small Scale Manufacturing)
• Pharmacy (with Clinical Services)
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Brand Promise
A statement that clearly expresses the Relevant,
Enduring and Distinctive benefits a brand pledges to
customers as a result of their relationship with it
As stated in the definition, the brand promise must be
RED, that is:
• Relevant: It must be important to the customers.
In other words, it must be what they need
• Enduring: It must be able to grow with the brand
over an extended period of time
• Distinctive: The brand promise must be unique
and original, not a cheap copy of what another
brand has already promised and is delivering on
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Brand Essence
This is the core characteristics or
attributes that define a brand.
It articulates the heart and soul in a few
words. For GNC, it is “Live Well”
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Some Brand Promises
To illustrate, here are the brand promises from
three highly successful, world-wide brands:
• Virgin: “To be genuine, fun, contemporary,
and different in everything we do at a
reasonable price.”
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Some Brand Promises (Cont’d)
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• The NFL: “To be the premier sports and
entertainment brand that brings people
together, connecting them socially and
emotionally like no other.”
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