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Quality Branding –Excerpts from Presentation October 17, 2012
CHRISTINA FLAVELL
DIRECTOR OF STRATEGY
Quality Branding
• What is a brand?
• What is my brand?
• The importance of branding
What is a brand?
• Textbook: The essence or promise of what will be delivered or experienced by a company, product or service
• Simple: The overall identity + impression of a company, product or service (or person!)
What is a brand?
The sum of the parts –more than a name and
logo
Words –name, tagline, messages, tone, etc…
Visuals elements –logo, colours, graphics, style
A brand is what you control… and what you don’t control
What is said, believed
Perceptions – true or untrue
Customer experiences
An identity built over time
Something fragile
What is my brand?
• Research and prioritize target audiences
• Research your competition
• List your strengths
• Determine the benefit of your strengths to your target audience
• Describe your company in human terms, e.g. bold and honest, or warm and optimistic
My key strengths and values:
How they benefit my customers:
My company in human terms (how do I speak?):
Logo, colours, fonts, graphic elements:
Tagline:
Key Messages:
What is my brand?
Brand Summary -
What is my brand?
• Branding guidelines based on current trends
• Keep it clean
• Own it
• Be brief, and back it up
• Give it the “so what” test
The Importance of Branding
• A key reference and reality check for:
• All branding elements – from logos to employees
• All marketing activities – from ads to white papers
• Business plans – a valuable tool to ensure you are playing to your strengths
• Quality branding = consistency =trust among target audiences, awareness with new audiences, and the long term health of your business
