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Create Your Brand Marketing 101 by Javed Mohammed [email protected]

Create your Brand Marketing 101

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Create Your Brand Marketing 101

by Javed Mohammed [email protected]

What is a brand?

“A brand is a symbol that identifies a product, service or organization.”

Javed Mohammed

Digging a little deeper

“A brand is a promise, that defines your organization, by creating a unique personality that sets an expectation with your customer that your product or service will deliver certain results, in performance or experience through all touch points (including what customers see, hear, touch, taste or smell about your business.) by providing a feel and tone across all communications that over time build a trust and relationship to your organization or product/service.”

Brand: Differentiation

• What do I want to be known for? (Word, Image, Color, Emotion)

What Problem are you solving?

• Bad Customer Service

• New needs or wants

• Dissatisfaction

• A better way of doing things

What is the trigger for need or want?

• Lifestyle change

• Financial change

• Life stage change

Maslow’s Hierarchy of Needs Self-actualization needs (self-development, creativity, morality, spontaneity)

Physiological (hunger, thirst, sexual desire)

Safety (security, protection, employment, property)

Social (sense of belonging, love, family, sexual intimacy)

Esteem (self-esteem, respect, recognition, status)

Differentiators

Satisfiers

Basic Expectations

Satisfaction

Appealing to Outer & Inner

UNIVERSAL

CULTURAL

PERSONAL

Man vs Man, Man vs Self, Overcoming adversity, Love conquers all, Life & death cycle, Sacrifce & reward

High Context vs Low Context, Tradition

Good vs bad Selfless vs Selfish Beautiful vs Ugly Important vs Insignficant

Brand Factors

Distinctive Relevant Memorable Extendable Deep

Brand Awareness

Brand Association Brand Loyalty

Brand Equity

Brand Elements • Brand Name-name, tagline, logo, mascot, colors, taglines, fonts

• Brand Position-how you are positioned wrt competition & customers

• Brand Promise-What you guarantee

• Brand Personality-Your persona (creative, fun, performance)

• Brand Tone-edgy, humorous, conservative, subtle

• Brand Story-Your past, present, and future

• Brand Associations-image, perception, differentiation

Powerful brands, personality, image, and message

Brand Value or Equity

• “Brand Value or Equity is the value added whether perceived and or real in the customers mind for the product or service.”

STEAK: Price, Function, Support

SIZZLE: Image, Style,

BRAND EQUITY=SIZZLE+STEAK

Brand Equity: “The additional value obtained by branding”

Brand Awareness

Brand Loyalty

Brand Quality

Brand Promise Brand

Association

Brand Image

Brand Personality Brand

Equity

Brand Preference

Why Brand?

• Brands offer your product, service, organization or the individual an identity.

• Brands attract customers • Brands offer barriers to entry • Brands allow you to form lasting

relationships • Brands signify quality and build confidence • Brands reflect values & build trust • Brands can allow you to ask for a price-

premium over commodity products • Brands can offer legal protection (trademark) • Brands build loyalty • Brands create memorable experiences

Digital Strategy

Bridges the gap between where you are TODAY

And where you want to be NEXT

Digital Roadmap

Digital Review SWOT, Customer Insights Competitive Analysis

Digital Strategy Mission, Values Aspirations Goals

Digital Plan Map Customer Touchpoints to their needs (Experience, Digital Mapping)

Where am I?

Where do I want to be?

How do I get there?

A Brand Strategy must align with your organizations Values and Vision

Over 4,000 messages a day: Need 7-9 times exposure for brand recognition

Right Brain-Left Brain

People decide with Emotions

Brands appeal to Emotions

Emotions Logic

People validate decision with Logic

The Unattainable Triangle You can have only 2 of 3 sides

Starbucks Hi Quality Hi Speed (but not low price)

US Postal Service Low Price Hi Quality (but not high speed)

Quality Speed

Price (Low)

McDonalds Low Price Hi Speed (but not high quality)

Brand Elements/Identity

Name

Logo

Tagline

Color

Typography

Mascot

URL

Aesthetic

Look-Feel

Brand Identity

Brand Logos

Brand taglines

Brand Mascots

Bringing the Brand Elements together Logo, Tagline, Mascot

Brand Culture

History

People

Traditions

Language Environment

Ethos (Authority)

Pathos (Emotional Appeal)

Logos (Logical Appeal)

Brand Culture

How to build a brand!

Image: http://www.marketingdonut.co.uk/

Understand the Buyers Journey Awareness Consideration Decision

Problem

Copyright K2 Vista LLC 2015 28

Need Recognition Information Search Alternative Evaluation Purchase

Brand Influence

Thoughts

Beliefs

Experiences Values

Emotions

Images

Information Expertise

POST-EVALUATION Pre-EVALUATION EVALUATION

Motivation

Perception

Learning

Integration

Attitude

How to build a brand

RESEARCH Target Market Audience Profile (Personas) Personality & Culture Organizational Profile Perception/Cognition Beliefs Segmentation Competitive Analysis SWOT

POSITIONING USP/Differentiation Messages Values Brand Positioning

BRAND IMAGE Narrative Visual Elements Internal & External Campaigns Reputation Emotion Perception Impression Belief

1

Research & Positioning

Target Audience Need

Brand Promise To fill need

Brand Personality How you fill need

Brand Voice Your tone of how you interact with your audience

Brand Identity Your look

Brand Positioning Where you fit in market Wrt competition

Brand Experience Your Customers Perceptions about you

A Brand Personality Framework

Adapted from Aaker (1987)

Brand Positioning/Development Strategy

Product Category

Brand Name

Line Extension (Same name Same category Different recipe)

Mutlibrands (Different names, same product category eg P&G multiple shampoos)

Brand Extension (Same name New category)

New Brands

Existing

Existing

New

New

Brand Positioning Strategy

1. Own an attribute 2. Target a specific group 3. Be First 4. Be Leader 5. Be the Maverick or Reverse positioning 6. Have a magic ingredient 7. Have a special process 8. Connect with a celebrity 9. Be a Cheapner 10. Align with a cause 11. Special Heritage 12. Create Scarcity 13. Go Green & Sustainable (courtesy of Breakthrough Branding by Catherine Kaputa)

Brand Map & Criteria CORPORATION (Purpose, Mission, Values)

CUSTOMERS External Customer Insights (Promise, Experience)

COMPETITION Competitive Analysis (Positioning)

PERSONALITY CEO, Employees, Partners Celebrity Mascot

IDENTITY Name, Tagline, Logo, Mascot, Color, Typography Aesthetic, Look-Feel

CULTURE (Internal Review stakeholders) History, People, Traditions Language, Environment, Ethos, Pathos, Logos

Branding = 3 C’s + 4P’s

• Learn & Understand the 3 C’s to understand your Target Market

– Customers, Competitors, Corporation (you)

• Your Marketing Plan is the sum total of your 4 P’s

= Product + Price + Place + Promotion

• A great brand = 3C’s+ 4P’s+ Execution + Timing + Luck

Designing the Brand Mantra

Emotional Modifier

Descriptive Modifier Brand Functions

Nike Authentic Athletic Performance

Disney Fun Family Entertainment

Emirates Luxury Adventure Travel

Victoria’s Secret Sexy Lifestyle Intimate wear

3 Important Laws of Branding (adapted from Al Ries The 22 Immutable Laws of Branding)

• The Law of Contraction: A brand becomes stronger when you narrow its focus.

• The Law of Publicity: The birth of a brand is achieved with publicity, not advertising.

• The Law of Advertising: Once born, a brand needs advertising to stay healthy.

Building Brands Myth vs Reality

• Myth: Pour enough money and PR/Advertising and you can build a brand over night

• Reality: Building brands is about reputation. It takes

time to build trust. A brand is not what “you” speak about you, it is what your customers say or how they collectively perceive you. There are no short cuts. Building a brand including engaging them and building community takes time, patience, consistency (internally & externally), repetition, reinventing yourself every so often and yes money helps.

Some Do’s & Don’ts

• Do Market Research • Develop your Brand Strategy & Plan • Do get team and management buy-in • Address conflicting brand goals vs values,

budget vs time/resources. • Execute and communicate • Be consistent • Measure, adjust and repeat • Don’t Stress & have fun

Before your customer will buy: You must, give them an unforgettable experience, have a dialog, build trust, a relationship, and something they want to shout to

the world

Need Help with your Brand, Digital or

Content Marketing Project?

Contact me Javed Mohammed

[email protected] javedinc.wordpress.com

1 (408) 728-8920

Copyright K2 Vista LLC 2015 42

Resources

• Adobe Color Wheel : color.adobe.com

• Creative Commons resources for Photos (Flickr) and Video (Vimeo)

• Pinterest: create a secret Mood Board

• Wordpress: Blog/Website

• Dropbox: Cloud storage

• Mailchimp: Email marketing

• Shopify: Slogan generator

www.shopify.com/tools/slogan-maker

10 Questions You Need To Ask When Building a Brand.

1. Who and what defines our brand’s target customers? 2. What is our brand’s story? 3. Am I offering a pain-killer or a vitamin? 4. What makes my team amazing? 5. In one line, describe what you do? 6. If I were stranded on a desert island, what 5 things would I want

to have? 7. What values do I stand for? 8. What benefits do my customers get from our brand? 9. What emotions would I like my customers to take away from our

brand? 10. Who is my enemy (competition) and why am I better than them?

Make your Brand Elements

• Simple

• Enduring

• Memorable

• Versatile

• Appropriate

Your Tone of Voice

• Formal or Informal

• Optimistic or Realistic

• Humorous or Business-Like

• Excited or Balanced

• Authoritative or Curious

What relationship do you want with your audience?

• Mentor, Coach, Sponsor

• Friend, Peer, Well-wisher, Ally

• Leader, Advisor, Commander, Know-it-all

Describe your brand’s personality? In 5 – 10 adjectives (what you want, what your customers may

want)

• Adorable • Adventurous • Appealing • Artistic • Athletic • Attractive • Bold • Breathtaking • Bright • Business-like • Busy

• Calm • Capable • Caring • Casual • Charming • Cheerful • Chic • Classic • Collaborative • Colorful • Comfortable • Conservative

• Contemporary • Convenient • Cool • Creative • Custom • Cutting Edge • Daring • Dashing • Delicate • Delightful • Detailed • Dramatic • Dry • Dynamic

Reference: http://lanettascreations.blogspot.com/2012/01/living-list-of-adjectives.html

Describe your brand’s personality? In 5 – 10 adjectives (what you want, what your customers may

want)

• Earthy • Eccentric • Efficient • Elegant • Elevated • Enchanting • Endearing • Energetic • Ethereal • Excellent • Exciting • Exuberant

• Fabulous • Familiar • Fancy • Fantastic • Fashionable • Festive • Fierce • Flirty • Formal • Fresh • Friendly • Fun • Functional • Futuristic

• Glamorous • Graceful • Hip • Historic • Honorable • Impressive • Industrial • Informal • Innovative • Inspiring • Intense • Inviting • Lively • Lush

• Majestic • Modern • Natural • No-nonsense • Nostalgic • Novel • Old • One-of-a-kind • Organic • Playful • Pleasant • Powerful • Predictable • Professional • Quaint • Quirky

Reference: http://lanettascreations.blogspot.com/2012/01/living-list-of-adjectives.html

Describe your brand’s personality? In 5 – 10 adjectives (what you want, what your customers may

want) • Radiant • Rebellious • Relaxing • Reliable • Retro • Revolutionary • Ritzy • Romantic • Royal • Rustic • Scholarly • Secure • Serious • Silly

• Sleek

• Smart

• Soothing

• Sophisticated

• Stable

• Stimulating

• Striking

• Strong

• Stunning

• Stylish

• Swanky

• Tasteful • Tranquil • Trustworthy • Unconventional • Unique • Upbeat • Urban • Versatile • Vintage • Wild • Witty • Youthful

Reference: http://lanettascreations.blogspot.com/2012/01/living-list-of-adjectives.html