Design of Brands for Strategic Communication

What does a brand represent for you?

Give some examples of your favorite brands.

Strong Brand

A strong brand stands out in a densely crowded marketplace.

People fall in love with brands, trust them and believe in their superiority.

Strong Brands

Brands and their 3 functions:

1) NAVIGATIONBrands will help consumers to choose from a bewildering array of choice.

Which brand of soda will you probably buy this afternoon?

Which brand of cereal will buy soon?

Which brand of oil do you like to use in the kitchen?

Reassurance2) REASSURANCE

Brands communicate the intrinsic 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.

What is a brand identity?Brand Identity is tangible and appeals to the senses.

You can see it, touch it, hold it, hear it, watch it move.

It fuels:

Recognition

Amplifies differentiation

And makes big ideas and meanings accesible.

Brand Identity

What does your the brand of your project represent for your customers?

GROUP DISCUSSION

ELEMENTS OF BRAND IDENTITY

BRANDINGBranding is a disciplined process used to build awareness and extend customer loyalty.

Branding is about seizing every opportunity to express why people should choose one brand over another.

A desire to lead, outpace the competition, and give employees the best tools to reach customers are the reasons why companies leverage branding

WHICH SUPERMARKET DO YOU PREFER AND WHY?

WHERE DO YOU GO TO BUY YOUR CHRISTMAS GIFTS AND WHY?

BRAND STRATEGYBUILDS ON A VISION

IS ALIGNED WITH BUSINESS STRATEGY

EMERGES FROM A COMPANY’S VALUES AND CULTURE

REFLECTS AN IN DEPTH UNDERSTANDING OF THE CUSTOMER’S NEEDS AND PERCEPTIONS.

BASES OF STRATEGIC BRAND DIFFERENTIATION

ANSWER THESE QUESTIONSWHICH DEPARTMENTS IN THE COMPANY DEVELOP THE BRAND STRATEGY?

HOW DID YOU DEVELOP YOUR BRAND?

WHAT DID YOU CONSIDER WHEN YOU WERE DESIGNING YOUR BRAND?

BRAND POSITIONINGPOSITIONING EVOLVES TO CREATE OPENINGS IN A MARKET THAT IS CONTINUALLY CHANGING, A MARKET IN WHICH CONSUMERS ARE SATURATED WITH PRODUCTS AND MESSAGES.

IT TAKES ADVANTAGE OF:- CHANGES IN DEMOGRAPHICS- TECHNOLOGY- CONSUMER TRENDS- GAPS IN THE MARKET TO FILL.

EJEMPLOS

http://www.youtube.com/watch?v=zKG588U9F8I

SIMPLE PROCESS1) CLARIFYING: COMPETITIVE ADVANTAGE, BRAND STRATEGY

2) POSITIONING: BUSINESS STRATEGY

3) BRAND ESSENCE: KEY MESSAGES, VOICES AND TONE

CUSTOMER EXPERIENCESHOPPING IS A SUBSET TO BEING ENGAGED AND ENTERTAINED.

CUSTOMER EXPERIENCE IS:

BUILDING LOYALTY AND LIFELONG RELATIONSHIPS AT EACH POINT OF CONTACT.

WHERE HAVE YOU RECENTLY OBTAINED A VERY GOOD CUSTOMER SERVICE?

WHICH RESTAURANT DO YOU PREFER AND WHY?

WHERE DO YOU LIKE GOING SHOPPING?

NAME IT HAS TO BE EASY TO SAY AND REMEMBER

IT STANDS FOR SOMETHING

AND FACILITATES BRAND EXTENSIONS

YOU HAVE TO REGISTER IT BEFORE IMPI, CHECK THE REQUIREMENTS INhttp://www.impi.gob.mx

THE NAME OF THE BRAND- MEANINGFUL

- DISTINCTIVE

- FUTURE ORIENTED

- MODULAR

- PROTECTABLE

- POSITIVE

- VISUAL

TYPES: FOUNDER, METAPHOR, DESCRIPTIVE, ACRONYM, MAGIC SPELL, “DOUBLE SENSE IN MEXICO”, COMBINATIONS.

STAYING ON MESSAGETHE BEST BRANDS SPEAK WITH ONE DISTINCTIVE VOICE.

ALSO IN TWEETS, FANPAGE, IN CONVERSATIONS WITH A SALES PERSON, ETC.

THE COMPANY MUST PROJECT: THE SAME UNIFIED MESSAGE.

CROSS CULTURES:

LAUNCHES