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Building a Distinct Brand: Brand Matters

Learn the importance of branding and how to build a distinct brand that engages consumers, while creating meaningful connections and differentiation. Discover the key attributes and benefits that will make your brand stand out in the market.

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Building a Distinct Brand: Brand Matters

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  1. BRAND MATTERS

  2. Brand Matters “A brand is a perception in the prospect’s mind.” Al Ries and Laura Ries Authors of “The 22 Immutable Laws of Branding”

  3. cold dead fish Brand Matters

  4. Brand Matters

  5. Top 10 Global Brands in 2011

  6. Top 10 Global Brands in 2018

  7. Brand Matters Jumped from 17th in 2010, to 8th in 2011, to 1st in 2018

  8. Brand Strength Measures Internal • Clarity • Commitment • Governance • Responsiveness External • Relevance • Differentiation • Authenticity • Engagement • Consistency • Presence

  9. Building a Brand • create a distinct personality “Brand power . . . How did Tommy Hilfiger do it? With a little money, a lot of chutzpah, and an almost magical touch for promotion.” Individual Investor • creating a great brand means nothing more and nothing less than creating a distinct personality and telling the world about it!

  10. Brand Matters “Branding is more – not less – important than ever.” Tom Peters Author “The Circle of Innovation”

  11. Brand Matters • “I’m going to the Fair. Are you?”

  12. Eddy Bauer Great service Great policies Friendly, feel like they want you there Very good quality Brands We Pay More For Rely on Engaging the Consumer

  13. Engaging the Consumer How does the Eddie Bauer engagement premise translate to artists and presenters? • add value to your brand (qualities that your visitor/customer/buyer see as relevant to them, above and beyond) • engage potential and existing customers in what you do, how you do it, why you do it. • make sure your service is excellent - your reception may be different than that of your potential audience - find out!

  14. A logo is not a brand.A brochure is not marketing.Marketing is not sales.

  15. size doesn’t matter Build a Brand with PR

  16. Build a Brand – the Meaningful Relationship • You aren’t just buying coffee, you’re buying an experience • The relationship with your barista is the reason why you pay more than it’s worth • Mission “to be the premier purveyor of the finest coffee in the world” • Curiosity brings the customer in for the first time, and there is a slow build of the relationship over time to where there is a bond and commitment on the part of the customer • Build alliances • These brand relationships are not created overnight, launched in Seatle in 1971, launched in Canada 1987

  17. Build a Brand – creating connections • Prospects must look on the promised experience as something that’s not only unique and desirable but that speaks directly and personally to them • Prospects must be able to readily envisage themselves as brand users or customers • They should have some feeling for what that might mean to them personally

  18. Build a Brand – creating connections • Promises That Connect • Problem – Solution • Reassurance • Prestige • Personal Qualities • Membership • Memory Triggers • Self-completion

  19. Brand Development

  20. Define Your Target • Who are they? • Where do they live, work or play? • What do they do, at work, at play? • How do they behave? • How old are they? • What jobs do they hold? • How much savings or disposable income do they have?

  21. Describe the Personality of your Brand • What is your brand like? • How does it behave? • What personality characteristics does it have? • What attributes does it have? • If you could use only one word or phrase to describe it what would it be?

  22. Building meaningful differentiation: Attributes VS BENEFITS • Benefits are the characteristics that consumers feel are directly and discernibly related to the performance and attractiveness of the product or service or the product-use experience. • Benefits are what the customer values

  23. What is the Overt Benefit? • What’s in it for the customer? • Answer the why questions. Why is this service or product good or important? Why can’t I get this from your competitors? • What is your promise? • Be specific, be obvious, be direct! Articulate the benefit clearly. • Make sure your benefit is not generic. • Simplify, but don’t be vague. • Make sure the benefit is relevant! • Benefits are what the consumer values

  24. What is the reason to believe? • Why should the customer believe your promise? • Years in service? • If it’s technology explain it but only if it backs up the benefit. • Give your overt benefit credibility.

  25. What is the dramaticdifference? • Focus the drama on the overt benefit. • What’s the difference between your brand and the alternative? • How new-to-the-world is the benefit or reason to believe? • If a benefit is emotional – push it to be experiential.

  26. Answer these questions . . . • Why does your brand exist? • What can you do better than anyone else? • What is unique about your business? • What is your purpose? Your intention? • What 3 images capture the essence of your brand?

  27. Canadian Quality Team-builders Problem Solvers Personable Brand Personality & Characteristics Innovative Dependable

  28. 20 years ago two Canadian engineers started designing and manufacturing high-quality fixtures for single tube florescent lights and called their company TechniLite. Their customers were firms that built store fixtures and soon they were making special requests for the many different situations they faced. Driven by these customization challenges, TechniLite has since engineered many display lighting systems, outdoor signs, back-lit signs, LED lighting systems and kiosk designs. They designed sign frames that work so well they get used even where lighting isn’t needed. The advantages of green-technology LED lights drove them to design a proprietary sign panel that diffuses the light evenly for big-impact visuals. Barrier free shopping requirements drove them to create the thinnest possible back-lit LED signs. They now serve a broad range of commercial display lighting needs, and continue to custom-build in Canada so that their customers get the support of a professional manufacturing team and top-of-the-line dependable product when they want it. Bright visual, low profile, big impact. TechniLite.

  29. “Only those who will risk going too far can possibly find out how far one can go.” ts eliot (1898 – 1965) Poet and Playwright

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