The Branding Challenge It is a continuous process Created by Ann Fulmer, MS, Professor, Benedictine University
The Marketers Challenge • Pressure for results • Consumers are in control • Provide relevant communication • Use multiple promotional mix tools • Stay in front of the consumer • Build relationship with consumers • Create brand awareness (source: Vertis Communications, Oak Brook, IL)
Creating Brand Identity Getting Started
What is a Brand? • A brand is a combination of attributes, communicated through a name, or a symbol, that influences a thought-process in the mind of an audience and creates value. (AOL, 3M Post-Its, WD-40) Brandchannel.com
What makes up a Brand? • A company name, trademark, positioning and trade dress. All these elements together create loyalty to a brand.
When do you Brand? • Product is easy to label and identify by brand • Demonstrates quality and value • Product is easily available • Strong demand for product • Economies of Scale (Costs dec. Profits inc.) • Placement available and good
How long does it take to build a Brand? • Varies…..Nike took 15 years through product differentiation, Michael Jordan, consistent delivery • How long does it take for YOU to build your reputation?
Soul Search • What is it that your company does? • Where is it that you want it to be? • What image do you want to project? • What type of style? Conservative? Playful?
Educate Yourself • Surf the Web • View advertisements • Learn about what identities exist (swipe file) • Collect negative and positive images
Be Objective • Put personal likes/dislikes aside • Concentrate on the goals of the company • Share and get feedback from others
Look at Big Picture • How will identity be used? • Overall goal? • What type of impact do you want to make? • What is special about your company?
Consider Image • Be more than clever • Should intrigue, create enjoyment and understanding • Connect with audience (target market!)