BASICS OF BRANDING

FIRST
A brand is not a logo.
 SECOND
A brand is not an identity.
FINALLY
A brand is not a product.
A BRAND IS A PERSON’S
GUT FEELING ABOUT
A PRODUCT, SERVICE,
OR ORGANIZATION.
IT’S NOT WHAT YOU SAY IT IS.
IT’S WHAT THEY SAY IT IS.
WHY IS BRANDING SO IMPORTANT?

1 People have too many choices and too little time.

2 Information overkill.

3 We tend to base our buying choices on trust.

 D
1,294,000 Brands registered
(Thomson CompuMark June 2006)

3,500 Advertising messages per Day

USA
From 8,400 magazines in 1960 to 12,000 today

From 440 Radiostations to 13,500 and from 6 TV stations to 85.

Plus 25,000 new Internet Broadcasting channels.

BUT
Only 0,004 per cent of all
information will register
with our target groups.
Brand = T R U S T
 T=rd
TRUST RELIABILITY DELIGHT

Trust comes from meeting and beating customer expectations.

WHAT BRANDS
ARE EXPECTED TO DO …
FIRST:

DIFFERENTIATE!
The three most important words in differentiating your brand:

CREATE
1 FOCUS
2
FOCUS
3
FOCUS
One Logo
One Message
any many stories
Unique Appearance
on all channels
Common Understanding
instead of singular selfish actions.
SECOND:

COMMUNICATE!
 Values

Vision
Mission
Guiding Principles

Brand
From … Identity
(Status)

Products
Services
Technologies

Competencies
 …to be effective on -
Employees, Customers,
Suppliers, Shareholders,
Society
Positive Prejudice
Attractiveness

… to Brand
Perception
(Image)

Trust
Preference

Evaluation
 The main purpose of branding is to get
more people to buy more stuff
for more years at a higher price.
BACK TO THE FUTURE
HOW DO WE IMPLEMENT BRANDING?

1 Develop a set of clear rules and communicate the

goal of branding.

2 Establish an organization which can create and

control such a strategy.

3 Create a tool which enables everybody, who is

concerned to support the brand.