lets ‘talk story’ about branding basics
DESCRIPTION
Basics on Branding from ManaTRANSCRIPT
Lets ‘Talk Story’ About Branding
W D F dWavenDean FernandesPrincipal
Mana Brand Marketing & DesignMana Brand Marketing & Design
Why Do Branding?
Components Of Business SuccessComponents Of Business Success• WHAT: Actual Product & Services you offer
• WHO: People and Staff
• WHERE: you offer it
Physical and Online– Physical and Online
• HOW: you offer it
– Customer service
– Conflict resolution
d k– Presentation and Packaging
– Value structure (Cost, pricing)
• WHEN: seasonality?
• WHY: Brand
• OTHER
– Capitalization and Financials
– Legal
– Sales and Business development
– Branding
– Marketing
– Advertising
– Public Relations
Why Do Branding?
• WHY: BRAND
• BRANDING
Create Awareness– Create Awareness
– Attract consideration
– Foster Seduction
– Motivate Action
– Reduce Risk
– Reinforce Behavior over time
Definitions
fExcerpt from a recent interview on CNN
Wolf Blitzer: "Where is the best place for people to invest right now?"
Bill Gates: "People should invest in themselves."
Definitions
B dBrand =
• Product or Manufacturer – a name, usually a trademark, of a product or manufacturer, or the product identified by this name.
• Recognizable type of something a distinctive type of something (an unusual• Recognizable type of something – a distinctive type of something (an unusual brand of humor).
• Mark burned on an animal – a mark burned into the hide of a range animal to identity it as the property of a particular ranch, farm or owner.y p p y p ,
• Mark on criminal or enslaved person – a mark made on the skin of a criminal or a slave, especially to identify the owner.
• A sign or mark of disgrace, infamy or notoriety.
Logo =
• The design of an emblem, symbol, sign, badge, insignia used by an organization, company and business on its business cards, letterhead, advertising and marketing materials by which the organization, company and business can be easily recognized.
Definitions
Id titIdentity =
• What identifies somebody or something. The name or essential character that identifies someone or something.
• Essential self The set of characteristics that somebody recognizes as belonging• Essential self. The set of characteristics that somebody recognizes as belonging uniquely to himself / herself and constituting his / her individual personality or approach for life.
• Individualityy
• Uniqueness
• Distinctiveness
• Characteristics
• Self
• Character
• Personalityy
Definitions
B diBranding =
• The use of advertising, distinctive design, and other means to make consumers / customers associate a specific product with a specific manufacturer or company. Make an indelible impression on somebody, way to describe or label somebody orMake an indelible impression on somebody, way to describe or label somebody or something. To mark an animal hide or skin with a hot iron, especially as a means of identification.
Marketing =
• Selling of product or services. The business activity of presenting products or services in such a way as to make them more desirable to consumers / customers.
• The act or process of making a product, service, cause, or organization more widely known or more successful.
dAdvertising =
• Public promotion of something. The public promotion of something such as a product, service, business, or event in order to attract or increase interest in it.
Definitions
P tiPromotion =
• Encouragement for activity. Encouragement of the growth or development of something.
• Advancement in position An advancement to a more senior job or a higher rank• Advancement in position. An advancement to a more senior job or a higher rank, grade or position.
Brand Identity =Brand Identity
• Same as definitions for Brand.
“Brandality” = brand personalityBrandality = brand personality
General Recommendations For Creating Brand Impact
Goal: Sustain and Enhance brand
experience for both customers and
internal staff / employees, partners,
suppliers Must involve yoursuppliers. Must involve your
business brand eco‐system to be
successful.
• Consistent and Appropriatepp pBrand Expression across ALL RELEVANT physical and digital customer / prospect ‘touch‐points’.p
• Create and Execute your brand marketing with quality Design, Messaging, Printing, Experience.
• Leverage all the different tools• Leverage all the different tools and assets available to you for both Physical and Digital marketing.
WavenDean Fernandes of Mana Brand Marketing & DesignTwenty Five years of experience in Branding, Marketing, Design, Interactive Media
Branding firms I have worked for: Brands that I have worked with:
