B' is for Building a Modern Brand
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This document discusses building a modern brand for startups. It emphasizes that a brand is more than just a logo - it is the perceptions in a consumer's mind and a promise delivered. Building brand equity requires determining what the brand will be famous for, living the brand values, and unlocking the brand experience through strategic vision, brand character, values, promise, and delivery. Effective brand delivery involves products, communications, environments, and behaviors that are aligned. Testimonials highlight how branding creates a great first impression and encapsulates a company's vision and ethos. In summary, the document provides advice on developing a strong brand identity and managing a brand holistically across a company.
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B' is for Building a Modern Brand
- 1. ‘B’ is for Branding
- 3. Just for Founders ME 2
- 5. What does it mean to build a modern brand ?
- 6. Increase the asset value of your brand Coke’s Market Cap with it’s Brand $120 Million Coke’s Market Cap without it’s Brand $50 Million
- 7. How do we build brand equity ?
- 8. What is a brand?
- 9. What is a brand? “An identifiable product or service augmented in such a way that the buyer or user perceives relevant unique added values which match their needs most closely. Furthermore, its success results from being able to sustain these added values in the face of competition” Leslie de Chernatony and Malcolm McDonald (1992)
- 10. What is a brand? “A collection of perceptions in the mind of the consumer”
- 11. Famous for…
- 12. What to be famous for? “…ask a stranger to tell you what they think of your startup tomorrow: if it's not what you wanted to hear or sounds like someone else's business, you have a brand crisis on your hands…”
- 13. What to be famous for? “…trying to be different (just like everyone else's 'different'), …creatively vague ("shit, what *was* the name of that new brand I read about again ...?") or …so confused you're left going "sorry, what was that exactly?”
- 14. Tune in before turning the volume up
- 15. Live it A brand is a promise…
- 16. Live it A brand is a promise… delivered
- 17. Live it A strong performing brand
- 19. Brand management
- 20. Brand management “ The epitome of British style, Barbour are renowned the world over for creating quilted and wax jackets which combine a robust and practical construction with understatedly elegant design.”
- 23. Unlock the brand experience
- 24. Strategic vision Essence Unlock the brand experience
- 25. What is your vision?
- 26. Unlock the brand experience Strategic vision Brand character Brand values Essence Customer / Market insights Organisational / Behaviour insights Brand audience Who are they What they say Relationships Trends and opportunities Brand landscape Situation Aspiration Challenge Approach
- 27. Unlock the brand experience Strategic vision Brand character Brand values Brand promise Essence
- 28. Unlock the brand experience Strategic vision Brand character Brand values Brand promise Essence preservesintegrity andretainsgoodwill andrespect
- 29. Unlock the brand experience Strategic vision Brand character Brand values Brand promise Brand experience Myth Truth Looking through the keyhole (to unlock the complete brand experience) Essence
- 30. Unlock the brand experience Strategic vision Brand character Brand values Brand promise Brand experience Myth Truth Delivery Looking through the keyhole (to unlock the complete brand experience) Essence
- 31. Brand delivery Products / Services Communications Environments Behaviour
- 32. Brand architecture Products / Services Corporate brand Offer #3Offer #1 Offer #2
- 34. Brand delivery Communications • Key messages • Internal communications • External communications • Website, Microsite, Intranet • Corporate literature • Product/service literature • PR, advertorials, blogs, etc • Events, launches, etc • Campaigns, Films • Advertising
- 36. Brand delivery Environments • Office • Retail • Facilities • Plant • Service
- 39. So, is brand just about a logo?
- 41. Testimonial “As a start-up, I knew Branding would be important, but didn’t know what to do. Interrelated took a personal interest in our venture and educated me on a Brand Roadmap necessary for our growth. It wasn’t just the image of our company through a Logo, but a thread that we should weave through all our communications …I receive many compliments on our branding; creating a great first impression.”
- 42. Testimonial “Mark pinpointed the core message and the story that needs to be told. He then went to convert that work into the visual elements of the brand. This went far deeper than a pretty logo. When we finally agreed the image it managed to encapsulate everything… Mark and his team are real branding professionals and I could not afford to get it wrong. I am happy to recommend Mark and his team.”
- 43. Testimonial “Mark gently got into our heads and pulled out the key elements that would shape our vision, ethos and 'what we stand for' which is still in use today. The design work was equally as impressive. We now have a logo and brand that portrays a fresh energised feel, is able to show movement, can adapt to clients and us internally as we grow and take on new areas of the business and ultimately a brand that we love.”
- 44. Increase the asset value of your brand >
- 45. Aligning
- 46. Aligning
- 47. Reputation
- 48. Questions?
- 49. Thank you