The document discusses branding and building a strong brand image. It defines a strong brand as having a special relationship with customers based on shared values and vision. The brand must communicate consistently across all touchpoints. It also states that the brand is the most important intangible asset an organization has. It then discusses what a brand represents, the need for brands to evolve, and how brands benefit both customers and businesses by increasing loyalty, productivity, and competitive advantage.

1. Brand Development &
Image Building
Your Brand
Presented by
Devin Griffith
Transforming creative ideas into business results

2. Definition of a strong brand:
A special relationship that is the result of the contribution
of the values, vision and purpose that you drive. Through
being distinctive, relevant and consistent.
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3. Definition of a strong brand:
The brand must communicate at 360º to all your
audiences. The brand image is reflected through the
collective experiences gained at every touch point
with which your stakeholders interact. Every
experience modifies this impression. The brand is the
single most important (intangible) asset any
organization will ever own.
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4. What is a brand?
A singular idea or concept
that you own in the mind
of the customer or
the prospect.
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5. A brand must stand for something:
• Instead of an imported beer;
• Instead of an expensive Swiss watch;
• Instead of the ultimate driving machine;
• Instead of fast overnight delivery;
• Instead of an affordable family oriented restaurant;
• Instead of lean tender meat; Proper Pork
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6. Brands evolve:
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7. Exercise: What do you see?
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8. Exercise: What do you see?
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9. Exercise: What is the Story?
Transforming creative ideas into business results

10. Exercise: What is the Story?
Transforming creative ideas into business results

11. Exercise: What is this story?
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12. Exercise: What is the Story?
Transforming creative ideas into business results

13. Exercise: What is the Story?
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14. Brands: How They Work?
Loyalty
(Vouch For
Me)
Purchase
(Buy From
Me)
Confidence
(Believe In Me)
Preference
(Choose Me)
Affinity
(Like Me)
Awareness
(Know Me)
Transforming creative ideas into business results

15. Brands: Why Change?
Under New Management
Losing Customers
Boring Look
Confusing Look
New Products or Services
New Competition
Target Different Crowd
Exporting Abroad
Showing Success
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16. Branding: Who Benefits?
Creates
Loyalty
Increases Allows for Premium
Productivity Pricing
THE TANGIBLE
BENEFITS OF Branding
Cuts through
Saves Information Clutter
Costs Affords Protection
from Competition
Transforming creative ideas into business results

17. Brand
Essence & Identity
The key promises and assets
of your brand
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18. Mission
What is the brand’s role in
society, or the public
benefit of the brand?
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19. Vision
The definition of the brand
future: in what market do
we want to lead?
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20. Core Values
What does the brand stand for in
terms of its human attributes?
• Trust
• Integrity
• Patience
• Honesty
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21. Character & Personality
• Personal
• Caring
• Trusted
• Knowledgeable
• Innovative
• Modern
• Visionary
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22. Rational Brand Benefits
The rational reasons why
consumers choose your brand
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23. Emotional Brand Benefits
The emotional reasons why
consumers choose your brand
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24. Promise to customers
What promise will you make and deliver to your customers
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25. Positioning Statement
How do you want to be perceived in the market.
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26. The Tangible Brand
Branding is a marketing process by
which goods and services can be
clearly distinguished through the use
of individualized graphic marks that
allow for differentiation and positioning
in the market.
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27. How does branding work?
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28. For the Consumer
• Easier product identification
• Communicates features and benefits
• Helps product evaluation
• Establishes product’s positioning
• Reduces the risk in purchasing
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29. For your business
• Helps create loyalty
• Defends against competition
• Creates differential advantage
• Allows premium pricing
• Helps targeting/position
• Increases power over retailer
• Creates general interest
• Develops the character of the product
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30. Branding Examples
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31. a battery is a
battery is a battery
is a…
but we keep going
and going…
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32. it’s about the
experience, not the
beans.
$3.85 for a coffee
and a 10 minute
wait.
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no problem.
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33. overnight.
when it absolutely,
positively has to
get there on time.
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34. just do it.
inspiring people
everywhere to
reach their
potential.
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35. Coke is really in the
business of marketing
brands, with over 400
brands worldwide
Some include
Evian, Fanta, Sprite, Minute
Maid
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36. family safety first.
we understand that
there’s a lot riding
on your tires.
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37. When you want to
be hip and fit with
the crowd.
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38. To show class.
An effective status
symbol.
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39. Your computer,
your way
inexpensive
computers
made-to-order.
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fast Transforming creative ideas into business results

40. Is apple in the business of making computers?
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41. Exercise
Develop Your Brand
Mission
Vision
Core Values
Character & Personality
Positioning (Target Market)
Promise (Slogan)
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42. Thank You!
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