Presentation on how brands are built.

1. HOW BRANDS ARE BUILT

2. A BRAND IS NOT...
A Logo A Product An Identity

3. BRANDS ARE PROMISES
... about who you are and what benefits you deliver that are
reinforced every single time people come in contact with any
facet of your organization.

4. BRANDS EXIST IN THE
CONSUMER’S MIND
•A mental construct, an idea
• Fragments pieced together
• Impression often irrevocable
• Nature abhors a vacuum

5. 3 RULES OF BRANDING
Your brand is a promise that must be reinforced every time
people come in contact with any facet of your organization
Your brand must accurately reflect the core beliefs of your
organization, your leadership, and all who deliver on your
brand experience to your customers
Consistency builds brands, so every encounter with your brand
(your product, people, Web site, ads) must consistently
contribute to your desired brand identity

6. BRAND BENEFITS
• Premium Pricing
• Lower Cost of Sales
• Lower Cost of Promotion
• Lower Employee Turnover
• Higher Market Share
• Higher Stature

8. BUILDING A BRAND
Great brands are built from the top down
And from the inside out

9. BUILDING A BRAND
Product
Perception Position
Persistence Promise
Presentation

10. BRAND TOUCHPOINTS
Post-purchase Pre-purchase
Experience Experience
Influencing
Touchpoints Purchase Experience

11. SIGNS A BRAND
MIGHT NEED AN UPDATE
• Major business changes
• Major market changes
• Change of ownership
• Rapid market or product line expansion
• Major product, channel, or strategic diversification
• Merger or acquisition
• Brand identity out of step (with market, trends, culture)

12. s
la t
ug et
THANK YOU!
m
o o
D urd ds
.c
B an
br 0
ry 80
lle .4
ti 27
a r 7.6
s@ 5
la 7
ug
do