The Passion of Branding
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Topics of the slide: - Brand History - Brand Elements - Type of brands - Why branding is important - How to build your NGO brand - Who is responsible of branding?
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The Passion of Branding
- 2. Branding Brand History Brand Elements 1.Type of brands 1.Why branding is important 1.How to build your NGO brand 1.Who is responsible of branding? Definition of the word BRAND 2 Bassam Alwarafi
- 4. Brand History Let us hear from you 4 Bassam Alwarafi
- 5. Brand History In English, the word “brand” comes from the Old Norse word “brandr” which literally means *to burn* Throughout this insight, we’ll see fire as an inseparable aspect of branding until roughly 100 years ago. 5 Bassam Alwarafi
- 6. Brand History 6 Bassam Alwarafi
- 7. Brand History 7 Bassam Alwarafi
- 8. Brand History 8 Bassam Alwarafi
- 9. Definition of the word BRAND 9 Bassam Alwarafi
- 10. Definition of the word BRAND Let us hear from you 10 Bassam Alwarafi
- 11. Definition of the word BRAND “A name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers. The legal term for brand is trademark. A brand may identify one item, a family of items, or all items of that seller. If used for the firm as a whole, the preferred term is trade name.” The American Marketing Association Is the art of aligning what you want people to think about your organization with what people actually do think about it. And vice-versa. (Jay Baer – Convince & Convert. Author with Amber Naslund of The Now Revolution) 11 Bassam Alwarafi
- 12. Definition of the word BRAND A brand is a reason to choose. (Cheryl Burgess) A brand is an overall experience of a customer that distinguishes an organization or product from its rivals in the eyes of the customer 12 Bassam Alwarafi
- 13. Definition of the word BRAND Branding is more than a name and symbol. A brand is created and influenced by people, visuals, culture, style, perception, words, messages, PR, opinions, news media and especially social media. Like when a child is born and given a name, a brand needs nurturing, support, development and continuous care in order to thrive and grow. Some brands have a life cycle and grow old like people. Some brands are timeless and never die, are “born again” or reinvented, while some brands live a short but powerful life and have an iconic legacy. (Lisa Buyer – The Buyer Group) 13 Bassam Alwarafi
- 15. Brand Elements A brand is an experience 15 Bassam Alwarafi
- 16. Brand Elements 16 Bassam Alwarafi
- 17. Brand Elements 1. Brand Name 17 Bassam Alwarafi
- 18. Brand Elements 18 1. Brand Name Bassam Alwarafi
- 19. Brand Elements 2. Logo 19 Bassam Alwarafi
- 20. Brand Elements 2. Logo 20 Bassam Alwarafi
- 21. Brand Elements 3. Theme Line 21 Bassam Alwarafi
- 22. Brand Elements 4. Shape 22 Bassam Alwarafi
- 23. Brand Elements 4. Shape 23 Bassam Alwarafi
- 24. Brand Elements 5. Graphics 24 Bassam Alwarafi
- 25. Brand Elements 6. Color 25 Bassam Alwarafi
- 26. Brand Elements 6. Color 26 Bassam Alwarafi
- 27. Brand Elements 7. Sound 27 Let us hear from you Bassam Alwarafi
- 28. Brand Elements 8. Movement 28 Bassam Alwarafi
- 29. Brand Elements 9. Smell 29 Bassam Alwarafi
- 30. Brand Elements 10. Taste 30 Bassam Alwarafi
- 31. 31 Type of brands Bassam Alwarafi
- 32. Type of brands 21 Brand Types Personal brand Product brand Service brand Corporate brand Investor brand NGO brand Public brand Activist brand Place brand Nation brand Ethical brand Celebrity brand Ingredient brand Global brand Challenger brand Generic brand Luxury brand Cult brand Clean slate brand Private brand Employer brand 32 Bassam Alwarafi
- 33. Why branding is important? 33 Bassam Alwarafi
- 34. Why branding is important? Branding is important because not only is it what makes a memorable impression on consumers but it allows your customers and clients to know what to expect from your company. It is a way of distinguishing yourself from the competitors and clarifying what it is you offer that makes you the better choice Increases Business Value by giving the company more leverage in the industry. This makes it a more appealing investment opportunity because of its firmly established place in the marketplace 34 Bassam Alwarafi
- 35. Why branding is important? Branding Generates New Customers Improves Employee Pride and Satisfaction Creates Trust Within the Society 35 Bassam Alwarafi
- 36. How to build your NGO brand 36 Bassam Alwarafi
- 37. Who you are targeting? 37 How to build your NGO brand Bassam Alwarafi
- 38. How to build your NGO brand Branding sounds like something strictly for big businesses. You might not think about branding when you think about nonprofits or NGOs. The truth is branding is an important factor for nonprofit organizations just as much as it is for businesses. A strong brand can help you raise money, increase awareness, and build a reputation. 38 Bassam Alwarafi
- 39. How to build your NGO brand 39 Why should someone give to your organization instead of another? Where you work? Your method (approach) Your goal (specific goal for your work that others are not pursuing) Bassam Alwarafi
- 40. How to build your NGO brand 40 Bassam Alwarafi
- 41. How to build your NGO brand Focus on your unique story 41 Bassam Alwarafi
- 42. How to build your NGO brand 42 The main strategy behind your nonprofit branding should be telling a story This is how you’ll stand apart from similar organizations. Bassam Alwarafi
- 43. How to build your NGO brand 43 Differentiate yourself Bassam Alwarafi
- 44. How to build your NGO brand 44 Be Unique Bassam Alwarafi
- 45. How to build your NGO brand 45 Example: https://www.brightpink.org/ Bassam Alwarafi
- 46. How to build your NGO brand 46 Example: https://www.brightpink.org/ Bassam Alwarafi
- 47. How to build your NGO brand 47 Example: https://www.brightpink.org/ Bassam Alwarafi
- 48. How to build your NGO brand 48 Be Relatable Ex. Man in a shelter Bassam Alwarafi
- 49. How to build your NGO brand 49 Emotion Sympathy is a significant driver of charitable giving. Bassam Alwarafi
- 50. How to build your NGO brand 50 Testimonials Bassam Alwarafi
- 51. 51 Neil Armstrong Who is responsible of branding? Bassam Alwarafi
- 52. Who is responsible of branding? 52 Neil Armstrong Bassam Alwarafi
- 53. Who is responsible of branding? 53 Neil Armstrong JFK and the Janitor “I’m helping put a man on the moon!” The importance of understanding the WHY that is behind what we do !!! Bassam Alwarafi
- 54. Who is responsible of branding? 54 Neil Armstrong Everyone Bassam Alwarafi
- 55. 55 Neil Armstrong Thank You Bassam Alwarafi
- 56. References https://heidicohen.com http://www.businessdictionary.com https://www.thebuyergroup.com/lisa-buyer/ https://ssir.org https://globalowls.com https://www.classy.org https://www.slideshare.net https://why.workwithmad.com https://www.brandingstrategyinsider.com Bassam Alwarafi 56
Hinweis der Redaktion
- Brand name refers to the word or words used to identify the company, product, service or concept.