Design of Brands for strategic communication

1. Design of Brands for Strategic
Communication

2. What does a brand represent for you?
Give some examples of your favorite brands.

3. Strong Brand
A strong brand stands out in a densely crowded
marketplace.
People fall in love with brands, trust them and
believe in their superiority.

4. Strong Brands

5. Brands and their 3 functions:
1) NAVIGATION
Brands will help consumers to choose from a
bewildering array of choice.
Which brand of soda will you probably buy this
afternoon?
Which brand of cereal will buy soon?
Which brand of oil do you like to use in the kitchen?

6. Reassurance
2) REASSURANCE
Brands communicate the intrinsic quality of the product or service and
reassure customers that they have made the right choice.
3) ENGAGEMENT
Brands use:
 distinctive imagery,
 language and associations
to encourage customers to identify with the brand.

7. What is a brand identity?
Brand Identity is tangible and appeals to the senses.
You can see it, touch it, hold it, hear it, watch it move.
It fuels:
 Recognition
 Amplifies differentiation
 And makes big ideas and meanings accesible.

8. Brand Identity

9. What does your the brand of your
project represent for your customers?
GROUP DISCUSSION

10. ELEMENTS OF BRAND IDENTITY

11. BRANDING
Branding is a disciplined process used to build awareness and extend customer
loyalty.
Branding is about seizing every opportunity to express why people should choose
one brand over another.
A desire to lead, outpace the competition, and give employees the best tools to
reach customers are the reasons why companies leverage branding
WHICH SUPERMARKET DO YOU PREFER AND WHY?
WHERE DO YOU GO TO BUY YOUR CHRISTMAS GIFTS AND WHY?

12. BRAND STRATEGY
BUILDS ON A VISION
IS ALIGNED WITH BUSINESS STRATEGY
EMERGES FROM A COMPANY’S VALUES AND CULTURE
REFLECTS AN IN DEPTH UNDERSTANDING OF THE CUSTOMER’S NEEDS AND
PERCEPTIONS.

13. BASES OF STRATEGIC BRAND
DIFFERENTIATION

14. ANSWER THESE QUESTIONS
WHICH DEPARTMENTS IN THE COMPANY DEVELOP THE BRAND STRATEGY?
HOW DID YOU DEVELOP YOUR BRAND?
WHAT DID YOU CONSIDER WHEN YOU WERE DESIGNING YOUR BRAND?

15. BRAND POSITIONING
POSITIONING EVOLVES TO CREATE OPENINGS IN A MARKET THAT IS CONTINUALLY
CHANGING, A MARKET IN WHICH CONSUMERS ARE SATURATED WITH PRODUCTS AND
MESSAGES.
IT TAKES ADVANTAGE OF:
- CHANGES IN DEMOGRAPHICS
- TECHNOLOGY
- CONSUMER TRENDS
- GAPS IN THE MARKET TO FILL.

16. EJEMPLOS
http://www.youtube.com/watch?v=zKG588U9
F8I

17. SIMPLE PROCESS
1) CLARIFYING: COMPETITIVE ADVANTAGE, BRAND STRATEGY
2) POSITIONING: BUSINESS STRATEGY
3) BRAND ESSENCE: KEY MESSAGES, VOICES AND TONE

18. CUSTOMER EXPERIENCE
SHOPPING IS A SUBSET TO BEING ENGAGED AND ENTERTAINED.
CUSTOMER EXPERIENCE IS:
BUILDING LOYALTY AND LIFELONG RELATIONSHIPS AT EACH POINT OF
CONTACT.
WHERE HAVE YOU RECENTLY OBTAINED A VERY GOOD CUSTOMER SERVICE?
WHICH RESTAURANT DO YOU PREFER AND WHY?
WHERE DO YOU LIKE GOING SHOPPING?

19. NAME
 IT HAS TO BE EASY TO SAY AND REMEMBER
 IT STANDS FOR SOMETHING
 AND FACILITATES BRAND EXTENSIONS
YOU HAVE TO REGISTER IT BEFORE IMPI, CHECK THE REQUIREMENTS IN
http://www.impi.gob.mx

20. THE NAME OF THE BRAND
- MEANINGFUL
- DISTINCTIVE
- FUTURE ORIENTED
- MODULAR
- PROTECTABLE
- POSITIVE
- VISUAL
TYPES: FOUNDER, METAPHOR, DESCRIPTIVE, ACRONYM, MAGIC SPELL, “DOUBLE
SENSE IN MEXICO”, COMBINATIONS.

21. STAYING ON MESSAGE
THE BEST BRANDS SPEAK WITH ONE DISTINCTIVE VOICE.
ALSO IN TWEETS, FANPAGE, IN CONVERSATIONS WITH A SALES PERSON, ETC.
THE COMPANY MUST PROJECT: THE SAME UNIFIED MESSAGE.
CROSS CULTURES:

22. LAUNCHES