Branding 101: Keep it personal
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What is a brand? How is branding done? The basics of defining brand attributes and consistently building a strong brand.
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Branding 101: Keep it personal
- 1. JOHNKUEFLER.COM WHAT IS A BRAND? HOW IS BRANDING DONE? BRANDING 101
- 2. JOHNKUEFLER.COM A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer. Seth Godin WHAT IS A BRAND?
- 3. JOHNKUEFLER.COM In today’s social, customer-controlled world, marketers may be spending their money to build a brand. But they don’t own it. In their influential book, Groundswell, Charlene Li and Josh Bernoff state “your brand is whatever your customers say it is…” As a marketer, this means that, while a brand is the emotional relationship between the consumer and the product, you must engage with consumers and build positive brand associations. The deeper the relationship, the more brand equity exists. Neil Feinstein WHAT IS A BRAND?
- 4. JOHNKUEFLER.COM Brand is the image people have of your company or product. It’s who people think you are. Or quoting Ze Frank, it’s the “emotional aftertaste” that comes after an experience (even a second-hand one) with a product, service or company. Ann Handley WHAT IS A BRAND?
- 5. JOHNKUEFLER.COM Brand is the sum total of how someone perceives a particular organization. Branding is about shaping that perception. Ashley Friedlein WHAT IS A BRAND? AND WHAT IS BRANDING?
- 6. JOHNKUEFLER.COM HOW IS BRANDING DONE? First, define the brand’s attributes. Second, connect the brand with your audience in a consistent way.
- 7. JOHNKUEFLER.COM HOW IS BRANDING DONE? First, define the brand’s attributes. Second, connect the brand with your audience in a consistent way.
- 8. JOHNKUEFLER.COM TO DEFINE A BRAND, DESCRIBE IT LIKE YOU WOULD A PERSON What is the brand’s style? Brand Personality
- 9. JOHNKUEFLER.COM TO DEFINE A BRAND, DESCRIBE IT LIKE YOU WOULD A PERSON What’s unique about the brand that makes it different from others in the category? Brand Positioning
- 10. JOHNKUEFLER.COM How does the brand express itself in its tone and message? Brand Voice TO DEFINE A BRAND, DESCRIBE IT LIKE YOU WOULD A PERSON
- 11. JOHNKUEFLER.COM What does the brand stand for or believe? Brand Values TO DEFINE A BRAND, DESCRIBE IT LIKE YOU WOULD A PERSON
- 12. JOHNKUEFLER.COM How does the brand express itself visually to distinguish itself from other bands? Brand Identity TO DEFINE A BRAND, DESCRIBE IT LIKE YOU WOULD A PERSON
- 13. JOHNKUEFLER.COM How does that brand act socially and how does it make connections? Social Expression TO DEFINE A BRAND, DESCRIBE IT LIKE YOU WOULD A PERSON
- 14. JOHNKUEFLER.COM One of the most important aspects of good branding is authenticity. You can be aspirational, but don’t try to be something you are not. CAPTURE THE TRUE BRAND ESSENCE
- 15. JOHNKUEFLER.COM “You’ve got to start with the customer experience and work back toward the technology.” Steve Jobs A FINAL WORD ON DEFINING A BRAND
- 16. JOHNKUEFLER.COM “You’ve got to start with the customer experience and work back toward the technology.” Steve Jobs A FINAL WORD ON DEFINING A BRAND branding
- 17. JOHNKUEFLER.COM First, define the brand’s attributes: Write a statement—a manifesto—that describes the brand’s: ‣ Personality ‣ Positioning ‣ Voice ‣ Values ‣ Identity ‣ Social Expression IN PRACTICE
- 18. JOHNKUEFLER.COM First, define the brand’s attributes: Write a statement—a manifesto—that describes the brand’s: ‣ Personality ‣ Positioning ‣ Voice ‣ Values ‣ Identity ‣ Social Expression IN PRACTICE Then ask: • Is it authentic (or realistically aspirational)? • Can the brand promise as described be delivered in actual customer experiences?
- 19. JOHNKUEFLER.COM First, define the brand’s attributes: Guided by your brand manifesto, develop mood boards (prototypical expressions of the brand in various mediums) that accurately reflect the brand as it is defined. To ensure consistency, the brand attributes, brand manifesto and example brand expressions can be codified in a brand standards guide. IN PRACTICE
- 20. JOHNKUEFLER.COM BRAND STANDARDS For examples see: https://designschool.canva.com/blog/50-meticulous-style-guides-every-startup-see-launching/ Cisco Animal Planet Foursquare
- 21. JOHNKUEFLER.COM HOW IS BRANDING DONE? First, define the brand’s attributes. Second, connect the brand with your audience in a consistent way.
- 22. JOHNKUEFLER.COM PAID Online Ads Paid Search Paid Social Direct Mail/Email Print Ads Radio Ads TV Ads Out of Home/In-Store Events OWNED Website/SEO Social Media (Facebook, Twitter, YouTube, Instagram, Snapchat, etc.) Owned Email/CRM Facilities/Signs/Uniforms Fixtures/Kiosks Packaging Fleet/Vehicles EARNED Social Likes/ Follows/Shares Customer Ratings Customer Reviews Word of Mouth Press/PR Blog Mentions Viral/Guerrilla CONSISTENCY (NOT UNIFORMITY) ACROSS ALL CHANNELS IS KEY
- 23. JOHNKUEFLER.COM THANK YOU Photos from https://unsplash.com