1.
Branding Made Easy
By Stacy C. Noland
December 21, 2013

2.
What is branding?
Branding defined.
The language of branding.
Brand: the sum of all of the characteristics,
both tangible and intangible, that make your
organization, service, or product unique.
Building a brand.

3.
What is branding?
Branding defined.
The language of branding.
Brand: the sum of all of the characteristics,
both tangible and intangible, that make your
organization, service, or product unique.
Building a brand.

4.
What is branding?
Branding defined.
The language of branding.
How others have defined brand…
Building a brand.

5.
What is branding?
“A ‘brand’ is not a thing, a product, a company or an
organization. A brand does not exist in the physical
world – it is a mental construct. A brand can best be
described as the sum total of all human experiences,
perceptions and feelings about a particular thing,
product or organization. Brands exist in the
consciousness – of individuals and of the public.”
– James R. Gregory, “Leveraging the Corporate Brand”
Building a brand.

6.
What is branding?
“A brand is not an icon, a slogan, or a mission statement.
It is a promise – a promise your company can
keep…This is the promise you make and keep in every
marketing activity, every action, every corporate
decision, every customer interaction.”
– Kristin Zhivago, “Business Marketing”
Building a brand.

7.
What is branding?
“We define a brand as a trademark, which to consumers
represents a particular and appealing set of values and
attributes. It’s much more than a product. Products are
made in a factory. A product becomes a brand only when
it stands for a host of tangible, intangible and
psychological factors. A key point to remember is that
brands are not created by the manufacturer. They exist
only in the eye of the beholder, the customer.”
– Charles Brymer, CEO of Interbrand Schecter
Building a brand.

8.
What is branding?
“A brand is more than just advertising and marketing. It is
nothing less than everything anyone thinks when they
see your logo or hear your name.”
– David F. D’Alessandro, CEO of John Hancock and author of
“Brand Warfare: 10 Rules for Building the Killer Brand”
Building a brand.

9.
What is branding?
Branding defined.
The language of branding.
Brand Equity: a measure of the total value of a
brand.
Building a brand.

10.
What is branding?
Branding defined.
The language of branding.
Branding: the process of developing a brand or
brand identity.
Building a brand.

11.
What is branding?
Branding defined.
The language of branding.
How others have defined branding…
Building a brand.

12.
What is branding?
Branding defined.
The language of branding.
Brand Identity: the physical, outward
manifestation of a brand.
Building a brand.

13.
What is branding?
“Branding is a long-term process that is frequently
confused with corporate identity and with name
recognition. Successful organizations spend years
developing and maintaining their brands. Whether the
company is Coca-Cola or a community health system,
the principles are the same.”
– Nancy J. Hicks, Hill & Knowlton, Washington D.C.
Building a brand.

14.
What is branding?
“Branding consists of the tactics used to deliver a brand’s
distinction, and brand development is the discovery
process used to find that distinction. Branding tactics are
the consistent use of color, graphics and spokespeople
used to communicate a brand’s distinction. But please
don’t think that colors, graphics or spokespeople are the
distinction. Those could change with the next campaign.”
– Jim Hughes, branding expert and President of The Idea House
Building a brand.

15.
What is branding?
Branding defined.
The language of branding.
Don’t confuse marketing for branding:
you must have a strong brand proposition
and promise – no amount of marketing
will attract and retain customers.
Building a brand.

16.
Why branding is important.
Benefits of brand development.
Building a brand.

17.
Why branding is important.
Benefits of brand development.
1. Establishes awareness.
Building a brand.

18.
Why branding is important.
Benefits of brand development.
1. Establishes awareness.
2. Improves image and perception of value.
Building a brand.

19.
Why branding is important.
Benefits of brand development.
1. Establishes awareness.
2. Improves image and perception of value.
3. Creates preference for your product/service.
Building a brand.

20.
Why branding is important.
Benefits of brand development.
1. Establishes awareness.
2. Improves image and perception of value.
3. Creates preference for your product/service.
4. Increases participation and market share.
Building a brand.

21.
Why branding is important.
Benefits of brand development.
1. Establishes awareness.
2. Improves image and perception of value.
3. Creates preference for your product/service.
4. Increases participation and market share.
5. Builds public perception & customer loyalty.
Building a brand.

22.
Why branding is important.
Benefits of brand development.
1. Establishes awareness.
2. Improves image and perception of value.
3. Creates preference for your product/service.
4. Increases participation and market share.
5. Builds public perception & customer loyalty.
6. Leads to increased revenue.
Building a brand.

23.
Why branding is important.
Benefits of brand development.
Building brand equity.
Building a brand.

24.
Why branding is important.
Benefits of brand development.
Building brand equity.
Building a brand.

25.
Why branding is important.
Benefits of brand development.
Building brand equity.
Building a brand.

26.
Why branding is important.
Benefits of brand development.
Building brand equity.
Building a brand.

27.
Why branding is important.
Benefits of brand development.
Building brand equity.
Building a brand.

28.
Why branding is important.
Benefits of brand development.
Building brand equity.
Building a brand.

29.
Why branding is important.
Examples of successful brands.
Building a brand.

30.
Why branding is important.
Examples of successful brands.
Building a brand.

31.
Why branding is important.
Examples of successful brands.
Building a brand.

32.
Why branding is important.
Examples of successful brands.
Building a brand.

33.
Why branding is important.
Examples of successful brands.
Building a brand.

34.
Why branding is important.
Examples of successful brands.
Building a brand.

35.
Why branding is important.
Examples of successful brands.
Building a brand.

36.
Why branding is important.
Examples of successful brands.
Building a brand.

37.
Why branding is important.
Examples of successful brands.
Building a brand.

38.
Why branding is important.
Examples of successful brands.
Building a brand.

39.
How to build your brand.

40.
How to build your brand.
Four key components for success.
Building a brand.

41.
How to build your brand.
Four key components for success.
1. Differentiation: communication of your
essence and uniqueness.
Building a brand.

42.
How to build your brand.
Four key components for success.
1. Differentiation: communication of your
essence and uniqueness.
2. Relevance: meaningfulness to your target
market.
Building a brand.

43.
How to build your brand.
Four key components for success.
1. Differentiation: communication of your
essence and uniqueness.
2. Relevance: meaningfulness to your target
market.
3. Esteem: the respect of your target market.
Building a brand.

44.
How to build your brand.
Four key components for success.
1. Differentiation: communication of your
essence and uniqueness.
2. Relevance: meaningfulness to your target
market.
3. Esteem: the respect of your target market.
4. Knowledge: target market’s experience
with your brand.
Building a brand.

45.
How to build your brand.
It could be said that Differentiation and
Relevance form the foundation of brand
building.
Successful implementation of these two
elements can help launch newer brands whose
Esteem and Knowledge have not yet been
developed.
Building a brand.

46.
How to build your brand.
Five branding axioms.
Building a brand.

47.
How to build your brand.
Five branding axioms.
1. Differentiate or Else.
Building a brand.

48.
How to build your brand.
Five branding axioms.
1. Differentiate or Else.
2. Consider all Opportunities.
Building a brand.

49.
How to build your brand.
Five branding axioms.
1. Differentiate or Else.
2. Consider all Opportunities.
3. Keep it Simple.
Building a brand.

50.
How to build your brand.
Five branding axioms.
1. Differentiate or Else.
2. Consider all Opportunities.
3. Keep it Simple.
4. Speak with One Voice.
Building a brand.

51.
How to build your brand.
Five branding axioms.
1. Differentiate or Else.
2. Consider all Opportunities.
3. Keep it Simple.
4. Speak with One Voice.
5. Be Willing to Change.
Building a brand.

52.
How to build your brand.
Brand from the inside out.
Building a brand.

53.
How to build your brand.
Brand from the inside out.
1. Your brand must be based upon genuine
qualities that exist in your organization.
Building a brand.

54.
How to build your brand.
Brand from the inside out.
1. Your brand must be based upon genuine
qualities that exist in your organization.
2. It should reflect your culture, values, and
practices.
Building a brand.

55.
How to build your brand.
Brand from the inside out.
1. Your brand must be based upon genuine
qualities that exist in your organization.
2. It should reflect your culture, values, and
practices.
3. Don’t pretend to be something you’re not.
Building a brand.

56.
How to build your brand.
Brand from the inside out.
1. Your brand must be based upon genuine
qualities that exist in your organization.
2. It should reflect your culture, values, and
practices.
3. Don’t pretend to be something you’re not.
4. Your brand promise must be something you
can truly deliver in the end.
Building a brand.

57.
How to build your brand.
Brand from the top down.
Building a brand.

58.
How to build your brand.
“…the initial responsibility for successful corporate
branding has to be the CEO’s alone, even though the
organization executes branding and is ultimately
responsible for its success or failure.”
– James R. Gregory, “Leveraging the Corporate Brand”
Building a brand.

59.
How to build your brand.
Brand from the top down.
1. The CEO is the ultimate steward – branding
efforts must have the total support &
leadership from the CEO.
Building a brand.

60.
How to build your brand.
“…many of the key decisions that determine whether
the brand will thrive or fizzle are made when the people
whose job it is to be conscious of the brand are not
present. Often the only person in the room looking out
for the quality of the brand is the CEO. This means one
thing: The safekeeping of the brand is the CEO’s
responsibility.
– David F. D’Alessandro, CEO of John Hancock and author of
“Brand Warfare: 10 Rules for Building the Killer Brand”
Building a brand.

61.
How to build your brand.
Brand from the top down.
1. The CEO is the ultimate steward – branding
efforts must have the total support &
leadership from the CEO.
Building a brand.

62.
How to build your brand.
Brand from the top down.
1. The CEO is the ultimate steward – branding
efforts must have the total support &
leadership from the CEO.
2. Employees will make or break the brand.
Building a brand.

63.
How to build your brand.
“I believe CEOs can spend a good deal of time
managing expectations and also create a vision for the
company. Then he or she has to sell that story – not
only in the marketplace but in the organization itself. If
the employees don’t believe it, the company won’t
perform.”
– H. Brian Thompson, LCI International
Building a brand.

64.
How to build your brand.
“Employees are a target audience, a channel of
communications, and part of the company message
itself. Employees can make or break the corporate
brand.”
– James R. Gregory, “Leveraging the Corporate Brand”
Building a brand.

65.
How to build your brand.
“One way to be more efficient in marketing is just to do it
right the first time around. It starts with getting the
identity right. If you have a brand identity that works,
you’re just monumentally efficient.”
– David Aaker, author of “Building Strong Brands”
Building a brand.

66.
How to build your brand.
Case Study: Live out loud.™
The need for a unique brand.
Building a brand.

67.
How to build your brand.
Case Study: Live out loud.™
The need for a unique brand.
The Perception of Everett Parks & Rec
was being influenced externally.
Building a brand.

68.
How to build your brand.
Case Study: Live out loud.™
The need for a unique brand.
Perceptions of City Government.
Building a brand.

69.
How to build your brand.
Case Study: Live out loud.™
The need for a unique brand.
Perceptions of Everett.
Building a brand.

70.
How to build your brand.
Case Study: Live out loud.™
The need for a unique brand.
In the absence of ongoing brand building
and brand stewardship, your organization
inherits the identity of its parent entity by
default. This is the opposite of
differentiation.
Building a brand.

71.
How to build your brand.
Case Study: Live out loud.™
The need for a unique brand.
Everett Parks needed its own unique
brand to set it apart from the incorrect
perceptions created by external factors.
Building a brand.

72.
How to build your brand.
Case Study: Live out loud.™
The need for a unique brand.
Leading the transition, not in-transition.
Building a brand.

73.
How to build your brand.
Case Study: Live out loud.™
The need for a unique brand.
Everett Parks needed to disassociate
from the perceptions of city government
and focus on their role of enriching
lifestyles.
Building a brand.

74.
How to build your brand.
Case Study: Live out loud.™
The development of a brand.
Developing the brand expressions.
Building a brand.

75.
How to build your brand.
Case Study: Live out loud.™
The development of a brand.
Developing the brand expressions.
1. Getting to know Everett Parks.
Building a brand.

76.
How to build your brand.
Case Study: Live out loud.™
The development of a brand.
Developing the brand expressions.
2. Main tagline: “Live out loud”.
Building a brand.

77.
How to build your brand.
Case Study: Live out loud.™
The development of a brand.
Developing the brand expressions.
2. Main tagline: “Live out loud”.
a) Embodied overall objective to inspire
and motivate.
Building a brand.

78.
How to build your brand.
Case Study: Live out loud.™
The development of a brand.
Developing the brand expressions.
2. Main tagline: “Live out loud”.
a) Embodied overall objective to inspire
and motivate.
b) Derived from “Laugh out loud”.
Building a brand.

79.
How to build your brand.
Case Study: Live out loud.™
The development of a brand.
Developing the brand expressions.
3. Sub taglines: 3 main tracks identified.
Building a brand.

80.
How to build your brand.
Case Study: Live out loud.™
The development of a brand.
Developing the brand expressions.
3. Sub taglines: 3 main tracks identified.
a) Promote pride in outdoor spaces – “Live
outdoors”.
Building a brand.

81.
How to build your brand.
Case Study: Live out loud.™
The development of a brand.
Developing the brand expressions.
3. Sub taglines: 3 main tracks identified.
a) Promote pride in outdoor spaces – “Live
outdoors”.
b) Encourage connection to community – “Live in
harmony”.
Building a brand.

82.
How to build your brand.
Case Study: Live out loud.™
The development of a brand.
Developing the brand expressions.
3. Sub taglines: 3 main tracks identified.
a) Promote pride in outdoor spaces – “Live
outdoors”.
b) Encourage connection to community – “Live in
harmony”.
c) Offer enriching opportunities for personal
growth – “Live and learn”.
Building a brand.

83.
How to build your brand.
Case Study: Live out loud.™
The development of a brand.
Developing the brand expressions.
4. Design: simple, clean, bold.
Building a brand.

84.
How to build your brand.
Case Study: Live out loud.™
The development of a brand.
Developing the brand expressions.
4. Design: simple, clean, bold.
a) Photography communicates energy.
Building a brand.

85.
How to build your brand.
Case Study: Live out loud.™
The development of a brand.
Developing the brand expressions.
4. Design: simple, clean, bold.
a) Photography communicates energy.
b) Color choices symbolize nature (greenblue) and energy (orange).
Building a brand.

86.
How to build your brand.
Case Study: Live out loud.™
The development of a brand.
Developing the brand expressions.
4. Design: simple, clean, bold.
a) Photography communicates energy.
b) Color choices symbolize nature (greenblue) and energy (orange).
c) Font styles are timeless not trendy.
Building a brand.

87.
How to build your brand.
Case Study: Live out loud.™
The development of a brand.
Developing the brand expressions.
4. Design: simple, clean, bold.
a) Photography communicates energy.
b) Color choices symbolize nature (greenblue) and energy (orange).
c) Font styles are timeless not trendy.
d) Arrow icon symbolizes growth & action.
Building a brand.

88.
How to build your brand.
Case Study: Live out loud.™
The development of a brand.
Developing the brand expressions.
5. The copy: punchy, catchy, fun.
Building a brand.

89.
How to build your brand.
Case Study: Live out loud.™
The development of a brand.
Developing the brand expressions.
5. The copy: punchy, catchy, fun.
a) Brochure copy had to be consistent with
“Live out loud” message of not holding
back.
Building a brand.

90.
How to build your brand.
Case Study: Live out loud.™
The development of a brand.
Brand stewardship.
Building a brand.

91.
How to build your brand.
Case Study: Live out loud.™
The development of a brand.
Brand stewardship.
1. Graphic standards guide.
Building a brand.

92.
How to build your brand.
Case Study: Live out loud.™
The development of a brand.
Brand stewardship.
1. Graphic standards guide.
a) Promotes consistency internally and
externally.
Building a brand.

93.
How to build your brand.
Case Study: Live out loud.™
The development of a brand.
Brand stewardship.
1. Graphic standards guide.
a) Promotes consistency internally and
externally.
b) Critical, often overlooked component of
a successful brand.
Building a brand.

94.
How to build your brand.
Case Study: Live out loud.™
The development of a brand.
Brand stewardship.
2. Committing to the brand.
Building a brand.

95.
How to build your brand.
Case Study: Live out loud.™
The development of a brand.
Brand stewardship.
2. Committing to the brand.
a) Across the board.
Building a brand.

96.
How to build your brand.
Case Study: Live out loud.™
The development of a brand.
Brand stewardship.
2. Committing to the brand.
a) Across the board.
b) All at once.
Building a brand.

97.
How to build your brand.
Case Study: Live out loud.™
The development of a brand.
Brand stewardship.
2. Committing to the brand.
a) Across the board.
b) All at once.
c) Use PR to your advantage.
Building a brand.

98.
How to build your brand.
Case Study: Live out loud.™
The development of a brand.
Brand stewardship.
2. Committing to the brand.
a)
b)
c)
d)
Building a brand.
Across the board.
All at once.
Use PR to your advantage.
Stick with it.

99.
How to build your brand.
Case Study: Live out loud.™
The development of a brand.
Measuring brand effectiveness.
Building a brand.

100.
How to build your brand.
Case Study: Live out loud.™
The development of a brand.
Measuring brand effectiveness.
1. It’s difficult to quantify.
Building a brand.

101.
How to build your brand.
Case Study: Live out loud.™
The development of a brand.
Measuring brand effectiveness.
1. It’s difficult to quantify.
2. Don’t expect changes overnight.
Building a brand.

102.
How to build your brand.
Case Study: Live out loud.™
The development of a brand.
Measuring brand effectiveness.
1. It’s difficult to quantify.
2. Don’t expect changes overnight.
3. Measure what you can.
Building a brand.

103.
How to build your brand.
Case Study: Live out loud.™
The development of a brand.
Measuring brand effectiveness.
1. It’s difficult to quantify.
2. Don’t expect changes overnight.
3. Measure what you can.
4. The success of “Live out loud”.
Building a brand.

104.
How to build your brand.
Summary.
Building a brand.

105.
How to build your brand.
Summary.
Successful branding starts with research,
distinct messaging, and a Brand Promise
based upon your organization’s culture and
values. This makes up your Brand Strategy.
Building a brand.

106.
How to build your brand.
Summary.
Successful branding starts with research,
distinct messaging, and a Brand Promise
based upon your organization’s culture and
values. This makes up your Brand Strategy.
The next step is to build it by creating a unique
Brand Identity, followed by marketing to
increase Brand Awareness.
Building a brand.

107.
How to build your brand.
Summary.
The branding process then requires a strong
commitment to produce consistent
communications over time, across all points of
contact with customers.
Building a brand.

108.
How to build your brand.
Summary.
The branding process then requires a strong
commitment to produce consistent
communications over time, across all points of
contact with customers.
This will eventually build Brand Equity –
positive public perception and a loyal customer
relationship, built on trust.
Building a brand.

109.
How to build your brand.
Summary.
In order to maintain this relationship, it must be
nurtured with a continuing commitment to
deliver on your Brand Promise.
Building a brand.

110.
How to build your brand.
Summary.
In order to maintain this relationship, it must be
nurtured with a continuing commitment to
deliver on your Brand Promise.
The end result will be a real return on
investment (ROI).
Building a brand.

111.
How to build your brand.
A key thought for the road.
Building a brand.

112.
How to build your brand.
A key thought for the road.
Either by design or by default, your organization
already has a brand. Discover what that brand
is.
Building a brand.

113.
How to build your brand.
A key thought for the road.
Either by design or by default, your organization
already has a brand. Discover what that brand
is.
Then, ask yourself this question: “Do I treat my
brand like an expense, or do I manage it like an
asset?”
Building a brand.

114.
How to build your brand.
Call to action.
Building a brand.

115.
How to build your brand.
Call to action.
Think Different!
Building a brand.

116.
How to build your brand.
Call to action.
Think Different! One of the most valuable
things you can do for your organization is to
change the way you think about your brand.
Building a brand.

117.
How to build your brand.
Call to action.
Think Different! One of the most valuable
things you can do for your organization is to
change the way you think about your brand.
Start managing it like an asset, rather than
treating it like an expense.
Building a brand.

118.
Building a brand.

119.
Thank you.