presentation given to year 3 textile students at NUA in Norwich

1. qualities and skills
To be successful in your practice you need to:
know yourself
know your work
know your markets
turn up on time

2. building on what you know
Consider Your answers to all questions in the workshops where I have asked......
what do you like
what do you want
who you are
where you see yourself
What do you do and always ...the why
etc etc etc
It has all been professional development.
Your answers have been preparing you for today
You will be using and building on that work in this session.

3. branding

4. A Brand is not...........just
A logo
A Colour scheme – look – feel
A rule book
Advertising

5. A brand is...
Every association and experience
Functional and emotional
Intrinsic and original
Contextual and positional
Active and intentional

6. Winning brands...
Are championed – inspire loyalty
Pay attention
Are responsive
Change with the times - Move to meet goals
Meet a perceived need
Are money in the bank

7. Defining brand...
Perception affect brands - the ‘truth’ is vulnerable
Consumers are not rational
Requires collaboration and collusion

8. Checklist for brand claim...
Strong and distinctive
Relevant to constituents
Credible
Consistent with brand heritage
Feasible

9. the process of
building – of
branding

10. Brand audit
Define your product

11. Brand Audit
Consider answers to previous questions....

12. Brand strategy
Consistent behaviour
Ties in with everything – marketing etc
Having a plan

13. Your brand strategy is how, what, where, when and to
whom you plan on communicating and delivering on
your brand messages.
Where you sell work is part of your brand strategy.
Where you advertise is part of your brand strategy.
Your distribution channels are also part of your brand
strategy.
What you communicate visually and verbally are part
of your brand strategy.

14. The purpose of a communications strategy is to ensure all
communications are unified around a compelling brand idea in
order to maximise the consistency and efficiency of brand
communications.
current beliefs
current actions
message
desired beliefs
desired actions

15. Target – conscientious
desired beliefs
to consider
where fabric
is made
current beliefs
all fabrics are
the same
Message
local fabric
saves the
planet.....
current actions
buy whatever
is there.
desired actions
choose your work even when
other, possibly cheaper
alternatives are available.

16. laddering
Identify and order key emotional and rational
decision making factors and within potential
customers

17. Brand inventory
The purpose of a brand inventory is to identify existing or
potential assets that can be used or gaps that need to be
addressed in order to build on or create sustainable
points of difference.

18. What already exists....
Heritage / position, existing products
Brand identity, logos, names icons symbols
Secondary associations, what is out there
Gaps between identity and image
Organizational issues – strengths weaknesses
Product claims

19. Brand personality
The purpose of brand personality is to ensure a brand
behaves in a way that is consistent with its values in
order to increase its appeal and create an affinity with its
target.

20. Some qualities – describing brand in terms of a personality
Sincerity
= (down to earth, honest, wholesome, cheerful)
Excitement
= (daring, spirited, imaginative, up to date)
Competence = (reliable, intelligent, successful)
Sophistication = (upper class, charming)
Ruggedness
= (outdoorsy, tough)

21. Down to earth =
Honest
=
Wholesome =
Cheerful
=
Daring
=
Spirited
=
Imaginative =
up to date
=
Reliable
=
Intelligent
=
Successful
=
upper class =
Charming
=
Outdoorsy
=
Tough
=

22. Brand elements
The purpose of brand elements is visibility

23. Brand elements
Brand Name
Brand Logos and Icons
Colours
Symbols
Music
Slogans
Connections
People
Alliances

24. typeface
• Legibility
• Their meaning – allude to....

25. image - picture
• Information
• Intention

26. practical
• Write down your brand messaging. What are
the key messages you want to communicate
about your brand? Every employee should be
aware of your brand attributes.

27. practical
• Develop a tagline. Write a memorable,
meaningful and concise statement that
captures the essence of your brand.

28. practical
• Integrate your brand.
• Branding extends to every aspect of your
businesshow you answer your phones
what you or your salespeople wear on
sales calls
your e-mail signature
everything..........................

29. practical
• Design templates and create brand standards
for your marketing materials. Use the same
color scheme, logo placement, look and feel
throughout. You don't need to be fancy, just
consistent.

30. practical
• Be true to your brand. Customers won't return
to you - or refer you to someone else - if you
don't deliver on your brand promise.

31. practical
• Be consistent. This point involves all of the
above and is most important. If you can't do
this, your attempts at establishing a brand will
fail.

32. support
•
•
•
•
•
http://www.a-n.co.uk/
http://www.smallbusiness.co.uk/
https://www.gov.uk/business-finance-support-find
http://www.norwich.gov.uk/Business/pages/Busin
http://www.goforitnorwich.co.uk/

33. Defining Your Brand
• What is your company's mission?
• What are the benefits and features of your
products or services?
• What do your customers and prospects already
think of your company?
• What qualities do you want them to associate
with your company?
• Do your research. Learn the needs, habits and
desires of your current and prospective
customers. And don't rely on what you think they
think. Know what they think.

34. Defining Your Brand
• The foundation of your brand is your logo.
Your website, packaging and promotional
materials - all of which should integrate your
logo - communicate your brand.

35. Defining Your Brand
• Branding is your identity in the marketplace, is
yours saying what it should? Your company
image is all about the appearance of your
packaging. What is your company image
saying to the marketplace?

36. Defining Your Brand
• Are you the innovative maverick in your
industry? Or the experienced, reliable one?
• Is your product the high-cost, high-quality
option, or the low-cost, high-value option?
• You can't be both, and you can't be all things
to all people.
• Who you are could be based on who your
target customers want and need you to be.

37. • Your brand is a promise to your consumer.
• The power of your brand relies on the ability
to focus.

38. a specific ideas....
• Form communities around the brand – they will
then help nurture and market your product...
• Graeme Newell
http://www.emmysf.tv/marketing-best-practices.htm
• These communities require supporting,
‘nurturing’, listening and validating.
• Think Lady Gaga -