04. strategic process of branding
-
Upload
tharaka-dias -
Category
Business
-
view
1.545 -
download
0
description
Transcript of 04. strategic process of branding
![Page 1: 04. strategic process of branding](https://reader033.fdocuments.in/reader033/viewer/2022061201/54797563b4af9fbe158b4847/html5/thumbnails/1.jpg)
THARAKA DIASMBA(USA), BBA(USA), Dip in Mgt, ACIM(UK), FAEA(Dip in AEA-UK), FinstSMM(UK), CPM(Asia), MSLIM
![Page 2: 04. strategic process of branding](https://reader033.fdocuments.in/reader033/viewer/2022061201/54797563b4af9fbe158b4847/html5/thumbnails/2.jpg)
Gives customers clear emotional and logical reasons to choose you
Delivers on the brand promise with every customer interaction, including service, marketing, sales, facility design, product design, etc.
Results in unbreakable customer loyalty
2AOT - www.tharakadias.com
![Page 3: 04. strategic process of branding](https://reader033.fdocuments.in/reader033/viewer/2022061201/54797563b4af9fbe158b4847/html5/thumbnails/3.jpg)
3AOT - www.tharakadias.com
![Page 4: 04. strategic process of branding](https://reader033.fdocuments.in/reader033/viewer/2022061201/54797563b4af9fbe158b4847/html5/thumbnails/4.jpg)
4AOT - www.tharakadias.com
![Page 5: 04. strategic process of branding](https://reader033.fdocuments.in/reader033/viewer/2022061201/54797563b4af9fbe158b4847/html5/thumbnails/5.jpg)
Let’s put these brands to the test
5AOT - www.tharakadias.com
![Page 6: 04. strategic process of branding](https://reader033.fdocuments.in/reader033/viewer/2022061201/54797563b4af9fbe158b4847/html5/thumbnails/6.jpg)
It is “the promise you keep” in all customer experiences
Integrated branding includes ◦ Messages◦ Visual branding◦ Tone and manner◦ Employee and management actions (across the
organization)
6AOT - www.tharakadias.com
![Page 7: 04. strategic process of branding](https://reader033.fdocuments.in/reader033/viewer/2022061201/54797563b4af9fbe158b4847/html5/thumbnails/7.jpg)
7AOT - www.tharakadias.com
![Page 8: 04. strategic process of branding](https://reader033.fdocuments.in/reader033/viewer/2022061201/54797563b4af9fbe158b4847/html5/thumbnails/8.jpg)
Brand discovery
Brand tool agreement
Brand implementation
1
2
3 Customer experience
8AOT - www.tharakadias.com
![Page 9: 04. strategic process of branding](https://reader033.fdocuments.in/reader033/viewer/2022061201/54797563b4af9fbe158b4847/html5/thumbnails/9.jpg)
The goal of integrated branding is to create a
consistent compelling differentiated
. . . customer experience.
9AOT - www.tharakadias.com
![Page 10: 04. strategic process of branding](https://reader033.fdocuments.in/reader033/viewer/2022061201/54797563b4af9fbe158b4847/html5/thumbnails/10.jpg)
10AOT - www.tharakadias.com
![Page 11: 04. strategic process of branding](https://reader033.fdocuments.in/reader033/viewer/2022061201/54797563b4af9fbe158b4847/html5/thumbnails/11.jpg)
11AOT - www.tharakadias.com
![Page 12: 04. strategic process of branding](https://reader033.fdocuments.in/reader033/viewer/2022061201/54797563b4af9fbe158b4847/html5/thumbnails/12.jpg)
No customers to interview for what they value
Often, no product to demo to prospects for feedback
Branding dependent more on founder vision and market situation, less on customer value◦ You decide what unique customer experience to offer◦ Still need to conduct market and competitive
research
12AOT - www.tharakadias.com
![Page 13: 04. strategic process of branding](https://reader033.fdocuments.in/reader033/viewer/2022061201/54797563b4af9fbe158b4847/html5/thumbnails/13.jpg)
Engage all current stakeholders in the initial development of the brand
Bring in the customer voice as soon as possible
Build in feedback mechanisms from the very start
Brand benchmark via report cards
13AOT - www.tharakadias.com
![Page 14: 04. strategic process of branding](https://reader033.fdocuments.in/reader033/viewer/2022061201/54797563b4af9fbe158b4847/html5/thumbnails/14.jpg)
Brand tools help your employees deliver this unique customer experience
14AOT - www.tharakadias.com
![Page 15: 04. strategic process of branding](https://reader033.fdocuments.in/reader033/viewer/2022061201/54797563b4af9fbe158b4847/html5/thumbnails/15.jpg)
The actionable way you define your promise
Include: mission, strategic role, principle, personality, values
15AOT - www.tharakadias.com
![Page 16: 04. strategic process of branding](https://reader033.fdocuments.in/reader033/viewer/2022061201/54797563b4af9fbe158b4847/html5/thumbnails/16.jpg)
Start-up marketing communications◦Company naming◦Product naming◦Taglines◦Logo
Additional marketing Living the brand
16AOT - www.tharakadias.com
![Page 17: 04. strategic process of branding](https://reader033.fdocuments.in/reader033/viewer/2022061201/54797563b4af9fbe158b4847/html5/thumbnails/17.jpg)
--A good name is memorable and differentiated
17AOT - www.tharakadias.com
![Page 18: 04. strategic process of branding](https://reader033.fdocuments.in/reader033/viewer/2022061201/54797563b4af9fbe158b4847/html5/thumbnails/18.jpg)
The rules are different for products Don’t make the customer confused, have
to decode, or work too hard◦Descriptive is often fine
Don’t name company and product same thing◦Eliminates growth options◦No brand equity transfer route for future
products
18AOT - www.tharakadias.com
![Page 19: 04. strategic process of branding](https://reader033.fdocuments.in/reader033/viewer/2022061201/54797563b4af9fbe158b4847/html5/thumbnails/19.jpg)
Memorable is good Avoid “ing” taglines; corporate-speak, too
long Don’t speak from your point of view, but
from your customers Don’t generalize, but be specific Great examples:
◦ You are now free to move about the country◦ Don’t leave home without it◦ Got milk?◦ Truly a Sri-Lankan
19AOT - www.tharakadias.com
![Page 20: 04. strategic process of branding](https://reader033.fdocuments.in/reader033/viewer/2022061201/54797563b4af9fbe158b4847/html5/thumbnails/20.jpg)
Use a professional to create your logo
Give them your brand concepts to work from
Expect several directions for you to pick one to refine
Different is good
20AOT - www.tharakadias.com
![Page 21: 04. strategic process of branding](https://reader033.fdocuments.in/reader033/viewer/2022061201/54797563b4af9fbe158b4847/html5/thumbnails/21.jpg)
21AOT - www.tharakadias.com
![Page 22: 04. strategic process of branding](https://reader033.fdocuments.in/reader033/viewer/2022061201/54797563b4af9fbe158b4847/html5/thumbnails/22.jpg)
22AOT - www.tharakadias.com
![Page 23: 04. strategic process of branding](https://reader033.fdocuments.in/reader033/viewer/2022061201/54797563b4af9fbe158b4847/html5/thumbnails/23.jpg)
23AOT - www.tharakadias.com
![Page 24: 04. strategic process of branding](https://reader033.fdocuments.in/reader033/viewer/2022061201/54797563b4af9fbe158b4847/html5/thumbnails/24.jpg)
24AOT - www.tharakadias.com
![Page 25: 04. strategic process of branding](https://reader033.fdocuments.in/reader033/viewer/2022061201/54797563b4af9fbe158b4847/html5/thumbnails/25.jpg)
25AOT - www.tharakadias.com
![Page 26: 04. strategic process of branding](https://reader033.fdocuments.in/reader033/viewer/2022061201/54797563b4af9fbe158b4847/html5/thumbnails/26.jpg)
26AOT - www.tharakadias.com
![Page 27: 04. strategic process of branding](https://reader033.fdocuments.in/reader033/viewer/2022061201/54797563b4af9fbe158b4847/html5/thumbnails/27.jpg)
27AOT - www.tharakadias.com
![Page 28: 04. strategic process of branding](https://reader033.fdocuments.in/reader033/viewer/2022061201/54797563b4af9fbe158b4847/html5/thumbnails/28.jpg)
Clarity explicit a brand’s value and then derives the ideal on-line delivery by considering the website against the attributes:
o Contento Functionalityo Customer serviceo Look and feel
28AOT - www.tharakadias.com
![Page 29: 04. strategic process of branding](https://reader033.fdocuments.in/reader033/viewer/2022061201/54797563b4af9fbe158b4847/html5/thumbnails/29.jpg)
29AOT - www.tharakadias.com
![Page 30: 04. strategic process of branding](https://reader033.fdocuments.in/reader033/viewer/2022061201/54797563b4af9fbe158b4847/html5/thumbnails/30.jpg)
Positive Focus / Excessive Focus
SERVICE
MAKING A DIFFERENCE
MEANING
TRANSFORMATION
SELF-ESTEEM
RELATIONSHIP
HEALTH SAFETY SECURITY
Seven Levels of Consciousness
SERVICE TO HUMANITY
COLLABORATION WITH CUSTOMERS
SUPPLIERS & THE LOCAL COMMUNITYDEVELOPMENT OF CORPORATE COMMUNITY
CONTINUOUS RENEWAL
BEING THE BEST. BEST PRACTICE
RELATIONSHIPS THAT SUPPORT CORPORATE NEEDS
PURSUIT OF PROFIT & SHAREHOLDER VALUE
7
6
3
2
1
5
4
30AOT - www.tharakadias.com
![Page 31: 04. strategic process of branding](https://reader033.fdocuments.in/reader033/viewer/2022061201/54797563b4af9fbe158b4847/html5/thumbnails/31.jpg)
31AOT - www.tharakadias.com
![Page 32: 04. strategic process of branding](https://reader033.fdocuments.in/reader033/viewer/2022061201/54797563b4af9fbe158b4847/html5/thumbnails/32.jpg)
32AOT - www.tharakadias.com
![Page 33: 04. strategic process of branding](https://reader033.fdocuments.in/reader033/viewer/2022061201/54797563b4af9fbe158b4847/html5/thumbnails/33.jpg)
33AOT - www.tharakadias.com