Brand Element Basics

Steve Guengerich, BroadBrush Ventures

December 2015

www.BroadBrushVentures.com

Choosing Brand Elements

The test of the brand building ability of a brand

element is:

what consumers would think or feel about

the product if they knew only that particular

brand element and not anything else about

the product nor how else it would be

branded or marketed.

Brand Elements

O Names

O URLs

O Logos and symbols

O Characters and spokespersons

O Slogans (i.e., taglines, derivation of mantra)

O Jingles

O Packaging and signage

Even “the best”

occasionally make a

branding

goof…even if they

later claim it wasn’t

Brand Name Guidelines

O Awarenesss

O Simplicity

O Ease of pronunciation

O Clear

O Understandable

O Unambiguous

O Ease of spelling

O Alliteration

O Rhythm, etc…

Brand Name Guidelines

O Awareness (cont.)

O Familiarity and meaningfulness

O Differentiated, distinctive, unique

O Associations

O Names with strong associations reinforce key

attributes & benefits

O BUT, positioning can become very strong and

changing it can be lengthy and expensive!

Brand Names - Process

1. Define objectives

2. Generate names, via multiple sources

3. Screen initial candidates

4. Study candidate names

5. Research final candidates

6. Select final names

Brand Names - Sources

a. Company management & employee

b. Existing or potential customers (including

supply / distribution chain)

c. Ad /creative agencies

d. Professional name/brand consultants

e. Computer-based naming companies/apps

f. Contests

Brand Names - Screening

Eliminate names that:

O Have unintentional double-meaning

O Are unpronounceable, already in use, or too

close to an existing name

O Have obvious legal implications

O Represent an obvious contradiction of the

positioning

URL Guidelines

O Similarity to brand name

O Careful about being too generic!

O Legitimate screening criterion for name

O Cost

O Extensions

O Tracking

O International

O Legal

Brand value can be

a significant share

of your firm’s

balance sheet

“goodwill” and

merits paying for…

Logo & Symbol Guidelines

O Wordmarks

O Literal representations

O Pictorial

O Physical elements of the product or

company

O Abstract

Logo & Symbol - Benefits

1. Easily recognized

2. Versatility

3. Substitute for long names

4. Easier to adapt / keep contemporary

Example-Step 1:

mobile software

startup Appconomy

evaluated branding

of competing apps

Step 2: initial set of

shapes/colors/

fonts from referring

sources were

chosen & down-

selected

Step 3: focus on

shapes (B&W only)

and narrowing on

simple, unique,

original imagery

Step 4: further

narrowing on

images with the

addition of color &

fonts – TIME to

CHOOSE a concept!

Step 5: micro-

tailoring of concept

elements, e.g.,

mouth, headwear,

neckwear, color

Step 6: finalized

logo, both symbol &

wordmark. NOTE:

app name changed

from Jinnang to

Jinjin in-process

Character & Spokesperson - Benefits

1. Enhance likeability

2. Fun & interesting

3. Ease formation of brand relationships

4. In the case of characters v. people, they

don’t:

O Grow old

O Demand pay raises

O Risk other human conditions (w/ exceptions!)

NOTE: use care to avoid overwhelming the brand

Slogan & Jingle - Benefits

1. Can build both awareness (jingles especially)

& image

2. Contain product-related messages &

meaning

3. Easy to update, but when doing so, ask:

O What is contribution to brand equity

O How much is it needed, if at all?

O Able to retain needed/desired existing equities?

Packaging Guidelines

Must accomplish the following:

O Identify the brand

O Convey descriptive & persuasive information

O Facilitate product transportation &

protection

O Assist in at-home storage

O Aid product consumption

Packaging - Benefits

1. Awareness – color, shape, etc.

2. Demand – packaging changes can have

immediate impact on customer shopping

behavior, sales volume, margins

3. Customer persona – intro of larger &

smaller packaging can expand share into

new personas

4. New product launch – first encounter with

the brand

Branding: Trademark ProtectionName Type Description Example

Fanciful Made-up word with no inherent

meaning

Kodak

Arbitrary Actual word, but not associated with

product

Camel

Suggestive Actual word, evocative of product

feature or benefit

Eveready

Descriptive Common word protected only with

secondary meaning (usually proven

through public’s attachment to mark)

Ivory

Generic Word synonymous with product

category

Aspirin

Contact

Steve Guengerich

IamSteveG.com

@SGuengerich

Latest book, Naturally Caffeinated (2015)

O 5-star rated on Amazon, bit.ly/ncamzn

O 200 pp. of lessons from 70 entrepreneurs