"Twittorial" For Beginners - By Personal Brand Strategist, Michelle Villalobos
Branding for Beginners: Essential Tips for (Re)Creating Your Brand Michelle G. Held MetroNY.com...
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Transcript of Branding for Beginners: Essential Tips for (Re)Creating Your Brand Michelle G. Held MetroNY.com...
![Page 1: Branding for Beginners: Essential Tips for (Re)Creating Your Brand Michelle G. Held MetroNY.com Pintalk.net.](https://reader035.fdocuments.in/reader035/viewer/2022062407/56649e445503460f94b37eb9/html5/thumbnails/1.jpg)
Branding for Beginners: Essential Tips for (Re)Creating
Your Brand
Michelle G. HeldMetroNY.comPintalk.net
![Page 2: Branding for Beginners: Essential Tips for (Re)Creating Your Brand Michelle G. Held MetroNY.com Pintalk.net.](https://reader035.fdocuments.in/reader035/viewer/2022062407/56649e445503460f94b37eb9/html5/thumbnails/2.jpg)
Disclaimer: All graphics are for educational purposes only in
accordance with the Fair Use Act. All trademarks, trade
names, or logos mentioned or used are the property of their
respective owners.
![Page 3: Branding for Beginners: Essential Tips for (Re)Creating Your Brand Michelle G. Held MetroNY.com Pintalk.net.](https://reader035.fdocuments.in/reader035/viewer/2022062407/56649e445503460f94b37eb9/html5/thumbnails/3.jpg)
To brandTo develop an identity in the minds of consumers, investors, and competitors
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Create a recognizable brand!
![Page 5: Branding for Beginners: Essential Tips for (Re)Creating Your Brand Michelle G. Held MetroNY.com Pintalk.net.](https://reader035.fdocuments.in/reader035/viewer/2022062407/56649e445503460f94b37eb9/html5/thumbnails/5.jpg)
Types of brands•Product •Service•Business / Corporate•Personal
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Brands affect:• Needs• Emotions• Perception
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Quiz!
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How many did you recognize?
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Why (re)brand?• New business or product• Raise funding• Change marketing strategy• New markets / customer segment• Shift brand messaging• Negative image
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• Who is your market?• Why do they buy?• What makes your brand valued?• Why is it difficult to substitute?• How does your brand compete?
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Position your brand by defining what makes it unique!
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Develop your brand identity• Brand name• Logo• Tagline• Signature elements• Marketing materials• Pricing
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Perception is reality!Cheap?
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Good value & best brand!
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Brand Perception:Overpriced?
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Worth buying!
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Prestigious!
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Case Study
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1969 1970
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1971$2.5M in sales!
1972
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• 1980: $307M sales and 500 stores• 1986: Gap Kids opens• 1987: Gap opens first international store
Sales are $1B• 1990: Baby Gap opens
The Rise
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• 1992: Second largest brand worldwide• 1994: First Old Navy store• 1997: Gap.com goes online
Old Navy sells $1B• 1999 - 2000: BananaRepublic.com & OldNavy.com
Gap is the largest clothing retailer in the world!
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The Fall• 2001: Sales begin to decline• 2002 -> 2007: Five years of uninspired design• 2005 -> 2012: Same store sales down 65 months
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• Quality declining• Design deteriorated• Merchandising is poor• No definable customer
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2010
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Brand Name• Available?• Informative?• Offensive?
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Offensive!Retardex (toothpaste)i.Beat.blaxx (mp3 player)IKEA Fartfull (kids' workbench)Pee cola (Ghana)Lumia phone (Spanish slang)Pet sweat (water)
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Logo• Color scheme• Font• Consistent look• Projects a consistent feel• Consistent level of quality• B&W
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Logo• Professional• Layout• Font (UVA)
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Quiz 2
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Tag lines
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Signature elements & marketing materials
• Service level• Packaging• Color• Sound
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Pricing & perception
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Rebranding done right!
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Rebranding done right!
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Website• Professional-looking• Logo• Navigation• Current information• Up-to-date• Pages and keywords
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Your domain name is part of your brand!• metrony.com• MichelleGHeld.com• TheNameofMyProduct.com
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Social media Customers insight Brand ambassadors Monitoring
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Choose well
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Brand Ambassadors
• Brand recognition• Customer insights• Website traffic
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Social media•Connect•Monitor•Provide value!
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Use press releases
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Monitor, evaluate, and update your brand to stay relevant and credible!
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Takeaways
• Consistent messaging• Consistent look• Find a mentor / outsource
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Michelle G. HeldMetroNY.com
Pintalk.net
metrony