How to Build a Brand your Clients Love
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Transcript of How to Build a Brand your Clients Love
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Build a BrandYour Clients LOVE
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They are looking for a job as babysitters
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They need babysitters
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Your AudienceHow well do you understand them?
What do you sell and which problems do you solve?
Build a Brand your Clients Love - Chema López - LINE Chemataiwan
Who has these problems?
Which target will you address?
What do you know about them?
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Your AudienceHow well do you understand them?
Build a Brand your Clients Love - Chema López - LINE Chemataiwan
HabitsHobbies
More Information = Better Conversion
AgeGender
Where they live or workSocieconomic/cultural level
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Your AudienceHow well do you understand them?
Build a Brand your Clients Love - Chema López - LINE Chemataiwan
Just Ask themand Research the Market:
Forums, Blogs, Social Network Groups, Quora, Reports, Analytics…
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Build your Right Brand StyleThe Brand Pyramid
Build a Brand your Clients Love - Chema López - LINE Chemataiwan
Features and AttributesFocus in your positive and tangible Assets
Functional Benefits
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Build a Brand your Clients Love - Chema López - LINE Chemataiwan
Emotional BenefitsHow does your product/service make the consumer feel?
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Build your Right Brand StyleThe Brand Pyramid
Build a Brand your Clients Love - Chema López - LINE Chemataiwan
The Brand PersonaThe way a brand speaks, behaves, thinks, acts, and reacts
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Build your Right Brand StyleThe Brand Pyramid
Build a Brand your Clients Love - Chema López - LINE Chemataiwan
The Brand EssenceOne word that fundamentally underpins what this brand stands for
1. Unique 2. Intangible 3. Single minded4. Experiential5. Meaningful6. Consistently Delivered7. Authentic8. Sustainable9. Scalable
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Build your Right Brand StyleKey Messages to target your client
Build a Brand your Clients Love - Chema López - LINE Chemataiwan
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Build your Right Brand StyleKey Messages to target your client
Build a Brand your Clients Love - Chema López - LINE Chemataiwan
Vision StatementDescribes what you want your company to become in the future.
Amazon"Our vision is to be earth's most customer centric company; to build a place where people can come to find and discover anything they might want to buy online."
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Build your Right Brand StyleKey Messages to target your client
Build a Brand your Clients Love - Chema López - LINE Chemataiwan
Vision Statement
What are your most important products and services?
What products and services will you never offer?
What is unique about doing business with your brand?
How would your customers describe your brand?
Where do you want your company to be in five years?
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Build your Right Brand StyleKey Messages to target your client
Build a Brand your Clients Love - Chema López - LINE Chemataiwan
Mission StatementA mission statement defines the purpose of the company.
Nordstrom:“We work relentlessly to give customers the most compelling shopping experience possible. The one constant? John W. Nordstrom's founding philosophy: offer the customer the best possible service, selection, quality and value”.
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Build your Right Brand StyleKey Messages to target your client
Build a Brand your Clients Love - Chema López - LINE Chemataiwan
Mission Statement
What are the specific market needs the company exists to address?
What does the company do to address these needs?
What are the guiding principles that define the company's approach?
Why do customers buy from you and not your competition?
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Build your Right Brand StyleKey Messages to target your client
Build a Brand your Clients Love - Chema López - LINE Chemataiwan
Value PropositionIt is your product or service's unique value, and how it benefits customers.
Warby Parker:“We offer designer eyewear at a revolutionary price”
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Build your Right Brand StyleKey Messages to target your client
Build a Brand your Clients Love - Chema López - LINE Chemataiwan
Value Proposition
To whom are you speaking? (Target market, demographic, and persona)
Which market segment does your product or service serve?
What is your brand promise? (Both rational and emotional)
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Build your Right Brand Identity
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Build your Right Brand IdentityDevelop an emotional connection with your clients
Build a Brand your Clients Love - Chema López - LINE Chemataiwan
A memorable Brand Name
Short, simple and easy to rememberStands out and piques interest in your consumersCongruent with your image, message and industryDifferent from your competitionUnique and positive
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Energetic, sexy, bold
Build your Right Brand IdentityDevelop an emotional connection with your clients
Creative, friendly, youthful
Sunny, inventive, optimism
Growth, organic, instructional
Professional, medical, tranquil, trustworthy
Build a Brand your Clients Love - Chema López - LINE Chemataiwan
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Spiritual, wise, evocative
Build your Right Brand IdentityDevelop an emotional connection with your clients
Credible and powerful
Simple, clean, pure
Fun and flirty
Rural, historical, steady
Build a Brand your Clients Love - Chema López - LINE Chemataiwan
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Build your Right Brand IdentityDevelop an emotional connection with your clients
Build a Brand your Clients Love - Chema López - LINE Chemataiwan
SerifSimple but Respectable
Sans SerifObjective and Modern
ScriptElegant and Affectionate
DisplayFriendly , Grab Attention
ModernProgressive , Bold, Chic
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Build your Right Brand IdentityDevelop an emotional connection with your clients
Build a Brand your Clients Love - Chema López - LINE Chemataiwan
Abstract Graphic Symbols Word Mark
Letter Mark Combination Mark
Emblem
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ATENTO new Brand IdentityHow to Become an Appealing and Friendly Company
BEFORE
Quite Competitive
No differentiation
Sterile Feeling
Bad Reputation
Build a Brand your Clients Love - Chema López - LINE Chemataiwan
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ATENTO new Brand IdentityHow to Become an Appealing and Friendly Company
TARGETs
Top Leading Companies
End Consumers
Staff
Build a Brand your Clients Love - Chema López - LINE Chemataiwan
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Build a Brand your Clients Love - Chema López - LINE Chemataiwan
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ATENTO new Brand IdentityHow to Become an Appealing and Friendly Company
Build a Brand your Clients Love - Chema López - LINE Chemataiwan
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THANK YOUQ&A
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Bibliography
FERRARO, Vince. “Brand Strategy Development”.
SOMALO, Nacho. “Todo lo que hay que saber de Marketing y Comunicación Online”.
Web Resources
Hubspot
Destaca tu Empresa en Internet sin Pagar - Chema López - LINE Chemataiwan