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Branding & Positioning

Strategies

IABCSeptember 7, 2006

Copyright 2006

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Building Successful Brands

Todays Agenda:

-Discuss what branding is

-Review successful branding strategies

-Discuss SWOT/Marketing analysis to develop your own branding strategy

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Building Successful Brands

A BRAND-Is whatever your customers think of when he or she hears your company

name, product or service

-Is the promise or expectations you create among your customers for the

future performance of your company, product or service. (Your reputation

depends entirely on how well you keep that promise)

-Builds emotional connections (i.e. relationships) with its customers

through perceptions, experiences, beliefs and feelings

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Building Successful Brands

1. Brands are built from the inside out.

-Your brand and reputation starts with your employeesexecutives

business partnersvendorseditorsadvertisingmediaweb

materialscustomers

-All employees should know your value proposition. What differentiates

your brand from others

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Building Successful Brands

2. Protect your companys reputation.

-Customers are increasingly making brand choices based on the total

reputation of an organization. (How it relates to all internal and external

stakeholders)

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Building Successful Brands

3. Build your companys brand around your

customer preferences.

-Continually research and respond to changing customer preferences

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Building Successful Brands

4. Customers want brands that are personal

and not mass-produced.

-Customers want more than a transactionthey want an experience

with your brand

-This is the reason iPod is so much more successful than traditional CDs

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Building Successful Brands

5. Anticipate every encounter or touch point

a customer has with your brand

A 360 degree view.

-Every touch must be a good experience

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Building Successful Brands

6. Brands should create emotional triggers

to build customer relationships.

-Enhances lives/lifestyles

-Helps customers to live more efficiently

-People want to be seen with it

-Builds community/peer interaction

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Building Successful Brands

7. Consumers want their brands to support

causes.

-Starbucks

-Ben & Jerrys

-Yoplait Yogurt

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Building Successful Brands

8. Successful brands are significantly

different. Not just a little bit better.

-Differentiate your brand in a way that is relevant, believable and

defensible

-Most companies and their products fall short here

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Building Successful Brands

9. Successful brands deliver on their

promise.

-Dont just say you are better prove it

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Building Successful Brands

10. The ideal brand will move beyond market

share into market creation.

-Understand your customers needs and motivations before they do

-Dont focus on the business youre in today design your solution

around where youll need to be tomorrow

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Building Successful Brands

SWOT/Marketing Analysis

-What are your strengths weaknesses?

-What are your opportunities threats?

-How do you want to be perceived?

-Are there new products to be offered?

-Who will be your competition?

-Who will be your target markets?

-What will be your value proposition?

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Branding & Positioning

Strategies

IABCSeptember 7, 2006

IABCSeptember 7, 2006

Copyright 2006