Branding for Beginners: Essential Tips for (Re)Creating
Your Brand
Michelle G. HeldMetroNY.comPintalk.net
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.
To brandTo develop an identity in the minds of consumers, investors, and competitors
Create a recognizable brand!
Types of brands•Product •Service•Business / Corporate•Personal
Brands affect:• Needs• Emotions• Perception
Quiz!
How many did you recognize?
Why (re)brand?• New business or product• Raise funding• Change marketing strategy• New markets / customer segment• Shift brand messaging• Negative image
• Who is your market?• Why do they buy?• What makes your brand valued?• Why is it difficult to substitute?• How does your brand compete?
Position your brand by defining what makes it unique!
Develop your brand identity• Brand name• Logo• Tagline• Signature elements• Marketing materials• Pricing
Perception is reality!Cheap?
Good value & best brand!
Brand Perception:Overpriced?
Worth buying!
Prestigious!
Case Study
1969 1970
1971$2.5M in sales!
1972
• 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
• 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!
The Fall• 2001: Sales begin to decline• 2002 -> 2007: Five years of uninspired design• 2005 -> 2012: Same store sales down 65 months
• Quality declining• Design deteriorated• Merchandising is poor• No definable customer
2010
Brand Name• Available?• Informative?• Offensive?
Offensive!Retardex (toothpaste)i.Beat.blaxx (mp3 player)IKEA Fartfull (kids' workbench)Pee cola (Ghana)Lumia phone (Spanish slang)Pet sweat (water)
Logo• Color scheme• Font• Consistent look• Projects a consistent feel• Consistent level of quality• B&W
Logo• Professional• Layout• Font (UVA)
Quiz 2
Tag lines
Signature elements & marketing materials
• Service level• Packaging• Color• Sound
Pricing & perception
Rebranding done right!
Rebranding done right!
Website• Professional-looking• Logo• Navigation• Current information• Up-to-date• Pages and keywords
Your domain name is part of your brand!• metrony.com• MichelleGHeld.com• TheNameofMyProduct.com
Social media Customers insight Brand ambassadors Monitoring
Choose well
Brand Ambassadors
• Brand recognition• Customer insights• Website traffic
Social media•Connect•Monitor•Provide value!
Use press releases
Monitor, evaluate, and update your brand to stay relevant and credible!
Takeaways
• Consistent messaging• Consistent look• Find a mentor / outsource
Michelle G. HeldMetroNY.com
Pintalk.net
metrony
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