The Power of Brand Let s start with a game Fast Food Let s start - PowerPoint PPT Presentation

The Power of Brand

Let ’ s start with a game… Fast Food

Let ’ s start with a game… Tennis Shoe

Let ’ s start with a game… Coffee

Let ’ s start with a game… Laundry Detergent

Let ’ s start with a game… Golfer

Let ’ s start with a game… Search Engine

Let ’ s start with a game…

What is branding? http://youtu.be/JKIAOZZritk

What is branding? • Your brand resides within the hearts and minds of customers, clients, and prospects. It is the sum total of their experiences and perceptions, some of which you can influence, and some that you cannot. • It is the promise that you make to your customers. It must be authentic. • Your brand is not what you say it is but what your customers believe it to be – it is an emotional connection.

What is branding? • Identity vs. Brand – Logo – Colors – Fonts – Themes • Branding – creating a customer experience – Identity – visuals and packaging that support brand

What is your Bright Futures brand? • What is your brand promise / your elevator speech? • How can you find out what your customers think about your brand? • Why should people care about Bright Futures in your community? • How can you help people care?

Why does branding matter? • Your brand is your first impression and it helps you get noticed. • Your brand helps your customer recognize you and choose you. • Your brand builds trust with your customer. • Your brand has value.

Why does branding matter?

Why does branding matter? • Cola wars • New Coke • Classic Coke • Branding vs. Taste buds • Top of mind

Importance of Brand Guidelines • Help ensure a consistent perception of your organization • Should be used by anyone who uses the brand or elements of it • Brand guidelines make your life easier – you can still be creative!

Importance of Brand Guidelines

Does consistency matter?

Does consistency matter?

Does consistency matter? • On average, humans make 612 decisions per day – that ’ s 4,900 decisions per week, and 254,800 decisions in a year! • On average, we see up to 5000 advertising messages per day. • Brand consistency can help break through the clutter.

Tips for managing your brand • Define your goal / strategic plan. • Identify your current brand – what it actually is. • Outline your desired brand – what you want it to be. • Develop strategies to bridge the gap between the two.

Tips for managing your brand • Keep it focused and memorable. • Be desirably different. • Be ruthlessly consistent – follow your brand guidelines. • Review your brand often.