branding with impact

© 2009 Whizbang

© 2009 Whizbang

© 2009 Whizbang

Branding with Impact

© 2009 Whizbang

What’s a brand?

Company name?

Logo?

Company colors?

A sound?

A feeling?

Music?

Attitude?

Lifestyle?

Mood?

Aroma?

A feeling?

A shape?

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YES!

© 2009 Whizbang

Before you brand,you have to understand.

• What is your positioning?

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What’s a positioning?

• It’s the simplest expression of what an organization wants its products or services to stand for in the mind of a target audience. It is the nuts-and-bolts concept upon which a marketing message is built.

© 2009 Whizbang

Understand your positioning.

• Understanding the market, the category, and your consumer can help you define your positioning

• Understanding market trends• Understanding your strengths, weaknesses,

opportunities and threats• Understanding your competitors positioning• Understanding who is your target consumer, and how do

you want her to think about your brand• Understanding how you are differentiated from others in

the category

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Example of positioning

• Challenge Dairy

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With your positioning in hand, you’re ready to brand.

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Verbal Branding Techniques

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Develop a “verbal language”for your brand

• Naming• Key messages• Tagline

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Naming

• Naming is descriptive, suggestive, and arbitrary-product naming

• The name should be distinctive, ownable, memorable relevant

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Naming Example

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Key Messages

• Based on key consumer drivers (things your customers care about)

• Short, concise, one feature/benefit per message

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Key Messages Example

• The Spice Hunter

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Tagline

• Clear• Concise• Creative

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Tagline Example

• Solarponics Energy Systems.• The Bright Alternative.

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Graphic Branding Techniques

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Develop a “visual language”for your brand

• Brand identity (logo)• Packaging• Retail merchandising elements• Website• Advertising• Promotions

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Brand Identity

Develop a distinctive and proprietary identity, employing one of several techniques

• Hand-lettering• Custom type• Icons or simple graphics• Illustrative• Proprietary shapes

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Packaging

A range of graphic treatments contribute to innovative packaging

• Photography• Illustration• Colors• Forms• Substrates• Die-cuts• Violators

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Packaging

• Signatures add credibility• Crests reinforce authenticity• Seals add heritage and

authenticity• Embossed or etched structures

say premium • Shrink wrap add a mass appeal• Handcrafted features such as

tags, paper covers, aluminum lids say boutique/specialty

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Retail merchandising

• 360° touch points– Environmental

graphics– POS (shelf talkers,

stickers, rack cards, coupons)

– Color– Displays– Props

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Website

• Navigation• Layout• Photography• Illustration• Animation• Color• Product• Interaction

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Advertising

• Layout• Headline• Product• Photography• Illustration• Color• Type treatment

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Promotions

• Offer• Photography• Illustration• Colors• Layout• Call to ACTION

© 2009 Whizbang

Branding with Impact:the Four C’s

1. Clarity2. Consistency3. Creativity4. Commitment

© 2009 Whizbang

Thanks