brand it like beckham

Brand It Like Beckham

a Studio 22/2-6 New Street, Richmond Vic 3121 t +61 3 9428 9193 f +61 3 9428 1823 e [email protected] w TheMarketingNetwork.com.au v1

© www.TheMarketingNetwork.com.au 2

Discover why branding is even more important for small business.

How to Design a Brand that connects with your audience.

How to Promote your Brand without having to beg your Bank Manager.

Delivering a great brand experience from the Webber to the Web!

Why is being Creative important?


Executive Summary

“In order to be irreplaceable one must always be different.”

- Coco Chanel


Branding – More Important For Small Business Than Big Business

SME’s have a greater need to differentiate in a more competitive market. Why, then are so few small businesses “branded? Because most:

!   Do not understand basic marketing principles and

!   Believe that branding is expensive and is the domain of the big boys of business

Brands are important because they Deliver


An emotional connection to products & services!

Feelings affect rational thought. Most purchase decisions are emotional, justified with rational thought later.

"Brand will become the most powerful strategic tool since the spreadsheet.” Marty Neumeier, Author of "The Brand Gap"

Your Brand


is a collection of perceptions in the mind of your consumer.

IS HOW THEY SEE YOU

HOW THEY FEEL ABOUT YOU

WHAT THEY SAY ABOUT YOU

THE REAL THING


Pepsi consistently wins blind taste tests, but no-one drinks Coke with a blindfold!

Image Is Everything


How To Design A Brand? - S imple is Not Easy


It will affect every part of your business. SME Strategy Timeline 4 weeks – 3 months

Who Designs The Brand


LIKE

MAKING

MOVIES

IT

IS

OWNER PRODUCER THE IS THE

Entrepreneurs tap into the customer need and design the vision.

Marketers make the vision come alive focusing on Brand Communication to manage

Perceptions.

Industrial Designers design the actual product.

Graphic Designers interpret brand attributes in visual media.

Copywriters give the brand a voice.

Film Producers, Directors, Animators, Etc put brand on our screens, from the very big to the very small…

Customer Service deliver the “brand experience.

Branding Is How We Communicate


What is your Brand?

!   Name?

!   Personality?

!   Story?

!   Promise? (Do You Deliver?)

!   Positioning

!   Positioning Statement

Brand Names Are A Powerfu l Force


Does your Brand Name:

!   Differentiate you from your competitors?

!   Reinforce a unique positioning?

!   Create positive and lasting engagement with your audience?

!   Make you unforgettable?

!   Propel itself through the world on its own by being a PR generating vehicle?

!   Provide a deep well of marketing and advertising images? Is it easily promotable?

Naming Process


Does your Brand Name:

1.  Competitive Analysis

2.  Positioning

3.  Name/ Brand Development

4.  Trademark/ Domain Name

5.  Creative/ Testing

6.  Name and Tagline

Radio Rentals


Brand name was too descriptive and limiting in the first place and now makes no sense at all, showing the ageing nature of the business!

Shaver Shop


Expanding product range beyond the initially focused concept. Only time will tell if the brand extension will be successful. Brand name was too descriptive and limiting in the first place!

Protect Your Name


The Personal i ty Is The Brand


Mr. Mutual Fund


Ms. Megabyte


Gadget Guy


Bounce Back Fast


The Product iv i ty Queen


Powerfu l Points


Geek Squad


What Do They Al l Have In Common?


1.  They are specialists…the only…in their market (some have a wider area of influence than others!)

2.  They are easy to remember

3.  They have names that are easy to promote – they have PERSONALITY and a STORY to tell.

4.  They are “famous” amongst their intended target audience – AWARENESS and RECOGNITION.

Brand Story


People love stories from children’s fairytales to books and movies

Good advertisements are nothing more than very short stories:

!   A story is more memorable than a straightforward message

!   A story is easy to retell and pass on to other consumers

A Brand Story needs to be:

!   Real and authentic

!   Colourful and interesting

Tel l Your Story and Se l l


Est. 1932 Est. 1924

Est. 1967

Real Stories that developed through the decades.

A brand legend is born, a heritage created with a tie. He did not attend fashion school, but worked for Brooks Brothers as a salesman. In 1967, with the financial backing of Norman Hilton, Lauren opened a necktie store where he also sold ties of his own design, under the label "Polo".

2003 Rebrand 2006

Website “Before” Website “AEer”

Legends Are Made


Brand Name & Corporate Ident i ty


Most SME’s Se l l Fea tu res Ins tead o f Benef i ts


Make Up v Hope To Women

Mousetraps v

Absence of Mice

Drill v

Picture on the Wall

Bui ld ing A Brand - Pos i t i on ing


“The way to become rich is to put all your eggs in one basket and then watch that basket.”

– Andrew Carnegie 1835-1919

How can we “own” a place in the consumer mind?

Focus demands Sacrifice - To own something you need to give up something else.

Power of Focus


“The men who have succeeded are men who have chosen one line and stuck to it.”

- Andrew Carnegie

Simpl ic i ty Adds Va lue


“An expert is someone who has succeeded in making decisions and judgments simpler through knowing what to pay attention to and what to ignore”

- Simplicity - Edward de Bono, 1998

“The specialist has a chance to use their field of expertise as a point of differentiation - “I believe that the true road to pre-eminent success in any line is to make yourself master of that line”

- Andrew Carnegie 1835-1919

Simpl ic i ty requ i res Crea t i v i t y


“Simplicity is easy to use but can be hard to design. You may need some creativity”

- Simplicity - Edward de Bono, 1998

“The ability to simplify means to eliminate the unnecessary so that the necessary may speak”

- Hans Hoffman – Artist

Brand Posi t ion ing


Rea l Es ta te


Position against the leader. Same Principle as Pepsi v Coke. Use competitor strength and turn it into a weakness. Original = Old. “Pepsi the Choice of a New Generation”

Segmentat ion – Examples f rom the car i nsurance ca tegory


Major (Res iden t ia l ) Bu i ld ing Category


Meaningful

New Category


The law of the category - if you can't be first in a category, set up a new category you can be first in.

– Al Reis

Segment Even Fur ther


The law of the category - if you can't be first in a category, set up a new category you can be first in.

– Al Reis

Genera l Home Serv ices - Es tab l i shed


Spec ia l i s t Home Serv ices – e .g . : C lean ing , s t i l l Deve lop ing


Brand Recogni t ion


“… alone is useless. Today every plumber has a brand and a slogan on the side of his truck. The world is drowning in brands and slogans”

Robert Bloom author and ex – Chairman of Publicis Worldwide

Virtually every category of consumer product and service is now crowded with – in some cases overcrowded – with brands, however this is not the case in the SME space which presents a tremendous opportunity.

Brand Exper ience - B rand te r ta inment


Communication alone does not create brand feelings.

Experience with the brand creates brand feelings.

Today customers expect to be vowed and entertained.

How Do You Crea te WOW?


“This is the day of dramatization. Merely stating a truth is not enough. The truth has to be made vivid, interesting dramatic. You have to use showmanship. The movies do it. Television does it. And you will have to do it if you want attention”

- “How to Win Friends and Influence People” – Updated version, Dale Carnegie

Creat ive St ra tegy i s more Impor tan t fo r the SME


A consistent THEME that uses the name of the brand or its positioning or ideally both will always get better results.

MORE CREATIVE =

MORE MEMORABLE =

LESS FREQUENCY =

LESS $$$

Creat iv i ty = Or ig ina l i t y


The first objective of any communication is to get noticed – to grab attention. Without it you can not begin to PERSUADE.

Human beings are hard-wired to look for “the new.”

“What was effective one day, for that very reason, will not be effective the next, because it has lost the maximum impact of originality.” -

- advertising great Bill Bernbach, way back in the 1960s.

Campaigns = Cons is tency + Fami l ia r i t y


Every advertisement should be thought of as a contribution to the complex symbol which is the brand image.

- David Ogilvy, regarded as the Father of Modern Advertising

A Brand is a Personality. Personalities like people don’t really change, neither should your brand.

Champion Compressors – Case S tudy


Champion Compressors – Trade Adver t i s ing & Veh ic les , Be fo re and A f te r


Bayview Realesta te – Pos tcard Campa ign


Guys Domain – Crea t i ve ly Cu t t ing Cos ts


Impor tance o f Frequency


1. The first time a man looks at an advertisement, he does not see it. 2. The second time, he does not notice it. 3. The third time, he is conscious of its existence. 4. The fourth time, he faintly remembers having seen it before. 5. The fifth time, he reads it. 6. The sixth time, he turns up his nose at it. 7. The seventh time, he reads it through and says, "Oh brother!" 8. The eighth time, he says, "Here's that confounded thing again!" 9. The ninth time, he wonders if it amounts to anything. 10. The tenth time, he asks his neighbor if he has tried it. 11. The eleventh time, he wonders how the advertiser makes it pay. 12. The twelfth time, he thinks it must be a good thing. 13. The thirteenth time, he thinks perhaps it might be worth something. 14. The fourteenth time, he remembers wanting such a thing a long time. 15. The fifteenth time, he is tantalized because he cannot afford to buy it. 16. The sixteenth time, he thinks he will buy it some day. 17. The seventeenth time, he makes a memorandum to buy it. 18. The eighteenth time, he swears at his poverty. 19. The nineteenth time, he counts his money carefully. 20. The twentieth time he sees the ad, he buys what it is offering.

Thomas Smith of London wrote this back in 1885 when the Newspaper was the only medium! Today the estimates are that the average consumer is exposed to between 500 to 5000 brand messages per day.

Reach 1,000 x 10 v

Reach 10,000 x 1

Web – Mos t F lex ib le & Accoun tab le Marke t ing Weapon


It is a interactive medium and a distribution channel

!   Tell visitors why they should buy from you and not your competitors

!   Collect information about your customers

!   Customize customer experience

!   Improve customer service

!   Provide a vehicle for feedback

!   Generate sales leads

Why Are Most SME’s Webs i tes (Communica t ion ) Ter r ib le? They Re f l ec t The i r Ma rke t i ng E f f o r t s !


Common Professional Services and B2B Industrial Challenges:

1. Strategy !   No Point of Difference / USP / Brand Promise and hence Positioning (Slogan)

2. Copywriting !   Internal Company v External Customer Focus (WE v YOU), e.g.: “leading” !   Features instead of Benefits

3. Rules of Design

We have looked at and can provide examples in the following markets: !   B2B Industrials (Manufacturer’s Monthly)

!   Top Tier Law Firms (Accounting)

!   Top Tier Architects

!   BRW Fast 100 IT Firms

!   Financial Planning

The Market ing Network Real i ty Check

58

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to

Turn Your Customer Perceptions into a more

Profitable Reality

a Studio 22/2-6 New Street, Richmond Vic 3121 t +61 3 9428 9193 f +61 3 9428 1823 e [email protected] w TheMarketingNetwork.com.au v1

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