branding 101: starting with the basics

BRANDING 101

Starting with the Basics

A Visual Presentation by Mobolaji Akintunde

[m] mobolaji www.mobolaji.co.uk

Copyright © 2014 [m] mobolaji. No part of this presentation may be published, sold, or otherwise used for profit without the written permission of the author.

WHAT YOU’LL LEARN


1. A modern definition of a brand

2. Why branding is important

3. Six qualities of a great brand

4. What you can expect to achieve from a great branding campaign


Ready?


WHAT A BRAND IS

NOT [m] mobolaji www.mobolaji.co.uk

A brand is not a logo.


A brand is not an identity.


A brand is not a product.


SO, WHAT EXACTLY IS

A BRAND? [m] mobolaji www.mobolaji.co.uk

A BRAND IS A PERSON’S EXPERIENCE AND PERCEPTION OF A

PRODUCT, SERVICE, OR ORGANIZATION.

The stronger, more coherent and motivating those perceptions are, the more likely they will be to influence

purchase decision and add value to a business.


We already know that…

People are experiential by nature, and

A person’s perception is their reality.


In other words…


IT’S NOT WHAT YOU SAY IT IS.


IT’S WHAT THEY SAY IT IS.


WHY IS BRANDING

IMPORTANT? [m] mobolaji www.mobolaji.co.uk

1. Most people have too many choices and so little time

2. Most offerings have similar features and quality

3. We tend to base our buying choices on trust


Therefore, you want to make sure your brand is…


1. DIFFERENT Our brains act as filters to protect us from too much information. We are hardwired to notice only what is different…what stands out. Branding differentiates your offering

from you competitors.


2. DYNAMIC Innovation is key to brand success but it is not limited to the functional benefits of the brand. A brand that sets the trends rather

than reacting to them is likely to be seen as distinct and more popular.


3. AUTHENTIC Today people have a finely tuned sense for what is true and authentic versus shallow and contrived. They are drawn to brands they feel are trustworthy and relatable.


4. RELEVANT People need to know what a brand stands

for. That's why an established and successful marketing campaign should not

be abandoned simply for the sake of saying something new. When change is

required, the challenge is to re-interpret the brand positioning in a way that is

appropriate to the current time and culture.


5. CONSISTENT

People need be able to rely on the fact that wherever and whenever they interact with

your brand it consistently delivers an optimal experience.


6. ENGAGING Brand experience is not limited to the

product or service. Every contact with the brand counts. The more engaging it is the more people connect and become loyal.


WHAT DOES GREAT

BRANDING PROVIDE?



1. Influence on consumer purchase decision

2. Opportunity to introduce new brand extensions or offerings

3. Greater awareness and relevancy in your market category

4. Added value to the business

QUESTIONS??


THANKS! Let’s keep in touch.

Mobolaji Akintunde [email protected]

@mobillionaire


branding 101: starting with the basics

Marketing