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