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BRANDING GUIDELINESTop 10 Tips to Gain the Competitive Edge
JJ Lassberg | Schipul - The Web Marketing Company | www.schipul.com
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Young people view more
than 40,000 ads
per year on television alone…
http://pediatrics.aappublications.org/cgi/content/full/118/6/2563
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Our success is a direct result of knowing how to market a brand and having the right people representing the brand. Greg Norman “The Great White Shark”
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www.shark.com
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www.shark.com
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www.shark.com
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Let’s Talk…Branding 101
Top 10 Tips
#1 Take Away
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Branding 101: A brand is the identity of a specific product,
service, or business
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Brands Can Be:
• Name• Sign• Symbol• Color Combo• Slogan
World's First Trademark?
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Personality
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Top 10 Tips:
1. Focus
2. Tagline
3. Consistency
4. Quality
5. Use It
6. Share It
7. Talk the Talk
8. Harness Fans
9. Reputation
10. Let Go A Little
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#1… Focus
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What are you going to do for me? Focus on the #1 thing you provide
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“The best most convenient drugstore with high profit per customer visit”
Good To Great: Why Some Companies Make The Leap...and Other's Don't
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#2…
Tagline
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Get One! Be Short, Be Clear, Tell Me What You Do
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Taste Great!
Less Filling!
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Does Your Web Site Increase Your Sales?
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#3… Consistency
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Pick It & Stick With It 10 Years to build brand recognition
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Don’t Change Cause Yer Bored
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#4… Quality
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Are You Top of the Line? No Cheese, No Fuzz, No Old
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www.porsche.com/usa/
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#5… Use It!
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Everywhere. Site, Facebook, YouTube, Twitter, Zazzle, Amazon Store, Business
Cards, Banners, Brochures, Shirts, Pens, Stickers, Cups…
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Houston Zoo
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T-Rex Services
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#6…Share It
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Press Kit: Make it easy for others to use… and they will
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What to put in it?
1. Logos
1.For Print
2.For Web
2. Hi-Res Photos (remember… Quality)
3. Need to Know NOW! Media Contact
4. Generous, Easy to Understand, Rules of Use.
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This is FREE promotion of YOU
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#7…
Talk
the
Talk
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Train Your Employees Focus on the #1, say the same thing, say it over
and over and over again
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“It’s My Pleasure”
It’s not in the phraseology, it’s in the attitude. It truly is our pleasure to serve you.
~ Mike Schisler, Regional Management Consultant
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#8… Harness Fans
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Let Your Fans Rave Ask for raves. Tell ‘em where to rave. Make it easy
to rave.
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Westside KIA
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#9… Reputation
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More Important than Pretty Pics A bad reputation can be deafening and deadly
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#10…
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Let Go… just a little.
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Don’t Make an A** of Yourself Be Fun, Be Kind, Be Grateful
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#1 TAKE AWAYIf you don’t get anything else… get this.
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Be Consistent
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The End.
http://www.slideshare.net/jjlassberg
JJLassberg.com
www.schipul.com/jjlassberg
Schipul - The Web Marketing Company
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Thanx a million for the pics!All photos used are Creative Commons Licensed and linked from Flickr Galleries available here:
1. http://www.flickr.com/photos/jjlassberg/galleries/72157624358073116/
2. http://www.flickr.com/photos/jjlassberg/galleries/72157624244696533/