The Panel 7 – Sheraton Hotels & Towers, Ikeja,

Lagos

Retail Pharmacy Business Summit

Tuesday August 11, 2015

Retail Pharmacy BrandingBukky George (Mrs) – FOUNDER & CEO, HealthPlus Pharmacy

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Outline

Why Brands Matter

What Are Brands

Building Your Brand Needs

Reasons To Brand

Perception Is Everything

Logo and Brand: Any Difference?

Products and Brand, Any Difference?

How Brands Grow

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Outline (Cont’d)

Brand Exercises

Internal Analysis

External analysis

Corporate Identity

Brand identity

Brand Image

Brand Name

Logo

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Outline (Cont’d)

Trademark

Brand Colors

Font

Tagline

Business Card

Letter Head

Brochure and Other Marketing Materials

Website

Shop Exterior & Interior Design

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Outline (Cont’d)

Brand Manual

Niche

Brand Promise

Brand Essence

Some Brand Promises

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Why Brands Matter

Whether you are launching a new company or a

new product

Or you want to establish a strong brand from the

get-go

Maybe you have been in business a while and

you need to do some brand repair or rebranding

Perhaps you have just joined the marketing team

of an established business and you need to come

up to speed on the subject

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Why Brands Matter (Cont’d)

Regardless of your starting point:

• Brands matter

• You need one

• Building a brand delivers value that far

exceeds the time, effort and monies invested

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What Are Brands

Brands are Promises

Promises that your customers believe in

You establish your brand by building trust

in a promise:

• Promise on who you are

• What you stand for

• What unique and meaningful benefits you

deliver

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What Are Brands (Cont’d)

You build your brand by living up to your promise

every single time people come into contact with

your name, your message or your business

You strengthen your brand by constantly

reinforcing your brand promise

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Building Your Brand Needs

Your Brand

Focus

Passion

Persistence

Diligence

Effort

Money

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The Reasons To Brand

First and foremost, your business will not

go very far unless it becomes a clearly

differentiated and reputable brand

Branding sets your business apart from

others. There is Shoprite and there are

nameless supermarkets out there.

Branding is the only way to truly

differentiate your business from the

competitors

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Reasons To Brand (Cont’d)

Brands are shortcuts to making

purchasing decisions. For example,

people think of soft drinks in terms of

Coca – Cola

Brands are memorable

Brands engender loyalty. When a brand

lives up to its promise, people over time,

will become loyal to it and even act as

evangelists

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Reasons To Brand (Cont’d)

Brands command premium pricing

because of their premium image

A branded business represents something

in the people’s minds

Branding your business contributes to

national development because the more

people know your brand, the more they

patronize it, and the more money you will

make

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Reasons To Brand (Cont’d)

You are not the only one in your field. The

only way to show customers you are

different and worth patronizing is by

branding your business

Branding creates preferences for your

products or services which, in turn,

increase revenue for your business. And

isn't that what every business desires?

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Reasons To Brand (Cont’d)

Brands make selling easier because they

inspire confidence. Selling a no – name

takes time and patience

High sales mean higher profit and higher

value for the owner

Consumers are willing to pay more to buy

brands because of perception that brands

deliver outstanding benefits

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PERCEPTION

EVERYTHINGis

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Perception Is Everything

Many people think that the logo is the

brand. No, the fact is, the logo is just one

representation of the brand

Your brand isn’t how you look or what

you say or even what you sell. Your brand

is what people believe you stand for:

•Apple sells computers. It is known for

thinking differently

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Perception Is Everything (Cont’d)

•Disney sells animated and amusement

park family entertainment. It stands for

making dreams come true

•GTBank sells banking services. It

stands for integrity

•HealthPlus sells medicines and health

care products. It stands for excellence

and service

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Logo & Brand: Any Difference?

A brand is an accumulation of words,

thoughts, images and emotions that come

to mind when you think of, hear of, see or

experience a product or service, while a

logo is a symbol or trademark that is used

to represent the brand

A logo is a part of the whole, the brand

being the whole

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Logo & Brand: Any Difference? (Cont’d)

A brand is made up of both:

• Visible elements – color, symbols,

ambience, packaging

• Invisible elements – taste, feel, smell,

attitude

While a logo is visible

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Products & Brand: Any Difference?

Products are made

in the factory,

but brands are created

in the mind- Walter Landor

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How Brands Grow

Brands grow from top down and from inside out

•This means your brand needs the commitment of the organization's leaders and the support of employees in every department and at every level of the organisational chart

• In short, from the CEO to the cleaners!

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BUILDING A BRAND

Step-by-Step

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Brand Exercises

These include a series of questions which should be

answered by the founder/owner and key staff. Do not

forget your foot soldiers e.g. shop assistants.

8 Point Check List:

• Is the XYZ brand image creating a point of

difference?

• Is XYZ enjoying high levels of both customer

recognition and recall? (it is not enough for a

potential customer to know who XYZ is, the

customer needs to recall and choose XYZ when

it becomes time to make a decision)

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Brand Exercises (Cont’d)

• Is XYZ brand perceived as adding value?

• Does XYZ promote a clear and shared organizational

vision?

• Does the XYZ brand have clear messages and

offering that resonate with customers?

• Is the XYZ brand consistent within communication

messages and visual icons?

• Does the brand embrace the realisation that the

power of the brand exists in the mind of the

customer?

• Is the XYZ brand building customer loyalty program

and developing strong customer relationships?

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Internal Analysis – Current

Business & Proposition

What are the main things that you have

done well to date to ensure success?

In what areas could you be more

successful?

What has prevented you from doing these

things? What needs to happen to make it

so?

What are your greatest opportunities for

future growth?

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Internal Analysis – Current

Business & Proposition (Cont’d)

Are all opportunities being realised? Do missed

opportunities provide leverage points to

competitors?

What are your greatest threats?

How is what you do better/different to

competitors?

Are all resources being optimized?

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Internal Analysis – Products &

Services Offered

Product ranges

Added value services

Quality and value

Availability of stock

Sourcing

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Internal Analysis – Employee

Brand Relationship

What are the qualities you look for in

employees?

How do the people who work for you feel

about the company?

How do they feel about what they do?

Do they enjoy a clear sense of direction?

Do they feel appreciated?

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Internal Analysis – Employee

Brand Relationship (Cont’d)

Will working for you be a credit to their CV?

How would you like to be thought of by your

employees?

In what ways can employee brand

relationship be improved to attract the

highest calibre staff? A well known brand

with a great promise finds it easy to attract

great staff

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Internal Analysis - Core Values

List your core values, i.e. beliefs you

hold dear/important

Articulate the ones you practice and

the ones you don’t

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Internal Analysis - Core Values

(Cont’d)

• In small groups – each list 5-8 of core values you

believe the company is or should be projecting.

remember not to be too obvious, people expect

you to be honest. Prioritize the value that are likely

to differentiate you in the market place

• Now discuss and agree as a group the 5 you

believe are most important

• Then discuss the ones that already exist vs. the

ones that are believed should exist

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External Analysis – Who Is The XYZ

Customer

How many customers do you have?

What are the demographics?

Cultural attitudes

What media channels are likely to

dominate your market?

What problem or issue do we want to solve

in people’s lives?

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External Analysis – Who Is The XYZ

Competitor

How many competitors do you have?

Who are the main ones?

How do they promote themselves?

What is the market perception toward them?

How/Why are their customers different to

yours?

What (if anything) do they do better than you?

Is competition likely to grow in the future?

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Corporate Identity

This is the visual

representation of an

organization, comprising its

name, logo, color, design,

layout and typeface

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Brand Identity

Brand identity is how you want your brand

to be perceived by the customer-

expensive, affordable or luxurious, etc. For

instance:

•Kia is synonymous with affordable

•Nokia is considered durable

.

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Brand Identity

Brand Identity distinguishes a brand and

helps consumers to tell apart from others in

its category. For instance, Coca Cola and

Pepsi are two leading brands of cola in the

world. Yet over time, through a carefully

thought-out brand identity, which goes as

far as the taste, each brand has

successfully differentiated itself in the

market-place.

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Brand Identity (Cont’d)

Note that brand identity represents what

your brand SHOULD stand for in people’s

minds. It is therefore, an ideal that you must

aspire and reach out for

How do you achieve this?

• Ensure every element of brand identity such as

name, logo, color, tagline, etc., is aimed at

projecting the brand the way it SHOULD be

perceived

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Brand Image

This is the perception that consumers have

formed of a particular brand. It is what the brand

CURRENTLY represents in their minds

Between BRAND IMAGE and BRAND IDENTITY

• Brand image is different from brand identity

because while the former is the CURRENT

perception, brand identity is the IDEAL or

DESIRED perception

Your task as an entrepreneur therefore is to

ensure a synergy between the BRAND

IDENTITY and the BRAND IMAGE

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Brand Name

This is the name given to a particular brand in

order to differentiate it in the marketplace. It

is the major element of the brand identity.

A good brand must tell people:

• What the brand is

• What it does

• How it does it

It must also differentiate the brand from the

competitors’ interest.

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Brand Name (Cont’d)

Just before you name it…

Keep in mind the following attributes of a good

brand name:

• Evokes positive associations for the brand

• Is memorable

• Is easy to pronounce

• Is distinctive

• Does not infringe on existing registered brand

names

• Can be registered as a domain name

• Can grow with the business from coast to coast

without loosing its meanings

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Types of Brand Name

There are number of categories of brand names

However, the purpose of this presentation, will

focus on the following which are most common:

• Descriptive name: A name that describes what the

brand promises or has to offer. A good example is The

Body Shop

• Associative name: A name that makes reference to a

feature or benefit of the product or service. A good

example is Pampers

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Types of Brand Name (Cont’d)• Freestanding name: This is a name with a

meaning of its own but no link whatsoever to the

product or service in question. Examples of

such names are Apple, Blackberry and so on

• Owner’s name: The brand name is same as

that of the owner. This is often an easy and

effective approach as it helps in building both

the corporate brand and the personal brand of

the owner who over time becomes synonymous

with the brand. For example: Calvin Klein

Fashion Label is named Calvin Klein

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Types of Brand Name (Cont’d)• Family name: Some entrepreneurs

prefer to adopt their family names as

their brands. It is also possible to adopt

both the owner’s name and family name

for the brand. This is common with legal

practitioners

• Initials: Though considered a risky route

to brand naming, some companies still

prefer to use the initials for their brand

names. Examples are MTN, CNN,

KPMG among others

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Logo

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Logo A logo is a symbol or trademark that is used to

represent the brand. It is usually a combination

of a name, symbol and colors

A good logo aims to differentiate the brand

from the competitors’

A logo is the window to the soul of brand

A great logo should be:

• Simple

• Memorable

• Easily recognizable

• Attractive

• Representative of the brand

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Types of Logo

There are different types of logo designs

The choice of a logo is a function of the

type of brand and message you want to

pass across to people

• Text logos: Also known as ‘word marks’,

text logos use fonts or type style to represent

a company or brand name. Though the

simplest of all logo types, they could be

difficult to design and so require experienced

logo designers.

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Types of Logo (Cont’d)

• Iconic/Symbolic Logos: Iconic or

symbolic logos feature very simple

graphics and/or symbols that portray an

aspect or image of the company or

brand. They can be achieved either by

using symbols only or with texts as well.

• Letterform marks: Letterform marks

logos are created using one or more

letters as a symbol to convey the brand

message

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Types of Logo (Cont’d)

• Marks : A mark logo uses an image

that is usually a reference to the

company or brand attributes

• Emblem : An emblem logo encases

the brand name within the design

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Trademark

It is any sign which can distinguish the

products and services of one trader

from those of another

Example of signs include words, logos,

pictures, or a combination of these

It is worthwhile to protect your brand by

engaging a lawyer who specializes in

Intellectual Property. You will register

with a Trademark Agency and obtain

your certificate

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Brand Colours

Colours are an important element in branding

as they do generate emotional reactions and

associations for brands

The choice of colours for a brand should be a

function of the identity desired for it

Examples of brand colours are Red for UBA

Plc., Green for Glo, Blue for HealthPlus

So, What’s Your Color?:

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Yellow is happy, joyful, optimistic, cheerful, fun, energetic, youthful,

sunny and friendly. Ideal for children-related brands, fast-food and

catering businesses, entertainment firms, etc.

Green is life, natural, healthy, vegetation, fresh, tranquil,

claiming, wealth prestige. Ideal for health-focused brands such

as pharmaceutical firms, spas and gyms. Could also be used for

fast food outlets, restaurants and banks

Blue: Is cool, calm, professional, emotional, peaceful, loyal,

liberal, cold, formal, smart, progressive, trustworthy, etc. Ideal

for financial institutions, insurance firms, hospitals,

pharmacies, consulting firms, airlines, conferences, etc.

Brand Colours (Cont’d)

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Black: Is mature, class, bold, serious, conservative. Ideal

for almost every brand

White: Is pure, clear, innocent. Ideal for a wide range of

brands as it works well with other colours

Red: Is aggressive, bold, hot, confident, daring, powerful, rebellious, intense,

sexy, provocative, energetic, attractive and bullish. Ideal for fashion and

feminine brands, fast-food outlets(it is believed to stimulate appetite), financial

institutions, pharmaceutical and telecommunication firms etc.

Brand Colours (Cont’d)

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Font

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Tag LineThis could be described as a sentence, phrase,

or word that captures the essence of a brand

Also called a pay-offline, a tagline is like the

concentrated version of your brand idea

It should tell customers and prospects what your

brand stands for on the go

• Stanbic IBTC Bank: Moving forward

• Airtel: Keep the conversation going

• HealthPlus: Love life, feel great

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Business CardA business card is one of the first ways of creating an

impression about your brand

It is no longer just a piece of card with contact

information. This business tool has become a vital

part of the first impression experience. It is also an

instant reflection of you and your company’s worth

A business card must reflect the identity you want to

protect about the brand

Ensure your business card contains relevant

information such as the business name, your name,

telephone number, email address, etc.

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Letter Head

A letterhead is more than a piece of paper that

bears your company’s logo and other business

information

Its outlook usually influences the way your

brand will be perceived. Therefore, it must

reflect the desired brand identity

The letterhead should incorporate the following:

logo, current contact information, telephone

number, email address, website, the brand’s

tagline and services rendered

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Brochure & Other Marketing Materials

It is a printed material containing salient

information about an organization and its

brand

A brochure must communicate the brand

essence, reflect and enhance the brand

identity

This marketing communication material

should include only relevant information

– it shouldn’t be clumsy

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Website

A website might be some peoples first

impression of your brand. Thus, it is a

crucial element of the brand identity.

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Shop Exterior Design

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Shop Interior Design

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Brand Manual

It refers to a set of design rules that tie the

look and feel of all marketing materials

together

Brand manual ensures consistency in the

way brand communication materials are

presented and used

Whether your company is large or small,

you should have a documented brand

manual to guide branding activities

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Niche For your brand to succeed, you must carve a niche for it

within the sector for which it belongs. To successfully do

this, focus on your core competence, capacity building

and available resources

Examples of Pharmacy niches:

• Pharmacy & Supermarket

• Pharmacy & Beauty

• Pharmacy & Health Shop

• Pharmacy (with First Aid)

• Pharmacy (with Consultancy)

• Pharmacy (with Health Promotion)

• Pharmacy (with Small Scale Manufacturing)

• Pharmacy (with Clinical Services)

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Brand Promise

A statement that clearly expresses the Relevant,

Enduring and Distinctive benefits a brand pledges to

customers as a result of their relationship with it

As stated in the definition, the brand promise must be

RED, that is:

• Relevant: It must be important to the customers.

In other words, it must be what they need

• Enduring: It must be able to grow with the brand

over an extended period of time

• Distinctive: The brand promise must be unique

and original, not a cheap copy of what another

brand has already promised and is delivering on

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Brand Essence

This is the core characteristics or

attributes that define a brand.

It articulates the heart and soul in a few

words. For GNC, it is “Live Well”

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Some Brand Promises

To illustrate, here are the brand promises from

three highly successful, world-wide brands:

• Virgin: “To be genuine, fun, contemporary,

and different in everything we do at a

reasonable price.”

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Some Brand Promises (Cont’d)

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• Coca-Cola: “To inspire moments of optimism

and uplift.”

Some Brand Promises (Cont’d)

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• The NFL: “To be the premier sports and

entertainment brand that brings people

together, connecting them socially and

emotionally like no other.”

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