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This is a presentation Whizbang gave at a Collaboration lunch and learn in 2009. It covers the basic elements of branding.
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© 2009 Whizbang
© 2009 Whizbang
© 2009 Whizbang
Branding with Impact
© 2009 Whizbang
What’s a brand?
Company name?
Logo?
Company colors?
A sound?
A feeling?
Music?
Attitude?
Lifestyle?
Mood?
Aroma?
A feeling?
A shape?
© 2009 Whizbang
YES!
© 2009 Whizbang
Before you brand,you have to understand.
• What is your positioning?
© 2009 Whizbang
What’s a positioning?
• It’s the simplest expression of what an organization wants its products or services to stand for in the mind of a target audience. It is the nuts-and-bolts concept upon which a marketing message is built.
© 2009 Whizbang
Understand your positioning.
• Understanding the market, the category, and your consumer can help you define your positioning
• Understanding market trends• Understanding your strengths, weaknesses,
opportunities and threats• Understanding your competitors positioning• Understanding who is your target consumer, and how do
you want her to think about your brand• Understanding how you are differentiated from others in
the category
© 2009 Whizbang
Example of positioning
• Challenge Dairy
© 2009 Whizbang
With your positioning in hand, you’re ready to brand.
© 2009 Whizbang
Verbal Branding Techniques
© 2009 Whizbang
Develop a “verbal language”for your brand
• Naming• Key messages• Tagline
© 2009 Whizbang
Naming
• Naming is descriptive, suggestive, and arbitrary-product naming
• The name should be distinctive, ownable, memorable relevant
© 2009 Whizbang
Naming Example
© 2009 Whizbang
Key Messages
• Based on key consumer drivers (things your customers care about)
• Short, concise, one feature/benefit per message
© 2009 Whizbang
Key Messages Example
• The Spice Hunter
© 2009 Whizbang
Tagline
• Clear• Concise• Creative
© 2009 Whizbang
Tagline Example
• Solarponics Energy Systems.• The Bright Alternative.
© 2009 Whizbang
Graphic Branding Techniques
© 2009 Whizbang
Develop a “visual language”for your brand
• Brand identity (logo)• Packaging• Retail merchandising elements• Website• Advertising• Promotions
© 2009 Whizbang
Brand Identity
Develop a distinctive and proprietary identity, employing one of several techniques
• Hand-lettering• Custom type• Icons or simple graphics• Illustrative• Proprietary shapes
© 2009 Whizbang
Packaging
A range of graphic treatments contribute to innovative packaging
• Photography• Illustration• Colors• Forms• Substrates• Die-cuts• Violators
© 2009 Whizbang
Packaging
• Signatures add credibility• Crests reinforce authenticity• Seals add heritage and
authenticity• Embossed or etched structures
say premium • Shrink wrap add a mass appeal• Handcrafted features such as
tags, paper covers, aluminum lids say boutique/specialty
© 2009 Whizbang
Retail merchandising
• 360° touch points– Environmental
graphics– POS (shelf talkers,
stickers, rack cards, coupons)
– Color– Displays– Props
© 2009 Whizbang
Website
• Navigation• Layout• Photography• Illustration• Animation• Color• Product• Interaction
© 2009 Whizbang
Advertising
• Layout• Headline• Product• Photography• Illustration• Color• Type treatment
© 2009 Whizbang
Promotions
• Offer• Photography• Illustration• Colors• Layout• Call to ACTION
© 2009 Whizbang
Branding with Impact:the Four C’s
1. Clarity2. Consistency3. Creativity4. Commitment
© 2009 Whizbang
Thanks