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BRANDINGBEING RESPONSIBLE
LOGOA BRAND IS NOT A
IDENTITYA BRAND IS NOT AN
PRODUCTA BRAND IS NOT A
A BRAND IS WHAT SOMEONE FEELS ABOUT YOUR PRODUCT SERVICE OR COMPANY.
INDIVIDUALS DEFINE YOUR BRAND
YOU DO NOT DEFINE YOUR BRAND
A BRAND IS HOW SOMEONE PERCEIVES A PARTICULAR SERVICE, PRODUCT OR COMPANY. BRANDING IS ABOUT SHAPING THAT PERCEPTION
▸Brand Position
▸Brand Promise
▸Brand Personality
▸Brand Story
▸Brand Associations
SUCCESSFUL BRANDS
FOCUS
TO BUILD A SUCCESSFUL BRAND
▸Constrained Resources
▸No one brand can do all
▸Trying to do everything spreads your resources and message too thin
WHY FOCUS?
WITHOUT FOCUSWITH FOCUS
FOCUS ON PR AND NOT ADVERTISING
▸Better Return On Investment
▸Strong Reputation
▸More Competitive
▸Better Profits
THE RESULTS OF FOCUSING
SELF DESTRUCTWITHOUT FOCUS YOU COULD
BRANDHOW TO PROTECT YOUR
CONSISTENCY CONSISTENCY CONSISTENCY CONSISTENCY CONSISTENCY CONSISTENCY
▸Manage your teams Social Media usage (Social Media Policy)
▸Track when your brand and business is mentioned online
▸Respond to negative reviews
▸Highlight and use positive feedback
BRAND PROTECTION
▸Ensure all literature internal and external confirms to brand guidelines
▸Be aggressive with protecting your reputation and brands
▸Know when to speak and keep quite
BRAND PROTECTION
OFFER GREAT CUSTOMER SERVICE
IRREPLACEABLEYOUR BRAND REPUTATION IS
ALL INDIVIDUALS SEE OF YOUR BRAND
WHAT YOU DO TO BUILD YOUR BRAND
YOU CAN EASILY DESTROY YOUR BRAND OVERNIGHT
1. FOCUS 2. PROTECTION 3. BE RESPONSIBLE
JONATHAN REED MODERN MARKETER
WWW.JONATHANREED.CO.UK WWW.FIREMARKETING.CO.UK