HenryRussellBruce January 22, 2009
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Brand Building in a Down Economy
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What is a brand?
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FIRST, a brand is not a logo.
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A brand is not an identity program.
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FINALLY, a brand is not a product.
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So what exactly is a brand?
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A brand is a gut feeling you have about a product, service or organization.
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“My brand is...”
A brand is not what you say it is.
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“Your brand is...”
It’s what they say it is.
and is...” “Your brand is...”
“Your brand is...”
“Your brand is...” “Your brand is...”
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Why is branding so important? 1. People have too many choices and too little time 2. Most offerings have similar quality and features 3. We tend to base our buying choices on trust
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There are over 1000 cameras on the market.
How do you decide which one to buy?
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TRUST
Trust comes from meeting or beating customer expectations. 21
The main purpose of branding is to get more people to buy more from you, for more years at a higher price.
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We’re hardwired to notice only what’s different.
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So be different!
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The three most important words in differentiating your brand:
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FOCUS
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THE FOCUS TEST: Who are you? _______________________ What do you do? ____________________ Why does it matter? _________________
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Do you know where your brand is positioned in your market?
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Are you sure?
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Look at your brand ... closely.
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Research can help you get insights and find unique spaces your brand can own...
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...and keep you from making mistakes.
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Your employees are your brand ambassadors. 35
1. Find out what differentiates you. 2. Turn that into a promise to your customers. 3. Meet that promise in everything you do.
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Any brand can be charismatic. Even yours!
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Thank you!
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