Bene ts of Branding Every Small Business Owner Should Know
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Marcellous Curtis
Disclaimer: All graphics are for educa onal purposes only in accordance with the Fair Use Act. All trademarks, trade names, or logos men oned or used are the
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property of their respec ve owners.
To brand
To develop an identity in the minds of consumers, investors, and competitors
Create a recognizable brand!
Types of brands •Product •Service •Business / Corporate
•Personal
Percep on ff
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Emo ons
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Needs
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Brands a ect:
Quiz!
Why (re)brand? New business or product
Raise funding
Change marketing strategy
New markets / customer segment Shift brand messaging Negative image
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Who is your market?
Why do they buy?
What makes your brand valued? Why is it di cult to substitute?
How does your brand compete? ffi
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Develop your brand iden ty
Brand name Logo Tagline Signature elements Marketing materials Pricing
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Percep on is reality!
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Cheap?
Good value & best brand!
Case Study
1969
1970
1971 $2.5M in sales!
1972
The Rise
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Sales are $1B 1990: Baby Gap opens
1980: $307M sales and 500 stores 1986: Gap Kids opens 1987: Gap opens rst interna onal store
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1992: Second largest brand worldwide 1994: First Old Navy store 1997: Gap.com goes online
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Old Navy sells $1B 1999 - 2000: BananaRepublic.com & OldNavy.com
Gap is the largest clothing retailer in the world!
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The Fall • • •
2001: Sales begin to decline 2002 -> 2007: Five years of uninspired design 2005 -> 2012: Same store sales down 65 months
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• Quality declining • Design deteriorated • Merchandising is poor • No de nable customer
2010
Brand Name
Available?
Informative? O ensive?
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O ensive!
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Retardex (toothpaste) i.Beat.blaxx (mp3 player) IKEA Far ull (kids' workbench) Pee cola (Ghana) Lumia phone (Spanish slang) Pet sweat (water)
Logo • • • • • •
Color scheme Font
Consistent look
Projects a consistent feel
Consistent level of quality
B&W
Logo Professional Layout Font (UVA)
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Signature elements & marke ng materials Service level • Packaging • Color • Sound ti
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Pricing & percep on
Rebranding done right!
Rebranding done right!
Website
Professional-looking Logo
Navigation
Current information
Up-to-date
Pages and keywords
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• metrony.com • MichelleGHeld.com • domain TheNameofMyProduct.com Your name is part of your brand!
Social media Customers insight Brand ambassadors Monitoring
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Choose well
Brand Ambassadors
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Brand recognition Customer insights Website tra c
Social media Connect Monitor Provide value!
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Use press releases
Monitor, evaluate, and update your brand to stay relevant and credible!
Takeaways
Consistent messaging Consistent look Find a mentor / outsource
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Thank You