MUST-READ BRANDING TIPS THAT ATTRACT LOYAL CUSTOMERS PRESENTED BY NEW DELHI INSTITUTE OF MANAGEMENT
What do Apple, McDonalds, Starbucks and Toyota have in common?
THEY HAVE SUCCESSFUL BRANDS
But what is a brand ? What makes a brand successful ?
“A brand is defined by a set of values and promises made by a company. It’s not something you wear or use – it lives in the consumer’s head and heart. You don’t own it – your customer does.” Scott Bedbury
WHAT DOES THIS DEFINITION IMPLY?
1
CREATE A BRAND
that represents your company’s voice What do you believe in?
What are you here for?
What makes you different?
NIKE STANDS FOR FITNESS.
JUST DO IT The slogan encourages you to fight against laziness and procrastination, and to choose to be healthy.
2
MAKE YOUR BRAND VISIBLE AND RECOGNIZABLE
Logo
Packaging
Website
Calendars
Tagline
Brochures
Shirts
Giveaways
Apple values simplicity. It uses minimalist design for their products, packaging, and outlet stores.
31%
% Reporting Very Large Proft Gains
3
FOCUS ON YOUR CUSTOMER’S EMOTION
26% 16%
Emotio nal
Combin ed
Rationa l
Analysis of data from the UK-based Institute of Practitioners in Advertising (IPA) states that campaigns with pure emotional content reported the largest profit. Source: BufferApp
MONSTER.COM PRODUCED THE DEPRESSING WHEN I GROW UP COMMERCIAL IN 1999 It gave the website 400 more searchers per minute than before the ads ran.
www.youtube.com/watch?v=S7pijrAOLdg
Source: Entrepreneur
4
BE AWARE OF YOUR MARKET’S NEEDS
You sell toothpaste
Customers don’t buy what you sell
Customers buy freshness and confidence
WHAT DO
FINGER LICKIN' GOOD Tastiness, not food CONNECTING PEOPLE
Relationships, not phones
THESE FAMOUS SLOGANS SELL?
IT'S EVERYWHERE YOU WANT TO BE
Convenience, not credit card SAVE MONEY. LIVE BETTER.
Prudence, not cheap products
5 CONCENTRATE on storymaking on storymaking
STORYTELLING You tell customers your brand’s story.
STORYMAKING You tap into the stories people share with others.
Source: Adage
Coke is a great STORYMAKER of HAPPINESS COCA-COLA HUG MACHINE You hug it, it returns the favor with a can of coke.
RESULTS Lots of happy stories from students.
“GREAT BRANDS LISTEN, LEARN AND THEN LEVERAGE”
BERNARD KELVIN CLIVE
THANK YOU