Expert Council Member
Building a Brand - Shifting Paradigms PART OF THE EMOTIO DESIGN GROUP
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“Brand is not a logo.”
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“Brand is not an identity.”
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“Brand is not a product.”
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A Brand Is…
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PART OF THE EMOTIO DESIGN GROUP
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PART OF THE EMOTIO DESIGN GROUP
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It’s a feeling your customers get deep down.
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www.emo&o.co.uk
Your brand is not what you say it is…
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Your brand is what people say it is…
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The equation to building brand equity
or…
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A simpler way…
T=r+d Trust
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reliability
delight
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How to become a Superbrand •
Market dominance: building a greater strength rela&ve to compe&&ve offerings.
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Longevity: ensuring your brand has a long life expectancy.
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Goodwill: driving brand recogni&on that creates a premium or adds value to it’s offering.
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Customer loyalty: crea&ng desire so a person buys your products repeatedly over other suppliers.
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Market acceptance: Sa&sfying a large number of customers requiring con&nued or increased produc&on or availability. PART OF THE EMOTIO DESIGN GROUP
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The mechanics…
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Research & Discovery Understanding your market space Competitors Brand Positioning Customers (Demographic/Psychographic) Opportunities
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Perception Map Example 1 Quality (High)
Price (Low)
Price (High)
Quality (Low)
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Perception Map Example 2 Service (High)
Selection (Low)
Selection (High)
Service (Low)
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Verbal Language How is your brand expressed Brand Name Core Offer Personality, Values & Story Communication Style Strap line
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Visual Language Your Brand is What People Say About You
 When You're Not in the Room Logo Symbols & Avatars The Fonts The Colour Palette Consistency
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Strategic Approach Establishing and engaging your brand External & Internal Communication Innovation Pipeline Brand Resonance Marketing Measuring & Validating
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So what is a brand…
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– Intellectual Property Office says “A brand can be a trade name, a sign, symbol, slogan or anything that is used to identify and distinguish a specific product, service or business. But a brand is much more than this; it can also be a ‘promise of an experience’ and conveys to consumers a certain assurance as to the nature of the product or service they will receive and also the standards the supplier or manufacturer seeks to maintain. For example, a ‘brand’ might focus on exclusivity of design; or perhaps excellence of customer service or maybe high moral standards in its dealings with suppliers; or perhaps a combination of these and other values. This guaranteeing function is not created overnight; it is usually hard won in the marketplace and develops over time. Brands are therefore reputational assets based on powerfully held beliefs; they drive the understanding of value in a product or company, and, perhaps most importantly, customer loyalty. It can, therefore, be important that as a company develops and expands it considers how its new products and services fit in with its branding, and how the value that they represent may be protected under intellectual property rights.”
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– Paul Biedermann re:DESIGN, N.Y.
“A brand is the essence of one’s own unique story. This is as true for personal branding as it is for business branding. The key, though, is reaching down and pulling out the authentic, unique “you”. Otherwise, your brand will just be a facade.”
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What’s your unique story going to be…
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They say that first impressions count, and the first impression of a brand is usually it’s visual identity; it’s logo design and colours. Whether this is the passing of a business card or passing a bill board your brand must convey your values and offering quickly and positively.
Emotio are well placed to help develop your brand and brand marketing, our team have over 25 years experience in branding and translating design across all mediums. We work out how your brand can be applied across digital and print, developing a strong identity for you to build upon.
A strong brand allows a business to create brand value. Brand value can contribute to loyalty, an increased chance of winning pitches and a premium on costs, which is not found as a standard generic supplier.
Our founder Damon Segal spent three years on the expert council
for Superbrands allowing him a unique insight into what is expected of a brand, helping you live up to your potential.
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Thank You WILLIAM OLD CENTRE, DUCK'S HILL RD NORTHWOOD HA6 2NP 020 8385 5050 B R A N D I N G | D I G I TA L D E S I G N | MARKETING PRINT DESIGN | D E V E L O P M E N T | M U LT I M E D I A www.emotio.co.uk • hello@emotio.co.uk
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