This document discusses key aspects of building a strong brand, including defining a brand's DNA, values, mission, and attributes. It emphasizes that great brands have human qualities and stand for clear principles. A brand must also have a mantra that captures its essence, understand its target audience and what the brand can offer them emotionally and practically. Building brand loyalty requires connecting with customers on cultural and emotional levels. The document provides examples of brand archetypes and advocates developing brand stories and advocates to help define the brand to others.
This document discusses key aspects of building a strong brand, including defining a brand's DNA, values, mission, and attributes. It emphasizes that great brands have human qualities and stand for clear principles. A brand must also have a mantra that captures its essence, understand its target audience and what the brand can offer them emotionally and practically. Building brand loyalty requires connecting with customers on cultural and emotional levels. The document provides examples of brand archetypes and advocates developing brand stories and advocates to help define the brand to others.
This document discusses key aspects of building a strong brand, including defining a brand's DNA, values, mission, and attributes. It emphasizes that great brands have human qualities and stand for clear principles. A brand must also have a mantra that captures its essence, understand its target audience and what the brand can offer them emotionally and practically. Building brand loyalty requires connecting with customers on cultural and emotional levels. The document provides examples of brand archetypes and advocates developing brand stories and advocates to help define the brand to others.
This document discusses key aspects of building a strong brand, including defining a brand's DNA, values, mission, and attributes. It emphasizes that great brands have human qualities and stand for clear principles. A brand must also have a mantra that captures its essence, understand its target audience and what the brand can offer them emotionally and practically. Building brand loyalty requires connecting with customers on cultural and emotional levels. The document provides examples of brand archetypes and advocates developing brand stories and advocates to help define the brand to others.
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The key takeaways are that building a strong brand involves understanding its DNA, values, mission and story. Brands must also connect with consumers on emotional and practical levels.
The core components of building a brand include understanding its DNA, values, mission, attributes, what it stands for and is good at. A brand also needs a clear visual identity and mantra.
Some ways brands can connect emotionally with consumers include appealing to their needs, desires and emotions. Brands should also have cultural relevance and meaning for consumers.
Building A Brand
creating provocative brands that people care about.
Your Brands Genetic Code every great brand has substance. a brands DNA is timeless. a brands blue print is a unique set of values that originally defined them. Great brands can remain relevant through creativity. Who Are You? all great brands have human attributes. a brand is the sum of the good, the bad, and the ugly.
your brands DNA is not strictly about the product, service, the past or even about research -- its about tapping in to an essence or story that defines who you are to the people that matter most, your core customers. What Do You Stand For? take a stand and be clear. decide early and stay true to that mission. Your Brands MANTRA mantra noun Hinduism. a word or formula, as from the Veda, chanted or sung as an incantation or prayer. In the Indian religions, a mantra is a sound, syllable, word, or group of words that are considered capable of "creating transformation
in branding, a mantra is capturing the irrefutable essence of spirit of a brands positioning. a brand mantra is not slogan, tag-line or even a campaign idea. It is the touchstones expressed in marketing short-hand. What Does Your Brand Look Like? a part of your DNA contains what you look like to others. what are your core physical attributes? through design you can have visual meaning. logo + product design + function color X meaning + context typography + Hierarchy x metaphor Is your brand useful? all people have a mission. how will your brand appeal to a persons mission? your uses must appeal to both the emotional and practical sides of a consumers essential needs. Mantra: Healthy Living
Consumer Use: Emotional: Advance my athletic prowess Practical: Improve athletic performance Mantra: Quality Home Entertainment
Consumer Use: Emotional: Rewards me with social intelligence Practical: Provides provocative entertainment What Are You Good At? you cannot be great at everything. what do you promise and how do you deliver it? be great at one thing then expand from there. from your mobile applications to the design of your website, to how you speak to the public in your advertising, you must be true to your core purpose. Michael Jordan + Basketball Michael Jordan + Basketball + Nike Own Your Emotion dont tell me how to feel.
just make me feel something! when you transcend a product or service a relationship can be built with your customers. Human Emotions Science: Abraham Maslows Hierarchy of Needs EMOTIONAL PATH THROUGH PURCHASE emotionally driven brands need to be visionary, integrated, visceral and reflective of a true commitment to the personal values of its core consumers. value is not built through price alone. Cultural Relevance Meaning Emotional Connection Loyalty > > = I need a high-heel Jimmy Choo is a hip & fashionable brand I will feel sexy Jimmy Choo can also guess my other needs NEEDS DESIRE I need it I Want It I Will Take It I Will Take More Emotive Brands no company can create a new emotion - but many combine emotions. Whats Your Story? everyone & everything has one. there are only 12 to speak of. if you buy in to Carl Gustav Jung's theories there are 12 core "archetypes". They are universal, mythic characters reside within the collective unconscious of people the world over. Archetypal images represent fundamental human desires and evoke deep emotions. The 12 archetypes symbolizes a basic human need, aspiration or motivation. Innocent Regular Guy / Girl Explorer Sage Hero Outlaw Magician Lover Jester Caregiver Creator Ruler Brand Stewardship great brands have great leadership at the top and in the trenches. its everyones job. marketers are the yin(the left brain). a good agency is the yang (the right brain). the left and right brain thinking within a company will profoundly influence what kind of brand it builds. Who Are Your Friends? friends, associations and partnerships help define who your are to others. Your connections are your path to a larger audience. BRANDS WHO ARE FRIENDS http://www.youtube.com/watch?v=y6voJVF04lE Building Brand Advocates people who buy your products and their stories, conversations, recommendations and perceptions are the most powerful branding tools. remember we are product marketers. consumers are the real brand managers. Brand Launch & Distribution the new creative agency must be image builders with technical prowess to publish at a moments notice, with influential connections to the outside world. it must also be able to measure response, listen to comments and evolve as the audience evolves. TV + Internet Mobile + Retail Direct Mail + Internet P.R.= product placement joanna pena-bickley creative director http://joannapenabickley.typepad.com follow me: http://twitter.com/jojobickley NEW YORK, NEW YORK Thank You! ~
Brand Your Business like a Pro: Branding Strategy & Inspiration for Entrepreneurs. the Branding Guide Toolkit for Powerful, Results-driven Branding That Means Business& Impressive Results Every Time!