Brand Basics
Set of positive and negative perceptions consumers associate with a product, service or concept
What is a Brand?
Make it easier for brand users to make quick decisions, establishes a valuable emotional bond with brand fans (goodwill), and creates long term value for the brand owner (brand equity)
What is the value of a Brand to consumers and the Brand owner?
Example of a very wealthy individual who radically changed his brand image over time
Who is Bill Gates?
This creation evolves and adapts over time
What do successful Brands do?
Never as the result of an accident - it is due to careful thought, strategic planning, and hard work
How is a great Brand is created?
Created a leaderless protest movement in France initially against fuel taxes then expanded to other grievances
Who are The Yellow Jackets?
What is non-negotiable when it comes to defining a Brand?
What are that Brand's core values?
You are going to need time and resources (sometimes a lot of both)
What's critical in fixing a broken brand?
Framework that takes into account who you are, what you do, why you do it, who you do it for and how you do it better than the competition
What is Brand Architecture?
Creation with a clear point of view which is consistent over time and consistently demonstrates an understanding their target user
What are the characteristics of a great Brand?
What you should NOT directly do when you are promoting your Brand
What is comparing your Brand to the competition?
Something a Brand should be willing to do this when things don't go as planned
What is a willingness to admit mistakes?
Used to ensure consistency and includes the brand logo, logo use and application, typography, colors and imagery
What are Brand Guidelines?
Go back and study the origins of your Brand
What should you do when your Brand is in trouble or broken?
Focus on what makes your Brand special and beneficial to the target audience
What is the best way to promote your Brand?
If at all possible, test before expanding
What should a Brand group try to do before making a major change to a Brand?