Brand Week1

BRANDING & STRATEGies
INTR2005
...Where am i?
Branding & Strategies intr2005
...Where am i?
Design for People
Build better projects
PROJECT SCHEDULE
PROJECT
WEEK
In Class Projects x 6
2,3,5,6,11,12
30%
Brand Study
10%
Rebrand
25%
Branding Guide
15
35%
VALUE

INTR2005
What is a brand?

INTR2005
SoWhat is a brand?

INTR2005
A Logo is NOT a brand

INTR2005
but it is one part

of a larger system

INTR2005
A BRAND is the space

you occupy is a persons
mind/heart/life.

INTR2005
BRANDING is what you

do to align yourself with
what people actually think
about you.

INTR2005
BRANDING is what you

do to align yourself with
what people actually think
about you.

INTR2005
SoWhY brand?
differentiation
Clarity
Loyalty

INTR2005
Brands are built over time and across

experiences...so its important that the
presentation of your company is consistent
at every point of contact. It serves as a unique
personality that helps people tell you apart
from others.

INTR2005
A BRAND IDENTITY encompasses the parts of

your brand that can be experienced by the five
senses
SIGHT
SMELL
SOUND
3
TASTE
TOUCH

INTR2005
For BRANDING to be a success, you must

know your audience and yourself.
(Kinda like becoming a ninja)

INTR2005
WHO ARE YOU?

all great brands have human attributes.
A brand is the sum of the good, the bad, and the ugly.
your brand s 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.
YOUR BRANDS DNA

every great brand has substance. a brand s DNA is timeless. a brand s
blue print is a unique set of values that originally defined them.
Great brands can remain relevant through creativity.
WHAT DO YOU STAND FOR?

take a stand and be clear. decide early and stay true to that mission.
YOUR BRAND S 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 S YOUR STORY?

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.
Magician
Lover
Jester
Caregiver
Creator
Ruler
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.
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
Mantra: Authentic Athletic Per formance
Mantra: Quality Home Entertainment
Consumer Use:
Emotional: Improves self-esteem
Practical: Weight loss
Consumer Use:
Emotional: Advance my athletic prowess
Practical: Improve athletic per formance
Consumer Use:
Emotional: Rewards me with social intelligence
Practical: Provides provocative entertainment
OWN YOUR EMOTION

when you transcend a product or service a relationship
can be built with your customers.
Human Emotions
Science: Abraham Maslow s 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.
NEEDS
I
DESIRE
need a high-heel
Cultural
Relevance
I will feel sexy
>
Meaning
Jimmy Choo is a hip

& fashionable brand
>
Emotional
Connection
Loyalty
Jimmy C h o o can also

g u e s s my o t h e r needs
EMOTIVE BRANDS
EMOTIONAL TERRITORIES ARE RICH STAY TRUE TO ONE.
WHO ARE YOUR FRIENDS ?

friends, associations and partnerships help
define who your are to others.
Your connections are your path to a larger audience.
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.
http://www.youtube.com/watch?v=y6voJVF04lE
BRAND FRIENDSHIPS THAT WORK
BRAND FRIENDSHIPS THAT WORK

INTR2005
WHAT IS YOUR BRAND?

WHO IS YOUR BRAND?
all great brands have human attributes.
A brand is the sum of the good, the bad, and the ugly.
your brand s 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.

INTR2005
Who are we?

What do we do that nobody else does?
Where do we do it?
Why should anyone care?
When do we do it?
How do we do it?

INTR2005
Who are we?

Where do we do it?
When do we do it?
How do we do it?

INTR2005
Who are we?

Where do we do it?
When do we do it?
How do we do it?

INTR2005
Who are we?

Where do we do it?
When do we do it?
How do we do it?

INTR2005
Who are we?

Where do we do it?
When do we do it?
How do we do it?

INTR2005
Who are we?

Where do we do it?
When do we do it?
How do we do it?
WEEK TWO
Bring in 2 Brands
you wish to
investigate further
??

INTR2005
What is a brand?
It seems like a simple question, but the

answer is anything but simple. If youre
confused by your brand, your customers
will be confused, too. The last thing you
want to do is waste time and money by
developing a weak brand.
BRAND PROMISE
At its core, a brand is a promise to

consumers. What will consumers get when
they purchase a product or service under
your brand umbrella? The brand promise
incorporates more than just those tangible
products and services. It also includes the
feelings that consumers get when they use
your products and services.
Example: Think about your favorite brand and what that brand promises to you. If youre a
Nike fan, the brand might represent athleticism, performance, strength, good health, and
fun. Your brand promises something to consumers. What is it?
Content adapted from aytm.com
BRAND Perceptions
Brands are built by consumers, not

companies. Ultimately, its the way consumers
perceive a brand that defines it. It doesnt
matter what you think your brand promises.
The only thing that matters is how consumers
perceive your brand. You need to work to
develop consumer perceptions that
accurately reflect your brand, or your brand is
doomed to limited growth potential.
BRAND expectations
Based on your brand promise, consumers

develop expectations for your brand. When
they pull their hard-earned money out of their
pockets and purchase your products or
services, they assume their expectations for
your brand will be met. If your brand doesnt
meet consumer expectations in every
interaction, consumers will become confused
by your brand and turn away from it in search
of another brand that does meet their
expectations in every interaction.
BRAND persona
Rather than asking, What is a brand? a

better question might be, Who is a brand?
Every brand has a persona. Think of your
brand as a person. What is that person like?
What can you expect when you interact with
that person? From appearance to personality
and everything in between, your brand
persona is one that consumers will evaluate
and judge before they do business with you.
How do we know all this about a brand?
BRAND Elements
Your brand is represented by the intangible

elements described above as well as tangible
elements such as your brand logo, messaging,
packaging, and so on. All of these elements
must work together to consistently
communicate your brand promise, shape
brand perceptions, meet brand expectations,
and define your brand persona. If one element
is awry, your entire brand can suffer.
EG: The Gap, Mercedes
Who does your brand effect?
Stakeholders
A brand strategy affects far more people than
the marketing department. It touches all
aspects of your business both internally and
externally. Therefore, its essential that you
take time early in the brand strategy
development process to identify all the
stakeholders and ensure each is addressed
within the brand strategy.
1. Employees
Your employees are your most important
brand advocates. If they dont believe your
brand promise, and if theyre not on board
with driving your brand forward, youre in big
trouble.
2. Competitors
Your brand must be positioned against your

competitors and add value to the market
where it will be sold. Therefore, you need to
understand what your competitors are doing
at all times, what their strengths and
weaknesses are, and how you can attack
them or defend your brand against them in a
proactive manner.
3. startups
The marketplace where you do business today
and your current competitors wont necessarily
be the same tomorrow. Markets and
competitors evolve and change. A tiny startup
might launch a product or service in the near
future that could turn your market upside-down.
Your brand strategy needs to be developed to
prepare for these types of changes.
4. consumers
You need to understand both existing and
prospective consumers that your brand could
appeal to. Research and understand their
emotions and feelings. Create surveys with
questions that ask them to describe their
feelings about brands like yours and explain
what they want that brands arent delivering.
Create a brand strategy that meets and
exceeds these expectations.
5. investors
You need to understand both existing and
prospective consumers that your brand could
appeal to. Research and understand their
emotions and feelings. Create surveys with
questions that ask them to describe their
feelings about brands like yours and explain
what they want that brands arent delivering.
Create a brand strategy that meets and
exceeds these expectations.
6.Vendors and
Business Partners
Your brand strategy affects vendors and
business partners, too. From how vendors work
with your business and think about your brand
to the types of business partners that your
brand attracts, your brand strategy must take
these stakeholders into account.
7. community
Social responsibility is hot these days, which
means you need to define how your brand will
be received by the communities where you do
business. For many brands, adding a causerelated element (for example, supporting the
green movement) is a core component of their
strategies.
8. media
How will the media respond to your brand?
Keep in mind, the media today includes not just
newspapers, magazines, and television news
organizations. It also includes millions of online
publishers and even more voices in growing
online conversations on blogs, forums, Twitter,
Facebook, YouTube, and so on. You need to
identify how youll monitor and manage your
brand reputation across a wide variety of
traditional and new media outlets.
How does your brand communicate?
USER EXPERIENCE
ALL BRAND
NO LOGO
BRANDING = uSER EXPERIENCE
USER EXPERIENCE
As you develop your brand strategy, you

need to conduct research to learn what
customers need, what they want, how
they feel about existing brands in the
marketplace, and so on. However,
research and analysis doesnt end with
brand creation research. Next, you need to
gather data to help you apply your brand
strategy to the various elements of brand
implementation plan.
USER EXPERIENCE
1. Pricing
2. Packaging
3. Distribution
4. Advertising and Marketing
5. Brand Identity
1. Pricing
Is your brand the low-cost choice or the
high-end option? The pricing of your
brand has to match customer
expectations based on the brand promise.
Conduct a consumer survey to determine
what prices consumers are willing to pay
for a brand like yours.
2. Packaging
Again, your packaging has to accurately reflect
your brand promise and image as defined in
your brand strategy document. Remember
when Tropicana changed its packaging in
January 2009 to a more generic design only to
switch back a month later after consumers
complained loudly across the social web? The
new design did not meet consumer expectations
for the brand which they were already loyal to
and had strong perceptions of. Create some
package design mock-ups and conduct a
consumer survey to gauge reactions to the
packaging and consumer preferences.
3. Distribution
Just as you wouldnt expect to find Walmart
selling Rolex watches, consumers will develop
expectations for the types of places where your
brand should be offered. If youre not sure if
consumers will accept a certain distribution
option, ask them for their opinions through
market research surveys. New distribution
initiatives cost a lot of money. Dont spend that
money unless theyre right for your brand.

All of your advertising and marketing must match
your brand strategy. For example, your
messaging, imagery, placement, and so on must
appropriately reflect the brand promise and
image. Even your brochures, business cards,
website, social media profiles, and email
signatures should match your brand position and
promise. Conduct research to determine which
messages consumers respond most positively
towards, which media theyre likely to accept
your ads in, and what types of content they want
to get from your brand on the social web.
5. Brand Identity
The tangible representations of your brand are
critical components of your brand
implementation plan. These include all of your
brand elements such as a logo, slogan, color
palette, and so on. Develop brand identity
concepts and conduct consumer research to
determine which concepts resonate best with
them. Once you develop your brand identity, use
it consistently across all aspects of your business
and consumer touchpoints.
Weve all seen user experience impact a brand, for better

and worse. Everyone comes back overjoyed from a
vacation at Disneylandbecause Disneylands user
experience is considered and refined, down to the very last
detail. Conversely, people dread the DMV because the user
experience is horrific. Its no coincidence that Disney is
ranked in the top twenty on Forbes Worlds Most Valuable
Brands list and the DMV brand is, well, not so great. The
DMV gets away with it because American motorists dont
have a choice but to deal with them. However, for most
companies in the private sector, if your experience isnt
providing value, users will go somewhere else. Thats the
bottom line.
Content adapted from smashing magazine
Industries are being disrupted left and right by companies

emerging with a UX focus. Uber in transportation, Airbnb
in hospitality, the list goes on. Cable television is on the
chopping block, not only because of subscription costs,
but because lets get real, Netflix, Hulu and Amazon Prime
are offering their subscribers a better experience. The
internet has been the great equalizer of our generation,
access to information has fed the desire for authenticity
and value, and a new generation of entrepreneurs raised
on digital are coming to the game with a user-first mindset
and they are winning.
Content adapted from smashing magazine
in-class assignment
define the user
experience
1. Pricing
2. Packaging
3. Distribution
5. Brand Identity/Persona
Assignment one
Choose a brand and create a case study examining the following points (3 marks each):
Must include:
A title page and design formatting. (5 Marks).
Visuals associated with each point. (5 Marks)
1. A brief history
2. Current Situational Analysis (competition, market status)
3. Stakeholder Map
4. The Brand Persona
5. The Brand Elements
6. The Brand Expectations
7. The Brand Perceptions
8. The Brand Promise
9. Emotion
10. Messaging and Voice
Total: 40 Marks (Value 10%)
File format: PDF
Due week 5

Brand Week1

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BRANDING & STRATEGies

Branding & Strategies intr2005

Branding & Strategies intr2005

Branding & Strategies intr2005

BRANDING & STRATEGies

Branding & Strategies intr2005

Branding & Strategies intr2005

BRANDING & STRATEGies

Branding & Strategies intr2005

BRANDING & STRATEGies

A Logo is NOT a brand

Branding & Strategies intr2005

BRANDING & STRATEGies

but it is one part

Branding & Strategies intr2005

BRANDING & STRATEGies

A BRAND is the space

Branding & Strategies intr2005

BRANDING & STRATEGies

BRANDING is what you

Branding & Strategies intr2005

BRANDING & STRATEGies

BRANDING is what you

Branding & Strategies intr2005

BRANDING & STRATEGies

Branding & Strategies intr2005

Branding & Strategies intr2005

BRANDING & STRATEGies

Brands are built over time and across

Branding & Strategies intr2005

BRANDING & STRATEGies

A BRAND IDENTITY encompasses the parts of

Branding & Strategies intr2005

Branding & Strategies intr2005

Branding & Strategies intr2005

Branding & Strategies intr2005

Branding & Strategies intr2005

BRANDING & STRATEGies

For BRANDING to be a success, you must

(Kinda like becoming a ninja)

Branding & Strategies intr2005

BRANDING & STRATEGies

WHO ARE YOU?

Branding & Strategies intr2005

YOUR BRANDS DNA

Branding & Strategies intr2005

WHAT DO YOU STAND FOR?

YOUR BRAND S MANTRA

in branding, a mantra is capturing the irrefutable essence of

WHAT S YOUR STORY?

WHAT DOES YOUR BRAND LOOK LIKE?

IS YOUR BRAND USEFUL?

Mantra: Healthy Living

Mantra: Authentic Athletic Per formance

Mantra: Quality Home Entertainment

OWN YOUR EMOTION

EMOTIONAL PATH THROUGH PURCHASE

I will feel sexy

Jimmy Choo is a hip

Jimmy C h o o can also

WHO ARE YOUR FRIENDS ?

Branding & Strategies intr2005

BUILDING BRAND ADVOCATES

BRAND FRIENDSHIPS THAT WORK