The Basics of Branding

Hosted by Vince Ventura and Justin Shoup

 

Goals:

According to Nielson’s Global New Product Innovation Survey, 59% of consumers prefer to buy new products from brands familiar to them.

Your brand is defined by a customer's overall perception of your business.

You must be consistent in communication and experience, across all formats and customer interactions:

• Storefront and sinage
• Print, posters, postcards, and even packaging and bags
• Website
• Social media
• TV, Radio, and Print Ads
• Sales & customer service

Be patient and consistent.  Good branding doesn’t happen overnight.

1. Determine your brand’s target audience.
2. 1. Check out our podcast
   2. Know who you are talking to specifically
   3. Know your audience's tastes and sensibilities
   4. Speak their language
   5. Show them WHY you exist
   6. Show them how you will help them

 

1.  Define a branding mission statement.

1. Knowing WHY you exist isn’t enough.  You must state it
   1. Short, sweet, to the point
   2. Actionable
   3. Present a clear goal that you plan to achieve or problem that you plan to solve
   4. A mission is not a tagline
   5. A mission is not a vision statement - that is the how
   6. A mission is not your values (but it’s close)
2. A good mission should be able to be recited by any staff member

 

3. What is the competition doing?

1. Don’t imitate Big Box Stores
   1. Facebook has a pages to watch tool
2. Look at your competitors
3. What do their customers respond to
4. How can you offer a similar experience with your values and voice

 

1. Create a logo and tagline

1. Be memorable
   1. Takes 6 times seeing a logo to remember it
2. Have a consistent logo that people will notice and remember
   1. Make sure it is catchy and memorable
   2. 1. Just do it
      2. Got milk
3. Write a short tag line that sums up your mission and values.

1. Determine your brand voice

1. How do you talk to customers
2. 1. Formal
   2. Conversational
   3. Professional
   4. Friendly
   5. Service-Oriented
   6. Informative
3. Don’t forget to let your personality shine through!
   1. Up Energy
   2. 1. Passionate
      2. Driven
      3. Fun
      4. Whimsical
      1. Credible
      2. Reliable
      3. Professional
      4. Trustworthy
   3. Down Energy
4. What is your brand Energy

1. Let your brand connect everything that you do

1. Put your logo everywhere
2. Don’t deviate or change logo or colors
   1. Main color
   2. Accent 1
   3. Accent 2
3. Have a consistent color palette
   1. Be your brand on paper and in print
   2. Be your brand in action
   3. Be your brand’s biggest advocate
4. Be your brand!

 

Key Points:

1. Plan, research, and be decisive
2. Choose a Logo, Tagline, Mission, Vision, and Values
3. Live your brand