Identifying your brand image Why are you in business? What makes your business unique? What can customers get from you they can't get elsewhere? Price? Quality? Service? Guarantee? Product? Is there something about your service your customers actually enjoy paying you money to do? What are those qualities / services? Think about what your customer would say and not what you think they would say. What part of your business are you passionate about? Can you formulate that passion into one sentence? Discuss with your employees. Get feedback on their perception of the company they work for. What is your target market? Do you have a clearly defined service? Customer profile? Prospect demographic? What do you offer your customers? In a sentence, what is your company's promise to its customers? To its employees?

Reinforce company’s image to exhibit the company’s brand promise Objective 2.07 Reinforce company’s image to exhibit the company’s brand promise

What is a brand? BRAND: is all of the impressions and experiences consumers associate with a company, a product, or a service. A brand is a name, term, symbol, design, or combination thereof that identifies a seller’s products and differentiates them from competitors’ products.

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Brand touch points All communications, experiences that form perceptions many at each phase, pre-purchase, purchase, and post-purchase must deliver remarkable experiences at each touch point.

BRAND PROMISE: is what your business will consistently deliver to the customer. This established your customers’ expectations for the quality and consistency of their experiences with your business.

What is the Importance of a Company’s Brand Promise?

What is Company Image? A corporate image is the perception that the general public holds about a particular business. Many companies invest a great deal of time and other resources in an effort to influence the opinion that consumers hold about the products offered by the business, as well as the business itself.

Why is Company Image so important? Companies with strong corporate images, such as Sony and Nike have an advantage in the market place because their names adds value to their products and reduces uncertainty in the eyes of distributors, retailers and consumers.

How can employees reinforce company image? Employees should be trained and motivated to project a positive image of the company. From training employees on answering telephones, how daily decisions are made, to establishing dress code requirements shows that companies understand how important communicating a positive image is to the company’s success

Brand values Employees are walking, talking demonstrations of brand values everyday in everything they do. Employees connect brand values with customers through touch points VALUES—things that are important to you, your company or product.

What is a Vision and Mission Statement? Mission statement: is a brief summary of what you want your business to be doing. Vision statement: is what your business will become.

University of Minnesota

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Brand cues, personality, values, mission, characteristics… Pick 4 companies. Choose 3 from back of notes, 1 brand of your choice. Create bubble map for each. At least 10 words to describe the brand cues, values & personality. ** You are not describing products…. Describe the BRAND. Several examples throughout notes. McDonalds Big Lots! Apple The North Face

Branding!

Tony’s chocolonely http://www.sandracecet.com/tonys-chocolonely.html PRE-PURCHASE experience 1. How does Tony’s create brand identity? 2. … Advertise? PURCHASE Experience 3. Describe products. 4. Where… point-of-purchase? POST-PURCHASE Experience 5. What is Tony’s doing to ensure a positive post-purchase experience.? Explain all.