Web Strategies The Branding Gap

Or how to bridge the distance between business strategy and design… The Branding Gap Or how to bridge the distance between business strategy and design…

Problem Resolution Reduced budgets Holding profit margins Find new markets Extending brands Add to brand efficiency Brand messaging Poor collaboration Think more spend less Increase “on-lineness” Analyse new trends Avoid the 4 Cs Integrate marketing Build value proposition Internal branding plan

Maintaining Profit Margins Go right to the CORE of your business and then ask yourselves… What makes us the ONLY? If you can’t say why your brand is both different and compelling in a few words, don’t fix your statement fix your company…

Finding New Markets Analyse new trends that you can ride When focus and differentiation are powered by a trend, the result is a charismatic brand When you find the right trend at the right time, it’s the difference between paddling a surfboard and riding a wave…

Avoid the 4 C’s …. Confusion Contagion Complexity Contradiction

Adding to your Brand Efficiency Integrate all the activities of your marketing team and monitor their progress and direction via one consolidated, time-lined and costed Action Plan…

Sustainability and Growth What makes you different? How well are you focused? What trends are you riding? Are you communicating clearly? If you can respond to these 4 questions in a comprehensive manner you’ll probably be in a strong market position experiencing sustainability and growth.

Brand Messaging Issues Purpose…never changes. Mission…can change every 10-25 years. Vision…can change every 7-15 years. efforts Trueline…can change every 3-10 years. Tagline…can change every 1-5 years.

Brand Messaging Issues z Purpose never changes. The fundamental reason your company is in business Purpose Never changes Mission can change every 10-25 years. An over-arching strategy for achieving your purpose Tagline can change every 1-5 years. An out-facing expression of your trueline Mission Change 10-25 years Tagline Change 1-5 years Trueline Change 3-10 years Vision can change every 7-15years. A bold picture of the future to focus on everyone’s efforts on the mission Trueline can change every 3-10 years. An internal expression of your brand’s most compelling differentiator Vision Change 7-15 years

Poor Collaboration Issues Develop an internal Branding Plan to allow your team to understand the value of design and innovation as business tools In an age of non-stop innovation, winning companies and organisations will be those that establish a broad based culture of innovation…

Lets start by dispelling some old branding myths There are 3 Branding Myths Lets start by dispelling some old branding myths

FIRST MYTH A brand is not a logo

A brand is not an identity SECOND MYTH A brand is not an identity

THIRD MYTH A brand is not a product

SO WHAT EXACTLY IS A BRAND? The Branding Gap SO WHAT EXACTLY IS A BRAND?

The Branding Gap A brand is a person’s “gut feeling” about a product, a service or an organisation

The Brand It’s a Person’s gut feeling, because brands are defined by individuals, not companies, markets or the public. It’s a GUT FEELING because people are emotional, intuitive beings.

The Brand In other words….

It’s not what YOU say it is The Brand It’s not what YOU say it is

The Brand It’s what THEY say it is

The Brand

THANK YOU