KickButt Branding™ With KickButt Branding! KickStart Your Marketing Efforts Arlene Teck

KickButt Branding™ What is BRANDING? How You See Something: Name, Image, Logo, Tagline. How You See Something: Name, Image, Logo, Tagline. How You Remember Something: Name, Image, Logo, Tagline. How You Remember Something: Name, Image, Logo, Tagline. How You Relate to Something: Product for which it stands. How You Relate to Something: Product for which it stands.

KickButt Branding™ A Specialized Form of STORYTELLING What kind of activity is BRANDING

KickButt Branding™ A Specialized Form of STORYTELLING What kind of activity is BRANDING

KickButt Branding™ Striking Power Impact Impact Differentiation Differentiation Staying Power Dialogue Dialogue Engagement Engagement Story Power ! Resonance Resonance Memorability Memorability Three Powers of Branding

KickButt Branding™ Striking Power Impact Impact Differentiation Differentiation Staying Power Dialogue Dialogue Engagement Engagement Story Power ! Resonance Resonance Memorability Memorability Three Powers of Branding

KickButt Branding™ Market Validation What Makes a Brand Story Valid The presence of competitors validates a viable MARKET. Brand Validation The degree of difference between you and your competitors validates your BRAND.

KickButt Branding™ Market Validation What Makes a Brand Story Valid The presence of competitors validates a viable MARKET. Brand Validation The degree of difference between you and your competitors validates your BRAND.

KickButt Branding™ Brand - Story of your product/service Brand - Story of your product/service Brand Name - Title of that story Brand Name - Title of that story Identity Wardrobe TM - Supporting elements Identity Wardrobe TM - Supporting elements It’s NOT “All in the Name!” Brand Story Elements

KickButt Branding™ “Sears Roebuck Selling Formula” Who or what you are-your company name Who or what you are-your company name Your product is-your brand name Your product is-your brand name Your product does-descriptive tagline Your product does-descriptive tagline Product rationale-value-based tagline Product rationale-value-based tagline Product location-web address, URL Product location-web address, URL What to Look For in an Identity Wardrobe TM

KickButt Branding™ Dress for Success: Your Identity Wardrobe TM Corporate Name - Apple Computers Corporate Name - Apple Computers Brand Name - Macintosh TM Brand Name - Macintosh TM Domain Name - Apple.com Domain Name - Apple.com Tagline -“Take a Bite out of Knowledge” Tagline -“Take a Bite out of Knowledge” Logo -Apple Minus a Bite Logo -Apple Minus a Bite

KickButt Branding™ Differentiate your company, product or service. Differentiate your company, product or service. Attract / reinforce / engage customers. Attract / reinforce / engage customers. Establish a unique position in people’s minds. Establish a unique position in people’s minds. Attract / motivate key management personnel. Attract / motivate key management personnel. Clarify / focus core business efforts. Clarify / focus core business efforts. Attract funders, other investors, the press. Attract funders, other investors, the press. Attract brand-compatible strategic alliances. Attract brand-compatible strategic alliances. Lay a solid cornerstone for brand equity. Lay a solid cornerstone for brand equity. A strong, memorable corporate, brand or domain name will:

KickButt Branding™ Differentiate your company, product or service. Differentiate your company, product or service. Attract / reinforce / engage customers. Attract / reinforce / engage customers. Establish a unique position in people’s minds. Establish a unique position in people’s minds. Attract / motivate key management personnel. Attract / motivate key management personnel. Clarify / focus core business efforts. Clarify / focus core business efforts. Attract funders, other investors, the press. Attract funders, other investors, the press. Attract brand-compatible strategic alliances. Attract brand-compatible strategic alliances. Lay a solid cornerstone for brand equity. Lay a solid cornerstone for brand equity. A strong, memorable corporate, brand or domain name will:

KickButt Branding™ Where Does Branding Fit ? Business Plan Marketing Plan Marketing Plan Branding Strategy Branding Strategy -Naming the “Baby” -Naming the “Baby” -Growing the “Baby” -Growing the “Baby”

KickButt Branding™ Branding Myths Branding Myth #1 Branding Myth #1 It Can Happen All At Once. It Can Happen All At Once. Branding Myth #2 Branding Myth #2 Love the Name, Love the Product. Love the Name, Love the Product.

KickButt Branding™ Branding Dollars Branding Dollar #1 Branding Dollar #1 Lead with a Brand that is Striking, Memorable and Engaging. Lead with a Brand that is Striking, Memorable and Engaging. Branding Dollar #2 Branding Dollar #2 Create a Quality Product or Service that provides a Good Experience Create a Quality Product or Service that provides a Good Experience for the Customer.

KickButt Branding™ What Your Brand Can NOT Do For You...You’re doing it wrong if you: Believe you have to “like” a name for it to do its job. Believe you have to “like” a name for it to do its job. Award the branding decision as a perk-- Award the branding decision as a perk-- Involve a committee in the branding decision. Involve a committee in the branding decision.

KickButt Branding™ What Your Brand Can NOT Do For You...You’re doing it wrong if you: Involve a committee in the branding decision. Involve a committee in the branding decision. Rely on the brand alone to build awareness, persuade, or build sales. Rely on the brand alone to build awareness, persuade, or build sales.

KickButt Branding™ The Real Deal About “Testing”: The Real Deal is – DON’T! The Real Deal is – DON’T! Fallacy of “Like-ability” Fallacy of “Like-ability”

KickButt Branding™ The Real Deal About “Testing”: Internal Decision Criteria Internal Decision Criteria External Market Testing External Market Testing – Product Concept – Unmet Need – Market Position – Primary Differentiator – Product Benefits – Appeals, Drivers – Related Metaphors – Images, Associations – Taglines – Best Fit to Concept/Position

KickButt Branding™ Test Your Taglines ! Test Your Taglines For Fit: Test Your Taglines For Fit: With Product Concept With Product Concept With Market Position With Market Position

KickButt Branding™ Use Your Taglines To Test Your Names! Test Your Names Test Your Names For “Actual Memorability” For “Actual Memorability”

KickButt Branding™ Big Time Branding Prioritize Your Message Prioritize Your Message – One message. One brand story. Take the Lead ! Take the Lead ! –Brand success depends on leadership.

KickButt Branding™ Lead With a Strong Brand Do it Early….Do it Right ! Proactive, revenue-generating Proactive, revenue-generating Drives other efforts Drives other efforts – Marketing – Advertising – Public Relations – Sales Promotion – Selling

KickButt Branding™ Speak Loudly! “Speak Softly and Carry a Big Stick !” “Speak Softly and Carry a Big Stick !” Entrepreneurs – Speak Loudly! Entrepreneurs – Speak Loudly!

KickButt Branding™ BORGASM ! TM If your Car Could Talk, It Would Say: “BORGASM! TM ” If your Car Could Talk, It Would Say: “BORGASM! TM ” “Better Operation, Response & Gas Mileage !” “Better Operation, Response & Gas Mileage !”

KickButt Branding™ BORGASM ! TM speaks loudly: Makes an immediate impact. Makes an immediate impact. Creates differentiation around itself. Creates differentiation around itself. Starts a dialogue with the market. Starts a dialogue with the market. Begins a compelling, captivating story. Begins a compelling, captivating story. Engages customers. Engages customers. Leaves an unforgettable memory tag. Leaves an unforgettable memory tag.

For Entrepreneurs For Entrepreneurs New company - needs corporate name or identity New company - needs corporate name or identity New products or services -need brand names New products or services -need brand names A brand -needs the right domain name A brand -needs the right domain name Established company -needs new name to enable growth Established company -needs new name to enable growth Established identity or brand -needs to be made better Established identity or brand -needs to be made better What and when to Brand: KickButt Branding™

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KickButt Branding™ The Best Tagline Ever... Branding – focus usually on name Branding – focus usually on name Fishing company – “albino salmon” Fishing company – “albino salmon” FDA required labeling FDA required labeling Customers not impressed Customers not impressed The GENUINE Albino Salmon... The GENUINE Albino Salmon...

KickButt Branding™ And Now… For Your Primary Focus: It’s ALL About Your CUSTOMERS! Your KickButt Brand TM : Your KickButt Brand TM : IS about your customers and the experiences they will have every time: IS about your customers and the experiences they will have every time: they interact with any aspect of your company. they interact with any aspect of your company. they use your product or service. they use your product or service. they visit your web site or come to your store. they visit your web site or come to your store. Their “Memory Tag.” Their “Memory Tag.”

KickButt Branding™ KickButt Brands TM A Catalogue VIAGRA ® VIAGRA ® BORGASM ® BORGASM ® Social Genie, Inc. Social Genie, Inc. The SM The SM Biz4casts.com TM Biz4casts.com TM Counterpart International Counterpart International

KickButt Branding™ KickButt Branding TM Arlene Teck