Branding for Beginners: Essential Tips for (Re)Creating Your Brand Michelle G. Held MetroNY.com Pintalk.net.

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Presentation transcript:

Branding for Beginners: Essential Tips for (Re)Creating Your Brand Michelle G. Held MetroNY.com Pintalk.net

Disclaimer: All graphics are for educational purposes only in accordance with the Fair Use Act. All trademarks, trade names, or logos mentioned or used are the property of their respective owners.

To brand To develop an identity in the minds of consumers, investors, and competitors

Create a recognizable brand!

Types of brands Product Service Business / Corporate Personal

Brands affect: Needs Emotions Perception

Quiz!

How many did you recognize?

Why (re)brand ? New business or product Raise funding Change marketing strategy New markets / customer segment Shift brand messaging Negative image

Who is your market? Why do they buy? What makes your brand valued? Why is it difficult to substitute? How does your brand compete?

Position your brand by defining what makes it unique!

Develop your brand identity Brand name Logo Tagline Signature elements Marketing materials Pricing

Perception is reality! Cheap?

Good value & best brand!

Brand Perception: Overpriced?

Worth buying!

Prestigious!

Case Study

1971 $2.5M in sales! 1972

1980: $307M sales and 500 stores 1986: Gap Kids opens 1987: Gap opens first international store Sales are $1B 1990: Baby Gap opens The Rise

1992: Second largest brand worldwide 1994: First Old Navy store 1997: Gap.com goes online Old Navy sells $1B : BananaRepublic.com & OldNavy.com Gap is the largest clothing retailer in the world!

The Fall 2001: Sales begin to decline > 2007: Five years of uninspired design > 2012: Same store sales down 65 months

Quality declining Design deteriorated Merchandising is poor No definable customer

2010

Brand Name Available? Informative? Offensive?

Offensive! Retardex (toothpaste) i.Beat.blaxx (mp3 player) IKEA Fartfull (kids' workbench) Pee cola (Ghana) Lumia phone (Spanish slang) Pet sweat (water)

Logo Color scheme Font Consistent look Projects a consistent feel Consistent level of quality B&W

Logo Professional Layout Font (UVA)

Quiz 2

Tag lines

Signature elements & marketing materials Service level Packaging Color Sound

Pricing & perception

Rebranding done right!

Website Professional-looking Logo Navigation Current information Up-to-date Pages and keywords

Your domain name is part of your brand! metrony.com MichelleGHeld.com TheNameofMyProduct.com

Social media  Customers insight  Brand ambassadors  Monitoring

Choose well

Brand Ambassadors Brand recognition Customer insights Website traffic

Social media Connect Monitor Provide value!

Use press releases

Monitor, evaluate, and update your brand to stay relevant and credible!

Takeaways Consistent messaging Consistent look Find a mentor / outsource

Michelle G. Held MetroNY.com Pintalk.net metrony