2. B e Unique (separate yourself from the crowd)
R azor like focus (1 message; stay on at all times)
A ttiude (who are you, what do you stand for)
N arrative (have a story and tell it all the time)
D eliver (your product or service)
4 Rs of Branding 4 Cs of Branding
Representation Conversation
Repetition Creative
Relationship/Relate Comprehensive
Reliance Consistency
3. 10 Commandments of Successful Branding
1) There is 1 message only. Thou shall have no other messages before it.
- The key to it all.
2) Thou shall not make an(other) image to represent the company.
- Image is everything. It tells a 1000 words. Don’t play around with it.
3) Thou shall NOT take the name of the the business in vain.
- The people are the business - never criticize publically (on social media) no matter what.
4) Remember the story of your business/brand and keep it holy.
- This is your image and your entire business.
5) Honor thy supervisors and subordinates.
- Running a business takes a team. Following strict procedures take trust in each other.
6) Thou shall not kill your brand.
- Stay the course and do not do anything that misrepresents or contradicts your brand.
7) Thou shall not CHEAT on your brand.
- Don’t be temped to stray to another message for the chance of closing 1 deal.
8) Thou shall not steal (or copy) from another brand
- Its not right and it won’t make you successful in the end.
9) Thou (brand) shall not lie (or mislead) about your product or services
-This will come back to cause damage and is not worth it for short term gain.
10)Thou shall not covet the competition’s success.
- Don’t get jealous of others, get motivated, and beat them.
4. A Few Positive
Case Studies
What are some things we know about these brands?
6. Zoom Zoom
Fun
Luxury & Affordable
Cutting edge
fast
7. Service
Brown
Consistent
For you
Friendly
Simple
Reliable
8. Home remedy - Throwback
Game
Fun
Unique Everywhere
Basic Winner
Active/Interactive
Smart Capable
Inclusive
Reliable Resource
Team
Responsible Community
Reliable/Helpful
9. A Few Re-Branding
Case Studies
What was the problem and what turned them around?
(There is a difference between a re-brand and updating a look)
(Yes, some of the previous businesses – Apple, UPS – are
also considered successful rebrands)
13. Branding is NOT Marketing or Advertising
Branding is FREE. Its an idea. It’s a story. Its what
YOU do every day.
$$$ is spent to grow and develop the brand is
through marketing, product development, and
advertising. These all are determined by the
brand. The brand is FREE.
14. What’s Your Personal Story?
That’s Part of Your Company’s Story
That is YOUR Brand
And….
Is Part of Your Company’s Brand