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THE CRITICAL IMPORTANCE OF A
       STRONG BRAND

  Presentation by: Dan Gold

    www.ESTICreative.com
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
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.
A Few Positive
       Case Studies

What are some things we know about these brands?
Think Different




Innovative




Sets the Trend

                     New Products

                 Elegant
Zoom Zoom

                      Fun




Luxury & Affordable

                       Cutting edge

    fast
Service
Brown
                           Consistent




For you

    Friendly
                            Simple

                Reliable
Home remedy - Throwback
                                                                  Game
                             Fun

Unique                                  Everywhere




           Basic                                                          Winner


                                                            Active/Interactive
Smart              Capable



                                                     Inclusive
                                                                 Reliable Resource

                               Team

                                                 Responsible         Community
                     Reliable/Helpful
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)
Branding powepoint
Branding powepoint
Branding powepoint
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.
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

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Branding powepoint

  • 1. THE CRITICAL IMPORTANCE OF A STRONG BRAND Presentation by: Dan Gold www.ESTICreative.com
  • 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?
  • 5. Think Different Innovative Sets the Trend New Products Elegant
  • 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