No. Brands? Brightly colored cans filled with flavored, carbonated water.
No. Brand? A logo (albeit very famous).
No. Brand? An immensely popular tourist destination.
Brand is NOT the product. It cannot be found on the shelf, in a showroom or at the corner of Las Vegas Boulevard and Tropicana Avenue. Brand exists in a much scarier place.
“Brand is the relationship between a product and its customer.”Phil Dusenberry, Chairman, BBDO Worldwide
Why is brand important to the consumer? • It adds meaning and connection. • It fulfills expectations. • It speaks about the consumer – “badge brands.” • It can provide customers with a source of strength and consistency.
What does brand add to my product or service? • It creates loyalty. • It adds value – rational and emotional. • It creates engagement and identification. • It opens doors for further engagement/involvement.
What does brand communicate about my product, service or organization?
A brand will: • Make a promise. • Display a personality. • Reflect your core values.
“When you don’t know the answer, ask your customers.” Sam Walton
One Brand. Vertical Product Extensions. Listening to the right people creates the right message.
A brand is a relationship. Invite your audience to be a part of it. • Live your brand. • Remember, all communication can build your brand. • All communication must reflect, support and reinforce your brand. • Be consistent.
Two Steps to a Powerful Brand Listen to your audience. Be true to who you are and what you are.