So the market place is completely sputtered, having thousands of brands to stand out upon means that you really have to define yourself. In an average day, we receive up to 10,000 marketing messages. . . now thats a lot to compete with! Just making your brand differentiation even more essential.
What does your brand stand for?
Im sure we are all well aware of Honda standing for - the power of dreams
This advertisement shows its core brand values: history, innovation and dreams.
Other good branding external tag lines:
Nike - Just do it
Adidas - Impossible is nothing
North Face - Never stop exploring
Apple - Think differently
Subway - Eat fresh
Defining your brand is a combination of cultural insight, brand best self and the big idea! Another way to curate some focus for your brand is, who is their enemy? what kinds of things is you brand NOT! E.g Special K's enemy is [Tight Jeans], Apple [Fustration], Nike [Failure].
Brands need to be relevant - the consumers need to understand what it is you're doing. And they need to be important - creating that emotional attachment will encourage buying and consumer loyalty.
Good brand values have to be created internally and then come out externally! Your employees need to believe and thrive within the brand!
A good mission statement is a MUST, key players who own these are:
- Boots
- Nike
- Starbucks
- Howies (skateboarding brand)
- Fatface
- Paul Smith
- Chanel
They know exactly what their brand is about, where it has come from, and they incorporate that into their brand DNA. People understand and respect that.
This Apple ad. doesn't feature any of their products, its just purely their brand DNA!
Empathy - connecting with consumer feelings
Focus - Eliminate all unimportant opportunities
Impute - Creative and Proffessional mannor
People DO judge a book by its cover - marketing needs to reflect the product. Don't say your product is all luxury and the sell it at a cheap price!
Marketing is at the heart of the company! Give people a reason to believe (good mission statements!). Show them proof of why their should believe, bring the brand to life! The brand should have an internal philosophy so your employees believe in the brand just as much as your consumers do (if not more!).
Execution...
" Its not what you say, its HOW you say it .
photography, creative language and tone of voice are vital!
The Innocent smoothies do this very well! They represent FUN in their: product, photography, packaging, typography, logos and marketing.
Their cartons are never the same! As they are primarily aimed at 25-35 year olds, their language is different, its colloquial and fun "you lucky thing". They convey their message externally and internally! Their head office reflects that little bottle just as much as their DNA does!
In order to brief your photographer or graphic designer, you need to know what your brand values are about! It is ESSENTIAL that your values are reflected in your marketing ads and promotion.
Sometimes brands can get it wrong! ... Who would you say this is?
Didn't see that coming right!
It may be funny and get hits on youtube from young audiences, but they don't have the money to buy that type of car!
This was a come back advert which is just brilliant...
So really the whole chicken thing has just come back to bite them on the arse!
Back to the real deal though:
Strategic Plan: vison, misson, goals
Positioning: target, message, USP
Execution: product, promotion, channel
(its just an expression of the strategy)
O x
Empathy - connecting with consumer feelings
Focus - Eliminate all unimportant opportunities
Impute - Creative and Proffessional mannor
People DO judge a book by its cover - marketing needs to reflect the product. Don't say your product is all luxury and the sell it at a cheap price!
Marketing is at the heart of the company! Give people a reason to believe (good mission statements!). Show them proof of why their should believe, bring the brand to life! The brand should have an internal philosophy so your employees believe in the brand just as much as your consumers do (if not more!).
Execution...
" Its not what you say, its HOW you say it .
photography, creative language and tone of voice are vital!
The Innocent smoothies do this very well! They represent FUN in their: product, photography, packaging, typography, logos and marketing.
In order to brief your photographer or graphic designer, you need to know what your brand values are about! It is ESSENTIAL that your values are reflected in your marketing ads and promotion.
Sometimes brands can get it wrong! ... Who would you say this is?
It may be funny and get hits on youtube from young audiences, but they don't have the money to buy that type of car!
This was a come back advert which is just brilliant...
Back to the real deal though:
Strategic Plan: vison, misson, goals
Positioning: target, message, USP
Execution: product, promotion, channel
(its just an expression of the strategy)
O x
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