Branding

Introduction

For purposes of everyone here, lets define what we know about the program first:

Purpose of program

Target Audience

Outcomes desired

Benefits to the individual

Benefits to the association

What is a Brand?

A genuine brand is defined as:

The internalized sum of all impressions received by customers and resulting in a distinctive position
in their minds eye based on perceived emotional and functional benefits.

Name and Symbols that identifies a singular concept one owns in the mind of the consumer

The Source of a Promise to the consumer

The Source of the Relationship with the Consumer

The Unique Source of Products and Services

A Brand is the Personification of a product, a service, or even an entire organization

Other Terms:

Brand Awareness market reach

Brand Equity the value of the brand based on consumer experience and associations with the product
Brand Essence the Heart and Soul of a brand
Brand Promise what distinguishes you from everyone else
Brand Personality adjectives that describe the brand or the desired adjectives that describe the brand
Brand Position where the brand is perceived in the consumers mind within a given competitive set how it
compares to others in terms of quality, innovation, price, etc.
Brand Identity the visual, auditory, and sensory components of the brand (logo, marks, type, color)

Brand Essence The Heart and Soul of who we are

Adjective, Adjective, noun

1) Who not what

2) Soul not a slogan
3) Simple and Concise
4) Aspirational attainable
5) Timeless and Enduring constant

Nike Genuine, Athletic Performance

Disney Fun, Family Entertainment

Starbucks- Rewarding Everyday Moments

Hallmark Caring Shared

Brand Promise What differentiates from all others?

Only XXXX delivers (unique promise) to (target audience)

1) What is extremely important to our customers

2) That we are uniquely suited to delivering
3) And others are not currently addressing

Examples:

Only Volvo delivers assurance of the safest ride to parents who are concerned about their childrens
well being

Only Harley-Davidson delivers the fantasy of complete freedom on the road and the comradeship of
kindred spirits to avid cyclists.

Brand Personality

1) The personality and value of the leaders

2) The personality and values of our most zealous members
3) Brand personality is the attributes we are and attributes we aspire to be
Color Psychology: The Color White

purity
innocence
cleanliness
sense of space
neutrality
mourning (in some cultures/societies)

Color Psychology: The Color Black

authority
power
strength
evil
intelligence
thinning / slimming
death or mourning

Color Psychology: The Color Gray

neutral
timeless
practical

Color Psychology: The Color Red

love
romance
gentle
warmth
comfort
energy
excitement
intensity
life
blood

Color Psychology: The Color Orange

happy
energetic
excitement
enthusiasm
warmth
wealth prosperity
sophistication
change
stimulation

Color Psychology: The Color Yellow

 happiness
laughter
cheery
warmth
optimism
hunger
intensity
frustration
anger
attention-getting

Color Psychology: The Color Green

natural
cool
growth
money
health
envy
tranquility
harmony
calmness
fertility

Color Psychology: The Color Blue

calmness
serenity
cold
uncaring
wisdom
loyalty
truth
focused
un-appetizing

Color Psychology: The Color Purple

royalty
wealth
sophistication
wisdom
exotic
spiritual
prosperity
respect
mystery

Color Psychology: The Color Brown

reliability
stability
 friendship
sadness
warmth
comfort
security
natural
organic
mourning (in some cultures/societies)

Color Psychology: The Color Pink

romance
love
gentle
calming
agitation

Read more: http://www.arttherapyblog.com/online/color-psychology-psychologica-effects-of-

colors/#ixzz2DSj5ezVd

White: Simple, Calm, Balance

Black: Professional, Credible, Power

Purple: Magical, Religious, Creative

Blue: Dependable, Medical, Business-like

Green: Organic, Nature, Nurturing, Education

Yellow: Energetic, Dynamic, Positive

Orange: Creative, Energetic, Fruitful,

Red: Evocative, Exciting, Bold, Youthful

Brown: Traditional, Historical, Reliable

 Brand Equity Survey

0.9

0.8

0.7

0.6

0.5

0.4 Series 3
Series 2
0.3
Series 1

0.2

0.1