5Q Communications "What is a Brand" Lightning Speech (Pecha Kucha)
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Delivered in-house by Dustin Dahlberg during our monthly team learning time. 5Q is dedicated to personal learning and encourages team members to share what they are reading and learning with the rest of the team.
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5Q Communications "What is a Brand" Lightning Speech (Pecha Kucha)
- 1. A Brand at its best.
- 2. The Product Do we want it?
- 3. “Its like Twitter, except we charge people to use it.” Make sure there is a gap to fill.
- 6. What’s in a name?
- 9. Guess my name or I will taunt you forever. Is it Mister Mxyzptlk? Sorry, you didn’t pronounce it right.
- 10. The Logo
- 12. Tell a Good Story
- 17. learn to adapt
- 19. To review...
- 20. THE END
Notas del editor
- What does it take to create a great brand?\n
- First things first! If you want a brand to succeed you will first need to find out if you are providing something that people need, want or will want. Remember that you might be biased, so do your research.\n
- Next, you will need to make sure your product is solving a problem that hasn’t already been solved. If you are working in a market that is already flooded with similar ideas, it will be difficult to stand out.\n
- Starbucks is a perfect example of a company that saw a new market and seized the opportunity to capitalize on an idea. The first thing to notice about Starbucks’ success is that the owners were passionate about coffee and the european dark roasting technique. But more importantly, they saw a market for it. They had seen the success of Peet’s Coffee & Tea in Berkeley, and found that Seattle was prime for this kind of product.\n\n
- Second, Howard Schultz (the eventual president and CEO of Starbucks Co.) recognized the need for Starbucks, originally just a roaster and retailer, to serve coffee and espresso drinks. He saw the burgeoning market in europe for coffee bars that became social gathering places and realized that Seattle (and the rest of the US) were a prime market for these types of places.\n
- Once you have a good product and/or service, the next thing you will need is a name. There are a lot of potential ways to go about naming a product and/or company.\n
- One example is Google. Sometimes an abstract name can be perfect for your product/service/company, especially if your product or service is something fairly straight forward, like a web search tool.\n
- Another possible option is a name that is related more closely with the product and draws upon an outside meaning. Nike does this well, naming their company after the greek goddess of victory, promotes a relationship between their sporting goods and winning.\n
- Ultimately, your name needs to be easily memorable, and engage your audience. Name recognition is highly influenced by the quality of your product, and your marketing strategy, but your name needs to be simple, and easy to remember. Otherwise, it won’t stick.\n
- The next thing you will need is a logo. The purpose of a logo is to enhance your brand and capture, in a simple mark, or even logotype what your company does. The logos on this slide fail first due to bad composition, typography, and use of color, but they also send mixed messages, and don’t enhance their brand. Granted, it is safe to say that the branding in general for these 3 organizations have some major problems to begin with.\n
- The Air Jordan logo is an example of a logo that really enhances a brand. Not only is it fantastically simple and detailed at the same time which allows the logo to be readable at any size, it captures the brand perfectly. Namely, a brand that surrounds the charismatic athlete, Michael Jordan and his signature dunk.\n
- Next, tell a good story. If your company doesn’t have a good brand narrative, it won’t have a successful, and lasting brand. This means every aspect of your company must promote your brand, from your website and social media; to your logo, to all print collaterals, and yes ultimately your product.\n
- Consistency of your narrative is key. If your product, your messaging on your website, your logo, or name are saying something different about your company than what your company truly is... then your brand will begin to fail.\n
- When Coca-cola introduced a new recipe to there famous, and market dominating product, customers hated it and began to start buying Pepsi instead. In order to save the brand, and halt their loss of sales, what did they do?\n
- They reintroduced the original recipe, and soon discontinued the product that was a failure. Consistency of messaging, logo, name, and most importantly product is key.\n
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- Learn to adapt, you may need to adapt your product, or messaging for a changing market. Changing your logo and/or name dramatically is not necessarily needed, however, for a changing market. A dramatic change of these things often means they were a failure from the get-go, or your brand has become so tarnished that you need to declare brand bankruptcy and start over. Note that I said a dramatic change, sometimes a small name change or an update to a logo is necessary to fit changes to the company.\n
- Internet Explorer (though a product of Microsoft) is an example of a brand that had to learn from the mistake of not adapting with the market. Microsoft stopped development on Internet Explorer (6) for 2 years and their product fell dramatically behind that of its competitors, Firefox and Webkit. Internet Explorer gained a terrible reputation with developers and designers, and has been trying for several years to redeem that reputation because of their lack of foresight.\n
- To review... A brand is everything that your company is. It needs to be consistent with who you really are, and you need to adapt as the market changes, this includes your product or service. Remember that no matter how good your logo, name, or messaging is, if you don’t first have a stellar product, your brand will never have a chance.\n
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