5. ALL THAT IS JUST BY THE WAY…
LETS GET DOWN TO BUSINESS!
www.identitanigeria.comBRANDING YOUR BUSINESS: STANDING OUT IN A CROWDED MARKET
6. WHY?
Water + Sugar + put it into a can = Costs less
than N20
WRITE COCA-COLA ON THE CAN AND YOU
CAN CHARGE N60
www.identitanigeria.comBRANDING YOUR BUSINESS: STANDING OUT IN A CROWDED MARKET
7. WHY?
PUT THE NAME T.M.LEWIN ON THIS
ORDINARY SHIRT : AND CHARGE N7,500 (no
problem)
Take cheap fabric (the cheapest) make a
plain corporate shirt = production cost
N1,500
www.identitanigeria.comBRANDING YOUR BUSINESS: STANDING OUT IN A CROWDED MARKET
8. WHY?
INSTEAD REASSEMBLE THE PERSON – CALL HIM
LIONNEL MESSI AND ASK FOR AN ANNUAL SALARY
OF MORE THAN $80 000 000
Take a human being and break him or her down to the
smallest components – atoms. Take that stuff to the
commodity market and try sell it – you might get N500
www.identitanigeria.comBRANDING YOUR BUSINESS: STANDING OUT IN A CROWDED MARKET
13. WhatisaBRAND arouse emotion
ignite passion
echo reliability
have meaning
www.identitanigeria.comBRANDING YOUR BUSINESS: STANDING OUT IN A CROWDED MARKET
14. WhatisaBRAND
A brand, plainly stated, is an impression.
It's the impression in the consumer's
mind of a company's total personality,
including its real and imaginary qualities
as well as its shortcomings.
www.identitanigeria.comBRANDING YOUR BUSINESS: STANDING OUT IN A CROWDED MARKET
15. WhatisaBRAND
“Apple innovates,
IBM solves,
Nike exhorts,
Virgin enlightens,
Sony dreams…
Brands are not nouns but verbs.”
www.identitanigeria.comBRANDING YOUR BUSINESS: STANDING OUT IN A CROWDED MARKET
19. Identity + Personality + Image =
Brand
Components
OfaBRAND.
www.identitanigeria.comBRANDING YOUR BUSINESS: STANDING OUT IN A CROWDED MARKET
20. Components
OfaBRAND. IDENTITY
• A name
• Logo
• Collateral Materials
• Website
• Advertising
You name it….
www.identitanigeria.comBRANDING YOUR BUSINESS: STANDING OUT IN A CROWDED MARKET
21. Components
OfaBRAND.
PERSONALITY
• GTBank is simple
• Apple is friendly
• IBM is formal & professional
etc….
www.identitanigeria.comBRANDING YOUR BUSINESS: STANDING OUT IN A CROWDED MARKET
