Branding is more than just a name, design or slogan, it is a way to distinguish yourself from your competitors and make a memorable impression on consumers. Done correctly your brand can not only add real value to your company, but can outlive your products. In this webinar we will explore: - Why you should be thinking about building a strong brand from the get go aspects of branding - How to build your brand and reputation Find out more about the Diversity and Inclusion Interest Group at https://ktn-uk.co.uk/interests/diversity

1. Building Success –
Branding
30 October 2019
#WomenInnovate

2. BRANDING FOR
FOUNDERS

3. Freelance marketing consultant
Chartered Marketer
CMO, Chic Retreats
Marketing Director, MUSTO
Business Director, Ogilvy
Brand Manager, British Airways
Brands I have worked with; American Express, IBM, Hublot, Fatface, Diageo, Canon, Nestle and
startups defining their competitive brand positioning
Won the UKBAA Best Women Led investment in Innovation Award for my support of my Angel
investment in BigCouch.
amandadyjecinski.com
Amanda.dyjecinski@gmail.com
@amandadyj

4. Topics
What is a brand?
Anatomy of a brand
Brand vs Commodity
Brand Equity
Brand Awareness x Brand Image
Decision making
How to create a brand?
Brand Mission & Values
Brand Positioning Statement
How to deliver a brand?
Brand Culture - Employer Branding
Brand Guides
Brand Tracking
Brand watch outs
When branding goes wrong
Questions

5. What do they stand for?

6. What is a brand?
Your “brand” is what your prospect thinks of when he or she
hears your brand name. It’s everything the public thinks it knows
about your name brand offering—both factual e.g. It comes in a
robin’s-egg-blue box, and emotional e.g. It’s romantic.
Companies build brands like birds build nests, one twig at a time.
Jeremy Bullmore, J. Walter Thompson Advertising
Perception

8. Brand vs a commodity
Al Achenbaum

9. Brand vs a commodity
BRAND
FEATURES
PRICE
MEANING
COMMODITY
FEATURES
PRICE
£0.92£1.30£0.90 £0.72£0.40 £0.48 £4.30 £20 £50k
Acqua di Cristallo Tributo a
Modigliani
£5.10
“Branding is endowing products and services
with the power of a brand” (Kotler & Keller, 2015)

10. Brand Equity
Brand – Commodity = Brand Equity
= Brand Equity
= Brand Equity

11. Brand Awareness & Image
The consumer knows you exist…
Brand Awareness A) Recall/ Unaided Awareness
B) Recognition/ Aided Awareness
C) Top of Mind/ First Mentioned
The consumer thinks what you want them to about you…
Brand Image Brand Associations e.g. an expert, expensive, friendly

12. Decision making
95% of decision making is subconscious. Gerald Zaltman, How Customer Think. Essential
Insights into the Mind of the Market.
“The most startling truth is we don’t even think our way to logical solutions.
We feel our way to reason.” Douglas Van Praet, Unconscious branding: How neuroscience can
empower and inspire marketing.
Why is there more chance we'll believe something if it's in a bold type face?
Why do we assume a good-looking person will be more competent? The
answer lies in the two ways we make choices: fast, intuitive thinking, and
slow, rational thinking. Our minds are tripped up by error and prejudice (even
when we think we are being logical). Daniel Kahneman, Thinking Fast & Slow.

13. Your brand job
Create emotional preference and brand loyalty to
positively influence decision to buy yours vs competitors
because of the perceived higher value of yours.

14. Brand Equity
Rita Clifton, Brand Index

15. How to create a brand?

16. Brand Mission
We're in business to save our home planet. (previously: Build the best
product, cause no unnecessary harm, use business to inspire and
implement solutions to the environmental crisis).
To create a better everyday life for the many people.
To accelerate the world's transition to sustainable energy.
Spread ideas.
Purpose an organisation serves its audience

17. Brand Values
Be unique to you
Guide your company decision making & employee behaviours @ every level
Worth nothing until they cost you money!
Google Values
• Focus on the user and all else will follow.
• It’s best to do one thing really, really well.
• Fast is better than slow.
• Democracy on the web works.
• You don’t need to be at your desk to need an answer.
• You can make money without doing evil.
• There’s always more information out there.
• The need for information crosses all borders.
• You can be serious without a suit.
• Great just isn’t good enough.

18. Brand Positioning Statement
Positioning Statement:
For consumers who want to purchase a wide range of products online with quick delivery, Amazon provides
a one-stop online shopping site. Amazon sets itself apart from other online retailers with its customer
obsession, passion for innovation, and commitment to operational excellence.

19. Brand Positioning Statement
For _________________________________________(target audience)
Who __________________________________________________________________(target audience need)
X provides _______________________________________________________________________________
(main benefit that differentiates your offering from competitors)
because ________________________________________________________________________________
(reason why audience should believe the above statement).

20. How to deliver a brand…
Marketing Mix/7Ps
Product
Packaging
Price
Place
Process
People
Physical evidence
Uniqueness & consistency

21. Building Brand Equity
Useful reference; Keller’s Brand Report Card.

22. Brand Culture – employer branding
BENEFITS
Better people
Lower acquisition costs
Improved performance
Longer retention
Lower salaries
ACTIVITIES
Hiring
Onboarding
Training
Brand Guidelines
Reviews
Internal communications
Surveys

23. Brand Guides
• Logo
• Tagline
• Colours
• Tone of Voice
• Typography
• Design System
• Photography style
• Illustration
• Iconography
• Animation style
• Data visualization
• Interactive elements
• Video and motion
• Jingle
• Web design
• Email templates
• Images with rights
• Content strategy
• Brand stories

24. Brand Tracking
• Internal understanding of the brand
• Brand awareness
• Brand image perceptions
TOOLS
• Website user trends
• Brand search terms & volumes
• Qual/ Quant research
• Social analysis - sentiment/engagement/mentions
• Brand Trackers
Use the feedback loop to improve/refine your marketing mix… measure... adjust.

25. Brand repositioning

26. Branding watch outs…
• Segment/target audience
• Data – qual & quant, avoid ‘naïve expert’
• Features and no benefits
• One brand idea
• Brand bingo; innovation, integrity, lifestyle, aspirational, revolutionize..

27. When branding goes wrong…
In 1982 Colgate launched a frozen
food brand ‘Colgate Kitchen Entrees’
In 2009 Disney partnered with a
cherry producer
Come alive with the Pepsi Generation!

28. When branding goes wrong…
2018 H&M image on its website
In 2018 Heineken ran an ad showed a
bartender slide a beer past 3 people,
all black, to a lighter skinned women
with the tag-line ‘sometimes lighter is
better’
In 2017 Warburtons ran a
competition with the
#crumpetcreations, however, this
hashtag is used by the niche ‘furry’
community.

29. Questions?

30. Intro to Innovation Funding & Finance: 6th November
Newsletter: https://ktn-uk.co.uk/newsletter
Online Community: www.worldlabs.org/womenininnovation
Email: siwan.smith@ktn-uk.org
#WomenInnovate