Mr Clement Omemu – - PowerPoint Presentation

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Mr

Clement

Omemu

–

Chief Creative Officer

Firebrands Africa & Brand Soul

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Every company has a brand, by design or by default. 

And every company - big or small - can

define

and express their brand to enhance sales, profits and the value of the company.

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Branding is telling your audience…

Who you are

(Your personality and Story)…

What you look like…

And what you can do for them

Hi, my name is Ronald

Mcdonald

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“Your

brand is the sum of all feelings, thoughts, visual and other memories - positive and negative - that people in the target audience have about a company, a product or service."

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Who you are and what you say you are must be exactly what the consumers should take away

This is key to branding

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The Bank PHB Example

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Naming the brand

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In naming your brand you have to consider a few questions

What your name should represent

The name type that will best fit your brand (descriptive, created, experiential or expressive). Is it masculine or feminine or unisex?

Determine what your name needs to accomplish.

Decide how it will work with existing product or service names (if applicable).

Determine what kind of name to develop – descriptive, invented, founder’s name, etc.

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1. It should be readable and writable

.2. It should be unique

3. It should be short, punchy and memorable

4. It should look good written down and sound cool to say

5. It should evoke an emotion, feeling or idea

KEY CONSIDERATIONS

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Make sure it sounds good over the phone (for example, when a sales rep calls a prospect)

Won’t be constantly mispronounced or misspelled, which defeats the purpose of a name

Isn’t confusing

Conveys your desired brand personality

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Brand Personality

How does the brand think, feel and behave in a way that makes it unique.

- The brand's relationships with relevant target audiences is defined by its personality

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Brand Archetypes

The idea behind using brand archetypes is to anchor your brand against something iconic—something already embedded within the conscious and subconscious of humanity.

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There are 12

main archetypes

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Examples of Magician Brands:

The Magician

The magician inspires transformation. They encourage us to dream, and serve as catalysts for change. Magicians wow us, enchant us, and inspire us to make our dreams come true.

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Examples of Outlaw Brands:

Outlaws do things differently. They challenge the status quo, and give others freedom to think outside the box. They lead revolutions, innovation and growth.

The Outlaw

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The Jester

The Jester is about spontaneity, fun and carefreeness. Jesters take life less seriously – they help us lighten up and bring laughter to the world.

Examples of Jester Brands:

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The Lover

Examples of Lover Brands:

The Lover is about affection and feeling. They appreciate real beauty around them. Lovers are passionate, and intimate, and seek a deeper, meaningful connection with the people and surroundings around them – whether it is parental, spiritual, platonic or romantic.

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The Everyman

Examples of Everyman Brands:

The Everyman is non-exclusive. They’re just like you and me. They embrace and celebrate the ordinary, and want to build a group where everyone belongs.

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Examples of Caregiver Brands:

Caregivers put others ahead of themselves. They are compassionate, generous, trustworthy, and their meaning comes from helping others.

The Caregiver

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The Ruler

Examples of Ruler Brands:

Rulers get things done. They appeal to our desire to be successful and important – they are commanding,

authoritative, in control.

Rulers want to help others, and they believe the best way to do so is by leading and defining the best policies, procedures and structures.

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The Creator

Examples of Creator Brands:

Visionary, non-conformist, authentic. Creators see the big picture, and desire to craft something meaningful. They make things happen, and love new ideas.

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In the world of the Innocent, life is simple, and that simplicity is good. The Innocent wants to be happy, and does so by returning to simple pleasures and basic values. They believe in purity and truth.

The Innocent

Examples of Innocent Brands:

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Examples of Sage Brands:

The Sage believes that knowledge is power. They are dedicated to discovering truth and spreading knowledge. They take pride in their intelligence, and use that to understand the world.

The Sage

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Examples of Explorer Brands:

The Explorer

The Explorer wants an authentic, fulfilling life. They want the freedom to learn & grow, to discover more about the world around them – and in doing so, to find out more about themselves.

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also Add up

YOUR BRAND

&

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Fonts do have their own personality and characteristics

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Fonts can be playful and free

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Fonts can be serious and bold

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Fonts can be SIMPLE

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Fonts can be MYSTERIOUS

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The power of colors in your branding

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Red

– For Danger, Passion, Excitement & Energy

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Blue –

Communicative, Trustworthy, Calming & Authoritative

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Green – Natural, Vitality,

Prestige & Wealth

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Black

Sophisticated, Formal, & Audacious

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Yellow –

Optimistic, Cheerful,Playful & Happy

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Orange –Fresh,

Youthful, Creative & Adventurous

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Purple –

Royalty, Majesty, & Mysterious

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Pink – Feminine, Sentimental, Romantic & Exciting

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Value propositions describe the functional and emotional benefits of companies and their brands. Functional benefits are linked to specific product features, while emotional benefits refer to positive feelings that customers experience when using a company's products and services. And it is from this expected emotional benefits you position your brand

VALUE PROPOSITION AND POSITIONING STATEMENT

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So, in positioning your brand, you must express exactly how you want the consumer to react –

THAT IS YOUR BRAND ESSENCE

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Examples of Automotive brand positions

Toyota Prius – Fuel efficientHyundai – Affordable

Porsche – Sporty

Lamborghini - Exotic

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Advertise

Then

Tell your audience what you’ve got

Through- the -Line

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