IntroductionWelcome| 00:04 | I am Lorrie Thomas Ross.
Welcome to Brand Building Basics!
| | 00:08 | Branding isn't just for big business.
| | 00:10 | Marketplace perception can help or hurt
our ability to succeed professionally.
| | 00:15 | Branding applies to products,
services, nonprofits, concepts, even people.
| | 00:21 | Whether you are building your brand
from the ground up or managing an existing
| | 00:25 | brand, in this short course, we'll
cover how to grab the reins of your brand.
| | 00:30 | We'll start by clarifying the true
meaning of branding, examine several
| | 00:34 | successful brands, and
explore helpful branding tools.
| | 00:38 | Next, we'll dive into development.
| | 00:40 | We'll cover everything from defining
your brand to making a style guide.
| | 00:44 | Lastly, we'll help you successfully
manage your brand by looking at how to
| | 00:48 | avoid common mistakes.
| | 00:50 | Branding is what builds and boosts business.
| | 00:53 | What kind of mark do you want to make?
| | 00:55 | Let's get started with Brand Building Basics.
| | 00:57 | See you in my course!
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| Using the exercise files| 00:00 | We've included exercise files that all
lynda.com members can download and use to
| | 00:05 | follow along with this course.
| | 00:07 | These files include a creative brief
template and a style guide template.
| | 00:11 | To help you visualize the brand
development concepts, we are applying them to a
| | 00:16 | fictional company called No Obstacles Sport.
| | 00:18 | As we go over how we develop their
brand, keep your own brand in mind.
| | 00:24 | Let's get branding!
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1. Defining a Business BrandUnderstanding branding| 00:00 | To successfully develop a brand we
need to understand what branding is all
| | 00:05 | about. There is much more to brand
development and just making a logo.
| | 00:08 | Let's take coffee for example.
| | 00:10 | We don't choose coffee based on a logo, right?
| | 00:13 | We may choose based on factors like the
experience we have at the coffee shop or
| | 00:17 | the aromas and taste of a
store-bought coffee that we brew at home.
| | 00:20 | The American Marketing Association
defines a brand as a name, term, design,
| | 00:26 | symbol, or any other feature that
identifies one seller's good or service as
| | 00:30 | distinct from those of other sellers.
| | 00:33 | Branding is what sets apart and
gives value to products and services that
| | 00:38 | address the same need within a marketplace.
| | 00:40 | The true meaning of marketing
means maximizing relationships.
| | 00:44 | Relationship building comes from new
contacts, existing contacts, and referrals.
| | 00:49 | One of the core pieces of
relationship building is solidifying trust.
| | 00:54 | We build trust with branding in the
same way we build any relationship, through
| | 00:58 | understanding, communicating, and connecting.
| | 01:01 | Brand development and management helps
us communicate, connect, and clarify what
| | 01:05 | our concept is all about.
| | 01:07 | This happens through visuals,
messaging, and experience.
| | 01:10 | Branding can include elements like name,
tagline, logo, graphics, and colors.
| | 01:16 | For some brands, sensory elements like
sound, smell, and emotions come into play.
| | 01:22 | Branding envelops how current and
prospective customers feel about a product,
| | 01:26 | service, concept, or individual.
| | 01:29 | How do you want people to think,
feel, and talk about you, your
| | 01:33 | organization, product, or service?
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| Exploring the gallery of brands| 00:00 | To get our heads around the power of
branding, let's explore a gallery of brands.
| | 00:05 | Let's start with global brands: Nike,
Apple, Starbucks, Wells Fargo, Maybelline.
| | 00:12 | When you heard those names, what came to mind?
| | 00:15 | You envision logos, ads.
Think of experiences, value.
| | 00:20 | Do you have a perception
of who their customers are?
| | 00:24 | Branding is what drives this.
| | 00:25 | Nike's slogan, Just Do It,
| | 00:28 | and famous swoosh logo defines their
athletic apparel, shoes, and even sports equipment.
| | 00:33 | Apple's famous brand is more than an icon.
| | 00:36 | They are known to have a brand
personality that evokes experience, innovation,
| | 00:41 | simplicity, and user-friendly design.
| | 00:44 | Starbucks is a brand that evolved from
coffee to becoming a culture, selling
| | 00:48 | music, products, being a place
for meetings, and giving back.
| | 00:52 | Maybelline's "Maybe she's born with it.
| | 00:55 | Maybe it's Maybelline" tagline is
catchy, memorable, and evokes value.
| | 01:00 | Note that all these companies offer
products and services that other companies
| | 01:04 | sell as well, but the distinction comes through,
| | 01:08 | thanks to the power of branding.
| | 01:10 | Branding isn't just for big global
businesses or product-based businesses;
| | 01:14 | branding applies to local
businesses like your favorite drycleaner.
| | 01:18 | It can be applied to online-only
businesses, can powerfully position
| | 01:22 | nonprofits, and even generate support for
concepts like recycling or breast-cancer awareness.
| | 01:28 | Branding has even evolved to personal branding.
| | 01:31 | For example, to build a personal brand
people buy their own domain names and use
| | 01:35 | social media tools like LinkedIn,
Facebook, YouTube, blogs, and Twitter.
| | 01:40 | Now that we've looked at some global
brands and their success, let's talk about
| | 01:44 | the power of positioning.
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| Positioning your brand| 00:00 | Brand positioning focuses on the
identity or impression we want to make on our
| | 00:05 | current and prospective customers.
| | 00:07 | Positioning is all about perception.
| | 00:10 | To start the brand-development process,
it's important to understand the basics.
| | 00:15 | We'll begin with a branding
brainstorm to help you get clear on your
| | 00:18 | differentiation in brand promise.
| | 00:21 | You can follow along with
these questions in your worksheet.
| | 00:24 | This can be downloaded by all lynda.com
members as an exercise file for the course.
| | 00:29 | First, who are you?
| | 00:31 | Are you a product, a service. Keep it simple.
| | 00:34 | Next, what you do and who do you serve?
Get clear on who your target market
| | 00:40 | or markets are and what motivates them.
What are their needs. How can you help them?
| | 00:46 | Next, you need to be clear on how you
differentiate yourself. What is your point
| | 00:51 | of distinction? Why you versus the
competition. Lastly, what is your promise?
| | 00:57 | If you need a little help to
finding your promise, my advice is start by
| | 01:01 | answering the simple question:
Why are you doing what you do?
| | 01:06 | Let's take No Obstacles Sport for example.
| | 01:08 | No Obstacles Sport is an
athletic clothing product line.
| | 01:12 | Their target market is a working
professional who needs clothing that looks
| | 01:16 | polished but can allow them to
move into activity seamlessly.
| | 01:21 | Their point of distinction
is their clothing's purpose;
| | 01:23 | it functions for work and out and about,
because busy lifestyles require clothes
| | 01:28 | that unlock barriers.
| | 01:30 | No Obstacles Sport's brand promise is
to create professional, purposeful active-
| | 01:35 | wear so there are no excuses
to being active and healthy.
| | 01:38 | As I talked about various
positioning points for No Obstacles Sports, you
| | 01:43 | probably started to get an impression of
their brand, and that was without seeing
| | 01:47 | images of the logo or product photos.
| | 01:50 | That is what powerful positioning is all about.
| | 01:53 | Now, it's your turn.
| | 01:55 | Take the creative time to ask these
critical questions and brainstorm.
| | 01:59 | This exercise leads the
foundation for building your brand.
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| Using images and style to support messaging| 00:00 | In marketing, we communicate with
words as well as visuals, so the images and
| | 00:05 | style that are selected for a brand
can help support and reinforce messaging.
| | 00:09 | Appearance does matter when it comes to
brand development and ongoing brand management.
| | 00:14 | The logo is one of the most obvious
brand identifiers that helps make a mark.
| | 00:18 | A logo is a visual that identifies the
brand. The name is designed with a font.
| | 00:24 | The selected font is called a font treatment.
| | 00:27 | Many brands have an image that goes
along with the brand, often called an icon,
| | 00:32 | and it's not required for a brand to
have both an icon and font together. Some
| | 00:36 | brands just have a font.
| | 00:37 | Let's take Nike for example.
| | 00:40 | They are known for their swoosh image,
but also have a specific Nike font.
| | 00:44 | This font may or may not be used with
the icon at all times, but as we know, the
| | 00:49 | icon alone speaks for itself.
| | 00:51 | Images and style support branding,
everything from the logo, tagline, business
| | 00:56 | cards, web site, blog,
letterhead, and trade show collateral.
| | 01:01 | Once you've selected a logo,
the consistent use of it is a must.
| | 01:05 | Develop a style guide for your logo.
| | 01:08 | There is a style guide example included in
the exercise files for No Obstacles Sport.
| | 01:13 | There is also a template that you can
ask your designer to complete so you have
| | 01:17 | the keys to your brand's font,
colors, and appropriate usage.
| | 01:21 | Now that we've shown how to define
your brand, in the next chapter we're going
| | 01:25 | to start building it.
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2. Building a BrandDeveloping a story| 00:00 | Brands can be controlled if there is a
clearly defined promise and that promise
| | 00:05 | is consistently delivered.
| | 00:07 | We start our brand's storytelling
from a place of promise: brand promise.
| | 00:13 | Take some time to define what
your brand promise is about.
| | 00:15 | FedEx's promise is that packages
get there overnight, guaranteed.
| | 00:21 | Nationwide Insurance promises
that Nationwide is on your side.
| | 00:25 | My company, Web Marketing Therapy, has a
promise of healthy marketing advice and support.
| | 00:29 | A brand promise can tap emotions, be
a deliverable, or focus on experience.
| | 00:35 | Here's the three things you need to
address for a compelling brand promise.
| | 00:41 | One, it must be credible.
| | 00:44 | This means it must come from a
place of heart, of authenticity.
| | 00:48 | Make sure your brand promise is
aligned with why you are in business.
| | 00:51 | Two, the brand promise must have value or
benefit to the people you want to serve.
| | 00:58 | Third, and most importantly,
promises are only good if they're kept.
| | 01:03 | Your organization's storytelling
becomes powerful story selling when the brand
| | 01:08 | has a clearly defined and delivered promise.
| | 01:11 | A cool logo won't do us any good if
the experience doesn't match the promise.
| | 01:15 | Some companies publicly share their
brand promise or some choose to make it an
| | 01:20 | internal company mantra.
| | 01:22 | No matter how old or new your
organization is, it is healthy to go back and look
| | 01:26 | at your brand promise to see if there is one.
| | 01:29 | If not, then there is a clear step
to taking your brand-building process.
| | 01:33 | Take time to be clear on how you or your
organization want to be defined but also
| | 01:38 | be open to receiving feedback.
| | 01:40 | Customer surveys can be a great
way to capture honest feedback.
| | 01:44 | Listen and understand what the
marketplace says about your brand, to ensure that
| | 01:48 | there is no identity crisis
that needs to be addressed.
| | 01:51 | Once you're clear on your brand promise,
you're ready to start communicating it.
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| Developing a creative brief| 00:00 | A brand's identity or story is
communicated in a number of ways, including
| | 00:05 | things like logos, taglines,
business cards, stationery, and websites.
| | 00:11 | Collateral like pens, caps, notepads,
and even invoice design can support and
| | 00:17 | reinforce brand communications.
| | 00:19 | Think of brand design--any creative
design for that matter--as a dance.
| | 00:23 | There is a natural
back-and-forth to the process.
| | 00:26 | So how do you make sure that your
vision is cleared to avoid wasting time and
| | 00:31 | money going back and forth with
unnecessary rounds of designs? Start by
| | 00:35 | documenting your brand
once with a creative brief.
| | 00:39 | The creative brief is a
communications tool to help manage design
| | 00:43 | processes efficiently.
| | 00:45 | You can use this to communicate
your wants, needs, and expectations.
| | 00:50 | If you're a designer, you may insist
the client complete a brief before work
| | 00:54 | starts, to have a consolidated set of
directions, especially if several deciding
| | 00:59 | parties are involved.
| | 01:01 | A creative brief should be just that, brief.
| | 01:04 | It includes short paragraphs.
| | 01:07 | We've provided a worksheet called The
Creative Brief in the exercise files to
| | 01:11 | help you focus your
conversations developing your brand assets.
| | 01:16 | A creative brief includes information
about your company: a business overview,
| | 01:21 | marketing history, and the
reason for the creative brief.
| | 01:25 | Project details: explain the scope of the
project, what it's for, when it's needs
| | 01:30 | to be complete, how it may or
may not tie into other marketing.
| | 01:34 | Goals and objectives: describe your
target audience, demographics, geographic
| | 01:40 | location if applicable.
| | 01:42 | Many briefs share information
about the competitive landscape, value
| | 01:47 | proposition--what's in it for the customer.
| | 01:50 | If there are necessary communication
points, bullet this out in the brief.
| | 01:55 | Explain the ways you'll
use this asset or assets.
| | 01:59 | Will it be used online, on things
like T-shirts. How does this tie into
| | 02:03 | overall marketing strategy?
| | 02:05 | Communicate design preferences.
| | 02:07 | This can include any style
guidelines like font, format, and colors.
| | 02:12 | Describe the look and feel you want.
| | 02:15 | Clarify budget requirements if there are any.
| | 02:18 | Be sure to provide the list of contacts
as well as their contact information, so
| | 02:23 | the right people are
included in the review process.
| | 02:27 | Finally, to help illustrate the
creative process, we also included the creative
| | 02:31 | brief for no obstacle
sport in the exercise files.
| | 02:35 | The creative brief starts the
conversation between you and the designer, or if
| | 02:40 | you are the designer, you and the client.
| | 02:42 | Be open to some back-and-forth
discussions to get the final product right.
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| Developing a logo| 00:00 | To illustrate the process of selecting
images, colors, and fonts, we're going to
| | 00:05 | share the details of the real process
we went through in developing the No
| | 00:08 | Obstacles Sport logo.
| | 00:11 | The marketing team took the
first step in the process:
| | 00:13 | they documented their ideas and
criteria into the creative brief.
| | 00:17 | If you have multiple stakeholders in
the decision process, make sure that you
| | 00:22 | consolidate all opinions in this
document. A designer will want a brief
| | 00:26 | before they start work.
| | 00:28 | This step will save everyone
a lot of time and frustration.
| | 00:32 | During meetings to get consensus,
someone on the team realized that No Obstacles
| | 00:37 | has the acronym N-O, NO, which could
feel negative if the logo emphasizes this.
| | 00:43 | They added a line to the creative brief
about the point so the designer didn't
| | 00:46 | accidentally emphasize the "No" in the design.
| | 00:51 | Sometimes challenges that emerge in
the creative process can become great
| | 00:54 | opportunities. Tools like the creative
brief help organize and facilitate this.
| | 00:59 | Once the designer received the
brief, step two began: design.
| | 01:05 | He did his first designs
in black and white only.
| | 01:08 | Sometimes when colors are included in
the first rounds it can derail focus
| | 01:12 | on trivial things like, "can the green be
brighter?" or "I don't like that shade of purple."
| | 01:17 | In the first round of reviews the team
realized that some of the concepts were
| | 01:21 | not as gender-neutral as the brief
specified, or reminded them of other company's logos.
| | 01:27 | They threw these ones out immediately.
| | 01:28 | They liked the horizontal
logos more than the vertical ones.
| | 01:33 | The horizontal logos work better for
the website header design and on apparel.
| | 01:38 | One of the designs that stacked the N
and O so it didn't spell No was what the
| | 01:44 | team asked for in the brief, but it
unintentionally looked like a lock.
| | 01:48 | Instead of throwing out this logo
the team was inspired. They ask the
| | 01:52 | designer to try the N-O, but in an unlocked
manner. It worked yielding a brand distinction.
| | 01:59 | Showing and telling the power of
unlocking athletic barriers became part of the
| | 02:03 | No Obstacles brand story.
| | 02:06 | Here are examples of the second round of design.
| | 02:09 | You'll see a more focused theme in this
round thinks to feedback from the first phase.
| | 02:14 | The team got back an unlocked icon in
two versions: one with it fully centered and
| | 02:19 | one with a coming slightly off
the circle, which the team liked.
| | 02:23 | The favorite font was presented with
different layering features for the team to review.
| | 02:29 | You'll also see in this round that
the designer moved into color options.
| | 02:33 | The team made their final decision
based on visual appeal, but also on what
| | 02:37 | would embroider easily and
work well across all brand usage.
| | 02:42 | No Obstacles Sport came out with a logo
that they were all very happy with, and
| | 02:47 | the creative process yielded a cool
unlocking icon that wasn't part of the
| | 02:51 | original creative direction.
| | 02:52 | As you have seen, the power of
creative collaboration is an organic process.
| | 02:58 | Remember that respect is reciprocal.
| | 03:01 | Focus first with the creative
brief, then let the design process be a
| | 03:05 | creative conversation.
| | 03:07 | Lastly, wrap up the final product with
a style guide, which we'll explore next.
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| Developing a style guide| 00:00 | The use of logo and brand identity
across all media needs to be consistent.
| | 00:05 | A style guide is a document that
communicates directions to any creative
| | 00:09 | professional or marketer using your logo.
| | 00:12 | Guidelines in the style guide
help protect your logo usage and keep
| | 00:16 | branding consistent.
| | 00:18 | Create guidelines to instruct how
you want your brand to be depicted.
| | 00:23 | If you're a designer, the style
guide makes a great completion to your
| | 00:27 | logo design projects.
| | 00:28 | The No Obstacles Sport identity
branding and style guide is included in your
| | 00:33 | exercise files so you can see
what a final style guide looks like.
| | 00:38 | It addresses the logo's meaning and
physical representation guidelines,
| | 00:42 | alternative representations like
black and white and gray scale.
| | 00:46 | You'll want your style guide to
clarify things like colors, called PMS colors;
| | 00:50 | which stands for Pantone Matching System,
fonts used in logotype; fonts used on
| | 00:56 | web sites; and other fonts used
on collateral-like e-books.
| | 01:00 | You can also use your style
guide to address logo don'ts.
| | 01:03 | This is not something to be shy about.
| | 01:05 | Make sure anyone using your logo reviews
your style guide to ensure consistency.
| | 01:10 | Use the style guide as a template to get
parameters from your designer, or if you
| | 01:15 | are a designer, you can use this as
a tool to ensure your work is used
| | 01:18 | consistently by your client.
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| Creating consistent communication and collateral pieces| 00:00 | Consistency is king when
it comes to brand building.
| | 00:03 | Marketing is about making relationships,
and branding is one of the most critical
| | 00:07 | pieces in the
relationship-making marketing toolkit.
| | 00:11 | To help maintain consistency, be sure
to share your brand promise with all
| | 00:15 | members of the organization.
| | 00:17 | Artists aren't the only ones delivering
brand experiences for an organization.
| | 00:22 | People on the phone talking with
customers, people sending invoices and emails
| | 00:26 | are part of the overall brand experience.
| | 00:29 | Make sure your logo is being used consistently.
| | 00:32 | This is where a style guide helps: on
business cards, invoices, stationary
| | 00:37 | and emails and online.
| | 00:39 | Is your messaging on brand?
Does your company have a tagline.
| | 00:43 | If so, is it being used properly
throughout all marketing collateral?
| | 00:47 | See how No Obstacles Sport has their logo
and they also have a logo with their tagline.
| | 00:53 | Their web site has consistency with the
logo usage. Fonts compliment the logo.
| | 00:58 | Branding can translate over to
experience something like building. No
| | 01:02 | Obstacles Sport designed invoices and stationery
that reinforce a consistent brand experience.
| | 01:09 | No Obstacles Sport took their brand
consistency to a larger level when they
| | 01:13 | designed their social media to be on brand.
| | 01:16 | Here you'll see their new Facebook
Timeline header, their YouTube channel
| | 01:20 | design, and their blog.
| | 01:22 | There is a saying in marketing: tell
them, tell them what you told them, and
| | 01:26 | tell them one more time.
| | 01:28 | We need to follow the saying and
make sure that our brand is communicated
| | 01:31 | consistently across all channels.
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| Trademarking a brand| 00:00 | Protecting your brand assets, like the
tagline, company name, and even artwork,
| | 00:04 | are part of the brand-development process.
| | 00:07 | Often attorneys are hired to help manage this.
| | 00:10 | A brilliant brand is a great marketing
asset. With a desirable brand comes threats.
| | 00:16 | Other organizations may look to
capitalize on the good will you establish by
| | 00:20 | using identical or similar assets.
| | 00:23 | One way to protect your
brand is through trademarking.
| | 00:25 | There are different types of
trademarks, which a qualified attorney or a
| | 00:30 | trademarking expert can expand upon.
| | 00:32 | For most brands, obtaining federal
trademark protection with the US Patent and
| | 00:36 | Trademark Office, known as USPTO, is
generally the best option for a company
| | 00:42 | selling products or providing services.
| | 00:45 | When a company owns a federal
trademark registration for their company name,
| | 00:49 | tagline, or brand, it excludes others
from using the same, or a confusingly similar,
| | 00:54 | trademark anywhere in the United States.
| | 00:57 | It also gives a company the R
symbol, which shows that it is
| | 01:01 | federally registered.
| | 01:03 | A registered trademark may increase
the value of a company and it's appeal to
| | 01:07 | partners, buyers, and customers.
| | 01:10 | It also strengthens a company's
legal power if another organization is
| | 01:13 | infringing on its trademark.
| | 01:16 | To protect your brand assets,
you can speak to an expert.
| | 01:19 | For initial investigation, you can
visit uspto.gov to do searches for your
| | 01:24 | company name or tagline.
| | 01:25 | When you start going down the path of
trademarking, don't forget to protect
| | 01:30 | important artwork like your logo icon.
| | 01:32 | So we've tackled defining a business
brand and building a brand--a whole lot in
| | 01:37 | a short amount of time.
| | 01:39 | Lastly, we will look at
avoiding common branding mistakes.
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3. Succeeding by Avoiding Common MistakesPlanning for success| 00:00 | The number one mistake in
branding is failing to plan.
| | 00:04 | Your brand will have an
identity, whether you manage it or not.
| | 00:07 | I like to start any marketing
planning process with three simple steps:
| | 00:12 | assess, optimize, and new.
| | 00:15 | First, you need to critically assess your brand.
| | 00:18 | We have covered defining your
brand, developing your brand, and
| | 00:22 | avoiding critical mistakes.
| | 00:24 | These chapters address multiple points
that can help you assess where you are at
| | 00:28 | in the branding process.
| | 00:30 | The assessment phase helps you see
where you want to go, what may be missing, or
| | 00:35 | what needs to be fixed.
| | 00:37 | Once your assessments are documented
then you can move into optimization.
| | 00:42 | This is where you take steps to add
or fix parts of your brand as needed.
| | 00:45 | For example, you are building a new brand.
| | 00:48 | It becomes clear that you need a style
guide to ensure your logo is being used
| | 00:52 | properly across all marketing channels.
| | 00:55 | Once you fix things that are working to
support your brand, then move into new channels.
| | 01:01 | New brand channels can include things like
adding a tagline to reinforce brand promise.
| | 01:05 | They can also include designing brand
collateral like giveaways, trade show
| | 01:09 | booths, or web assets.
| | 01:11 | Speaking of web assets, things like
social media pages, blog content, and online
| | 01:17 | press releases are examples of web
assets that can support your brand.
| | 01:22 | Now that we are clear on the importance
of planning in branding, let's look at
| | 01:26 | another big branding mistake: inconsistency.
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| Being consistent| 00:00 | The second biggest branding mistake
is allowing inconsistencies to occur.
| | 00:05 | This can be simple things, like the
chosen font type of a logo isn't treated the
| | 00:09 | same way throughout marketing
collateral, or it can be an inconsistency in a
| | 00:14 | company's brand-promise delivery like
boosting about commitment to customer
| | 00:17 | service while untrained
sales staff can't solve problems.
| | 00:21 | With a brand you can't
just set it and forget it.
| | 00:25 | Brand management does not
end after the logo is designed.
| | 00:28 | It's an ongoing journey.
| | 00:30 | For image consistency, make
sure that you have a style guide.
| | 00:35 | For brand-promise consistency,
document it, and share internally with staff.
| | 00:40 | Be open in getting customer feedback to see
if their perception of your brand matches.
| | 00:45 | Many organizations share their promise
publicly, sometimes on web sites, at the
| | 00:50 | end of press releases, or as a tagline.
| | 00:52 | We are never done reminding someone
why they want to do business with us.
| | 00:57 | It's your job to continually
reinforce a customer's choice to support you.
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| Integrating the power of the web in branding| 00:00 | The last mistake you want to avoid in
branding is discounting the power of the
| | 00:04 | web as a branding tool.
| | 00:06 | Our web communication, search results,
social media messages, and more are
| | 00:10 | all part of branding.
| | 00:12 | Remember to integrate the
power of the web into your brand.
| | 00:15 | Here's an example of No
Obstacles Sport's brand integration.
| | 00:20 | Their blog, called Athletic Obstacles
Unlocked, shares tips and advice for their
| | 00:25 | professional target market.
| | 00:27 | The brand voice is further integrated
online with social media via Twitter and Facebook.
| | 00:33 | You can see the design, as well as the
profile language, communicates the brand message.
| | 00:37 | The design is consistent with the
style guide's colors and logo usage.
| | 00:41 | Whether you're a small business, large
corporation, or non-profit, make sure that
| | 00:47 | the people managing your web
presence understand your brand.
| | 00:50 | For more information on online
marketing, check out my course called Online
| | 00:54 | Marketing Fundamentals in the online
training library, here at lynda.com.
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ConclusionFinal thoughts| 00:00 | Branding breathes life into your organization.
| | 00:03 | It's how the distinction of your
products, services, or concepts come alive.
| | 00:08 | Howard Schultz of Starbucks said, "Customers
must recognize that you stand for something."
| | 00:14 | From your name, logo, promise, story,
and messaging, it's time to own your brand
| | 00:19 | to build and boost business.
| | 00:22 | I recommend you go back to the
exercise files that we've provided. Use these
| | 00:26 | tools in a three-step process of assess,
optimize, and new, to put your ideas into action.
| | 00:32 | What do you stand for?
Is this communicated clearly?
| | 00:37 | Grab the reins of your brand, so it
shows what you stand for and helps you stand
| | 00:41 | apart from the competition.
| | 00:43 | Enjoy the journey!
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