Introduction to Branding

The Importance of Br
and

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Introduction to Digital
Marketing
What is a Brand?
•“A brand is simply a collection of perceptions in
the mind of the consumer.”
•—Paul Feldwick, author of The Anatomy of Humbug:
How to Think Differently about Advertising
•Prince, Charlotte. To what extent has the digital age
affected the building of brands? Bucks New
University. Jan. 2014. Web. 25 Feb. 2015.
http://issuu.com/charlottelouiseprince/docs/to_what_e
xtent_has_the_digital_age_
What is a Brand?
• Come up with your own definition.
• What brands do you find most recognizable and memorable?
• Why are these brands so memorable and recognizable?
• What is the first brand name you associate with each of the following:
• Detergent • Coffee • Cars • Shoes • Cell Phones
• What brands have you encountered today? Where did you see them - in
advertisements (print/online), packaging (on the physical product itself), etc.?
• In your opinion, where and how should brands advertise to catch the attention of
people like yourself (i.e. people the same age, gender, etc.)?
What is a Brand?
• Brand Perception occurs every time a customer or potential customer encounters
a company or an organization.
• These encounters are moments of truth; some more important than others.
• The problem is: a company cannot predict what an individual will focus on in a
given moment. Thus, it is important that every encounter be positive.
• To have any hope of accomplishing such a goal, a company must spend time
researching, defining, and building its brand.
• A company's brand is a foundational piece of its marketing communications.
 • Brand is the personality that identifies a
product, service, or company (name, term,
sign, symbol, or design, or combination of
them) and how it is perceived by: customers,
What is a staff, partners, investors, etc.
• It is the sum total of everything customers
Brand? hear, see, feel, and experience.
• Brand experience is what customers
remember about a company. It's what leads to
lasting impressions, preferences, and
performance.
 • Proper branding can result in higher sales of
not only one product, but on other products

What is a
associated with that brand.

• For example, if a customer loves Pillsbury

Brand? biscuits and has established trust in the

brand, he or she is more likely to try other
products offered by the company, such as
chocolate chip cookies.
What makes
a good It must be impactful,
memorable, and modern
(in the sense that it speaks
Who a company is (its
corporate values,

brand? to customers in today’s

market).
personality, and identity)

It clearly delivers on the What it does and the value

message of: it provides its customers

And, most importantly, its

promise to its customers
 • The hotel industry is complex. Not all hotel chains are seeking the attention of the
same kind of people.
• A chain must develop its brand carefully to appeal to and maintain the interest of

Activity -
its customers and potential customers.
• Take a look at two different chains and answer the questions below:
• Howard Johnson International, Inc.

Hotel Brands • Fairmont Hotels and Resorts

• How would you describe the personality of each chain?
• What does each chain promise its customers? This may be implied, rather
than stated directly
 Reading activity: The importance of
branding: why branding matters

https://99designs.ca/blog/logo-brand
ing/importance-of-branding/
Unique Selling
Proposition
Unique Selling Proposition?
• USP is an integral part of a brand's identity.
• It is a company's USP that identifies what makes its products and/or services
stand out.
• A digital marketer must have a comprehensive understanding of a business' USP
in order to differentiate its offerings from those of its competitors.
• Every marketing effort should 'always be selling', even if that selling effort is
subtle, and sometimes not recognizable as a sales effort.
Is there a • First, it is necessary to ascertain which of the
four USP categories a company, product, or

formula for service would be perceived as, both primarily

and secondarily:

developing • 1: Price

a business’ • 2: Service
• 3: Quality

USP? • 4: Selection
 Reading Activity: 5 Examples of
Unique Selling Propositions

https://www.nasp.com/blog/5-examples-of-unique-selling-proposi
tions/
Video key Points timest
amps
0.01 Customer perception of your business
0.13 Nike leading rank on customer understanding.
0.17 Why customer perception is important?
0.22 What factors influence customer perception?
1.03 How to measure customer perception?
"Know your Audience"
 Before embarking on any marketing activity, it’s
imperative to understand who is most likely to buy a
company's product or service.
An audience or a target market refers to the type of
people a business is attempting to attract and where
they are located.
Know your
audience
• What do they like?
• What do they want?
• What problems do they have?
• What challenges do they face?
• Why do they buy?
• What influences them?
• How do we reach them?

“What’s in it for me?”

Why is it important to
know your audience?

• If a business owner or marketer

doesn’t know his or her audience,
there is no way to understand why
customers buy the company’s
products and services.
• It’s also unclear as to how to reach
that audience most effectively.

“What’s in it for me?”

Why is it important to
know your audience?

• Some of the fundamental reasons why

it’s important for business owners and
marketers to know who their audience
is include:
• Knowing What Key Factors Affect
Customers’ Buying Decision
• Discovering How to Create Desire for
a Product or Service
• Knowing What Methods and Channels
Work Best
“What’s in it for me?”
 Knowing What Key Factors Affect Customers’
Buying Decision

Time (time of life; Process Influence of

A business’ Price
time of the day; (How easy / others
location difficult is it to
Time to purchase; (it will be
weather or other buy?) discussed in
external influences) detail)
Discovering How to Create Desire for a Product
or Service

• Product pairing or correlation (forecast and

umbrellas/sunscreen)
• Brand value and brand ambassadors
• Associated characteristics or values (German engineering)
• Premium perception
Knowing What Methods and Channels Work
Best

Social Blog / Vlog Newsletter Print TV Radio Etc.

media
What’s in it for me? (WIIFM)

The promise of pain relief is a powerful motivator.

It's more powerful than promising happiness. The right target market is feeling
pain now and wants it alleviated.

More happiness, while nice and somewhat of a motivator, does not propel the
consumer into action.
The same level of urgency isn't there.
What are the 5 Factors Influencing Consumer
Behavior?

• Psychological Factors
• Social Factors
• Cultural factors
• Personal Factors
• Economic Factors