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BRANDING THE ORGANISATION

A COMPETITIVE STRATEGY

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Presenter: Ms. Grace Silvera

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WHAT IS BRANDING?

  • A brand is the identity; image of a goods or service
  • A name, term, sign, symbol or design… combination of them intended to identify or differentiate
  • Association or combination of visual images and emotional experience associated with your company

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  • Branding is not only about getting your target market to choose you over the competition but about getting your prospects to see you as the only one that provides a solution to their problems

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BASICS OF GOOD BRANDING

  • Good brands will
          • Motivate the buyer
          • Build loyalty
          • Connect with your target emotionally
          • Hallmark of credibility & product integrity
          • Delivers on its promise

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HOW TO CONNECT CUSTOMERS

  • Understand the needs and wants of customers
  • Know what benefit your brand delivers
  • Your brand resides within the heart and minds of customers
  • Sum total of imagery, experience and perception- it’s who you are

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COMPETITIVE LANDSCAPE

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  • Fierce
  • Aided by technological advancement
  • Consumer is KING

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  • Discussion

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DEFINING YOUR BRAND

  • Create an identity around your business or product
  • Describe what you would like to be known as?
  • What images do want to conjure in people’s mind?
  • What’s your colour?

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BEYOND IMAGE

  • Branding is a culture and a way of working
  • How you operate as a business tells who you are
  • Leaders must set tone and define culture
  • Values- are at the β€˜core’ of your brand

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  • Discussion

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TRANSFORMING THE JCDC BRAND