1. Web Strategies
The Branding Gap

2. Or how to bridge the distance between business strategy and design…
The Branding Gap
Or how to bridge the distance between business strategy and design…

3. Problem Resolution
Reduced budgets Holding profit margins Find new markets Extending brands Add to brand efficiency Brand messaging Poor collaboration
Think more spend less Increase “on-lineness” Analyse new trends Avoid the 4 Cs Integrate marketing Build value proposition Internal branding plan

4. Maintaining Profit Margins
Go right to the CORE of your business and then ask yourselves…
What makes us the ONLY?
If you can’t say why your brand is both different and compelling in a few words, don’t fix your statement fix your company…

5. Finding New Markets Analyse new trends that you can ride
When focus and differentiation are powered by a trend, the result is a charismatic brand
When you find the right trend at the right time, it’s the difference between paddling a surfboard and riding a wave…

6. Avoid the 4 C’s ….
Confusion
Contagion
Complexity
Contradiction

7. Adding to your Brand Efficiency
Integrate all the activities of your marketing team and monitor their progress and direction via one consolidated, time-lined and costed Action Plan…

8. Sustainability and Growth
What makes you different?
How well are you focused?
What trends are you riding?
Are you communicating clearly?
If you can respond to these 4 questions in a comprehensive manner you’ll probably be in a strong market position experiencing sustainability and growth.

9. Brand Messaging Issues
Purpose…never changes.
Mission…can change every years.
Vision…can change every 7-15 years. efforts
Trueline…can change every 3-10 years.
Tagline…can change every 1-5 years.

10. Brand Messaging Issuesz
Purpose
never changes. The fundamental reason your company is in business
Purpose
Never changes
Mission
can change every years.
An over-arching strategy for achieving your purpose
Tagline
can change every 1-5 years.
An out-facing expression of your trueline
Mission
Change years
Tagline
Change 1-5 years
Trueline
Change 3-10 years
Vision
can change every 7-15years.
A bold picture of the future to focus on everyone’s efforts on the mission
Trueline
can change every years.
An internal expression of your brand’s most compelling differentiator
Vision
Change 7-15 years

11. Poor Collaboration Issues
Develop an internal Branding Plan to allow your team to understand the value of design and innovation as business tools
In an age of non-stop innovation, winning companies and organisations will be those that establish a broad based culture of innovation…

12. Lets start by dispelling some old branding myths
There are 3 Branding Myths
Lets start by dispelling some old branding myths

13. FIRST MYTH
A brand is not a logo

14. A brand is not an identity
SECOND MYTH
A brand is not an identity

15. THIRD MYTH
A brand is not a product

16. SO WHAT EXACTLY IS A BRAND?
The Branding Gap
SO WHAT EXACTLY IS A BRAND?

17. The Branding Gap
A brand is a person’s “gut feeling” about a product, a service or an organisation

18. The Brand
It’s a Person’s gut feeling, because brands are defined by individuals, not companies, markets or the public. It’s a GUT FEELING because people are emotional, intuitive beings.

19. The Brand
In other words….

20. It’s not what YOU say it is
The Brand
It’s not what YOU say it is

21. The Brand
It’s what THEY say it is

22. The Brand

23. THANK YOU