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Branding vs.
Marketing vs.
Advertising
Joshua Kennah
President / Co-Founder
Statistics You Should Know:
• 1.04 Billion Daily Facebook Users
- Only 16.4% are from the U.S. & Canada
• Over 40,000 Google searches per second
- Over 50% are from mobile devices
• Avg. Person gets 88 emails per day
- Attention span of a Goldfish is 8 sec
- Attention span of a human is 7 sec
The simple fact is:
You have to connect with
people to stand out!
The best way an organization can
make a connection to people is
through their brand!
But what is a brand?
businessdictionary.com defines “Branding”:
The process involved in creating a
unique name and image for a product in the
consumers' mind, mainly through advertising
campaigns with a consistent theme.
Branding aims to establish a significant and
differentiated presence in the market that
attracts and retains loyal customers.
“Branding is simply the
consumers perception of
your consistent quality!”
Josh Kennah – Brand Mentors®
Brand Name vs. Generic
• Value / Cost
• Quality
• Appeal / Emotion
• Consistency
• Perception
Your Brand
• Defines your business
• Creates Uniqueness
• Tells your story
• Sets expectations for the customer
• Builds a reputation and image
Every organization has a brand!
• Good or Bad
Your product or service is not your
company’s brand and neither is
your logo or your business card.
Your brand is the genuine
“personality” of your company.
“It’s what your customers think and say about
you when they’ve left your company,”
says Rodger Roeser, President of Eisen Management Group
• SEE
• HEAR
• FEEL
• SEE
The Visual Brand
A unique blend of design elements – such as
shape, color, materials, finish, typography and
composition – which directly and subliminally
communicate an organization’s values and
personality through compelling imagery and
design style.
The Visual Brand
• Logo
• Signage
• Packaging
• Website
• Displays
• Uniforms
• Appearance
• Landscaping
• Beautiful / Professional Office
• HEAR
The Verbal Brand
Brand Language is the body of words,
phrases, and terms that an organization uses to
describe its purpose, products or services.
• Recognizable
• Clearly Communicated
• Differentiates from Competition
• Creates an Image
• Just do it.
• i’m lovin’ it
• eat fresh.
• Think Different
• The Ultimate Driving Machine
• FEEL
The Brand Experience
“What your consumers
experience, will actually
create your brand!”
Josh Kennah – Brand Mentors®
What does your brand equal?
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Volvo = Safe Car
Disney = Adventure
Wholefoods = Healthy
Apple = Innovative
Nike = Fitness
What makes it your favorite?
What are your brand qualities?
The Brand Experience
Value Added Service:
• One Stop Shop
• Shipping Discounts
• Product or Service Experts
• Customer Appreciation – Follow Up
• Packaging – Gift Wrapping
• Special Shopping Hours
• Customer Service – beyond the basic
Living up to the brand promise!
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Maintain
Energize
Atmosphere
Attitude
Exceptional
Your
BRAND
is like a
PUZZLE
Marketing is just a piece of your brand!
• Brand Awareness – Informational
Brand applications that increase marketing:
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Consistent Quality Logo
Modern Attractive Website
Consistent Social Media Engagement
Quality Printing / Signs / Apparel
Online Directories / Reviews in the right place
Email Signatures
Blogging about industry topics (Expertise)
Advertising is just paid Marketing!
They don’t call it:
Google or Facebook Marketing for a reason
2 Types of Advertising:
• Broadcast
• Targeted
All Ads are either Call to Action or Informational
Successfully Connect with People
• APPEAL to the needs, habits, and
desires of current and prospective consumers
• KNOW what they think!
• FOCUS on the benefits and features of
your organization, products, and services
• PROJECT qualities you want consumers to
associate with your organization
• CONSISTENCY, Consistency, Consistency!
Branding vs.
Marketing vs.
Advertising
Joshua Kennah
President / Co-Founder