Basics on Branding from Mana

1. Lets ‘Talk Story’ About Branding
WavenDean Fernandes
W D F d
Principal
Mana Brand Marketing & Design
Mana Brand Marketing & Design

2. Why Do Branding?
Components Of Business Success
Components Of Business Success
WHAT: Actual Product & Services you offer
•
WHO: People and Staff
•
WHERE: you offer it
•
– Physical and Online
Physical and Online
HOW: you offer it
•
– Customer service
– Conflict resolution
– Presentation and Packaging
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– Value structure (Cost, pricing)
WHEN: seasonality?
•
WHY: Brand
•
OTHER
•
– Capitalization and Financials
– Legal
– Sales and Business development
– Branding
– Marketing
– Advertising
– Public Relations

3. Why Do Branding?
WHY: BRAND
•
BRANDING
•
– Create Awareness
Create Awareness
– Attract consideration
– Foster Seduction
– Motivate Action
– Reduce Risk
– Reinforce Behavior over time

4. Definitions
Excerpt from a recent interview on CNN
f
Wolf Blitzer: quot;Where is the best place for people to
invest right now?quot;
Bill Gates: quot;People should invest in themselves.quot;

5. Definitions
Brand =
Bd
• Product or Manufacturer – a name, usually a trademark, of a product or
manufacturer, or the product identified by this name.
• Recognizable type of something a distinctive type of something (an unusual
Recognizable type of something – a distinctive type of something (an unusual
brand of humor).
• Mark burned on an animal – a mark burned into the hide of a range animal to
identity it as the property of a particular ranch, farm or owner.
y pp y p ,
• Mark on criminal or enslaved person – a mark made on the skin of a criminal or a
slave, especially to identify the owner.
• A sign or mark of disgrace, infamy or notoriety.
Logo =
• The design of an emblem, symbol, sign, badge, insignia used by an organization,
company and business on its business cards, letterhead, advertising and marketing
materials by which the organization, company and business can be easily
recognized.

6. Definitions
Identity =
Id tit
• What identifies somebody or something. The name or essential character that
identifies someone or something.
• Essential self The set of characteristics that somebody recognizes as belonging
Essential self. The set of characteristics that somebody recognizes as belonging
uniquely to himself / herself and constituting his / her individual personality or
approach for life.
• Individuality y
• Uniqueness
• Distinctiveness
• Characteristics
• Self
• Character
• Personality y

7. Definitions
Branding =
B di
• The use of advertising, distinctive design, and other means to make consumers /
customers associate a specific product with a specific manufacturer or company.
Make an indelible impression on somebody, way to describe or label somebody or
Make an indelible impression on somebody, way to describe or label somebody or
something. To mark an animal hide or skin with a hot iron, especially as a means of
identification.
Marketing =
• Selling of product or services. The business activity of presenting products or
services in such a way as to make them more desirable to consumers / customers.
• The act or process of making a product, service, cause, or organization more
widely known or more successful.
Advertising =
d
• Public promotion of something. The public promotion of something such as a
product, service, business, or event in order to attract or increase interest in it.

8. Definitions
Promotion =
P ti
• Encouragement for activity. Encouragement of the growth or development of
something.
• Advancement in position An advancement to a more senior job or a higher rank
Advancement in position. An advancement to a more senior job or a higher rank,
grade or position.
Brand Identity
Brand Identity =
• Same as definitions for Brand.
“Brandality” = brand personality
Brandality = brand personality

10. General Recommendations For Creating Brand Impact
Goal: Sustain and Enhance brand
experience for both customers and
internal staff / employees, partners,
suppliers. Must involve your
suppliers Must involve your
business brand eco‐system to be
successful.
Consistent and Appropriate
pp p
•
Brand Expression across ALL
RELEVANT physical and digital
customer / prospect ‘touch‐
p
points’.
Create and Execute your brand
•
marketing with quality Design,
Messaging, Printing, Experience.
Leverage all the different tools
Leverage all the different tools
•
and assets available to you for
both Physical and Digital
marketing.

11. WavenDean Fernandes of Mana Brand Marketing & Design
Twenty Five years of experience in Branding, Marketing, Design, Interactive Media
Branding firms I have worked for: Brands that I have worked with:

12. MAHALO
WavenDean Fernandes
Principal
Cell: 345‐0734
WavenDean@ManaBrandMarketing.com
W D @M B dM k ti