Learn how to build a solid brand that is more than just a logo. It starts with knowing what makes your brand special before going to market the brand with a confusing identity. Think about your customers, competitors, and who your company is. Learn more about the RSU Innovation Center online: http://www.rsuInnovation.com

1. KNOW WHAT TO DO
BEFORE YOU DO IT:
BRANDING & MARKET RESEARCH
A N T H O N Y W. T U C K E R
R S U - I N N O VAT I O N C E N T E R
AT U C K E R @ R S U . E D U
TWITTER:@BRAND_TUCK

2. KEY PARTS TO BUILDING A
SUCCESSFUL BRAND
 Know Your Market
Develop a Situational Analysis
 Live the Brand
Develop a Brand that is

3. KNOW WHAT AND WHO IS IN THE MARKET
Analyzing the market starts with developing a situational analysis of what
the market you plan to enter looks like.
This includes the three c’s of situational analysis:
Competitors
Customers
Company

4. SITUATIONAL ANALYSIS: COMPANY
Basic Information on Your Company
• What product or service do you offer?
• Where do you sell your product?
• What need is your product or service trying to fulfill in the market?
• How is your product or service different from what is currently on the
market?
• Family owned versus corporation

5. SITUATIONAL ANALYSIS: CUSTOMERS
Who is your ideal customer? Who are your competitors targeting?
• Analyze your competitor’s marketing messages to know who they are
targeting
• Think profit size per market segment of customers-ROI
• Analyze your potential customers by tangibles
• Geographic Location
• Demographics
• Lifestyle
• Values Sought From Product or Service

6. SITUATIONAL ANALYSIS: COMPETITORS
Know who is there before assuming your going to be the only kid on the
block.
• Direct and indirect competitors
• Analyze SIC codes if possible to generate list of competitors
• Example of Hobby Lobby versus Walmart
• Leverage resources available to analyze competitors and their
messages
• Google
• Social Media
• Market Research Programs
• Libraries
• RSU Innovation Center
• NTC

8. BUILD YOUR BRAND-LIVE THE BRAND
The worn out expression that a brand is more than a logo still retains its
merit!
Five Essential Parts to a Brand
Visual
Authenticity Voice
Brand
Attitude Physical

9. BUILD YOUR BRAND: VISUAL
Remember the dis on logos a minute ago well not so fast your company’s
image involving your company’s word mark, symbol, and colors are
very important in consistent branding.
Don’t deviate from the brand standards on all touch points with your
customers. Make it easy for them to receive, store, and retrieve your
brand’s visual.
Evoke a feeling with your visual logo that is consistent with what you brand
represents. Don’t go off on a tangent in a design that doesn’t match the
feelings of emotion that you want to evoke.
Analyze the market to understand the visuals from direct and indirect
competitors. Is there a standard in the industry to comply with?

10. BUILD YOUR BRAND: VOICE
Know your audience and speak in a manner that is consistent with your
brand and relates with the audience.
Messages can be altered to become relevant to each market segment if
value of why to buy product or service differs.
Analyze each direct and indirect competitor’s messages and analyze how
to differentiate your message from their message.

11. BUILD YOUR BRAND: PHYSICAL
Branding includes the five senses when speaking on physical identity of a
brand rather product or service. Every bit of the experience with the
brand must be consistent. Example: Unique Corn Maze Shape
• Taste
• Smell
• Feel
• Look
• Sound

12. BRAND IDENTITY: ATTITUDE
What does your brand represents both internally and externally. Be
consistent with this messaging and be authentic with your
commitments.
Internal
Company’s culture
Work ethics
External
Commitment to the saving the environment
Example: Decrease use of pesticides in farming in the state of Oklahoma

13. BUILD THE BRAND: AUTHENTICITY
One of the best ways to “authenticate” your brand is to live it. Living your
brand means trying to become the brand you say you are, by acting
accordingly and maybe even by taking powerful actions that let the
character of the company shine through.
Don’t just talk the talk actually walk the walk. If your value message is
fixated around the idea that your product or service offers the most
innovative features on the market then don’t disappoint.
Example: Higher Quality-Higher Price

14. LEVERAGE YOUR RESOURCES: SPREAD THE BRAND
Leverage your resources to increase target audience’s exposure to the
brand that is consistent. Build that top of mind awareness that is
necessary to achieve specific goals.
However don’t waste time on somebody that is not your target audience.
Earn media coverage for being different. Not always paid placement.
Creativity not always dollars.

15. KNOW WHAT TO DO BEFORE YOU DO IT
Before you launch your business or expand your current business to
achieve specific measurable goals ensure that you know what your
spreading before you go to spread it.

16. FOR MORE HELP WITH YOUR BUSINESS
VISIT
RSUinnovation.com
Facebook.com/RSUinnovationCenter
Twitter: @RSUinnovation
atucker@RSU.edu
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