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hello and welcome to newbies PR this video is on branding a brand is a unique identity and image that represents a company it encompasses everything from the name Logo slogan and visual design to the overall reputation and perception of the company and the products a brand also represents the values beliefs and mission of that company the core of your brand is your mission and not just making money or a short-term goal it's the big mission here's some example of mission statements from Big Brands Patagonia we're in business to save our home planet Ikea to create a better everyday life for the many people Ted spread ideas some general rules or mission statements that HubSpot explains includes explain your company's product or service offering identify the company's core values connect how your company's offering allowances your values and then condense these statements into one make sure it's clear concise and free of flow defining your mission statement is important because it helps to focus decision making for your company it helps you and your employees have a sense of purpose and it can help you resonate with your audience the four P's of marketing also known as the marketing mix or a set of tools used to influence decision making about products and promotions they include product price place and promotions creating marketing campaign starts with an understanding of the product itself ask yourself questions such as who needs it and why what does this product do that no competitors product can do also how does it provide value what problems does this solve what benefits does it give what Market is this for Etc price is the amount that consumers will be willing to pay for a product marketers must link the price to the product's rail and perceived value while also considering Supply costs seasonal discounts competitors prices and Retail markup some cases business decision makers May raise the price of a product and give it the appearance of luxury or exclusivity or they may lower the price so that more consumers will try it places the consideration of where the product should be available in brick and mortar stores online and how will it be displayed and this decision is important too because consider for example the makers of a luxury cosmetic product they'd want to be displayed in a place like Sephora not in Walmart or Family Dollar the goal of promotion is to communicate to Consumers that they need to buy this product and that it is priced appropriately promotion encompasses advertising public relations and overall media strategy for introducing a product the four P's of marketing are important because they help companies to create a marketing strategy that is focused on the needs and wants of the target market while also taking into account the competition in the company's own strengths and weaknesses the fun it may be most memorable part besides the product itself is the name logo and brand colors so these are all very important and also play into the impression and memorability of your brand to your target audience management study guide lists some factors to consider when coming up with your Brand's name they include it should be unique and distinctive for instance Kodak Mustang it should be easy to pronounce and identified and memorized for instance tied it should give an idea about the product's qualities and benefits for instance Swift Quick Fix lip guard and then there's the brand logo your logo will appear on all of your marketing and branding materials the most memorable and significant visual part of your brand it needs to be memorable and reflect your brand personality in some way it also needs to fit into the current graphic design Trends you can see examples of this with many Brands updating their logo to be more minimalistic and modern US chamber lists more of the key features of company logo it's memorable so just because your logo should be simple doesn't mean it should be boring it should be timeless and it uses her brand colors and those colors you choose relate to your business in some way you can use color theory guides they list What feelings colors off the Nouveau including blue communicates honesty trust and reliability and why it communicates order and cleanliness and your logo should be versatile so you want your logo to be versatile and capable of being used in many contacts you're not just going to slap a logo on your website and forget about it you'll probably also use it on social media marketing materials and even products you sell and then there's the positioning statement the purpose of a positioning statement is to convey the Brand's value proposition to its ideal customers it also frames the Brand's identity purpose and distinguishing features with the context of the buyer's EXP here on the screen is a commonly used formula where you can fill in the blanks to write your positioning statement and here's an example using Amazon for consumers who want to purchase a wide range of products online with quick delivery Amazon provides a One-Stop online shopping site Amazon sets itself apart from other online retailers with its customer Obsession passion for Innovation and commitment to operational excellence puff-up smart describes your unique selling proposition as what makes your product or service different from the competition and how you uniquely provide value to your customers a USB has five basic components benefits emotive key settling points key difference and competitive Advantage famous examples include Eminem melts in your mouth not in your hand in FedEx when it absolutely positively has to be there overnight brand tone for messaging sem rush says that the brand tone is how a brand communicates and connects with its audience through messaging and customer interactions for example Old Spice is known for their humorous tone of voice their absurd memorable ads set them apart from others in their personal care industry and Nike's tone of voice is serious and Powerful they've run many ad campaigns over the years encouraging athletes to be the best they can be tone of voice includes the words and imageries you choose and the order you put them in across every content format including emails landing pages ads social media posts blog posts and more make sure that your brand tone fits the industry that you're in for example a business to business brand would likely be professional but sometimes there can be outliers as long as you've already gained topic Authority an untraditional example would be Duolingo a brand where a semores describes Duolingo took a risk by fully embracing a goofy tone on this app but it clearly paid off they now have a massive organic presence for users for you pages and have become a familiar character for many on Tick Tock target audience Empire personas HootSuite explains that buyer personas are a detailed description of someone who represents your target audience this Persona is fictional but based on deep research of your existing or desired audience you can't get to know every customer or Prospect individually but you can create a customer Persona to represent your customer base when making your buyer personas consider things like their demographic information what challenges they may need solved by a product what pricing they would want to or be able to pay for what types of messaging would resonate with them Etc your Brand Story storytelling is one of the most effective communication techniques and this is why your brand having a story is key it'll be memorable and resonate with your audience it'll make your brand seem personable in your story make sure to explain the exigence for why your company was made the challenges you overcame and how you got to where you are today and your goal for the future your Brand Story can appear in places such as your website and interviews or on social media another note with all these aspects for messaging to goals to visual elements keep them consistent across all media platforms on package designs Etc this helps keep your marketing focused and helps your brand recognition that's it for this video for more public relations marketing knowledge subscribe to newbies PR