A brand needs relevance ( personal – meaning and communication ), coherence ( consistent, clear, and understandable ), and participatory ( two way communication, customer builds brands, and being involved ).
A brand requires mutual-trust , a common identity, and a point of difference between brands.
Internal Customer Industry Profile Segmentation Brand Creation Marketing Mix
A brand is a promise . The basis of any brand is its core promise, which other components of the brand are built around .
Industries and markets evolve and change. Brands
and its promises live on.
What does your brand mean to you and the customer
Build your brand personality 8 Brand Key words? Innovative Reliable Stylish Masculine / Feminine Rebellious Friendly Products also have their own personality that is a subset of the brand personality Key Question: Who is your brand? What is his/her personality if it was a human?
Translate brand promise into a customer experience strategy for brand delivery
The strategy describes the service characteristics
Create the service process (tasks and activities)
Create the means (product, people, technologies)
Find the evidence of your brand
Approaches 9 Approach is by formal planning process. Application of portfolio and PLC together with competitive positioning Approach is by functional manner Advertising and creative design takes lead role Approach is by building everything around the consumer Quality, positive image, and functional benefits is assumed. This focuses on dazzling the senses, touching hearts, and stimulating the mind. Approach is by through customer involvement. For customers, the brand builds their own personal brand. It represents themselves .
With that, identify opportunities to create customer engagement.
Map out the customer engagement opportunities against the brand vision
Analyze the economic (value) implications of these ideas.
Create the key metrics to measuring success.
Position your brand 11 What four quadrants is your brand in?
Create your brand statement 12 “ TO TARGET, BRAND is the PRODUCT that DOES WHAT (INCENTIVE/DIFFERENTIATION) because / as a result of (PROOF/EVIDENCE) ” Internal Brand Statement L’Oreal: To women, L’Oreal is _____________ because of _________. External Brand Statement L’Oreal Tag Line: You’re worth it.
Position analysis tools 13 Positioning Map Strategic Canvas Focus on creating positive differentiation points