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Defining A Brand
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Defining A Brand



Defining a brand is arguably the most fundamental step in developing and delivering an effective and successful brand strategy.

Defining a brand is arguably the most fundamental step in developing and delivering an effective and successful brand strategy.



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    Defining A Brand Defining A Brand Presentation Transcript

    • Defining your brand
      It provides a brand with an identity
      An identity will:
      mark out the brand within its competitive environment
      trigger associations which will contribute to the differentiation of the brand itself
      The identity of a brand is the synthesis between:
      the visual reference points (logo, packaging, etc.),
      the messages (advertisements, web site, etc.),
      and the collective perception of the brand by customers or by the community at large
      Honesty and transparency must prevail throughout the whole process, otherwise the repercussions of an unrealistic brand development may be fatal.
    • The identity of a brand rests on three main pillars:
      • identity
      • communication
      • behaviour
      If just one of these three pillars is neglected during the brand development process, there is a real danger that the definition of the brand will turn out to be incomplete, unrealistic or deceptive
      Defining your brand
    • The brand in “pull” markets
      An incomplete or unclear brand identity will be met with indifference.
      Expansion within a B2B market hinges much more on vicinity to the community, its problems and its needs.
      As brands moves from “start-up” to “established”, the shaping of their identity relies increasingly on your own strengths, interests, self-perception, and motivation.
    • The Steps
      1.Input = Output
      3.Visual identity
      4. Reward
    • 1. Input = Output
      • Look at the brand from as many different perspectives as possible.
      • Concentrating exclusively on the top level management could do more harm than good to the future brand identity.
      • Therefore, ensure that the process put in place assimilates inputs both horizontally and vertically.
      • It is not uncommon for really valuable inputs to come from outside when considering the brand from the market, customer's or even non-customer's perspective.
      • The more extensive the preparation and research phase, the better founded the resulting brand identity will be.
    • 2: Personas
      The production of information that has characterised the first phase gives rise to:
      • characteristics
      • behavioural patterns
      • forms
      • and tasks that will be typical of the future brand
      The brand is pictured as a persona/an identity.
      Its features are defined in the greatest detail.
      Simulate various situations in order to determine the behaviour of the brand.
    • 3. Visual identity
      Experiences and observations lead to the most important phase –
      raising awareness about the brand.
      It’s the creative interpretation of the brand personality.
      • Formulate the core statements.
      • Define the positioning of the brand,
      • the brand promise,
      • the distinctive features,
      • the definitive brand profile.
      • And decide on the appearance and the definition of the visual identity.
    • What's next?
      Once a new brand has been defined, it is necessary to introduce it in the company and in the market with the same amount of sensitivity with which it was established.
      Because a brand becomes a brand only once the community says that it is a brand and says what it stands for.
    • Richard.bush@baseonegroup.co.uk