Plan van aanpakDOES YOUR BRAND STAND OUT?Brand Strategy Development Model

White PaperKroese Brand Strategy Development

Strong brands are a main driver of distinctionCOMPETITIVE EDGE (KROESE DISTINCTION INDEX ®)BRANDING & MARKET COMMUNICATIONrecognitioninnovationsalesbrand imagedo they know us?do they prefer us?do they buy from us?is our portfolio developing well?DISTINCTION DRIVERSBEHAVIOURinternalleadershipcreativitycooperationdo we feel involved?are we an effective team?do we have enough successful ideasare we making progress?

Be distinct or become extinct.Strong brands are authentic brands.The brand identity is defined by the organisation and its culture. Effective brand strategy is consistent with the true brand identity: it radiates the true meaning of the brand in a compelling and memorable way.

Be distinct or become extinct.Strong brands are sustainable brands.‘Brands that have a strong and clear identity are better capable of creating meaningful and lasting relationships.’ - Jean-Noël Kapferer

Kroese Brand Strategy DevelopmentFeaturesA way to develop a brand strategy which fits the brand’s identity. The way of working is based on a structured approach, which encompasses both analytical steps and psychological insights (archetypes). The method involves all relevant people within the organisation as to create a common understanding and commitment.The method can be applied either extensively or as a ‘quick scan’.BenefitsA brand strategy which is authentic and consistent with the true meaning of the brand. Therefore distinctive and sustainable.

Developing a positioning strategy1. Brand identityDefines the essence of your brand (itsmeaning).2. Brand typeBasedon archetypes.4. Brand strategy & propositionFitting itinto the big strategicpicture.3. Level of positioningDefines the level at whichyou want to stand out.

Means (internal)Fundament for contentCentral commitmentPersonalityCultureMissionCharacter-isticsrelationshipIdeal customerthe identity of a brand bears a strong relationship with the organisation and culture that bring it forth;the organisational identity defines the meaning of a brand;the brand identity is the basis for authentic communication and compelling marketing activities.Means (external)Visual styleImage/tone-of-voice1. Brand identity

2. Brand typeFreedomOutlawJester ExplorerLoverCreatorCaregiverHeroAllyMagicianSocialEgoInnocent SageRulereach brand identity belongs to a brand type, which is based on Jung’s archetypes;an archetype is an image which is universal and recognizable for everyone;using archetypes simplifies communication, making it easier to bring your message and experience across.Order

FreedomOutlawJester ExplorerLoverCreatorCaregiverHeroAllyMagicianSocialEgoInnocent SageRulerOrderExample: brand type of cars

3. Level of positioning There are five positioning levels (from material – immaterial)The chosen level depends on the chosen USP’s and the way a brand wants to distinguish itself.ValuesBrand differentiates through universal values or attitudeRoleBrand differentiates by claiming an own role in he worldExperienceBrand differentiates by creating an own world of experiencesBenefitBrand differentiates through user benefitsAttributeBrand differentiates through attributes or intrinsic qualities

Example: positioning strategiesValuesBrand differentiates through universal values or attitudeRolecaregiverBrand differentiates by claiming an own role in he worldExperienceBrand differentiates by creating an own world of experiencesBenefitcaregiversageBrand differentiates through user benefitsAttributeBrand differentiates through attributes or intrinsic qualities

4. Brand strategy & the big pictureWhere do I want to go?StrategyGoals & RealisationRules of the gameCreativity/ideas/directionHow do I comeintomyown?Where do I want to be?How do I want to beperceived?BehaviourPositioningBranding & propositionBrandingCultureAnalysis/knowledgeWhoam I?Wheream I?Howam I beingseen?IdentityPositioningImage

More info…www.kroese-bb.comKroese brands & behaviour bvHandelsweg 59e1181 ZA AMSTELVEENTHE NETHERLANDSinfo@kroese-bb.com