Understanding Brand And Developing A Brand Key


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Understanding Brand And Developing A Brand Key

  1. 1. Brand Development Strategy Understanding brand & developing your Brand Key By Natalie Griffiths Associates Created using Wordle © Natalie Griffiths Associates 2010
  2. 2. Brand Development Strategy 1 • Content – Understanding Brand – Brand Key Workshop (extract) © Natalie Griffiths Associates 2010
  3. 3. Understanding Brand 2 • What is Brand? – A brand defines the relationship customers have with us – A brand is a promise we make to our customers and to ourselves – A brand is shaped by each experience customers have with the firm – Brand is the mental and emotional file we have for a product or service or entity. © Natalie Griffiths Associates 2010
  4. 4. Understanding Brand 3 Dictionary Definition • Brand: to mark or impress indelibly, as with a hot iron. • A brand is a mixture of attributes, tangible and intangible, symbolized in a trademark, which, if managed properly, creates value & influence © Natalie Griffiths Associates 2010
  5. 5. Understanding Brand 4 Industry and Celebrity Interpretation David Ogilvy Katherine Hepburn “You now have to decide what 'image' you want for “My greatest strength your brand. Image means is common sense. I'm personality. really a standard Products (services), like brand - like Campbell's people, have personalities, tomato soup or Baker's and they can make or chocolate.” break them in the market place” © Natalie Griffiths Associates 2010
  6. 6. Understanding Brand 5 Why is it important? • For the consumer – Brands have the ability to differentiate in a cluttered market – making it simpler for consumers to make a choice • For your business – There is plenty of evidence to prove that customers will pay a substantial price premium for a good brand and remain loyal © Natalie Griffiths Associates 2010
  7. 7. Understanding Brand 6 More than just a name • Whilst it is important to have a strong identity, your brand should also embody a “promise” – “… to deliver consistently a specific set of features, benefits and services to buyers.” © Natalie Griffiths Associates 2010
  8. 8. Understanding Brand 7 4. Trans- How brands work Formation The brand invokes change 3. Added Value Individual or laddered“ benefits 2. Security You get what you expect – the promise 1. Identification Brand name and logo ensure the product can be recognized and distinguished from the competition © Natalie Griffiths Associates 2010
  9. 9. Brand Development Strategy 8 Brand Key Workshop (extract) © Natalie Griffiths Associates 2010
  10. 10. Brand Key Workshop 9 Developing a Brand Key - Introduction What is a Brand Key? A Brand Key establishes a framework and most importantly a common language for your brand. Its probably one of the single most important exercises you can do when commencing your brand development journey. Why is it important? Developing a Brand Key can help shape the strategic direction of your firm by determining the essence of your Brand. That is, who you are, your values, personality, your USP, customer Promise etc. This will translate into tone of voice for example (all of which will be included to your brand guidelines.) When interrogated correctly a Brand Key will also help to define how your brand adds value to the business (brand scorecard.) © Natalie Griffiths Associates 2010
  11. 11. Brand Key Workshop 10 • Content – Competitive Environment – Target Audience – Key Insights – Benefits – Values & Personality – Reason to Believe (RTB) – Discriminator – Essence (and promise) Exercise to follow; go through each stage until the key is complete (1st draft) © Natalie Griffiths Associates 2010
  12. 12. Brand Key Workshop 11 Brand Key Template 6. nd Re e s a lity Be aso lu ona lie n t Va rs ve o 5. Pe 8. Essence 4. B er tor en m efi ts n su ina Co scrim 7. D i 3. Insight 1. Competitive Environment 2. Target Audience © Natalie Griffiths Associates 2010
  13. 13. Natalie Griffiths Associates Providing expert marketing support to help drive your business forward • Overview – Natalie Griffiths Associates is a London based marketing consultancy resource offering flexible executive level support for small to large sized organisations. – During a time of economic uncertainty, increasing your permanent work force can be hard to justify. The aim with Natalie Griffiths Associates is to ensure you get the right help on an interim basis. – Whether it’s developing strategic marketing plans for 2011, determining brand direction or integrating social media into the communication mix, Natalie Griffiths Associates brings both a track record and corporate level experience to help drive your business forward. • Common Issues & Challenges – Rapid change to your organisation has led to a senior level skills shortage – Your product launch will miss its deadline without leadership support – Fresh impetus is required to get things moving on a complex project – It's time consuming to find executive level resources with a track record © Natalie Griffiths Associates 2010
  14. 14. Natalie Griffiths Associates • For more information contact Natalie on: • Mobile: 07904972864 • Landline: 02070891439 – Or Skype for free • Email: info@nataliegriffithsassociates.co.uk © Natalie Griffiths Associates 2010