February 09
© 2009 Blueprint Advisory Pty Ltd
Brand Strategy and Architecture
Brand Strategy
What is brand strategy?
• Central unifying idea which aligns behaviours, actions, communications
• Works across services
•...
Who are you?
Who will you be?
What do you need to do?
• Be true and committed to your strategy – sound, don’t waiver
• Invest in developing your identit...
Types of brand architecture
Monolithic
Monolithic
• Single master brand which everything is unified
• One name – one visual system
• Features/benefits of product...
BMW
British Airways
Commonwealth Bank
Endorsed
Endorsed
• Marketing synergy between product and service name and the parent
• Product and service has a clear market pres...
Endorsed logos: Product, Corporate, Service and Event
Branded
Branded
• Found in FMCG companies
• Separate corporate identity from brands – Unilever, Kelloggs
• Brands have names, life...
Proctor & Gamble
Hybrids
Hybrid
• Combination of all three – monolithic, branded and endorsed
• Occur through M&As
• Preserve the goodwill associat...
Telstra
Which architecture matches
your desired attributes?
Consider
• Reflects business strategy
• Simple structure
• Designed around client needs
• Flexible
• Consistent with value...
The process to develop your brand
strategy and architecture
Developing the brand
• What are we? What are our competitive strengths? What are our deep
capabilities that are sustainabl...
Developing the brand
• Who are we? What’s our personality, our values? What has made us who
we are today? What do we do or...
Stages
Brand Audit and
Discovery
Brand Strategy and
Service Brand
Strategies
Group Brand Design
and Service Brand
Design
E...
Making this happen
Making this happen - focus
• Determine project name –Communicate. Establish communication
channel for awareness, involveme...
Brandstrategyandarchitecturepresentation 2009-090529000328-phpapp02
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Brandstrategyandarchitecturepresentation 2009-090529000328-phpapp02

  1. 1. February 09 © 2009 Blueprint Advisory Pty Ltd Brand Strategy and Architecture
  2. 2. Brand Strategy
  3. 3. What is brand strategy? • Central unifying idea which aligns behaviours, actions, communications • Works across services • Builds on a vision and is aligned to business strategy • Illustrates who you are and what you do • Defines positioning, differentiation, competitive advantage • Needs to resonate with all stakeholders – internal and external • Guides marketing • Makes it easier for the salesforce to sell more • Provides clarity and inspiration to employees
  4. 4. Who are you?
  5. 5. Who will you be?
  6. 6. What do you need to do? • Be true and committed to your strategy – sound, don’t waiver • Invest in developing your identity – this will cost - management time, $$ • Be consistently consistent – needs addressing • Have a brand strategy – drives marketing, sales, inspires employees • Have Board support – starts at the top; it is a top down process • Walk the talk – need to be clear on what is ‘walked and talked’
  7. 7. Types of brand architecture
  8. 8. Monolithic
  9. 9. Monolithic • Single master brand which everything is unified • One name – one visual system • Features/benefits of product or service are less important than brand promise • Client trusts the brand • Brand extensions built by descriptors
  10. 10. BMW
  11. 11. British Airways
  12. 12. Commonwealth Bank
  13. 13. Endorsed
  14. 14. Endorsed • Marketing synergy between product and service name and the parent • Product and service has a clear market presence; benefits from parent association • Parent endorses the product/service
  15. 15. Endorsed logos: Product, Corporate, Service and Event
  16. 16. Branded
  17. 17. Branded • Found in FMCG companies • Separate corporate identity from brands – Unilever, Kelloggs • Brands have names, lifecycles, personalities of their own • Often compete with each other
  18. 18. Proctor & Gamble
  19. 19. Hybrids
  20. 20. Hybrid • Combination of all three – monolithic, branded and endorsed • Occur through M&As • Preserve the goodwill associated with the acquisition
  21. 21. Telstra
  22. 22. Which architecture matches your desired attributes?
  23. 23. Consider • Reflects business strategy • Simple structure • Designed around client needs • Flexible • Consistent with values • Reflects brand value synergies
  24. 24. The process to develop your brand strategy and architecture
  25. 25. Developing the brand • What are we? What are our competitive strengths? What are our deep capabilities that are sustainable? What founding characteristics need to endure? What are we proud of and proud to be? • What do we do? What are our key services? What future services will we offer? • How do we do it? What skills, approach do we have? How do we work these to our competitive advantage?
  26. 26. Developing the brand • Who are we? What’s our personality, our values? What has made us who we are today? What do we do or need to do to deliver? • Why do we do it? What’s our cause, purpose, mission? What do you like about coming to this place?
  27. 27. Stages Brand Audit and Discovery Brand Strategy and Service Brand Strategies Group Brand Design and Service Brand Design Enthusiastic and Committed Leadership Create a Project, elevate as Mission critical. Brand audit of key collateral. Review and assess values, brand essence, and competitive strengths. Develop brand essence. Stakeholder consensus on brand architecture, values, brand essence. Brand brief. Brand architecture and Market offerings Development of visual expression, across core applications and communications Test/feedback Guidelines and standards Implementation of new identity – internal and external Systems and processes for maintaining standards
  28. 28. Making this happen
  29. 29. Making this happen - focus • Determine project name –Communicate. Establish communication channel for awareness, involvement and accountability • Undertake brand audit – gather and assess collateral • Develop brand essence – workshop and get consensus • Consider architecture direction – leadership to determine in light of strategy • Engage a designer – experienced, capacity and quick understanding • Determine collateral – business critical; a unique & defining application
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