How to Take a Hard Look At Your Brand and See the Weaknesses

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An presentation for HBA with easy suggestions and questions to lead an entrepreneur through a 360 brand audit.

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How to Take a Hard Look At Your Brand and See the Weaknesses

  1. 1. HOW TO TAKE A HARD LOOK AT YOUR BRAND AND SEE THE WEAKNESSES
  2. 2. BRAND PRODUCT SPACE
  3. 3. BRAND SOLID FOUNDATION CLIENT ODIN ROLE BRAND StRAtegy . OPeRAtIONS . CORPORAte IDeNtIty . MARketINg . NAMINg SySteM . COPywRItINg . FRAgRANCe DeVeLOPMeNt . PACkAge DeSIgN
  4. 4. PRODUCTSHELF LIFE CLIENT OLD NAVY . ONSCO ROLE CONCEPT . COPYWRITING . FRAGRANCE DEVELOPMENT . FORMULATION . PACKAGE DEVELOPMENT
  5. 5. SPACE CONSUMER EXPERIENCE HE SAID… HEAD START PM RESCUE BODy GONEORIGINAL THE PLATINUM Wake-up wrinkles. A hard-working Night Time Renewing Serum that repairs while you snooze. Bio- Active Elements oxygenate, Next Generation Peptides SHE SAID… DOUBLE TO FINISH mimic a Botox-like effect and Caffeine accelerates Platinum best defines this new line of serious skincare. Cosmeceutical circulation to reduce puffiness. Layer under your favorite technology, signature fragrance Eau de Toilette Spray reflects ZIRH’sto Our active botanical blends and superior textures come together clean, ZIRH moisturizer for a super-charged treatment. For all Our Top 10 straight from their mouths. deliver heavyweight results for the discerning man who is determined to fight fresh fresh and masculine appeal. Bitter lime and green mandarin form a skin types. Guys will be guys, especially when sudsing up. ZIRH 2 x 4 Body Bars come Our bestselling man-tamers to help get you out of any hairy situation. early signs grass accord, while the cool spicy heart blends Siamese ginger and cut of aging. 1.7 fl oz/50ml - $125 CLEAN man-sized with dual action to ensure more than a clean slate. white cardamom, rounded out by a subtle earthy base of cedar wood and Ian – Arizona, USA: Fantastic products with remarkable results! What more could you ask for? CLEAN is the most amazing product available of all skin cleansers. The results I’ve achieved using CLEAN are remarkable. It clears up FORTIFy oak moss. ACCLI-MATTE Protect oil-free. This Mattifying Moisturizer normalizes BODy BAR (blue) my complexion spotless. I’ve recommended it to my friends and my dermatologist! troubled skin and has made An all-in-one mop pleaser. This dual action Conditioning Shampoo is formulated with over-active skin types. Mushroom Extract reduces pore Not only 8.4 fl oz/250ml -lifter, this exfoliating bar combats body acne with a trio of natural acids. a dirt and oil $17 non-stripping cleansers and bodybuilding nutrients to beef-up thinning hair and cut down size and mops up excess oil, Silica regulates sebum shower time for the guy that can’t be bothered to rinse more than once. production, while rare Specialty Watermelon Extract 5.3 oz/150g - $15 SCRUB protects against the breakdown of DNA, locking in oil- Greg – Texas, USA: The scent of the Scrub is absolutely incredible. I can feel it working in the pores. I usually use that 8.4 fl oz/250ml - $16.50 free moisture. For normal to oily skin. vITAMIN in the shower along with CLEAN. I have a cleaner face, a cleaner neck and have noticed that the tiny little bumps on 1.7 fl oz/50ml - $95 BODy BAR my face have gone away. (yellow) HOLD 3.4 fl oz/100ml - $17 No more brush off. This flake-free Sculpting Hair Gel gives shine and stimulates hair growth R2 R-EVOLUTION Glycerin-based and vitamin rich with Oat Protein, Orange and Cucumber Extract. Leaves skin Reduce irritation. A Resurface and Remedy Post SHAvE GEL moisturized without the itch of harsh soap. while keeping every single strand in place all day. Shave Healing Balm like no other. Linum Alpinum Barbara – Arizona, USA: My husband has a very heavy, tough beard. He has for all his life and because of that, he 5.3 oz/150g - $15the close shave he wanted. It was my son who had the same problem that turned him onto the SHAVE GEL. 3.4 fl oz/100ml - $14.50 Extract naturally calms inflammation, Bio-Active couldn’t get Elements oxygenate, Natural Moisturizing Factor Now he won’t even consider shaving unless he has SHAVE GEL with him! It has been a life saver to my family. restores hydration, while rare Specialty Watermelon 8.4 fl oz/250ml - $20 Extract protects. For all skin types. SHAvE CREAM CORRECT Bernie – Pennsylvania, USA: I’ve been using the SHAVE CREAM since the day it came out. I literally fell in love with the 1.7 fl oz/50ml - $65 Brett – California, USA: ZIRH is, without a doubt, the best line of skin products I have ever used, and I’ve used them all. product—it’s fabulous. I’ve turned both of my grandsons onto the SHAVE CREAM and tell other people about it because My skin has never looked or felt better and I have never used a line of products that I could use everyday without some it gives me one of the greatest shaves I’ve ever had. REVIVE kind of clogging of my pores. ZIRH is the first moisturizer I can use daily and not get any clogging. I’m 36 and get a great Energize eyes. An Under Eye Complex gel to rid signs 3.4 fl oz/100ml - $14 deal of sun and constantly get told I look 26, because my skin looks so amazing. I use CLEAN, CORRECT, RESTORE, of sleepless nights and heavy baggage. Eye Peptides PROTECT, SCRUB AND SOOTHE. I love your products! Keep up the revolutionary work! PROTECT and Caffeine Extract help reduce puffiness, Matrikine Joe – Texas, USA: I’ve been a ZIRH user for approximately 10 years. What I’ve always like about ZIRH is that each Complex targets dark circles, while Natural Moisturizing 1.7 fl oz/50ml - $28 Factor restores moisture and elasticity. For all skin product has a specific use and really works for you. One of my favorite products is PROTECT – it’s great if you have oily skin. It’s a great product and I’m really satisfied. I’d use it for another 10 years. types. REPAIR 3.4 fl oz/100ml - $28 Target deep lines. This physician grade Deep .5 fl oz/15ml - $75 PREPARE Wrinkle Concentrate acts as a dermal filler for TOTAL RE-CHARGE Jerry – Illinois, USA: My wife recommended I try PREPARE for my razor burn and ingrown hair issues. After using it, I creases around eyes, forehead, lips and the sensitive areas between lips and nose. Peptide Even-out skin tones. A lightweight Retexturizing Facial BODy BAR had a real close shave, no razor burn and my ingrown hairs went away without over drying my skin. 1 fl oz/30ml - $16 Technology, Specialty Watermelon Extract and Lotion uses skin-firming technology to smooth out fines lines and wrinkles. Micro-algae Bioactive Elements FRAGRANCED Algae Extract come together for fast-acting A scented ALPHA HYDROXY BODY REJUvENATE results. Gel-serum consistency layers well under boost collagen production while Natural Moisturizing Factor and Watermelon Extract drastically improve BAR leaving skin lightly scented and Shawn – Pittsburgh, USA: I would never use any other products because I feel so rejuvenated; actually I use any ZIRH moisturizer. For all skin types. hydration. Layer under any ZIRH moisturizer daily. For totally clear. REJUVENATE. It feels so fresh in the morning, and I also put it on before bed. You feel so much better about yourself 1 fl oz/30ml - $145 all skin types. 5.3 oz/150g - $15 during the day when you use ZIRH products!” 1.7 fl oz/50ml - $125 1.7 fl oz/50ml - $43 AGE DEFENSE DEFEND Get it all-in-one. This Environmental Response Cream is fully loaded. Melanin Inhibitors address DRENCHED DEODORANT Christopher – Oregon, USA: I love DEFEND, it’s the only moisturizer/sun block combo I have ever liked using. It does age spots, Multi-Vitamin Liposome Complex Soak in continuous moisture. This Ultra Hydrating This Alcohol-Free Fragrance Deodorant wonders for my skin and helps make my morning routine quick and easy. provides antioxidant protection and Natural Moisturizer is brimming with technology. Moisture- rolls on clear and keeps you secure 3.4 fl oz/100ml - $29 Moisturizing Factor smoothes out wrinkles with release science allows for all day nutrition as needed. all day. No need to worry about your BODy BAR ZIRH EDT long-lasting moisture retention, while a botanical Chronobiological Cell Energizer firms and tones, while rare Specialty Watermelon Extract and Marine-derived deodorant fighting with your favorite Tomach – NYC, USA: My most treasured possession is the BODY BAR from ZIRH. I like the fragranced one. It’s so brew takes care of the rest. For all skin types. - $57.50 4.2 fl oz/125ml fragrance. Oligosaccharide provide maximum hydration. For good my wife uses it when she shaves in the shower so I have to hide it! 1.7 fl oz/50ml - $125 2.5 fl oz/075ml - $42.50 normal to dry skin. 2.5 oz/75g - $16 5.3 oz/ 150g - $15 1.7 fl oz/50ml - $125 19 www.zirh.com 800 295 8877 8877 13 7 www.zirh.com 800 295 www.zirh.com 800 295800 295 8877 www.zirh.com 8877 8 20 11 www.zirh.com 800 295 800 295 8877 15 www.zirh.com 8877 www.zirh.com 800 295 8877 www.zirh.com 800 295 8877 12 16 h all CORDUROy BLOCK PARTy WA OF THE WARRIORS y HAIR & BODy WASH A dual-purpose alcohol-free wash formulated to remove dirt up top and down below leavingBold scents. Beefy sizes. The Warrior Collection is designed to bring out the alpha Big foam. you lightly scented all over. HE SAID… BODy HEAD START SHE SAID… DOUBLE TO FINISH Not your average bar crawl. If you’re on a bender of top shelf mixers, our Cocktail Bar DW EDT Collection will keep you satisfied in and out of the shower. Each bar is blended with healthy botanicals towoody moisture and soothe skin after sudsing all over. A fresh and restore Eau de Toilette Spray with bright top notes of bitter oz/200ml - $24 6.7 fl male in every guy. Our concentrated formulas are infused with fragrances and botanicals sourced globally with respect to the ancient lands that our noteworthy warriors once ruled. AFTERSHAvE ROLL-ON e at grapefruit and aqua accord, combined with rich spices and brushed suede, wrapped in long-lasting warm woods. A timeless choice that embodies quiet confidence, strength and simplicity. A new way to soothe and moisturize after shaving. It’s easy, simply roll-on! 3.4 fl oz/100ml - $30 Our Top 10 straight from their mouths. CLEAN Guys will be guys, especially when sudsing up. ZIRH 2 x 4 Body Bars come man-sized with dual action to ensure more than a clean slate. Our bestselling man-tamers to help get you out of any hairy situation. Ian – Arizona, USA: Fantastic products with remarkable results! What more could you ask for? CLEAN is the most FORTIFy 4.2 fl oz/125ml - $58 amazing product available of all skin cleansers. The results I’ve achieved using CLEAN are remarkable. It clears up HURRICANE- $45 2.5 fl oz/075ml DEODORANT STICK ULySSES BODy BAR (blue) troubled skin and has made my complexion spotless. I’ve recommended it to my friends and my dermatologist! An all-in-one mop pleaser. This dual action Conditioning Shampoo is formulated with 8.4 fl oz/250ml - $17dirt and oil lifter, this exfoliating bar combats body acne with a trio of natural acids. Not only a non-stripping cleansers and bodybuilding nutrients to beef-up thinning hair and cut down A tropical scented blend with soothing Passion Alcohol-free protection with of the islandpower to mask odors all day. This cunning warrior was the king staying of 5.3 oz/150g - $15 shower time for the guy that can’t be bothered to rinse more than once. Fruit, Vitamin C and a splash of Lime to cool Ithaca. - $16 2.5 oz/75g His namesake body wash is light and exotic. SCRUB you off. Coconut Water. Pear. Sea Salt. Greg – Texas, USA: The scent of the Scrub is absolutely incredible. I can feel it working in the pores. I usually use that 8.4 fl oz/250ml - $16.50 5.3 oz/150g - $15 12 fl oz/350ml - $22.50 vITAMIN in the shower along with CLEAN. I have a cleaner face, a cleaner neck and have noticed that the tiny little bumps on BODy BAR my face have gone away. (yellow) HOLD SCREW 3.4 fl oz/100ml - $17 Glycerin-based and vitamin rich with Oat Protein, Orange and Cucumber Extract. Leaves skin No more brush off. This flake-free Sculpting Hair Gel gives shine and stimulates hair growth DRIvER ALExANDER SHAvE GEL without the itch of harsh soap. moisturized while keeping every single strand in place all day. An invigorating citrus triple threat with Blood THE GREAT Barbara – Arizona, USA: My husband has a very heavy, tough beard. He has for all his life and because of that, he get oz/150g - $15 couldn’t5.3 the close shave he wanted. It was my son who had the same problem that turned him onto the SHAVE GEL. 3.4 fl oz/100ml - $14.50 MEN’S PERSONAL CARE HOLIDAY 2008 Orange Extract, Vitamin C and a garnish of exfoliating Orange Peel Powder to smooth out This undefeated warrior was king of Macedonia and the first to be referred to as “The Great.” Now he won’t even consider shaving unless he has SHAVE GEL with him! It has been a life saver to my family. 8.4 fl oz/250ml - $20 the rough stuff. His namesake body wash is warm and woody. SHAvE CREAM 5.3 oz/150g - $15 Sandalwood. Oakmoss. Vetiver. CORRECT Bernie – Pennsylvania, USA: I’ve been using the SHAVE CREAM since the day it came out. I literally fell in love with the 12 fl oz/350ml - $22.50 Brett – California, USA: ZIRH is, without a doubt, the best line of skin products I have ever used, and I’ve used them all. product—it’s fabulous. I’ve turned both of my grandsons onto the SHAVE CREAM and tell other people about it because CUCUMBER My skin has never looked or felt better and I have never used a line of products that I could use everyday without some kind of clogging of my pores. ZIRH is the first moisturizer I can use daily and not get any clogging. I’m 36 and get a great it gives me one of the greatest shaves I’ve ever had. 3.4 fl oz/100ml - $14 MARTINI CyRUS deal of sun and constantly get told I look 26, because my skin looks so amazing. I use CLEAN, CORRECT, RESTORE, PROTECT A mouthwatering twist on the classic. Nobody PROTECT, SCRUB AND SOOTHE. I love your products! Keep up the revolutionary work! is going to question your manhood with this This innovative warrior was the founder of the Joe – Texas, USA: I’ve been a ZIRH user for approximately 10 years. What I’ve always like about ZIRH is that each 1.7 fl oz/50ml - $28 Cucumber and Lime icebreaker. Persian Empire under the Achaemenid Dynasty. product has a specific use and really works for you. One of my favorite products is PROTECT – it’s great if you have oily His namesake body wash is sensual and smooth. skin. It’s a great product and I’m really satisfied. I’d use it for another 10 years. 5.3 oz/150g - $15 Red Grapefruit. Fig Leaves. Warm Suede. 3.4 fl oz/100ml - $28 12 fl oz/350ml - $22.50 PREPARE SAKE Jerry – Illinois, USA: My wife recommended I try PREPARE for my razor burn and ingrown hair issues. After using it, I BOMB had a real close shave, no razor burn and my ingrown hairs went away without over drying my skin. An energizing explosion of Rice Bran and Hops. But no need to slam your fists on the CHARLEMAGNE 1 fl oz/30ml - $16 This reformist warrior was King of the Franks shower door. This one comes mixed. When I and Emperor of the Holy Roman Empire. His REJUvENATE say SAKE, you say BOMB! Shawn – Pittsburgh, USA: I would never use any other products because I feel so rejuvenated; actually I use namesake body wash is cooling. Lavender. REJUVENATE. It feels so fresh in the morning, and I also put it on before bed. You feel so much better about yourself 5.3 oz/150g - $15 Black Pepper. Oakmoss. during the day when you use ZIRH products!” 12 fl oz/350ml - $22.50 1.7 fl oz/50ml - $43 LONG ISLAND DEFEND ICE TEA A refreshing citrus-cola scented cocktail JULIUS CAESAR (featured) Christopher – Oregon, USA: I love DEFEND, it’s the only moisturizer/sun block combo I have ever liked using. It does wonders for my skin and helps make my morning routine quick and easy. loaded with just about everything you can think This noble warrior was a Roman military and political 3.4 fl oz/100ml - $29 of without the 48-hour hangover. Contains leader. His namesake body wash is sharp and Lemon, Orange and Caffeine to name a few. refreshing. Sicilian Bergamot. Passion Fruit. Amber. BODy BAR 5.3 oz/150g - $15 12 fl oz/350ml - $22.50 Tomach – NYC, USA: My most treasured possession is the BODY BAR from ZIRH. I like the fragranced one. It’s so good my wife uses it when she shaves in the shower so I have to hide it! 5.3 oz/ 150g - $15 9 17 www.zirh.com 800 295 8877 8877 www.zirh.com 800 295 www.zirh.com 800 295 88778877 www.zirh.com 800 295 18 107 13 www.zirh.com 800 295 88778877 19 www.zirh.com 800 295 www.zirh.com 800 295 88778877 www.zirh.com 800 295 20 8
  6. 6. BRAND DEFINED Unique design, sign, symbol, words, or a combination of these, employed in creating an image that identifies a product and differentiates it from its competitors. Over time, this image becomes associated with a level of credibility, quality, and satisfaction in the consumer’s mind. – Business Dictionary
  7. 7. BRAND THE INTANGIBLE “ “ A brand is a living entity and it is enriched or undermined cumulatively over time, the product of a thousand small gestures. - Michael Eisner
  8. 8. Q: Have you approached branding as a finite project?
  9. 9. Q: Do you consider branding as a way of doing business?
  10. 10. GETTING STARTED 01 SLOW DOWN 02 REMOvE EMOTION FROM DECISIONS 03 RESIgN AS CHEIF COOK AND BOTTLE WASHER
  11. 11. Q: Can you articulate the intangible assets of your brand and its connection to your customers?
  12. 12. BRAND KEY COMPETITIvE ENvIRONMENT TARgET INSIgHT BENEFITS vALUES & PERSONALITY REASONS TO BELIEvE DESCRIPTOR ESSENCE
  13. 13. Q: Are your employees brand advocates?
  14. 14. “ We embarked on consciously building virgin into “ a brand which stood for quality, value, fun and a sense of challenge. We also developed these ideas in the belief that our first priority should be the people who work for the companies, then the customers, then the shareholders. - Richard Branson
  15. 15. STAFF CUSTOMERS INvESTORS
  16. 16. Q: Does your product and packaging effectively communicate your brand?
  17. 17. PACKAGING LEVERS color copy components logo
  18. 18. AFTER PACKAGING HIERARCHY tag line logo product name ingredients custom yellow secondary tag line
  19. 19. Q: Is your messaging clear, consistent and concise?
  20. 20. 360˚ BRAND EVALUATION PUBLIC RELATIONS MARKETINg MATERIALS SALES MATERIALS ONLINE PRESENCE SOCIAL MEDIA
  21. 21. Q: Are your materials and touchpoints strategic or reactionary?
  22. 22. ADDRESSING THE WEAKNESSES 01 CREATE A BUDgET 02 gO BACK TO BASICS 03 DEvELOP A STRATEgY AND EXECUTE AgAINST IT

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