Brand Building 101


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Brand Building 101

  2. 2. brand identity “Brand identity is at the heart of brand leadership.” • Offers guidance & inspiration • Central to everything • Helps establish a relationship between brand & customer “a specific set of brand associations that we aim to create and maintain, with the aim to connect and be unique.” the outcome…
  3. 3. a brand blueprint Explains.. • Who you are and what you have to offer. • Your essence - why you exist (to be of value?). • Consists of a number of statements and brand characteristics, beginning with the brand positioning statement. ?
  4. 4. positioning statement • The position you wish to hold in the minds of stakeholders relative to competitors. • Your promise. • The key reason for buying and using the brand. • Also known as a mission statement. “A good positioning helps to guide marketing strategy by clarifying what a brand stands for, what it’s about, why it’s unique, and why consumers should buy the brand.”
  5. 5. positioning statement • Fearless is a South African-based brand communication agency. We specialise in delivering creative strategies through the best possible medium of communication. We communicate in the language of our stakeholders, and ground-level insight is what drives our brand strategy.
  6. 6. positioning statement
  7. 7. brand vision Examples: • In an industry of boxed meals and canned desserts, it is hard to find that original recipe. As a result, we strive to be acclaimed as the go-to agency for thinking aloud. Ideas should be heard. • To be acclaimed as the global thought leader in the innovation of brand ideas that create and add value.
  8. 8. value proposition • Should lead to a brand/customer relationship and drive the purchase decision. “In my mind, a brand is built on a historic value proposition that builds a certain loyalty. If you start messing with the perceived benefits, those adjustments can't do anything but hurt the long-term interest of the business.” Tom Peters
  9. 9. value proposition Example: • We provide effective creative strategies by delivering efficient integrated service offerings. We build and sustain business relationships, equipping our clients with necessary resources to improve their brand’s potential. We assist our clients in gaining a competitive advantage in their field of expertise.
  10. 10. brand values Example: Virgin • The best quality • Must be innovative • Must be good value for money • A challenge to existing alternatives • It must add a sense of fun and cheekiness
  11. 11. brand personality • The personality traits of the brand. • i.e. if it were a human, would it be… Enthusiastic Energetic Genuine Honest Example: • A bold innovator who makes a meaningful difference.
  12. 12. brand mantra • Ensures all stakeholders* understand what the brand represents and what is unique about it. • This should be memorable, crisp, vivid and short. • Provides guidance as to what products to introduce. • Usually consists of an emotional modifier (EM), descriptive modifier (DM) & the brand functions (BF). • e.g. NIKE: Authentic (EM), Athletic (DM), Performance (BF) * everyone who comes into contact with the brand.
  13. 13. how we differentiate ourselves • How do you differ clearly from opposition? • What makes you unique, different? “The greatest danger facing a brand isn’t rejection, it’s INDIFFERENCE.”
  14. 14. how we differentiate ourselves Example: • We speak and understand the language of our stakeholders • Our ground-level insight drives brand strategy • We go beyond conventional research techniques and expose innovative communication concepts
  15. 15. brand language • Visual and verbal codes • i.e. name & logo BUT.. • Should only be achieved once the brand identity has been established.
  16. 16. let’s recap A brand blueprint consists of a… • Positioning statement • Brand vision • Value proposition • Brand values • Brand personality • Brand mantra • How we differentiate ourselves • Brand language
  17. 17. the next step…
  18. 18. the brand communications plan Zero-Based Approach Situational Analysis SWOT Analysis • Brand Strategic • Competitor • Consumer Ground-Level Recommendations Work Creative Concept Key Issues Positioning Statement Target Market Key Objectives
  19. 19. the brand communications plan phase 1: conducting a situational analysis • Identifies the key issues facing the brand • Internal & external factors of organisation
  20. 20. situational analysis Industry Analysis • Political, Economic, Social, Technological, Legal, Environmental factors. It is important to consider PESTLE factors for the following reasons: • Firstly, by making effective use of PESTLE analysis, you ensure that what you are doing is aligned positively with the powerful forces of change that are affecting our working environment. By taking advantage of change, you are much more likely to be successful than if your activities oppose it. • Secondly, good use of PESTLE analysis helps you avoid taking action that is likely to lead to failure for reasons beyond your control.
  21. 21. situational analysis Company Analysis • Vision & values • Brand identity / architecture / equity • People • CSI / CSR • Performance • Structures, processes & systems
  22. 22. situational analysis Consumer Analysis • Target market & audience • Shifts in behaviour & purchase patterns?
  23. 23. situational analysis Competitor Analysis • Indirect & direct competitors • Brand identity & image of competitors • Brand contact strategies of competitors • Market share & brand equity of competitors
  24. 24. situational analysis Brand Analysis • Brand role within portfolio • Brand identity and image – positioning • Contact and content audit (brand language)– integration • Healthy brand audit “Business is branding, branding is business.”
  25. 25. swot analysis • Planning tool used to understand brands strengths, weaknesses, opportunities & threats. • Identifies internal & external factors to achieve business objectives. STRENGHTS WEAKNESSES OPPORTUNITIES THREATS
  26. 26. ground level work • Consumer insight & opinions • Qualitative & quantitative research
  27. 27. key issues • Serve as the foundation of what you need to address, and should be phrased as positive questions • e.g. How will we increase brand awareness of X? • Translated into…
  28. 28. objectives • What the organisation wants to achieve. • e.g. To create brand awareness of X from a level of 40% recall* to 80% top-of-mind within 6 months. * Awareness levels of consumer: • top-of-mind - first impression of brand • recall - unaided, lives in mind of consumers • recognise - aided, needs prompting • unaware - no idea brand exists
  29. 29. target market • Identify and create Consumer Profiles and Archetypes • Who you want to connect with
  30. 30. brand positioning platform • Positioning Statement – the position you wish to hold in the minds of stakeholders relative to competitors. • Appears in blueprint “A good positioning helps to guide marketing strategy by clarifying what a brand stands for, what it’s about, why it’s unique, and why consumers should buy the brand.”
  31. 31. what’s next? Message • Drives the campaign • Defines the creative concept Concept • Defines the communication channel Concept Execution • Brings the positioning to life in an creative & unique way Creative Solution • Choosing communication tools i.e. advertising • Where the brand can improve
  32. 32. something extra…
  33. 33. guidelines to brand building Outside-in mindset • The spaces people move in. • How do they move in those spaces? • Do not stereotype but understand their perspective. Customers determine the brands value. Brand relationships build profits. Brand relationships depend on a coherent delivery of the brand promise…
  34. 34. guidelines to brand building pricing products distribution service sponsorship name promotions packaging TOTAL history BRAND advertising staff EXPERIENCE direct mail users corporate identity other associations company reputation public relations website
  35. 35. guidelines to brand building Everything communicates what the brand stands for • Delivered at every point of contact (POC) Types of contacts: Product - directly attached to the product Service - human interface, delivered by people (most important!) Planned - any POC we think about (packaging, advertising) Unplanned - little/no control over but very influential (word of mouth) • Does each point of contact consistently deliver the brands identity & promise?
  36. 36. guidelines to brand building Create a competitive advantage • You need to understand consumer motivations & desires and create relevant & appealing images surrounding your product. Build a lighthouse identity • Become brands people choose to navigate their lives by, publicly or privately, as common reference points. Brands with strength define their own territory
  37. 37. guidelines to brand building A healthy brand: • Has a particular meaning • Has a unique meaning • Is an effective & engaging communicator • Adds value to the lives of people • Is transparent - it lives its promise in all it does • Builds sustainable relationships by never taking more than it gives • Believes that profit is not a driver but a consequence of all the above
  38. 38. CONTACT SIMON DE ROBILLARD 07796224551