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Brand DNA and Positioning Guide
- 1. Branding Catherine Daar CommNation Public Relations & Internet Marketing © Catherine Daar July 2010
- 2. CommNation Public Relations & Internet Marketing © Catherine Daar July 2010
- 3. ✓A logo ✓A tagline Branding is Not... ✓Advertising ✓A company ✓A product CommNation Public Relations & Internet Marketing © Catherine Daar July 2010 3
- 4. Branding Is... The customer’s emotional response to your company’s product/services What makes you different from your competition A lifetime relationship with a customer CommNation Public Relations & Internet Marketing © Catherine Daar July 2010 4
- 5. People buy brands based on ✓Awareness ✓Image ✓Experience ✓Perceived quality ✓Trust ✓Knowledge How will your brand ✓Perception communicate these ✓Feelings attributes? CommNation Public Relations & Internet Marketing © Catherine Daar July 2010 5
- 6. What is your brand DNA? CommNation Public Relations & Internet Marketing © Catherine Daar July 2010
- 7. Brand DNA worksheet 1 ✓Brand Emotion ✓Brand WHY ✓Brand Experience ✓Brand Differentiation (How/USP) ✓Brand Quality ✓Brand Vision ✓Brand Pricing ✓Brand Positioning ✓Brand Packaging ✓ Brand Target Market ✓Brand Association ✓Brand Identity ✓Brand Credentials ✓Brand Promise ✓Brand Message ✓Brand Character and Personality Adapted from «Branding: The 6 easy steps» from Dave Dunn CommNation Public Relations & Internet Marketing © Catherine Daar July 2010 7
- 8. Brand Why’s CommNation Public Relations & Internet Marketing © Catherine Daar July 2010
- 9. Simon Sinek’s Golden Circle for Branding What How Why CommNation Public Relations & Internet Marketing © Catherine Daar July 2010 9
- 10. «The goal is to sell to people who believe what you believe. People don’t buy what you do they buy why you do it» Simon Sinek CommNation Public Relations & Internet Marketing © Catherine Daar July 2010 10
- 11. •What’s your purpose? •What’s your cause? •What’s your belief? •Why does your organization exists? •Why do you get out of bed every morning? •Why should anyone care? CommNation Public Relations & Internet Marketing © Catherine Daar July 2010 11
- 12. Brand Differentiation CommNation Public Relations & Internet Marketing © Catherine Daar July 2010
- 13. How? worksheet 2 Brand Product or ✓Believable Service ✓Unique Differentiation ✓Relevant USP ✓Understandable Unique Selling ✓Easy to communicate Proposition CommNation Public Relations & Internet Marketing © Catherine Daar July 2010 13
- 14. Brand Vision CommNation Public Relations & Internet Marketing © Catherine Daar July 2010
- 15. «Brand Vision is not about simply winning in business, it’s about changing the world. It is the essential dream that inspires people inside the company to keep striving even when the financial rewards are taken away , the product’s a failure ; and the culture goes to pot. Brand Vision survives even the loss of a beloved founder» Carol Holding 15 http://www.holding.com/articles/articles2.html
- 16. «Brand Vision is the difference between success and failure» ✓Where will your company/brand be in 5 years, 10 years, 20 years? ✓Be specific ✓Don’t be afraid to think big ✓Use visualization CommNation Public Relations & Internet Marketing © Catherine Daar July 2010 16
- 17. «To make cars available for every family in America» Henry Ford « Put the power of a computer on every desk» Steve Jobs «Land America on the moon before the end of the decade» JF.Kennedy CommNation Public Relations & Internet Marketing © Catherine Daar July 2010 17
- 18. Brand Positioning CommNation Public Relations & Internet Marketing © Catherine Daar July 2010
- 19. Worksheet 3 «We try harder because we are number 2» «Europe’s leading low fare airline» Easy Jet «Intel Inside» «The Safe car» Volvo CommNation Public Relations & Internet Marketing © Catherine Daar July 2010 19
- 20. Competitive Survey Comparing competitive products/services: ✓ Establish benchmark ✓Define functional requirements for any new products/services ✓Great source of ideas for improvements Process: 1.List the major competitors in the market 2.Create a matrix, listing the products in the columns and the user needs in the rows 3.Evaluate each product against each user need area. Don’t evaluate products as a whole: instead evaluate by need area 4.What feature(s) give a product/service the best score in each need area? Can those features be copied, adapted, or combined insome way into yours? Source: IMD Innovation Cards Dave Robertson CommNation Public Relations & Internet Marketing © Catherine Daar July 2010 20
- 21. Competitive Survey Competitor Competitor Competitor Competitor You 1 2 3 4 Original Cool design Easy to use Customer Service Price ... ... Source: IMD Innovation Cards Dave Robertson CommNation Public Relations & Internet Marketing © Catherine Daar July 2010
- 22. Brand Target Market CommNation Public Relations & Internet Marketing © Catherine Daar July 2010
- 23. Worksheet 4 Define your Target Market «No Brands should try to sell to everyone in the world No brands can be all things to all people» Dave Dunn You can have more than one target market 23
- 24. Analyze your Worksheet 5 Market ✓Who is your target audience? ✓Where is your target audience located? ✓Create Personas ✓What do they think about your current brand? ✓What would you like them to think about your brand? ✓How will you attract them to your products or services? ✓Who else is competing for their loyalty and devotion? Competition? ✓What are the trends? Be always one step ahead! Adapted from http://marketing.about.com/cs/brandmktg/a/target_market.htm CommNation Public Relations & Internet Marketing © Catherine Daar July 2010 24
- 25. Aim your marketing and communication budget to the group that is the most profitable And most likely to buy Highest potential for cross-selling and up-selling CommNation Public Relations & Internet Marketing © Catherine Daar July 2010 25
- 26. Who is your Primary Target Market? Demographic characteristics Psychographic characteristics ✓Age ✓Innovators ✓Gender ✓Early Adopters ✓Education ✓Late Adopters ✓Income ✓Laggards ✓Ethnicity CommNation Public Relations & Internet Marketing © Catherine Daar July 2010 26
- 27. Brand Identity CommNation Public Relations & Internet Marketing © Catherine Daar July 2010
- 28. How will people recognize you? ✓Logo ✓Color ✓Symbol ✓Initials ✓Tag Line? CommNation Public Relations & Internet Marketing © Catherine Daar July 2010
- 29. How you want the consumer to perceive your product or your brand. Companies try to bridge the gap between the brand image and the brand identity. Brand Identity Gap? Brand Image How you want to be perceived How you are perceived CommNation Public Relations & Internet Marketing © Catherine Daar July 2010 29
- 30. Brand Promise CommNation Public Relations & Internet Marketing © Catherine Daar July 2010
- 31. Your brand promise has to be meaningful to your customers and deliverable by your company. Delivering your The brand promise have promise creates trust, to be communicated loyalty and referrals across all your services and programs Sources: http://www.businessdictionary.com/definition/brand-promise.html http://www.brandingstrategyinsider.com/brand_promise/ CommNation Public Relations & Internet Marketing © Catherine Daar July 2010 31
- 32. Brand Promise ✓It must convey a compelling benefit ✓It must be authentic & credible ✓The promise must be kept, every time «You can hire the best «The Ultimate Driving Machine» minds in management consulting» «Your package will get there overnight. Guaranteed» «You can own the coolest, easiest-to-use cutting-edge computers and electronics» CommNation Public Relations & Internet Marketing © Catherine Daar July 2010
- 33. Brand Promise can be but does not have to be a Tag Line What do you want to communicate with your tag line? Your tagline reinforce your positioning and your USP http://www.taglineguru.com/ CommNation Public Relations & Internet Marketing © Catherine Daar July 2010 33
- 34. Strategic Tag Lines Since 1904 Brand Credential HR Consulting Brand Service Just Do It Brand Emotion Think Differently Brand Personality Overnight Delivery Brand Service Breakfast of Champions Brand Association Good to the last Drop Brand Quality Ultimate Driving Machine Brand Message Copied with permission from Dave Dunn’s ebook «Branding: The 6 Easy Steps» CommNation Public Relations & Internet Marketing © Catherine Daar July 2010 34
- 35. Brand Essence CommNation Public Relations & Internet Marketing © Catherine Daar July 2010
- 36. The consumer wants something to believe in. They need to understand the essence of your brand. ✓What do you stand for? ✓Do you give your consumers a brand they can believe in? ✓What can they build a tribe around? ✓Internally and externally, the essence must be felt CommNation Public Relations & Internet Marketing © Catherine Daar July 2010 36
- 37. Brand Character and Brand Personality CommNation Public Relations & Internet Marketing © Catherine Daar July 2010
- 38. Worksheet 6 How does the brand connect with people? Character = Moral Level Personality = Social Level CommNation Public Relations & Internet Marketing Reference: Branding: The 6 Easy Steps by Dave Dunn © Catherine Daar July 2010 38
- 39. Examples of Brand Character Traits (core brand values) ✓Honest ✓ Responsible ✓ Fair ✓Environmental ✓ Respectful ✓ Expert ✓ Trustworthy ✓ Employee orientated ✓... CommNation Public Relations & Internet Marketing © Catherine Daar July 2010 39
- 40. Brand character can be reflected in three categories 3 © Catherine Daar July 2010 ✓Product/service ✓Employee ✓Community Reference: Branding: The 6 Easy Steps by Dave Dunn CommNation Public Relations & Internet Marketing 40
- 41. Analyze your target audience Is your brand male, female, gender neutral, young, old, sophisticated,... ✓What are your brand personality traits? Find 3-4 ✓Are they consistent with each other? Use these traits in your communication CommNation Public Relations & Internet Marketing © Catherine Daar July 2010 41
- 42. Brand Emotions CommNation Public Relations & Internet Marketing © Catherine Daar July 2010
- 43. Brands connect on an emotional level Emotion influences a purchase decision A brand allow a person to communicate his self image A person’s choice of a brand says a lot about how they feel they are or want to be....ex. luxury cars CommNation Public Relations & Internet Marketing © Catherine Daar July 2010 43
- 44. Talk and connect with them in meaningful ways WHY’s Storytelling CommNation Public Relations & Internet Marketing © Catherine Daar July 2010 44
- 45. Does your brand tells a story? «People don’t really buy a product, solution, or idea, they buy the story that’s attached to it» Michael Margolis http://thebrandbuilder.wordpress.com/2010/07/15/apples-new-challenge- transitioning-from-david-to-goliath-bbc-com/ http://brandstory.typepad.com/writer/story_telling/ CommNation Public Relations & Internet Marketing © Catherine Daar July 2010 45
- 46. Brand Experience CommNation Public Relations & Internet Marketing © Catherine Daar July 2010
- 47. «A positive brand experience that creates complete satisfaction leads to enduring brand loyalty» Dave Dunn CommNation Public Relations & Internet Marketing © Catherine Daar July 2010 47
- 48. CommNation Public Relations & Internet Marketing © Catherine Daar July 2010
- 49. How are your customers experiencing your brand? Get employee engagement in delivering a memorable experiences for your consumers. Consistency of brand experience in every Wow Factor services or company actions internal and external Ask for testimonials Use Internet surveys Listen to the customer CommNation Public Relations & Internet Marketing © Catherine Daar July 2010 49
- 50. Brand Quality CommNation Public Relations & Internet Marketing © Catherine Daar July 2010
- 51. «Quality is not in the product itself but it is the perceived quality in the customer mind» Dave Dunn CommNation Public Relations & Internet Marketing © Catherine Daar July 2010 51
- 52. Worksheet 7 What is your Quality Proposition? Use it in your communication to educate your customer No correlation between brand’s quality and sales CommNation Public Relations & Internet Marketing © Catherine Daar July 2010 52
- 53. Brand Pricing CommNation Public Relations & Internet Marketing © Catherine Daar July 2010
- 54. «Price is the true measure of your marketing skills» Ted Levitt Harvard University Price = your brand’s image Brand pricing should be aligned to your positioning Tell your customer what your Value Proposition is. What do they get for their money? CommNation Public Relations & Internet Marketing © Catherine Daar July 2010 54
- 55. Brand Packaging CommNation Public Relations & Internet Marketing © Catherine Daar July 2010
- 56. Packaging carries a lot of the brand Identity Consistent with brand strategy Affects perceived quality CommNation Public Relations & Internet Marketing © Catherine Daar July 2010 56
- 57. Brand Association CommNation Public Relations & Internet Marketing © Catherine Daar July 2010
- 58. Brand Partner has to be compatible with your brand’s values, desired image and target audience Sponsorship Co-branding Affiliate Marketing CommNation Public Relations & Internet Marketing © Catherine Daar July 2010 58
- 59. Brand Credentials Brand Credentials CommNation Public Relations & Internet Marketing © Catherine Daar July 2010
- 60. Worksheet 8 «Credentials are the collateral you put up to guarantee the performance of your brand» Al Ries «The 22 Immutable Laws of Branding» CommNation Public Relations & Internet Marketing © Catherine Daar July 2010 60
- 61. Be consistent in applying your credibility attribute throughout all your services and programs Promote your awards and credentials Credential add value to your brand’s equity by building up the brand’s perceived quality Based on the research of William L. Haig, PhD.e research of William L. Haig, PhD. CommNation Public Relations & Internet Marketing © Catherine Daar July 2010 61
- 62. Brand Message CommNation Public Relations & Internet Marketing © Catherine Daar July 2010
- 63. Worksheet 9 Define your Brand Message ✓What is your core message? ✓What does your brand stands for?Can it be clearly understood? ✓Does it differentiate you from your competitors? ✓Is the message unique? ✓Is it believable ? ✓Is it relevant to the market place? ✓Is it consistent with the brand architecture? CommNation Public Relations & Internet Marketing © Catherine Daar July 2010 63
- 64. Define your Brand Message Make it simple and in one sentence Your message will appear all the time across all your marketing and communication programs CommNation Public Relations & Internet Marketing © Catherine Daar July 2010 64
- 65. Elevator Pitch http://www.buzzuka.com/ CommNation Public Relations & Internet Marketing © Catherine Daar July 2010 65
- 66. How to make your business remarkable CommNation Public Relations & Internet Marketing © Catherine Daar July 2010
- 67. «Ideas are the currency of the 21st century economy. Organizations will succeed or fail on the quality of their ideas and their ability to implement them» Larry Summers President of Harvard University CommNation Public Relations & Internet Marketing © Catherine Daar July 2010 67
- 68. Do You Have The Great Idea? ✓Does it resonate as big when you first hear it? ✓Does it create excitement? ✓Will it take the brand to the next level? ✓Is it unique? ✓Is it easy to explain? ✓Does it fit the brand strategy? ✓Can it last for at least 5 years? CommNation Public Relations & Internet Marketing © Catherine Daar July 2010 68
- 69. How will you make your company stand out? How will you create buzz and word of mouth? How will you build your fan base? Cutting edge Create Impact Different Unique Be weird Avant Guard Innovative 69
- 70. Idea Generation Creative Process CommNation Public Relations & Internet Marketing © Catherine Daar July 2010 70
- 71. General Guidelines for Creativity ✓Make sure you understand the Challenge ✓Defer Judgment ✓Build on the Ideas of Others ✓Stay Focus on the Topic ✓One Person at the Time ✓Go for Quantity (Let the Ideas Flow) ✓Encourage Wild Ideas ✓Be Visual-Sketch, Draw Adapted from: www.ideo.com CommNation Public Relations & Internet Marketing © Catherine Daar July 2010 71
- 72. Marketing and Communication CommNation Public Relations & Internet Marketing © Catherine Daar July 2010
- 73. Worksheet 10 Online Offline ✓Promotions ✓Product brochure ✓Banner Ads ✓Advertising ✓Email-Marketing ✓Public relations ✓Web Site optimisation ✓Direct Marketing ✓Search Marketing ✓Sponsorships ✓... ✓... CommNation Public Relations & Internet Marketing © Catherine Daar July 2010 73
- 74. Brand Communication Leverage your Communication Reaffirm the Message Unify internal communication (employee handbook, team meetings, internal processes, internal communication..) Use internal brands advocates to build brand with customers and prospects CommNation Public Relations & Internet Marketing © Catherine Daar July 2010 74
- 75. Campaign Creation Develop a communication campaign around your new idea/solution: ✓Decide which target group to focus on ✓Determine the main idea behind the campaign ✓What message must be communicated ✓What should be mention explicitly/implicitly ✓Develop a newspaper/magazine ad specifying the setting, the characters (s), the story, the tagline ✓What other types of communication strategies can you use Evaluate ✓Is the concept «market-able» or should it be adapted in any wa to make it stronger as a total concept CommNation Public Relations & Internet Marketing © Catherine Daar July 2010 75
- 76. Employee Involvement in Branding CommNation Public Relations & Internet Marketing © Catherine Daar July 2010
- 77. «Knowledgeable sales people can increase brand preference by 50%» Mc Kinsey & Company Reaserch Some great brands have been built in large part by the actions of their employees Ex: Zappos, Southwest Airlines, Nordstrom.. CommNation Public Relations & Internet Marketing © Catherine Daar July 2010 77
- 78. Marketing Mix The 5’s P’s 4 P’s 5 P’s How do you want People ✓Place ✓Place to appear to your customers? ✓Product ✓Product Presentation, Appearance, Attitude ✓Price ✓Price ✓Positioning ✓Positioning ✓People CommNation Public Relations & Internet Marketing © Catherine Daar July 2010 78
- 79. Worksheet 11 ✓Employees who come in contact with customer or prospects should be encouraged to build the brand by nurturing relationship ✓You need to get your employees ✓Employees need to be involved and reminded all the time what the company stands for. educated about the brand’s overall They represent it! architecture ✓Employees need to know how to protect the brand’s image and how to keep it consistent and relevant in the market place ✓Regular meeting, assessment, continuous education, training and practice to ensure that brand’s implementation is consistent CommNation Public Relations & Internet Marketing © Catherine Daar July 2010 79
- 80. The Amazing and Inspiring Story of Zappos «Delivering Happiness» All About Customer Services Most of the Marketing budget is invested in customer service http://www.youtube.com/watch?v=GxursecvI-s CommNation Public Relations & Internet Marketing © Catherine Daar July 2010 80
- 81. Company Core Values CommNation Public Relations & Internet Marketing © Catherine Daar July 2010
- 82. Core Values complement your branding «As we grow as a company, it has become more and more important to explicitly define the core values from which we develop our culture, our brand, and our business strategies. These are the ten core values that we live by» 1.Deliver WOW Through Service 2.Embrace and Drive Change Zappos 3.Create Fun and A Little Weirdness 4.Be Adventurous, Creative, and Open-Minded 5.Pursue Growth and Learning 6.Build Open and Honest Relationships With Communication 7.Build a Positive Team and Family Spirit 8.Do More With Less 9.Be Passionate and Determined 10.Be Humble CommNation Public Relations & Internet Marketing © Catherine Daar July 2010 82
- 83. Measurements CommNation Public Relations & Internet Marketing © Catherine Daar July 2010
- 84. A brand is not what you think it is, but what your customer and prospect perceive it to be CommNation Public Relations & Internet Marketing © Catherine Daar July 2010 84
- 85. Worksheet 12 How to Measure? Brand Intangible’s Measure Brand Tangible’s Measure ✓Awareness ✓Customer satisfaction ✓Preference ✓Intent to purchase ✓Perceived quality ✓Intent to repurchase ✓Perceived value ✓Willingness to refer ✓Perceived differentiation ✓Relevance CommNation Public Relations & Internet Marketing © Catherine Daar July 2010 85
- 86. How do you measure.. Tangible Intangible Conduct a brand audit on the Constant monitoring of your branding intangibles once a year programs to determine how well they are working survey brand perception sales, distribution, market share, ect... CommNation Public Relations & Internet Marketing © Catherine Daar July 2010 86
- 87. Conclusion CommNation Public Relations & Internet Marketing © Catherine Daar July 2010
- 88. Before you implement your PR and Marketing Messages you need to know what your brand stands for Only after this work is done you can develop your communication messages and chose who to communicate to and how and where CommNation Public Relations & Internet Marketing © Catherine Daar July 2010 88
- 89. 10 Important Things about Branding ✓Pricing and your Value ✓Understanding the customer Proposition ✓Positioning ✓Have a Big Idea ✓Differentiation ✓Your Website ✓Perceived quality ✓Getting your employees ✓Core Brand Message involved ✓Keeping your product or services relevant Based on Dave Dunn’s theory Branding: The 6 easy steps CommNation Public Relations & Internet Marketing © Catherine Daar July 2010 89
- 90. Suggested Reading: ✓Positioning by Al Ries Ed: Mc Graw Hill ✓Before the Brand by Alicia Perry Ed: Mc Graw Hill ✓The Art of Identity by Mark Rowden Ed: Gower ✓Branding: The 6 Easy Steps by Dave Dunn ✓Purple Cow by Seth Godin Ed: Penguin Group ✓The Art of Innovation by Tom Kelly Ed: Doubleday ✓The 22 Immutable Laws of Branding by Al Ries Ed: Harpers Collins ✓Les 7 règles du Storytelling by John Sadowsky Ed: Pearson ✓Delivering Happiness by Tony Hsieh Ed: Business Plus ✓Start With Why by Simon Sinek Ed: Portfolio CommNation Public Relations & Internet Marketing © Catherine Daar July 2010 90
- 91. Questions? CommNation Public Relations & Internet Marketing © Catherine Daar July 2010
- 92. Questions? Catherine.daar@commnation.com 022/860 1444 078/629 5046 Facebook Twitter: cat00001 http://ch.linkedin.com/in/catherinedaar Skype: cat00001 Commnation.com (coming soon) CommNation Public Relations & Internet Marketing © Catherine Daar July 2010 92