The Essentials of Brand Building

1. The Essentials of Brand Building White Paper by Rlevance Consulting

2. 2 A brand is a what people think and feel about   a product, service, or organization. Marty Neumeier

3. 3 ⇾ You can not not have a brand –   as soon as you appear people form an impression ⇾ You can shape your brand only indirectly   as it belongs to people ⇾ Some mental models are more suitable   for your purposes than others A mental model of your product or company   in the mind of your audience

4. Brands have three fundamental tasks 4 Brand as relevant meaning The meaning associated with your offer that is relevant and desirable for your existing and future customers Brand as purpose The aspiration of your venture that motivates and aligns all employees Brand as strategy A framework that helps you align all activities that ultimately shape how your offer is perceived

5. Brand as relevant meaning 5

6. 6 Branding paves the way to an offer being used being noticed being understood being stored aiding recall offer used

7. 7 A strong brand helps to stick out of the crowd

8. 8 A strong brand helps to make the offer understood

9. 9 A strong brand helps to make an offer relevant and meaningful

10. 10 Why is this necessary?   This is how the world today looks through customers eyes

11. 11 An abundance of choices available time choices

12. 12 Shorter innovation cycles Competition from multiple sides Higher demand for   new products More products per category More offers per category Strong rivalry between offers

13. What a brand needs most importantly: 13 focus

14. 14 Three very focussed brands care energysafety

15. 15 How can brands deliver their idea? hearing about it indirect information, communication seeing it visual information, appearance & design using it experiential impressions, direct experience

16. Two examples:   Focussed brand idea and consequent implementation 16

17. 17 For all male Teenagers who want to be more attractive for the girls… …we offer a magic formula with a special attraction effect… …because we believe that attraction can be applied by a spray. Helping male teenagers getting laid Target group & need Brand competence Brand belief Brand idea

18. »helping male teenagers getting laid« consistently delivered 18

19. 19 For all people who lead an active life which calls for high performance… …we offer a caffeinated drink with Taurin (bull’s hormone)… …because we beliefe that a life full of adrenaline and daring is more enjoyable. Fueling a life full of daring Target group & need Brand competence Brand belief Brand idea

20. »Fueling a life full of daring« consistently delivered 20

21. Brand as purpose 21

22. A strong brand idea provides purpose, motivation and alignment internally 22

23. 23 Example for brand purposes to organize the world’s information and make it useful to make digital life simpler and more stylish to empower everyone to be an athlete

24. Brand as strategy 24

25. As a business tool, brand is the central vision that guides all actions that are ultimately inﬂuencing how a company relates to public. 25

26. The brand helps with all marketing decisions 26 Corporate Design Portfolio strategy/  line extensions Internal  Communication Recruiting Behavior of products Code of conduct  employees Product Design PR & Advertising  Campaigns Retail Design Product & service  innovations Channel planning Management style Tonality guidelines Corporate Architecture Naming Brand Idea Customer Experience Claim

27. It is like a filter for all decisions effecting external relations 27

28. Lego: Fun & Games 28

29. Monocle: Curation 29

30. BIC: Elegant plastic 30

31. How to create a brand 31

32. Three steps to creating a brand 32 understand offer, audience, market focus on a   single-minded idea deliver idea consistently using messages & experience

33. 33 A brand idea unites three different perspectives attractive and relevant for customers differentiating to   competitors authentic for company Brand Idea clear & focussed!!

34. 34 Research helps finding the sweet spot attractive and relevant for customers differentiating to   competitors authentic for company Customer research: needs, decision criteria, usage, set of considered brands etc. Market research: areas claimed by competitors, learnings from others Internal research: Potential of product & company, ways of doing things, vision

35. Describing the brand idea through a model 35 Superpowers Where we are exceptionally good in regards to product, process, service, team etc. Core Beliefs Our principles, what we value, what we believe in Personality The way we do things   around here, our character and personality Brand Idea Our contribution to the world, the value we provide

36. 36 Brands are a long term investment Brand Sales Chanel Advertising,   Performance  Marketing Investment in… time resultingincreaseinrevenue

37. A brand is more than just about being known 37 unbranded product generic   solution branded product solution with   a name empty brand known   solution real brand preferred   solution with a relevant meaning

38. 38 Ultimately, branding creates financial value 0,80€ 3,40€

39. 39 making companies more relevant for people Rlevance Consulting GmbH Christian Vatter, Managing Director  cv@rlevance.com, +49 151 2520 5043 Berlin, Germany www.rlevance.com all intellectual property rights reserved Get in contact: