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The Essentials of Brand Building
White Paper by Rlevance Consulting
2
A brand is a what people think and feel about 

a product, service, or organization.
Marty Neumeier
3
⇾ You can not not have a brand – 

as soon as you appear people form an impression
⇾ You can shape your brand only indir...
Brands have three fundamental tasks
4
Brand as relevant meaning
The meaning associated
with your offer that is
relevant an...
Brand as relevant meaning
5
6
Branding paves the way to an offer being used
being noticed
being understood
being stored
aiding recall
offer used
7
A strong brand helps to stick out of the crowd
8
A strong brand helps to make the offer understood
9
A strong brand helps to make an offer relevant and
meaningful
10
Why is this necessary? 

This is how the world today looks through customers eyes
11
An abundance of choices
available time
choices
12
Shorter innovation
cycles
Competition from
multiple sides
Higher demand for 

new products
More products per category
M...
What a brand needs most importantly:
13
focus
14
Three very focussed brands
care energysafety
15
How can brands deliver their idea?
hearing about it
indirect information, communication
seeing it
visual information, a...
Two examples: 

Focussed brand idea and consequent
implementation
16
17
For all male Teenagers who want to be more attractive for
the girls…
…we offer a magic formula with a special attractio...
»helping male teenagers getting laid« consistently delivered
18
19
For all people who lead an active life which calls for high
performance…
…we offer a caffeinated drink with Taurin (bul...
»Fueling a life full of daring« consistently delivered
20
Brand as purpose
21
A strong brand idea provides purpose, motivation
and alignment internally
22
23
Example for brand purposes
to organize the
world’s information
and make it useful
to make digital
life simpler and
more...
Brand as strategy
24
As a business tool, brand is the central vision that
guides all actions that are ultimately influencing how
a company relat...
The brand helps with all marketing decisions
26
Corporate Design
Portfolio strategy/

line extensions
Internal

Communicat...
It is like a filter for all decisions effecting external relations
27
Lego: Fun & Games
28
Monocle: Curation
29
BIC: Elegant plastic
30
How to create a brand
31
Three steps to creating a brand
32
understand offer,
audience, market
focus on a 

single-minded idea
deliver idea
consist...
33
A brand idea unites three different perspectives
attractive and relevant
for customers
differentiating to 

competitors...
34
Research helps finding the sweet spot
attractive and relevant
for customers
differentiating to 

competitors
authentic ...
Describing the brand idea through a model
35
Superpowers
Where we are exceptionally
good in regards to product,
process, s...
36
Brands are a long term investment
Brand
Sales Chanel
Advertising, 

Performance

Marketing
Investment in…
time
resultin...
A brand is more than just about being known
37
unbranded
product
generic 

solution
branded product
solution with 

a name...
38
Ultimately, branding creates financial value
0,80€ 3,40€
39
making companies more relevant for people
Rlevance Consulting GmbH
Christian Vatter, Managing Director

cv@rlevance.com...
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The Essentials of Brand Building

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A brand is what people think and feel about a product or service. As a strategic instrument brands focus information and create meaning beyond facts. Beyond that, brands as business tool are a vision that guides all actions that are ultimately influencing how a company relates to public. This white paper shows what is needed to create a brand that suits all audience needs, wether internal or external.

Published in: Marketing
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The Essentials of Brand Building

  1. 1. The Essentials of Brand Building White Paper by Rlevance Consulting
  2. 2. 2 A brand is a what people think and feel about 
 a product, service, or organization. Marty Neumeier
  3. 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. 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. 5. Brand as relevant meaning 5
  6. 6. 6 Branding paves the way to an offer being used being noticed being understood being stored aiding recall offer used
  7. 7. 7 A strong brand helps to stick out of the crowd
  8. 8. 8 A strong brand helps to make the offer understood
  9. 9. 9 A strong brand helps to make an offer relevant and meaningful
  10. 10. 10 Why is this necessary? 
 This is how the world today looks through customers eyes
  11. 11. 11 An abundance of choices available time choices
  12. 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. 13. What a brand needs most importantly: 13 focus
  14. 14. 14 Three very focussed brands care energysafety
  15. 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. 16. Two examples: 
 Focussed brand idea and consequent implementation 16
  17. 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. 18. »helping male teenagers getting laid« consistently delivered 18
  19. 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. 20. »Fueling a life full of daring« consistently delivered 20
  21. 21. Brand as purpose 21
  22. 22. A strong brand idea provides purpose, motivation and alignment internally 22
  23. 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. 24. Brand as strategy 24
  25. 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. 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. 27. It is like a filter for all decisions effecting external relations 27
  28. 28. Lego: Fun & Games 28
  29. 29. Monocle: Curation 29
  30. 30. BIC: Elegant plastic 30
  31. 31. How to create a brand 31
  32. 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. 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. 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. 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. 36 Brands are a long term investment Brand Sales Chanel Advertising, 
 Performance
 Marketing Investment in… time resultingincreaseinrevenue
  37. 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. 38 Ultimately, branding creates financial value 0,80€ 3,40€
  39. 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:

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