Brand Strategy


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Brand Strategy

  2. 2. A Brand is more than a logo
  3. 3. A brand is the sum of the mental connections a person has in relation to a product or service Brands only exist in the mind of the market
  4. 4. Choose?
  5. 5. The value of Brands are realised through customer choice Shareholder value is created through the choice of customers to transact on the basis of the associations they hold in respect to a product, good or service. Without an identifiable brand customers have no clear way of:   choosing one alternative over another   discerning the option that best meets their needs   rewarding businesses that have genuine competitive advantage
  6. 6. Why should a customer choose you? Company Company Company A B C
  7. 7. The strongest Brands are built upon competitive advantage Customers choose brands where the mental associations reflect: -  Value propositions that meet the needs of customers -  Benefits that differ from alternatives in ways that are relevant to customers -  Values that appeal to customers’ own beliefs or aspirations Brands are built upon both rational and emotional advantage.
  8. 8. Brand Strategy is a business imperative Businesses have a brand even when they do not have a brand strategy. If you don’t invest in defining the meaning of your brand, the market will define it for you.
  9. 9. Brand Strategy is an extension of Business Strategy  Where does the business compete?  Which customers does the brand serve?   How does the business create value?  What are the needs the brand fulfils?  How does the business create a return  What are customers prepared to pay for a   for shareholders?  brand that delivers value?  How does the business leverage   What makes this brand different from others  compe==ve advantage?  How does the business a>ract and   What does the brand stand for beyond  retain talent?  making money? 
  10. 10. Brands are built from multiple influences Advertising Promotion Word of mouth Sponsorship Logo design Product/Service Social Media Brand  Experience Editorial Observation Comment In- Endorsement Store Brand Strategy must address controllable & uncontrollable influences
  11. 11. The alignment of brand strategy with culture and  values is cri=cal   •  In most businesses, people are a  cri=cal component of brand strategy  •  The can be highly influen=al in  determining customer experience in  dealing with the brand  •  Strong brands are underpinned by a  culture that is in harmony with the  brand 
  12. 12. How does your Brand Strategy stack-up? Don’t Our Brand Strategy is…. Yes No Know Clearly linked to our business strategy - How we manage our brand and the investments we make in branding can be clearly tied back to our business goals, objectives and outcomes. Based upon the rational & emotional need of our target market – Our target market is clearly defined and we have solid research that backs-up our understanding of what customers need from businesses like ours. Effective in differentiating us from the competition – Customers clearly see our brand as different from competing alternatives in ways that really matter to them Integrated across all points of influence – Our planned investments in our brand are consistent across all customer touch points. We are consistent in our controlled communications through web, PR, sponsorship and advertising and most importantly, in the experiences customers have when they deal with our business. Understood by our staff & business partners – If I asked each staff member or business partner what our business stands for and what makes us different in the eyes of customers, I would get a consistent response that really reflects our brand strategy. If you answered anything other then “Yes” to any of the above, you have work to do on your brand strategy.
  13. 13. So, how do  you unlock the  value of a  brand? 
  14. 14. Brand Navigator’s 8-step process Execution – including Discovery Scoping & Customer monitoring of brand Research to identify performance 1 rational & emotional needs Insight Implementation 8 2 Communication planning across Brand  Business  Internal Workshops touch-points & to agree target market & processes Implementa=on  Strategy  value proposition Client  Strategy Go to Market 7 3 Alignment Planning Brand   Brand  Develop Brand Adop=on  Development  Architecture – Linking identity & guidelines Brand to Business for application goals & outcomes 4 6 Employee Positioning Alignment Link to culture 5 Naming & attribute & values definition Identity Development
  15. 15. For advice on unlocking the value of your  brand contact:  Dean Harris – Director Cecile Thornley – Director Or visit: