The Branding Imperative
g
What is a brand?
Lets start by defining the
concept of brands and
branding by first
understanding what a
brand isn’t.
Disp...
So what exactly is a brand?
A brand is the sum total of
all that a business consists
of: its services, products,
capabilit...
... the andimplicit explicit
expression of an entity to
achieve anddistinction
secure unique advantages.
Branding therefor...
Brands..branding..
branded..rebranding..???
People have too many choices and too little
time.
Most offerings have similar ...
Theory of inherent truths
Purpose Proposition Personality Positioning
Vision
Mission
Values
Philosophy
Promise
Point of di...
Great brands are not
haphazard creations.....
Differentiation Collaboration
Innovation
Validation
Cultivation
Disciplines ...
Intel Chips
Google Search engines
Citibank Strong corporate
Banking
Differentiation
The underlying purpose of branding
is ...
Collaboration
Building a brand is a
collaborative effort. Key
stakeholders include,
management,
advertising agencies,
bran...
Innovation
Creativity is fundamental to brand building.
A brand must have a compelling idea that
translates into relevant ...
Validation
Validation here means bringing
the into the creativeaudience
process.
Senders Message Receiver
Creative ideas/c...
Cultivation
Having differentiated,
collaborated, innovated and
validated the next step is to
nurture the brand. Begin to g...
What makes a great brand?
Three principal attributes of great brands
A compelling idea: Behind every brand is a compelling...
Practices of great brands
Consistency in
delivering on their
promise
Alignment of Internal
and external
commitment to the
...
The importance of branding
Economic Importance Social Importance Political Importance
Strong brands result in
growth and a...
If you think branding is insignificant...
Think again
When the GDP of Thailand was around
in 2001, the combined$115 billio...
Quote
Stelios Haji-Ioannou,
Chairman of easygroup and founder of easyjet
“You can spend £15m on
advertising, go bankrupt
a...
Customers experience
the brand in many ways-
through the people who
sell it, the product itself,
the people who provide
af...
The brand experience Iceberg:
A holistic perspective
Proposition Expections
Experience
People
Processes
Products
A holisti...
Unless a brand has a
clear idea of the value it
brings and to whom, it
will have difficulty in
ever making the brand
stand...
Customers have seen the
advertisements and promotional
activity and are interested- they
have an expectation-now it is all...
Processes must be designed to be aligned with the brand
promise to deliver a compelling brand experience. Processes help
b...
The promise, the people who deliver
the promise through the offering, the
processes designed by the people
to deliver the ...
Managing the brand experience process
Internal
comms
External
comms
Customer
Experience
design
Creat
brand
platform
Propos...
Managing the brand experience process
Customer experience Audit
Begin by measuring the current
experience of the brand. Wh...
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The Branding Imperative, Fanen Acho

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A quick study of the basics and importance of strategic brand development. By Fanen Acho, Headstart Consultimg Limited. Headstart is a strategy and innovation company

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The Branding Imperative, Fanen Acho

  1. 1. The Branding Imperative g
  2. 2. What is a brand? Lets start by defining the concept of brands and branding by first understanding what a brand isn’t. Dispelling 3 prominent myths First, a brand is not logo Second, a brand is not an Identity Finally, a brand is not a product
  3. 3. So what exactly is a brand? A brand is the sum total of all that a business consists of: its services, products, capabilities, skill, people, culture, communications and interactions with its various publics. Brand A bundle of benefits A compelling Experience A name with power A strong perception A promise of value
  4. 4. ... the andimplicit explicit expression of an entity to achieve anddistinction secure unique advantages. Branding therefore is...
  5. 5. Brands..branding.. branded..rebranding..??? People have too many choices and too little time. Most offerings have similar quality and features. We tend to base our buying choices on trust. 1 2 3
  6. 6. Theory of inherent truths Purpose Proposition Personality Positioning Vision Mission Values Philosophy Promise Point of difference Character Tone of voice Target audience Demand Drivers Brand Platform Brand Essence Great brands are built on inherent truths. A brand must clarify its purpose and reason for being, it must identify the underlying character that defines its personality. Brands must decide their positioning and propostion and be true to it. The brand essence is the core of a brand(In other words the truth of the brand)It must be distilled and leveraged on to give distinction and sustainable competitive advantage
  7. 7. Great brands are not haphazard creations..... Differentiation Collaboration Innovation Validation Cultivation Disciplines of Brand-building 2 3 45 1
  8. 8. Intel Chips Google Search engines Citibank Strong corporate Banking Differentiation The underlying purpose of branding is to achieve distinction so as to secure unique advantages. A brand must be different and unique to stay in the mind’s of people. People are generally hot wired to notice what is different. The Key to differentiation is; Focus Focus Focus
  9. 9. Collaboration Building a brand is a collaborative effort. Key stakeholders include, management, advertising agencies, brand consultants and the media. Other stakeholders include staff, customers, suppliers, and the enterprise public. Collaboration is 1+1=11 Why? Because the mathematics of collaboration is nothing short of MAGIC.
  10. 10. Innovation Creativity is fundamental to brand building. A brand must have a compelling idea that translates into relevant offerings. It must continually seek new and creative ways of delivering its promise and also search out what makes it unique at every point in time.
  11. 11. Validation Validation here means bringing the into the creativeaudience process. Senders Message Receiver Creative ideas/concepts should be tested before the hit the market. There has to be some form of validation Senders Message Receiver The new communication is a dialogue The old communication was a monologue
  12. 12. Cultivation Having differentiated, collaborated, innovated and validated the next step is to nurture the brand. Begin to grow the brand through using the brand platform as the foundation. At this point, the brand is a living entity and must respond to its environment. Brands are like people. If people can change their clothes without changing their character, why can’t brands? By mastering the 5 principles of brand- building, the company creates a virtuous circle. With every turn around the circle, the value of the brand spirals higher and you build a sustainable competitive advantage Begin to influence the character of the brand.
  13. 13. What makes a great brand? Three principal attributes of great brands A compelling idea: Behind every brand is a compelling idea, which captures customer’s attention and loyalty by filling an unmet or unsatisfied need. A resolute core purpose and supporting values:A brands purpose and values remain in place even though the business strategy and tactics have to be regularly revised to address and take advantage of the circumstancess and largely unanticipated, world and business environment. A central organisational principle: The brand position,purpose and values are employed as management levers to guide decision-making.Once the enterprise understands what the brand is all about, it gives direction to the whole enterprise. 1 2 3
  14. 14. Practices of great brands Consistency in delivering on their promise Alignment of Internal and external commitment to the brand Superior products and services An ability to stay relevant Distinctive positioning and customer experience
  15. 15. The importance of branding Economic Importance Social Importance Political Importance Strong brands result in growth and accelerated cash flows due to rapid market penetration. Brands reduce the liquidity of a firms stocks. From an investment perspective, the brand provides a more reliable and stable indicator of the future health of a business. Creation of wealth and improvements in standards of living both nationally and internationally. Brands are the most stable and sustainable assets in business. Branding leads to more security and stability of employment. A powerful political point about brands is their ability to cross borders, and potentially to bind people and cultures together.
  16. 16. If you think branding is insignificant... Think again When the GDP of Thailand was around in 2001, the combined$115 billion value of the world’s two most valuable brands(Coca-Cola and Microsoft) was $134billion.
  17. 17. Quote Stelios Haji-Ioannou, Chairman of easygroup and founder of easyjet “You can spend £15m on advertising, go bankrupt and your name can still mean nothing to people. Your brand is created out of customer contact and the experience your customers have of you”
  18. 18. Customers experience the brand in many ways- through the people who sell it, the product itself, the people who provide after-services, the reactions to it of friends and colleagues and so on. Bank A long and disorganized queue at the bank. A helpful or polite customer care officer. A cozy waiting room. Swiftness of service and genuine concern for client problem. Car shop Design of the car show room, test drive to feel the car, car performance and drive value, after- sales support and ease of purchase. People remember experiences
  19. 19. The brand experience Iceberg: A holistic perspective Proposition Expections Experience People Processes Products A holistic view of brands carries the implication that the brand is, or should be , no less than the DNA of the organisation, the fundamental building block and expression of its existence.Ideally, the customer should be able to experience, examine any product and the essence of the brand should shine through.
  20. 20. Unless a brand has a clear idea of the value it brings and to whom, it will have difficulty in ever making the brand stand for anything distinctive. The brand experience iceberg: Proposition Question: Why is it that some organisations are able to deliver on their brand promise and others fall short? Answer: It lies in having a rigorous process for designing a customer experience that consistently delivers the brand promise
  21. 21. Customers have seen the advertisements and promotional activity and are interested- they have an expectation-now it is all about the experience. It is at this point the brand delivers or not. Employees are the conduit pipe through which all the careful product design, manufacturing, packaging and processes are finally delivered to the customers; they are the means to bring the brand alive The brand experience iceberg: People Four steps towards bringing brands alive through people Hire people with competencies to satisfy customer expectations Hire people with competencies to satisfy customer expectations Train employees to deliver experiences that uniquely fit your brand promise Most importantly, drive the behaviours from the very top of the organisation.
  22. 22. Processes must be designed to be aligned with the brand promise to deliver a compelling brand experience. Processes help bring the proposition to life. Having formed a brand, it must do what it says it does or can do. Jeff Bezo, as CEO, Amazon.com confirmed the need and importance for processes that deliver on the promise when he said “It has always seemed to me that your brand is formed, primarily, not by what your company says about itself, but by what the company does” The brand experience iceberg: Processes
  23. 23. The promise, the people who deliver the promise through the offering, the processes designed by the people to deliver the offering and now the offering, product or service. Interaction with the offering, whether product or service will determine if the promise is valid.Products must create and deliver experiences connected with the promise. “Fulfilling dreams for people from all walks of life who cherish the common values of freedom, adventure and individual expression, involves much more than building and selling motocycles. The secret to our enduring brand lies in delivering an experience rather than just a collection of products andservices” -HarleyDavidson The brand experience iceberg: Products
  24. 24. Managing the brand experience process Internal comms External comms Customer Experience design Creat brand platform Proposition People Processes Products Customer experience Audit 5 2 3 4 1
  25. 25. Managing the brand experience process Customer experience Audit Begin by measuring the current experience of the brand. What isthe total experience customers have of the organisation and the brand. Create brand platform Build the foundations of the brand.Some of it must have already been done. It involves clarifying the brand promise and positioning,defining the brand architecture,personality and all other elements of the brand platform. customer experience design Having audited the current situation and created clariity through the brand platform,one can now design new experience that will consistently deliver the brand to the target customers.Design should be done based on; proposition,people, processes and products. External communications Communicate the proposition externally.Make sure the organisation is ready to deliver the experience before you raise the expectation by going live. Internal communications At this point,you are ready to communicate internally.Many organisations rush out a new advertising campaign and end up over promising and underdelivering because people are not fully prepared. 1 3 4 5 2

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