2.11.12 Branding 101 Final

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Overview of Element of Branding

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2.11.12 Branding 101 Final

  1. 1. BRANDING 101BRAND PLATFORM: DEVELOPMENT AND PROCESS BY RIC ANDERSON
  2. 2. WHAT IS BRANDING?In the Middle Ages, it commonly identified the process of burning a markinto stock animals with thick hides, such as cattle, so as to identify ownership.These European customs were imported to the Americas. In the AmericanWest, a branding iron consisted of an iron rod with a simple symbol or mark,which cowboys heated in a fire. After the branding iron turned red-hot, thecowboy pressed the branding iron against the hide of the cow.The unique brand meant that cattle owned by multiple ranches could thengraze freely together on the open range.  BRANDING 2 101
  3. 3. WHAT IS BRANDING?BRANDING IS THE PROCESS OF BUILDING A POSITIVE COLLECTIONOF PERCEPTIONS ABOUT YOUR PRODUCT IN YOUR CUSTOMER ‘S MINDS.These perceptions are commonly referred to as a Brand PlatformA Brand is an EXPERIENCE! It lives at the intersection of expectation and promise.When people encounter your product’s name, they automatically conjureup impressions and memories that determine what action they make take.Customers of your product or services maymake a purchase (or avoid a purchase)based on their perception of your brand.A brand cannot be all things to all peopleBranding is based on the concept of singularity!It should target individuals in a personal mannerBranding is the blending of QUANTITATIVE and QUALITATIVE research& analysis of products, markets, competitors and customers. BRANDING 3 101
  4. 4. BRAND EQUITY: MONETARY VALUE! BrandZ Top 100 Most Valuable Global Brands 2011 BRAND BRAND VALUE 2011 ($M) Change 2011vs. 2010 1 APPLE 153,285 84% 2 GOOGLE 111,498 -2% 3 IBM 100,849 17% 4 McDonalds 81,016 23% 5 MICROSOFT 78,243 2% 6 COCA COLA 73,752 8% 7 AT&T 69,916 N/A 8 MARLBORO 67,522 18% 9 CHINA MOBILE 57,326 9% 14 GE 50,318 12% BRANDS HAVE NOT BORDERS BRANDING 101 4
  5. 5. BRAND EQUITY BRANDS ARE IDEAS THAT CREATE MONETARY VALUE!Creation of Brand Equity equals increased assetsHOW? By emotionally connecting to the customer and creating trust.Brand value is created if the customer experience exceeds expectations.Customers serve as a tangible profit engine for brands tomonetize their brand value.“ If you are not a brand, you are a commodity”Philip Kotler , Professor of International Marketing– Kellogg School of Graduate Management Northwestern University. BRANDING 101 5
  6. 6. BRAND PLATFORM PROCESSThe order in which different segments are processed will change with the situation.The product may come before the idea. The Brand name may be the lastelement. Each is important in its own right and will be examined in due course BRANDING 101 6
  7. 7. HOLISTIC ATTITUDE EVERYTHING IS CONNECTED !ALL BRAND ELEMENTS ARE RELATED AND HAVE VALUE TO EACH OTHER! CUSTOMER CENTRIC POINT OF VIEW: Every decision revolves around how the Customer will perceive or react. TOTAL SUBMERSION: There is no detail too large or too small to be addressed if it affects the Brand. TOUCHPOINTS: Address all the Customer Touchpoints! COMMITMENT: There must be a determined desire to remain true to the Brand Position at all times and situations. DISCIPLINE: Have the internal fortitude to stay the course in difficult times. BRANDING 101 7
  8. 8. COMPETITIVE SUPREMACY THE BRAND WITH THE MOST INNOVATIVE COMPETITIVE ADVANTAGES WINS!What elements does your Brand offer that canBe considered a Competitive Advantage?How many can you find? Brand Position Price, Value, Quality etc. Business Model Customer Value Proposition Most positive Customer Touchpoints BRANDING 101 8
  9. 9. PRODUCTS TO BRANDIDENTIFY THE TYPE OF PRODUCTS THAT ARE TO BE BRANDED Which products are to be branded? Category? Multi – versions of same Core Product? Multiple Products or just one? The Beginning of its lifecycle? Middle? 1-5 years Vision for the future Possibility of additional types of products? BRANDING 101 9
  10. 10. MISSION STATEMENT: CLARITY OF PURPOSEPURPOSE: Explains the WHY? in the building of the brand?Serves as the Foundation of a Brand StrategySuccinctly describes the reasons and goals behind the BrandOnly when a goal is clearly stated, can it be obtained.Everyone needs to and should be able to understand the Brand Strategy  BRANDING 101 10
  11. 11. BRAND POSITION: DIFFERENTIATESTHE BRAND POSITION: Answers your customers primary question: "Whats in it for me?“ The Brand separates you from your competition. In essence, your brand image is a promise - a promise that must be kept! Your brand image creates expectations. It defines who you are, how you operate, and how youre different from your competitors. What do you want the customer perception to be? Two basic positions - "intelligent choice" and meeting clearly set customer expectations. BRANDING 101 11
  12. 12. BRAND POSITION:YOUR BRAND POSITION IS WHAT MAKES YOU UNIQUE LIKE A FINGERPRINTELEMENTS: Quality, Price, Value, Exclusive, Aspirational, etcNICHE: Become a specialist rather than a generalist.A specialist is perceived to know more, or be of "higher quality"than a generalist.RELEVANCE: Importance to a customers lifestyleSHARE OF MARKET: What is the goal?HIERARCHY: Order in the food chain?EMOTIONAL CONNECTION: What emotion are you hitting?BENEFITS: Real or imaginedAWARENESS: How often is it in the customer mind or eye?AVAILABILITY: Channels of DistributionAUTHENTIC: First or pure purpose – Genuine BRANDING 101 12
  13. 13. CVP - CUSTOMER VALUE PROPOSITIONTHE CUSTOMER VALUE PROPOSITION IS THE BRAND PROMISE• CUSTOMER EXPECTATION: What should your customer be able to count on each time that the buy your brand?• CUSTOMER EXPERIENCE: Your brand story must be easy to remember and hard to forget. If people are confused, its unlikely that theyll be able to retell your story or have the desire to do so. What is the ultimate customer experience – write the scene!• TRUST: The Customer experience is the fulfillment of the Brand promise. It is all about building a Customer’s Trust!. BRANDING 101 13
  14. 14. CUSTOMER EXPERIENCE STORY: CREATES CLARITYCREATE THE STORY IN SECTIONS. IT IS AN INTEGRAL ELEMENT OF THE BRAND POSITION.PURPOSE: Build an emotional value connection with a desire to build trust• KEYWORDS: Develop a list that is emotionally connected to your brand.• DESIRE: What words when heard would you want to be connected to your brand?• DESCRIPTIVE SENTENCE: Create one sentence that describes your brand – can be relevant to the Tagline• CREATE PREFERENCE: Predisposition to buy by consumers – establishing brand loyalty through a great story.• EXPERIENCE STORY ORIGIN: Create a complete experience with the brand. Sets the tone for all involved in the beginning and the future. BRANDING 101 14
  15. 15. TOUCHPOINTS: CONNECTION WITH THE CUSTOMER YOUR ULTIMATE GOAL IS TO HAVE EACH TOUCHPOINT REINFORCE AND FULFILL YOUR MARKETPLACE PROMISE.• TOUCHPOINTS: Name, pronunciation, products, packaging, price, marketing, sales personnel, etc.• IMPRESSION: Each Touchpoints molds the customers impression of the brand.• VALUE: All Touchpoints are not created equal.• IMPORTANCE: Which are the most influential in each Product? .• CONSISTENCY: Each and every Touchpoint must give similar perceptions and experiences to the Brand• REAL: Determine how to express each “reason-to-believe “ at each key Touchpoint BRANDING 101 15
  16. 16. EMOTIONAL CONNECTIONSTHE TEN COMMANDMENTS OF EMOTIONAL BRANDING• FROM CONSUMERS TO PEOPLE Consumers buy, people live• FROM PRODUCT TO EXPERIENCE Products fulfill needs, experiences fulfill desires• FROM HONESTY TO TRUTH Honesty is expected. Trust is engaging and intimate. It needs to be earned• FROM QUALITY TO PREFERENCE Quality is the right price a given today. Preference creates the sale• FROM NOTORIETY TO ASPIRATION Being known doesn’t mean that you are also loved• FROM IDENTITY TO PERSONALITY Identity is recognition. Personality is about character and charisma• FROM FUNCTION TO FEEL The functionality of a product is about practical or superficial qualities only.• FROM UBIQUITY TO PRESENCE Ubiquity is seen. Emotional presence is felt• FROM COMMUNICATION TO DIALOGUE Communication is telling. Dialog is sharing• FROM SERVICES TO RELATIONSHIP Service is selling. Relationship is acknowledgementBased on the book Emotional Branding, written by Marc Gobé BRANDING 101 16
  17. 17. BRAND BUSINESS MODELThe Brand Business Model is the “Financial Structure” of how a productis brought to Market and introduced to the Consumer.It reveals both strengths and risks to the Brand.Understanding the Model will help in successfully positioning the Brand• DESIGN, DEVELOPMENT, PRODUCT• SUPPLY CHAIN• MONETARY GOALS• PRICE/ QUALITY/VALUE RELATIONSHIP• SERVICE• TYPE OF VALUE BRANDING 101 17
  18. 18. PROFILE CUSTOMER: WHO DO YOU WANT? UNDERSTAND THE CUSTOMER!WHO ARE THEY- REALLY? HOW DO OTHER CONSUMERS AFFECT THE CORE CUSTOMER!• Demographic: Sex, Age, Income etc.• Size of Population• How to reach them• Early Adopters• Influencers• Buyer – End User• GeographicINVENT A PERSON OR PERSONS• Give them a name• Sex, age,• Occupation• Etc. BRANDING 101 18
  19. 19. BRAND SWOTUnderstand your Brand from both and Internal and External Viewpoint.What elements can you exploit and which do you have to protect? BRANDING 101 19
  20. 20. COMPETITITVE INTELLIGENCEIt is imperative to understand as much as possibleabout your competition! Market or Markets Who is the Competition • Primary and Secondary SWOT – Strengths – Weaknesses – Opportunities – Threats BRANDING 101 20
  21. 21. PRODUCT MARKETGiven the unique factors of your product – the elements that differentiateyour offering from your competition. Each Product will have its owncharacteristics that must be explored. IS THERE A NICHE MARKET WITHIN THE MARKET UMBRELLA?EACH PRODUCT:• Size of Market• Demographics of Customer• Quality• Price• Customer Experience• Lifecycle• Etc. BRANDING 101 21
  22. 22. SYNCHRONIZE: BIG FOURTHE KEY TO SUCCESSFUL BRAND BUILDING IS TO SYNCHRONIZE YOUR:• BRAND POSITION• CUSTOMER VALUE PROPOSITION – EXPERIENCE STORY• BUSINESS MODEL• CUSTOMER PROFILE - MARKETMake sure that each element may be executed without infringingon the possibility of success of the other. They should all work in harmony. BRANDING 101 22
  23. 23. BRAND NAME: MEMORABLE TO YOUR CUSTOMERBrand names represent a larger meaning to consumers by conveying a conceptand a promise.Great names claim a position that is intriguing, inspiring, and believable.The most effective brands exemplify their promise by preconditioning consumersMatches your Brand PositionAligns with your Target customerIdentifies with your CVP BRANDING 101 23
  24. 24. BRAND NAME: CREATING A BRAND NAMEPOINTS TO KEEP IN MIND• Match the product or service / fit the concept• Creates a mental image for your Customer• Make your name memorable!• Phonetically easy for your Market• Easy to pronounce, Easy to Spell• Adaptable to addition products• Easy to translate / cross cultural appeal• Stand out against competing brands• Should be protectable• Has Longevity BRANDING 101 24
  25. 25. BRAND NAME: TYPES OF BRAND NAMESACRONYM: A name made of initialsDESCRIPTIVE: Names that describe a product benefit or functionALLITERATION AND RHYME: Names that are fun to say and stick in the mindEVOCATIVE: Names that evoke a relevant vivid imageNEOLOGISMS: Completely made-up wordsFOREIGN WORD: Adoption of a word from another languageFOUNDERS NAMES: Using the names of real people and founders nameGEOGRAPHY: Many brands are named for regions and landmarksPERSONIFICATION: Many brands take their names from myth BRANDING 101 25
  26. 26. TAGLINE: YOUR STORY OR BRAND POSITIONGREAT TAGLINES GIVE INSIGHTS TO THE CUSTOMER ABOUT YOUR BRAND !• MEMORABLE: A great Tagline sticks in your memory.• POSITION: A tagline should communicate your company’s positioning.• BENEFIT: Explains a unique factor for offers your target audience?• USE IT: How can you use it as a competitive advantage? Use it as a differentiator! BRANDING 101 26
  27. 27. BRAND GRAPHICS: VISUAL BRAND ENHANCEMENTOne of the more exciting elements of creating a Brand is theDevelopment of the Logo and all the other “Graphic Elements”required , it is also one of the most important steps in the process.ELEMENTS NEEDED: Logo, Color, Icon, Tagline, Unique Packaging•  LOGO: Can actually have more than one or elements that reflect as one. A design that’s attractive, easy to read and memorable• COLOR: Can you own a color that also increases the brand story?• ICON: An element that gives and immediate perception TAG LINE: A qualifying statement about the Brand• PACKAGING: Type Of Packaging• SYNERGY: Does the combined set of graphics place you in the same “Sandbox” as your competition.• STYLE GUIDE: Rules and Regulations on how the Graphics of your Brand may be used BRANDING 101 27
  28. 28. BRAND PACKAGING:Not every product will need a package but many will require it. When possibleallow the packaging to become part of the brand.IMPORTANT ELEMENTS: How will it be seen How will it be perceived How will it be used Can it be used again? Can it build the brand? After initial Use? BRANDING 101 28
  29. 29. BRAND TESTING:Brand name testing and research is an important part of the process.Selecting the right name can influence brand positioning, image, andfuture sales.Use Focus Groups or similar situations to get a Read on your Decisions.Pull together enough of your Target Customers to ask a set of pointed questionsthat eliminate unknown risk or undesired action. BRANDING 101 29
  30. 30. BRAND PROTECTIONLEGALITIESBefore and after you have started work on your Brand and Brand Name,look into the legal aspects of using your chosen Brand Name and all collateral.• Legal search for possible infringements.• Can you legally own name, logo, tagline, associated graphics• Website Domain Name availability?• Apply for trademarks and legal protection• Available for all products and categories in the future? BRANDING 101 30
  31. 31. BRAND MARKETINGTAKE YOUR BRAND TO MARKET WITH A INTEGRATED MARKETING STRATEGY Brand Story Public Relations Print TV Internal Retailer Digital Marketing Strategy Touchpoints DIGITAL MARKETING STRATEGY  SEO – Search Engine Optimization  Social Media  E-mail  E-Catalog BRANDING 101 31
  32. 32. INTEGRATION: SPREAD THE WORD!INTERNAL COMMUNICATION THROUGHOUT THE COMPANY IS ESSENTIAL! Align the entire organization to the Brand Position! Make sure that there is ONLY ONE position that is clarified to all. Each Support Group has a tendency to make their own adjustments. Understand which players will have a role in creating, and perpetuating the perception of the Brand? Role it out in layers – top down. Make sure each one has a clear understanding of the brand and how it is to be represented BRANDING 101 32
  33. 33. BRAND OWNERSHIP YOUR BRAND IS NOW THE “HOUSE OF XXXXX” WHO IS THE OWNER OF YOUR HOUSE? Establish who will own the brand Person or Team that make daily decisions Brand Management Guidelines • Rules for use of the brand • New Products • Limits to how it can be projected • Review of the Brand Position • Updating the Brand BRANDING 101 33
  34. 34. SUCCESS STANDARDS WHAT ARE THE MEASUREMENTS BY WHICH THE BRAND WILL BE DETERMINED SUCCESSFUL OR NOT?• SALES GOALS• PROFIT GOALS• RECOGNITION STANDARDS• PRODUCT PERFORMANCES• WHO SETS THE GOALS AND THE STANDARDS? BRANDING 101 34
  35. 35. BRAND EVOLUTION BRAND KAISEN: The Japanese philosophy of continuous improvement, which requires that a Brand continually strives to improve, hold a value for the customer, be relevant in the market and maintain/grow market share.  UNIQUENESS  INNOVATION  REFINEMENT  TRANSITION  ADAPTABILITY BRANDING 101 35
  36. 36. SUMMARY: ANDERSON’S 10 PILLARS OF BRANDINGKEY PILLARS ON WHICH TO BUILD YOUR BRAND.• BRANDS CREATE VALUE• DIFFERENTIATE• HOLISTIC ATTITUDE• CUSTOMER VALUE PROPOSITION• EMOTIONAL CONNECTION• BRAND NAME AND GRAPHICS• INDUSTRY ANALYSIS• INTERNAL INTEGRATION• DISCIPLE AND CONSISTENCY• BRANDS EVOLVE BRANDING 101 36

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