Brand basics

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Brand Basics is an overview of the fundamental terms, models and processes for brand definition across any medium.

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Brand basics

  1. 1. Charles Sayers, SapientNitro
  2. 2. What is a Brand?
  3. 3. “A brand is a living entity - and it is enriched or undermined cumulatively over time, the product of a thousand small gestures.” - Michael Eisner, CEO Disney
  4. 4. "What’s a brand? A singular idea or concept that you own inside the mind of the prospect.“ - Al Ries
  5. 5. “A brand is not what It’s what they say it is.” you say it is. - Marty Neumeier
  6. 6. These are not brands
  7. 7. But your reaction to them is.
  8. 8. The Experience is the Brand
  9. 9. Brands carry people across a pathway to emotional fulfillment Needs “I need a new refrigerator.” “Home Depot sells refrigerators” relevance Desires “I need more than just a refrigerator. Maybe I should redesign my kitchen.” awareness connection relationship Home Depot can help me get my project done.” I need it | I know it | I like it | I want it
  10. 10. Brands establish inspirational connections
  11. 11. Creating Advocacy through Immersion
  12. 12. Advocacy Loyalty Preference Awareness Brands create immersive experiences that connect with the needs, desires and expectations of an individual in ways that advance and grow their relationship with a company, product or service.
  13. 13. What is Brand Equity? (and why is it so #%@* important!?)
  14. 14. Brand equity offers value beyond transaction Coke’s market cap  Market value (including brand value) $120 billion  Market share  Price Coke’s market cap  Speed to market (not including brand value) $50 billion  Growth SOURCE: The Brand Gap
  15. 15. Basic Elements of a Brand Framework
  16. 16. What is a Brand Framework?
  17. 17. brand framework A series of assets that are aligned to strategic business objectives to guide its expression – both internally and externally. A brand framework defines the experience and relationship a company aspires to achieve.
  18. 18. Mission A concise description of a company, product or service’s fundamental purpose. mission
  19. 19. Vision The aspirations of a company, product or service that drives future growth. vision mission
  20. 20. attributes Attributes Basic factual characteristics of a company, product or service vision mission
  21. 21. attributes Rational benefit The functional results the a company, product or service generates rational benefit vision mission
  22. 22. attributes Emotional benefit rational benefit vision The personal sense of accomplishment or well-being a company, product or service inspires mission emotional benefit
  23. 23. attributes Personality/ Identity rational benefit vision A set of human qualities associated with the company, product or service across all experiences mission emotional benefit personality/identity
  24. 24. Brand Framework attributes rational benefit • Mission vision • Vision mission • Attributes • Rational benefit • Emotional benefit • Personality/Identity emotional benefit personality/identity
  25. 25. Brand Pyramid Personality • Functional benefits • Emotional rewards • Core values Core Values (vision/mission) • Personality Emotional Rewards Functional Benefits
  26. 26. Positioning statement A statement highlighting the unique and tangible benefits a customer receives from a company, product or service. The more specific, the better.
  27. 27. Brand name The associative bridge between the customer and the product or service. Target audience Basic elements of a positioning statement The people you’re trying to relate to. The most effective audience descriptions include a glimpse of their emotional mindset. Personality traits How you would describe the brand in human terms. Not what it does (that’d be features and functionality), but how it expresses itself. (Reserved, enthusiastic, candid, confident...) Category The type of business environment the brand lives and competes in. End benefit What awaits the target user once the brand promise is fulfilled. Rational support The reasons to believe the brand’s promise will be fulfilled.
  28. 28. Positioning Statement For people who are seeking (ATTRIBUTES), our Brand provides these (FUNCTIONAL BENEFITS) which result in these (EMOTIONAL BENEFITS) and ultimately reflects our (PERSONALITY).
  29. 29. What is a brand strategy? A systematic plan to help a brand achieve specific business objectives.
  30. 30. Review
  31. 31. The experience is the brand. What you see visual How you react behavioral verbal What you hear
  32. 32. The best brand experiences are immersive and place the individual at the center of every consideration.
  33. 33. Brand Framework attributes rational benefit • Mission vision • Vision mission • Attributes • Rational benefit • Emotional benefit • Personality/Identity emotional benefit personality/identity
  34. 34. Positioning statement A statement highlighting the unique and tangible benefits a customer receives from a company, product or service. The more specific, the better.
  35. 35. Brand strategy A systematic plan to help a brand achieve specific business objectives.

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