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Charles Sayers, SapientNitro
What is a Brand?
“A brand is a living entity - and it is
enriched or undermined cumulatively over
time, the product of a thousand small

ge...
"What’s a brand? A singular
idea or concept that you own
inside the mind of the
prospect.“
- Al Ries
“A brand is not what

It’s what
they say it is.”

you say it is.

- Marty Neumeier
These are
not
brands
But your reaction
to them is.
The

Experience
is the Brand
Brands carry people across a pathway to emotional fulfillment

Needs

“I need a new
refrigerator.”

“Home Depot sells
refr...
Brands establish inspirational connections
Creating Advocacy through Immersion
Advocacy

Loyalty
Preference

Awareness

Brands create immersive
experiences that connect
with the needs, desires
and expe...
What is Brand Equity?
(and why is it so #%@* important!?)
Brand equity offers value beyond transaction
Coke’s market cap

 Market value

(including brand value)

$120 billion

 M...
Basic Elements
of a Brand
Framework
What is a
Brand Framework?
brand framework
A series of assets that are aligned to
strategic business objectives to guide its
expression – both intern...
Mission

A concise description of a
company, product or service’s
fundamental purpose.

mission
Vision

The aspirations of a company,
product or service that drives
future growth.

vision
mission
attributes

Attributes

Basic factual characteristics of a
company, product or service

vision
mission
attributes

Rational
benefit

The functional results the a
company, product or service
generates

rational benefit

vision...
attributes

Emotional
benefit

rational benefit

vision

The personal sense of
accomplishment or well-being a
company, pro...
attributes

Personality/
Identity

rational benefit

vision

A set of human qualities
associated with the company,
product...
Brand
Framework

attributes

rational benefit

• Mission
vision

• Vision

mission

• Attributes
• Rational benefit
• Emot...
Brand
Pyramid

Personality

• Functional benefits
• Emotional rewards
• Core values

Core Values

(vision/mission)

• Pers...
Positioning statement
A statement highlighting the
unique and tangible benefits a
customer receives from a company,
produc...
Brand name
The associative bridge between the customer and the product
or service.

Target audience

Basic
elements of a
p...
Positioning Statement
For people who are seeking
(ATTRIBUTES), our Brand provides
these (FUNCTIONAL BENEFITS) which
result...
What is a brand strategy?
A systematic plan to help a brand
achieve specific business objectives.
Review
The experience is the brand.
What you see

visual

How you react

behavioral

verbal

What you hear
The best brand experiences are immersive and

place the individual at the center of every consideration.
Brand
Framework

attributes

rational benefit

• Mission
vision

• Vision

mission

• Attributes
• Rational benefit
• Emot...
Positioning statement
A statement highlighting the
unique and tangible benefits a
customer receives from a company,
produc...
Brand strategy
A systematic plan to help a brand
achieve specific business objectives.
Brand basics
Brand basics
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Brand basics

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

Published in: Marketing, Business, Technology

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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