Brand Building Processes
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How do you achieve brand equity? In order to do this a brand's awareness, value proposition, brand experience and customer needs all need to be aligned and resonate with each other. Here are a few processes on how to achieve brand equity.
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Brand Building Processes
- 2. process overview Brand Positioning • Competitive analysis • Segmentation (qualitative and quantitative) • Market Insights • Team • AMPS • Telmar • Research • Brand Positioning Brand Blueprint • Positioning • Architecture • Brand design • Corporate Identity guidelines Value proposition Marketing Plan • Branding Inside Out • Communications Stratplan • ATL Media plan • BTL Comms • Marketing collateral • PR Press/Media releases, and Editorial • Web site architecture • Product and service offering per segment. • Red Ocean Blue Ocean • Value Innovation • Emotive Triggers
- 3. Brand awareness + Brand experience = Brand equity Brand Awareness Brand Equity Brand Experience Value Proposition Customer Needs Brand awareness & brand equity
- 5. Brand building INSIGHT STRATEGY IMPLEMENTATION EVALUATION • Research: Customer, brand, competitors, media landscape. • Segmenting and targeting. • Situational Analysis. • SWOT • Market needs. • Strategy Canvas • Emotive Triggers • Brand positioning. • Identify hygiene factors, USP’s and emotive triggers. • Core Brand Strategy • Key messaging. • Golden threads. • Media choices/strategy. • Creative execution. • Golden threads. • Media Plan. • BTL Production. • Monitor all costs and budget. • Monitor performance vs. objectives. • Post campaign audit. • Were objectives met? (ROI) • Corrective measures if required.
- 6. What’s In aBrand? BRAND POSITIONING How we are/ want to be perceived BRAND IDENTITY Logo, Slogan, Symbols, Colour BRAND EXPERIENCE Product, Service, Staff, Advertising, History, Pricing, Distribution BRAND EQUITY Quality, Loyalty, Awareness, Personality, Reputation, Market Share
- 7. but unique? what Makes US 1. Look for the A-HA’s. 2. What makes us different? 3. Identify our USP’s.
- 8. CORE OFFERING FUNCTIONAL BENEFITS EMOTIVE BENEFITS PERSONALITY SUBSTANTIATORS ESSENCE Promise Identify Hygiene factors Differentiators & USP’s If this is who we are, what makes us UNIQUE?