This is an example of a Brand Matrix developed by Jennifer Smith at Marketing Matters. A Brand Matrix is a summary of the most important information about a brand that is then used to communicate with other functions within the company as well as outside marketing service providers like advertising agencies etc. It should be used as part of the induction presentations for new hires, investors etc.

1. Style Collections
Brand Matrix Presentation
19 September 2011
By
Marketingmattersmm
What is a Brand Matrix?
A brand matrix is a summary of important information about a brand.
This is an example of a brand that I worked with in 2011. We conducted interviews with a
variety of staff at Style Collections. We chatted with everyone from HR to production,
procurement and sales. We interviewed staff across all levels, from the owners right through to
the staff who packed and shipped the finished furniture. Their comments and insights all served
to inform the final Brand Matrix.
The brand matrix would then be used to ensure that the brand identity is maintained in a
homogenous manner across all marketing materials. It can be used to introduce the brand to
new staff members, new investors, ad agencies etc.

2. ESSENCE
Support
DISCRIMINATOR
Quality Supports
Stylish
Design
VALUES
& PERSONALITY
Self-Respecting
Open door/minds
Accuracy, neatness, speed
Traditional yet innovative
Quality
Community minded
Generous
REASONS
TO BELIEVE
ISO 9001 accreditation
Staff structure (quality)
Training school for industry
11 years and 2nd generation
Guarantees
After sales service
Sold through reputable stores
ROOT STRENGTHS
Dynamic family business, run by
motivated people
Experienced, skilled staff
Ingrained quality management
system (ISO 9001)
Innovative, warm, welcoming
designs
Industry training ground
Strong supplier relationships
Strong, simple value system
Own distribution (trucks)
Excellent sales after care
Support staff
Support customers
Respect for consumers
Support the community
Customer
Insight:
Quality
Supports
Trust
BRAND MATRIX
COMPETITIVE ENVIRONMENT
The Bravo Group- (Gomma
Gomma, Milano Décor,
Grafton Everest, Alpine
Lounge), Cantoni Lounge,
Furniture Factory, Coricraft,
Kwadja Lounge, Modfurn, Nu
Lounge, Guiseppe, House of
Mutani, Lounge Craft
The JD group, Lewis Furnishers
TARGET MARKET
Primary - Consumers
LSM 6-10, young independent
singles, young couples, Young
families, mature singles, mature
couples,; body conscious,
gardeners, good living,
outdoors, homebodies
Secondary – Customers
Ellerines – 53%
OK Furniture
Furnmart (Namibia, Botswana)
Extreme Furniture
Town Talk; House and Home
Savells Fairdeal; Lubners;
Bears
FUNCTIONAL BENEFITS:
Good fabrics
Sturdy frames with good wood
Widely available
Comfort
Best quality materials used
ISO 9001 - quality
Global Guarantee 1 yr. And 7
yrs. on frame
Classical styles - timeless
EMOTIONAL BENEFITS:
Home is warm and welcoming
Visible hospitality
Respect for my visitors
Respect for my family
I display my success
Comfort in Style
My house becomes a home
Peace of mind
I’m proud of my home

3. Competition matrix
Premium
House of Mutani
Gomma(BG)
Grafton(BG)
Alpine lounge(BG)
Ettienne Lewis
Style
Milano Décor(BG)
Coricraft
Value for money
Style
Cantoni lounge
Giuseppe
New lounge
Kwadja
Modfurn
Elaborate/traditional
Style
Gomma(BG)
Grafton(BG)
Nu lounge
Kwadja
Cantoni Lounge
House of Mutani
Alpine lounge(BG)
Modfurn
Giuseppe
Basic/modern
Style
Milano Décor(BG)
Coricraft
Furniture Factory

4. SWOT analysis
Strengths
•Long tradition of quality – ISO 9001
•Strong supplier relationships in key raw materials
•Strong community relationships
•Own distribution
•Strong design skills, creative and practical
•Dynamic family run business with good business skills
•Excellent training ground
•Aftersales service
•Design capacity of Naushaad, Stuart and Tendai
Weakness
• Weak consumer branding
• Incongruent messaging vs actual product
• Disconnect staff/management perceptions
• Seasonal loss of skilled labour
• Gaps in quality systems – poor raw materials not found soon
enough (15% waste)
• Cost/value imbalance
Opportunity
• Ellerines – change in distribution
• Rising black middle class
• Security situation – people stay at home
• Tightening economic situation – entertain at home
Threat
• Customer own channel power
• Politics reduces sales channels
• Loss of skills to competitors
• Ellerines changing distribution set up
SWOT

5. Critical Success Factors
• Understanding the marketplace
• Design capacity – timeous designs
• Procurement of the right quality raw materials
• Long term relationships with key suppliers
• Strong understanding of key raw materials
• Staff and skills availability
• Supply chain structure
• Relationships with customers
• Marketing to consumers (branding of style
products)

6. Mission
• We use traditional quality standards and systems to
design, manufacture and deliver lounge suites that our
customers are proud to share with their friends and
family.
• We deliver top quality furniture to our trade customers
on time and at a price that supports our future and
their sales.
• We support our staff, community and other
stakeholders by providing decent work and uplifting
our community.
• We show respect for each other and ourselves by
taking pride in our work.

7. Style Collections - Vision
Supporting the future

8. Good Living
• 5% of adults & 10% of LSM®s 6-10
• Defining activities
– Good Living enjoy life. They go on a drive (20%), shop for pleasure
(18%), braai (21%), visit pubs/
– bars/shebeens/taverns (20%),
– have dinner parties at home or with friends (11%)
– or go out to a restaurant/steakhouse (24%).
– They watch videos or DVDs (59%), often with a tape/DVD which has
been specifically hired for home viewing (28%).
– They are addicted to fast foods (43%), which meet the needs of their
– busy lifestyle.
– They enjoy reading a paid-for newspaper with local news (88%) and
those delivered free to their
– home (81%).
– Personal appearance is taken care of at a hair salon (8%).
Source: www.saarf.co.za
Target market descriptions using the old LSM descriptors,
Today we would use SEM descriptors

9. Good living cont.
• Good Living are at the top of the living standard scale with strong representation in LSM®s 9 -
10 (41%).
• Over half are in full-time employment (58%), often in a senior position, such as professional
and technical (13%), administrative and managerial (7%) or clerical and sales (19%).
• They are most likely to be found in metros (65%), Gauteng (34%), the Western Cape (21%) or
KwaZulu Natal (25%).
• Just over half are male (53%), mainly aged 25-49 (68%)
• With good education having matric (47%), Technikon diploma or degree (14%), university
degree (5%) or other post matric (8%) qualification.
• Hand in hand with the good level of education and employment goes the highest household
income of all the LSM®s 6-10 Lifestyles.
– Two out of every three have an average monthly household income in excess of R8 000 (69%) and
24% are in the R20 000+ group.
• There is an above average incidence of coloureds (17%), Indians (9%) and whites (35%), who
speak mainly
• Afrikaans (31%) or English (36%).
• Good Living are well represented among Young (25%) and Mature (9%) Families lifestages.
Source: www.saarf.co.za

10. Homebodies
• 5% of adults & 10% of LSM®s 6-10
• Defining activities
– Homebodies spend much of their time on
needlework/tapestry (18%), sewing/dressmaking
(20%), knitting/crochet (18%), baking (39%) and
cooking for pleasure (84%).
– Going for beauty treatments (6%) and
– sunbathing (4%) are further core activities.
Source: www.saarf.co.za

11. Homebodies cont.
• Homebodies are nearly all female (90%), with the majority being over 35
years of age (70%).
• As is to be expected, few are in full-time employment (24%), and one in
every four lists their occupation as housewife (25%) and a further 17% are
retired.
• This lifestyle, like Traditionals and Outdoors, is poorly educated with
almost half not having completed high school (48%).
• Household incomes are below the norm.
• There is a higher than average presence of Homebodies in small towns
and villages (17%).
• There is a mix of population groups: black (43%), white (35%), coloured
(17%) and Indian (6%).
• Afrikaans (36%) and English (23%) are the dominant home languages.
• Homebodies, in addition to Mature Singles (17%) and Mature Couples
(18%) are to be found in all the Family groups: Young (23%), Single Parent
(17%) and Mature (9%) Families.
Source: www.saarf.co.za

12. Gardeners
• 5% of adults & 9% of LSM®s 6-10
• Defining activities
– Gardeners’ lives are relatively quiet focussing on tending flowers,
plants and the lawn (71%) as well as vegetables, fruit and crops (45%).
This gives them plenty of time for bird watching (13%).
– A further defining pursuit is DIY (29%).
– Gardeners’ outdoor activities encompass fishing (9%), walking/hiking
(22%), having a braai (14%) and photography (4%).
– Gardeners also exercise (other than at a gym) (23%). They catch up
with work after hours (13%) and use a computer at home (31%). They
are keen on reading, which includes books (39%), paid for newspapers
with the local news (73%) or a free newspaper delivered to their home
(63%).
– A high proportion of Gardeners attend religious gatherings (40%)
Source: www.saarf.co.za

13. Gardeners Demographics
• Most Gardeners are male (68%) and elderly with half being over 50+ years old
(50%).
• They are more likely to be living in small towns/villages (17%) and rural/settlement
areas (13%).
• They are reasonably well off with two in every five being in LSM®s 9 and 10 (41%).
• Education is mixed with 8% not reaching high school, but in contrast 20% with a
Technikon or University qualification.
• Despite having the highest incidence of retirement (26%) among LSM®s 6-10,
• as many as 38% of Gardeners are in full-time employment and 11% are working
part-time.
• Gardeners are white (47%), coloured (16%), Indian (5%) and black (33%), the last
being well below the norm.
• They mostly live in the Western Cape (24%), KwaZulu Natal (16%) and Gauteng
(29%).
• Afrikaans (39%) and English (30%) are the most used home languages.
• Gardeners are especially to be found among Mature Singles (18%), Young (9%) and
Mature (27%) Couples and Mature Families (10%).
Source: www.saarf.co.za