Brand - Question 8- Osward.pptx

Brand - Question 8- Osward.pptx

• 1.
  Question 8 Explain withexamples, the process of building brands  Brand- is defined by a customer’s perception of the business.  The founder of Amazon Jeff Besos expressed the “brand as what other people say about you when you are not in the room”  A brand is made up of brand identity (who you really are) and brand image (how you want to be perceived).  In today’s market, a successful brand has to be consistent in communication and experience across many applications.
• 2.
  Brand building  Brandbuilding- is defined as the process of generating a perception or awareness through various marketing campaigns with the aim of creating a lasting image in the market.  Branding can be broken down into three main phases, thus - brand blueprint/ branding strategy - brand identity - brand marketing
• 3.
  1. Brand blueprint It is the very first step towards brand building and is the foundation on which the brand would stand.  The brand blueprint is the brand strategy and helps the target audience understand what the brand is all about.  The blueprint helps the brand to stand out from the crowd. It helps the target audience understand how trustworthy, dependable, likeable and different is the brand.  The blueprint has the following components, thus discovering purpose, target audience, brand voice, competitor investigation, brand narrative and brand discovery.
• 4.
  Discover the purposebehind your brand  Very successful brand has a powerful purpose behind it.  Brand purpose- refers to what the business wake up every day loving to do for other people through their product or service.  The business should ask themselves why they do exist?, what differentiates them?, what problem do they solve and why people should care?.  The answers to these question would inform the foundation of your branding through tagline, slogans, value propositions, voice, messaging, stories and more.
• 5.
  Competitor analysis  Abusiness should never imitate exactly what the big brands are doing in their industry.  The business should be aware of what they do well and the goal is to differentiate from competition.  There is need to research main competitors or benchmark brands.  Study how well they have done about building a brand name.  Is the competitors consistent with messaging and visual identity across channels.  In what ways does the competitor market the business, both online and offline.  Choose a few competitors for a comparison chart, i.e 2-4 competitors is a good number. Competitor research is one of the key components in discovering and defining the business’s brand positioning.
• 6.
  Determine your brand’starget audience  The foundation of building your brand is to determine the target audience that the business will b focusing on.  The business cannot be everything to everyone and therefore calls for them to identify customer groups which the business will best serve.  Brand creation relies on truly understanding the “buyer persona”.  The target audience must be narrowed and specific rather than being broad and vaguely defined.  When describing the target audience, the business would look at the age, gender, location, income and education level. Furthermore, the business would also consider the motivation, goals, fears, desires and influencers in defining their target audience.
• 7.
  Establish the brandmission and vision  Brand vision- is a future, aspirational statement that the brand drives towards achieving.  Envision a projection of where the brand aspires to go, what it aspires to be and what impact will have on the environment the business is in- think 10 years to come.  Everything from the Logo, tagline, voice, message, and personality should reflect the mission and vision.  Nike’s mission is “to bring inspiration and innovation to every athlete in the world”.  Starbucks’ mission is “ to inspire and nurture the human spirit- one person, one cup and one neighborhood at a time. Starbucks always write the name of the customer on the coffee for an extra personal touch.  It also explains why one will find free WIFI, large tables and soothing music to make chatting with others easy
• 8.
  Outline key qualitiesand benefits the brand offers  The business must focus on the qualities and benefits that make the company branding unique.  Think about how to provide value that improves consumers’ lives.  Apple’s key qualities is clean design and innovation whilst a key benefit is “ease of use”.  From unique packaging to their announcement events, Apple always reminds customers that its products can be used right out of the box.
• 9.
  Form your uniquebrand voice  The brand voice is dependent on the company’s mission, audience and industry.  Choose a brand voice that makes sense and resonates with the target customers.  Finding and using the correct brand voice, the brand would have strongest change of connecting with consumers.  Virgin America is known for its friendly and reliable customer service and its voice constantly builds that brand.  Coca Cola’s brand voice is friendly, social and happiness brand.
• 10.
  Let your brandpersonality shine Customers are looking for an experience tailored to their needs, backed by a genuine personal interaction.  Coca Coal’s brand personality of empathy, happiness, social and enjoyment continue to shine over the years.  Coca Cola is consistent in its brand personality over the years and this helps to eliminate confusion amongst the customers in terms of what the brand stands for.
• 11.
  Build a brandstory  Brand story- is a well knit narrative of the facts and emotions that is created by a brand.  A brand story inspires an emotional reaction from the target audience.  The human mind is wired for story and the best way to narrate a story is through the brand voice that has been chosen already.  Brand are able to leverage this hardwiring by crafting stories about their audience, the journey they are on, the challenges they face and ultimately the outcomes they seek.  Heineken has established a brand story based on innovation dating back to the period when the company was given birth. Their brand story telling has succeeded in creating an iconic brand.
• 12.
  2. Brand identity Brand building can be initiated with a well thought brand identity which can help create a strong brand image which goes a long way in consolidating the brand.  Brand identity is the virtual component of a brand.  The brand identity is also the way by which the brand blueprint is conveyed to the consumers and may well go beyond the visual elements to messaging and experience.  The components of brand identity must be consistent across all channels so that the business is easily recognizable.  The elements of brand identity include the logo, design, fonts and colors, website advertising, culture, vision, mission, packaging, behavior amongst others.
• 13.
  Components of brandidentity  The elements of a brand identity are: - logo -design - fonts and colors - website advertising - culture - vision and mission - packaging - behavior amongst others.
• 14.
  ………. continued  Themore strategic and cohesive the elements are, the more impact they will have on the brand experience.  It must be note that the name, logo an tagline are not for you  Coca Cola has managed to ensure that their message I consistent on all various platforms. The Colors, fonts, culture, mission, vision and advertising denotes merriment, happiness, fun and enjoyment for Coca Cola.
• 15.
  3. Brand marketing Target your market- the next strategic brand building step is to get clear on the brand’s target market.  Brand marketing – is the approach by which businesses highlight and differentiate their products or services to the target audience through various strategic communications.  Digital marketing has gained prominence across the world and is here to stay, even though conventional forms of advertising in radio, television and prints will not completely disappear in the near future.
• 16.
  ……….. Continued  Brandmarketing entails: - brand presence - brand awareness - brand perception - brand advocacy - brand loyalty
• 17.
  Brand presence  Oncea brand has a well designed brand born from a strategy, its time to bring the brand to life in the digital and physical world.  The content on both digital and physical world must be same to ensure stability of the brand and build brand equity over time.
• 18.
  Brand awareness Brand equityis typically attained by generating awareness. Brand awareness is the consumer's ability to recognize or recall the brand in sufficient detail to make a purchase. Brand awareness ca be attained through brand communication which increase brand visibility.  Coca Cola has been able to maintain its global presence by responding actively, creating conversation and leveraging powerful public relations to ensure that their competitors cannot take advantage of them in the media. Their message has been consistent throughout the years which has succeeded in building a strong brand equity.
• 19.
  Brand perception Perceived quality-elevating perceived value will enhance the customer experience and increase sales. Perceived quality is when customers judge the product quality based on the overall brand experience.  Positioning of the brand consistently within the market would assist to build brand equity, that is the beliefs, values and Unique Selling Point (USP) should remain constant so that customers are not left confused or in doubt of what the brand stands for (https://www.thebrandingjournal.com/2021/02/brand-equity).  Coca Cola company would change promotional campaigns but their message showing their brand personality of enjoyment, social and happiness remains the same thereby helping the company to increase its brand equity over the years.
• 20.
  Brand loyalty Brand loyalty-is realized from past and current experiences with the brand, brand awareness, and the brand’s attributes.  High brand loyalty ensures that business is stable, consistent and enables the organization to capture a large market share (https://www.thebrandingjournal.com/2021/02/brand- equity/).  Coca Cola has managed to maintain a sustained emotional connection with their customers. Coca Cola company managed to establish a “carbonated empire” in the world thereby achieving global domination (Smith and Melissa, 2005).
• 21.
  Conclusion In conclusion, themain phases of the brand building process are establishing a blueprint, brand identity and engaging in brand marketing. There are many activities which can be conducted at each phase which significant contribute towards the building of a strong global brand