Brand Strategy

Brand Strategy

• 1.
  BRANDS DEVELOPING AND IMPLEMENTING SUCCESSFUL BRAND STRATEGY
• 2.
  A Brand ismore than a logo
• 3.
  A brand isthe sum of the mental connections a person has in relation to a product or service Brands only exist in the mind of the market
• 4.
  Choose?
• 5.
  The value ofBrands are realised through customer choice Shareholder value is created through the choice of customers to transact on the basis of the associations they hold in respect to a product, good or service. Without an identifiable brand customers have no clear way of:   choosing one alternative over another   discerning the option that best meets their needs   rewarding businesses that have genuine competitive advantage
• 6.
  Why should acustomer choose you? Company Company Company A B C
• 7.
  The strongest Brandsare built upon competitive advantage Customers choose brands where the mental associations reflect: -  Value propositions that meet the needs of customers -  Benefits that differ from alternatives in ways that are relevant to customers -  Values that appeal to customers’ own beliefs or aspirations Brands are built upon both rational and emotional advantage.
• 8.
  Brand Strategy isa business imperative Businesses have a brand even when they do not have a brand strategy. If you don’t invest in defining the meaning of your brand, the market will define it for you.
• 9.
  Brand
Strategy
is
an
extension
of
Business
Strategy
 Where
does
the
business
compete?
 Which
customers
does
the
brand
serve?

 How
does
the
business
create
value?
 What
are
the
needs
the
brand
fulfils?
 How
does
the
business
create
a
return
 What
are
customers
prepared
to
pay
for
a
 
for
shareholders?
 brand
that
delivers
value?
 How
does
the
business
leverage

 What
makes
this
brand
different
from
others
 compe==ve
advantage?
 How
does
the
business
a>ract
and

 What
does
the
brand
stand
for
beyond
 retain
talent?
 making
money?

• 10.
  Brands are builtfrom multiple influences Advertising Promotion Word of mouth Sponsorship Logo design Product/Service Social Media Brand
 Experience Editorial Observation Comment In- Endorsement Store Brand Strategy must address controllable & uncontrollable influences
• 11.
  The
alignment
of
brand
strategy
with
culture
and
 values
is
cri=cal 
 •  In
most
businesses,
people
are
a
 cri=cal
component
of
brand
strategy
 •  They
can
be
highly
influen=al
in
 determining
customer
experience
in
 dealing
with
the
brand
 •  Strong
brands
are
underpinned
by
a
 culture
that
is
in
harmony
with
the
 brand

• 12.
  How does yourBrand Strategy stack-up? Our Brand Strategy is…. Yes No Don’t Know Clearly linked to our business strategy - How we manage our brand and the investments we make in branding can be clearly tied back to our business goals, objectives and outcomes. Based upon the rational & emotional need of our target market – Our target market is clearly defined and we have solid research that backs-up our understanding of what customers need from businesses like ours. Effective in differentiating us from the competition – Customers clearly see our brand as different from competing alternatives in ways that really matter to them Integrated across all points of influence – Our brand positioning is consistent across all customer touch points. We are consistent in our controlled communications through web, PR, sponsorship and advertising and most importantly, in the experiences customers have when they deal with our business. Sensitive to uncontrollable influences – We have processes to monitor uncontrollable influences such as competitor actions and customer comments made about our brand in social media and on-line and respond accordingly. Understood by our staff & business partners – If I asked each staff member or business partner what our business stands for and what makes us different in the eyes of customers, I would get a consistent response that really reflects our brand strategy. If you answered anything other then “Yes” to any of the above, you have work to do on your brand strategy.
• 13.
  So,
how
do
 you
unlock
the
 value
of
a
 brand?

• 14.
  Brand Navigator’s 8-stepprocess Execution – including Discovery Scoping & Customer monitoring of brand Research to identify performance 1 rational & emotional needs Insight Implementation 8 2 Messaging across touch-points & Brand
 Business
 Internal Workshops processes to agree target market & Implementa=on
 Strategy
 value proposition Client
 Strategy Go to Market 7 3 Alignment Planning Brand

 Brand
 Develop Brand Adop=on
 Development
 Architecture – Linking identity & guidelines Brand to Business for application goals & outcomes 4 6 Employee Positioning Alignment Link to culture 5 Naming & attribute & values definition Identity Development
• 15.
  For
advice
on
unlocking
the
value
of
your
 brand
contact:
 Dean Harris – Director dean.harris@brandnavigator.com.au Cecile Thornley – Director Cecile.thornley@brandnavigator.com.au Or visit: www.brandnavigator.com.au