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Incrementa consulting , profile picture
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Building a brand

The document discusses the importance of branding and marketing, defining marketing as a strategic process aimed at fulfilling organizational goals through effective communication with target markets. It differentiates between a product and a brand, emphasizing that branding builds trust and emotional connections, while a product may be easily replicated. The text outlines a six-step process for brand development, underscoring the necessity of aligning brand strategy with overall business strategy to achieve long-term success.

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Related topics:
Small Business Strategies•
Building a Brand
What is marketing “Marketing is the analysis, planning, implementation and control of programmes designed to bring about desired exchanges with target markets for the purpose of achieving organisational objectives. It relies heavily on designing the organisational offering in terms of the target market needs and uses the effective pricing, communication and distribution to inform, motivate and service the market”
•What is a brand −Is it the personification of an organisation, product or service? −Is it the source of a promise to the customer? Or is it a trust mark? −Is it a set of associations that enhance or detract from the related product or service? −Is it the main source of emotional connections with customers? −Is it something that drives the design of the “total customer experience”?
A product is something that is made in a factory; a brand is something that is build up of trust and relationships. A product is an object; a brand is a personality. A product can be easily copied by a competitor; a brand is unique.
• A brand is the difference between a bottle of soft drink and a bottle of coke….
• A brand is the difference between a mp3 player and an iPod..
• A brand is the difference between a cup of coffee and a starbucks
• A brand is NOT − Trade marks – these are legal − A trade mark might form a small part in a brands identity − Mission statement – − this is a reminder of your values − Logo or slogan − This is a very small part of your brand visual identity − Advertising − This only delivers or communicates your message
Like human beings all brands are born equal. The trick is the same – to prove one isn’t. Branding is the art and science of identifying and fulfilling human physical and emotional needs by capturing their attention, imagination and emotion
The art of marketing is the art of brand building. If you are not a brand you are a commodity. Then price is everything and the low cost producer is the only winner. Philip Kotler - Kellogg
Step 1 Step 2 Step 3 Step 4 Step 5 Step 6 Develop or extract long term goals for the product, service or organisation Conduct stakeholder research to extract brand requirements from key decision makers Develop customer segmentation Develop a brand promise that translates the vision into customer value Develop brand positioning Develop a marketing strategy that delivers the brand promise 6 Steps to brand development
Internal External Fixed Variable Brand Vision What do we want our brand to become Brand Promise What is our commitment to our customers Brand Delivery How do we intend to fulfil our commitments and what actions will we take Brand Positioning How do we want to be perceived and what’s our competitive advantage
The traditional thinking around branding was to endow a product or service with unique characteristics through the creative use of name, slogan, packaging and advertising. However in a muddled world there is a muddle of images and messages, it is extremely difficult for a brand to rise above this noise and be remembered and noticed.
Who said: Just do it Every little helps I’m loving it Have a break The ultimate driving machine Where do you want to go today? Once you pop you can’t stop Because I'm worth it.
•Step one What are the long term goals for the organisation, product or service? SMARTT You cannot develop a meaningful brand strategy with the absence of a business strategy You can create a logo, name, tag lines and a set of graphic elements for short term marketing needs
•Step 2 −Stakeholder Analysis Who are the key people to be won over? Power Interest
•Step 3 −Customer segmentation Who are potential customers? It should be based on potential profitability of each segment
Segmenting B2C markets −Behavioural − Benefits sought − Purchase occasion − Purchase behaviour − Product usage − Perceptions and beliefs −Psychographics − Lifestyle − Personality −Profile − Demographics − Geographics
Segmenting a B2B market • Macro – segmentation −Organisational type and size −Industry −Geographic location • Micro – segmentation −Choice −Decision making unit structure −Decision making process −Purchasing organisation −Organisational innovativeness
•Step 4 −Develop brand promise (strategy) The basis of any brand is its core promise. A promise to achieve certain results, deliver a certain experience, or act in a certain way. Basically your organisations / products personality
What are the personalities of these brands?
Ask yourself these questions: • What is the deep need that your organisation, product or service satisfies? What is the raison d’etre • Who do you want to project to (aspirational)? • What is your unique selling proposition? −What makes you different from your competitors? • What are your core competences −What do you well compared to your competitors?
Ask yourself: • What do you believe is the current look and feel that you project to your customers? − What do you look like? − How do you act? • What do you want to project to your customers (aspirational) − What do you look like? − How do you act? GapYou Customer What you want to project What they perceive
• To first understand brand values and promises we must first understand the difference between features and benefits −A feature is an aspect of the brand that may or not confer a benefit – e.g. a cigarette lighter in a car −However fluoride in toothpaste has an added benefit
Core function Branding Features & Benefits Packaging Guarantee After sales Augmented Product Core ProductTotal Product
Building a brand Just a box on wheels, no image or brand gadgets Sound system Big engine Big boot Tangible benefits (Easy to copy) Intangible benefits (difficult to copy) Well known Cool status Perceived reliability
Brand name and image Delivery Quality and design Packaging Guarantee Service Core Product Brand Potential Brand Potential
Brand building involves a deep understanding of both functional and emotional values and the ability to combine them in a unique way to create a preferred augmented product This unique augmented product is your BRAND And consistency is the key
How are brands built Quality Well blended communications Being first Internal marketing Long term perspective Repositioning Positioning Brand Building
Quality Building quality into a product / service is key Marketing a computer that overheats or a car that breaks down is difficult
Positioning Creating a unique position relies on a blend of choosing a target market and establishing clear differential advantage to potential customers The strength of a brand’s position is dependent on 6 elements Brand Heritage Brand assets Brand personality Brand reflection Brand Values Brand domain Brand positioning
Brand heritage Brand assets Brand reflection Brand values
Repositioning As markets change and opportunities arise repositioning might allow an organisation to take advantage of these new opportunities or steer away from market threats From this to this
Well blended communications Consistency of approach in visual image, public relations, descriptive text and staff activity
Being First Pioneer brands are generally more successful than follower brands Being first gives a brand the opportunity to create a clear position in the minds of the target customers giving the opportunity to develop loyalty However it does not guarantee success.
Long term perspective For brands to endure they have to be maintained properly and imaginatively. Brands are extremely valuable properties and, like other forms of property, they need to be kept in good repair, renewed from time to time and defended against squatters! Adrian Cadbury Cadbury Schweppes