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The Essentials of Brand Strategy - General Assembly Class
1. Creating a consistent brand experience across all touchpoints is essential for building a strong brand. A clear brand idea derived from research should guide all aspects of the business and customer interactions. 2. Implementing a brand starts with identifying the most important customer encounters and optimizing the user experience to match the brand identity. 3. Branding is not just marketing but creating the best possible experiences through products, services, and interactions that bring the brand idea to life. Consistently implementing the brand identity over time is key to success.
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The Essentials of Brand Strategy - General Assembly Class
- 1. THE ESSENTIALS OF BRANDSTRATEGY CHRISTIAN VATTER FOR GENERAL ASSEMBLY FEBRUARY 2013 CHRISTIANVATTER
- 2. „The biggest challengeis branding. When I’m talking about branding I talk about creating a new brand. When you start a company, you have to get a new brand. To create that brand, to grow that brand, is the first mission of a product CEO. If you succeed you have enormous value. Think about Google, Facebook, all these words are verbs today, they are not only brands, they are part of a life.“ Tariq Krim, Founder netvibe & jolicloud CHRISTIANVATTER http://www.youtube.com/watch?v=lolELQKL8q0 from min. 33:45 2
- 3. A brand iswhat people think and feel about a product, a service or an organization. CHRISTIANVATTER 3
- 4. A clear standpointhelps categorizing and thus storing these bits of information. CHRISTIANVATTER 4
- 5. HOW WE HANDLEINFORMATION Food MP3- Search Player Engine Private Apartment Booking CHRISTIANVATTER 5
- 6. HOW WE HANDLEINFORMATION Pizza iPod Google airbnb CHRISTIANVATTER 6
- 7. WHY IS THISNECESSARY? CHRISTIANVATTER 7
- 8. WE LIVE INTIMES OF ABUNDANCE choices available time CHRISTIANVATTER 8
- 9. SO MANY NEWSERVICES EVERY DAY Source: www.socialmatchbox.com/wp/2010/09/21/dont-play-the-customer-shell-game/ CHRISTIANVATTER 9
- 10. SO MUCH CONTENTASKING FOR ATTENTION 60 hours of new youtube videos every minute http://youtube-global.blogspot.de/2012/01/holy-nyans-60-hours-per-minute-and-4.html more than 5 million photos uploaded to Instagram every day http://thesocialskinny.com/100-more-social-media-statistics-for-2012/ over one billion facebook posts per day http://www.worldwidewebsize.com 630.000.000 active websites on the internet http://news.netcraft.com/archives/2013/01/07/january-2013-web-server-survey-2.html 1.300.000.000 cute cat photos on the internet (estimation) http://diaryofnumbers.blogspot.de/2010/09/i-can-haz-estimation.html CHRISTIANVATTER 10
- 11. SOME MORE REASONSFOR BRANDS CHRISTIANVATTER 11
- 12. BRANDS HELP YOUDISTINGUISH CHRISTIANVATTER 12
- 13. BRANDS YIELD HIGHERPRICES 0,80€ 2,80€ CHRISTIANVATTER 13
- 14. BRANDS TRICK YOURPERCEPTION Tasting Pepsi vs. Coke Blind tasting 65 % 51 % 44 % 23 % 12 % 5 % equal equal Source: De Chernatony & McDonald (1992) CHRISTIANVATTER 14 Source: www.stillad.com
- 15. BRANDS PROTECT AGAINSTPIRACY Source: http://gadgetsrepublic.com/wp-content/uploads/2010/09/iphonesvshiphone.jpg CHRISTIANVATTER 15
- 16. ULTIMATELY, BRANDS CREATECORPORATE VALUE Soruce: Interbrand - Best Global Brands 2012 CHRISTIANVATTER 16
- 17. SO HOW DOESTHIS BRAND THING WORK? CHRISTIANVATTER 17
- 18. BUSINESS GOALS Price CUSTOMER ACQUISITION Advertising Sales Product CUSTOMER RETENTION Service Customer communication CHRISTIANVATTER 18
- 19. PSYCHOLOGICAL GOALS DISCOVER UNDERSTAND PREFER & REMEMBER CHRISTIANVATTER 19
- 20. BRANDS BRIDGE THEGAP BRAND A CLEAR CONCEPT CONSISTENT EXPERIENCES BUSINESS GOALS PSYCHOLOGICAL GOALS CHRISTIANVATTER 20
- 21. 1. When youare a company you cannot not be a brand. Brands are what people say it is, not what you say it is. 2. With so much asking for our attention, only brands that have a clear standpoint have a chance to be noticed, stored, recalled. 3. Brands mediate between psychological and business goals by providing a clear concept that guides all experiences with your company. CHRISTIANVATTER 21
- 22. 1. CREATE ACOMPELLING BRAND IDEA CHRISTIANVATTER 22
- 23. ESSENTIAL: A STRONGPOINT OF VIEW BRAND IDEA CHRISTIANVATTER 23
- 24. SOME BRAND IDEAS inspiring community spirit CHRISTIANVATTER 24
- 25. SOME BRAND IDEAS lovely travel search CHRISTIANVATTER 25
- 26. SOME BRAND IDEAS protection for you and your family CHRISTIANVATTER 26
- 27. WHERE BRAND IDEASCAN BE FOUND CHRISTIANVATTER 27
- 28. WHERE TO LOOKFOR BRAND IDEAS SOMETHING SPECIAL IN… MOTIVATION: why I am doing this BEHAVIOR: way of dealing with people PRODUCT FACT: what I offer CHRISTIANVATTER 28
- 29. PRODUCT FACT –LENOVO Source: www.stillad.com CHRISTIANVATTER 29
- 30. BEHAVIOR – INNOCENT „We promise that anything innocent will always taste good and do you good. We promise that we‘ll never use concentrates, preservatives, stabilisers, or any weird stuff in our drinks. And we promise to brush our teeth twice a day.“ „Pop round to Fruit Towers,“ … „or call the banana phone.“ Source: www.innocentdrinks.co.uk CHRISTIANVATTER 30
- 31. MOTIVATION – NIKE Source: www.adverbox.com CHRISTIANVATTER 31
- 32. DO SOME RESEARCH! Lookat your product: – What problem does it tackle? – Which is the benefit for the customer? – What is its underlying assumption towards the way the problem is solved? CHRISTIANVATTER 32
- 33. DO SOME RESEARCH! Lookat your customer: – What do they think and feel about your product and your company? – How are they using your product? – Which products do they see as alternatives or substitutes? – How do they experience the customer journey? CHRISTIANVATTER 33
- 34. DO SOME RESEARCH! Lookat the market and competitors: – Wich are differences concerning the solution? – Which positions do they take, if any? – Are there underlying beliefs common to all market participants? CHRISTIANVATTER 34
- 35. DO SOME RESEARCH! Andfinally (not to forget): – How do you see your relationship to your customer? – Why did you start this, where do you want to go with it? CHRISTIANVATTER 35
- 36. FILL THE MATRIX internal view compare to customer view competitors finding brand ideas in product behavior/attitude motivation CHRISTIANVATTER 36
- 37. A GOOD BRANDIDEA attractive to differentiating your audience to competitors authentic for your company CHRISTIANVATTER 37
- 38. ATTRACTIVE TO ALLOF YOUR AUDIENCE customers talents employees investors the general public the press CHRISTIANVATTER 38
- 39. DON‘T DO WHATEVERYONE ELSE DOES CHRISTIANVATTER 39
- 40. DON‘T DO WHATEVERYONE ELSE DOES CHRISTIANVATTER 40
- 41. DON‘T DO WHATEVERYONE ELSE DOES Pleasure Model D the young with love of life Model E daredevil with style Model A the solid one Model B Product/ the classy one Lifestyle/ Substance Attitude Model F Model C cool everyday companion the smart allrounder Functionality CHRISTIANVATTER 41
- 42. KEEPING A PROMISIS EASIER WHEN YOU ARE AUTHENTIC Source: www.darmano.typepad.com CHRISTIANVATTER 42
- 43. NOW AND INTHE FUTURE: CAN YOU BUILD YOUR BUSINESS ON THE BRAND IDEA? http://alienexplorations.blogspot.de/2010/09/moebius-inspiration-for-nostromos.html CHRISTIANVATTER 43
- 44. FROM IDEA TOIDENTITY BRAND IDEA Brand Identity CHRISTIANVATTER 44
- 45. A BRAND IDENTITY Brand Identity = brand Idea + some attributes + that justify it personality a couple of great examples that + bring the idea to life CHRISTIANVATTER 45
- 46. THE IDENTITY GRID WHAT HOW attributes of your how you are doing things, product, process, what you value, your stance service, team etc. to business in general BRAND IDEA a central benefit, concept, thought GREAT EXAMPLES which features, names, products, people, stories make people experience your brand CHRISTIANVATTER 46
- 47. IDENTITY GRID =INTERNAL & EXTERNAL MANAGEMENT TOOL guiding light to focus on a standpoint WHAT HOW briefing tool for agencies, BRAND IDEA common thread in look & feel GREAT EXAMPLES internal motivation CHRISTIANVATTER 47
- 48. IDENTITY GRID FORAPPLE WHAT HOW ease of use sleek, cool highly aesthetic design highly valuable constant UX innovation effortless leading Simplicity & Design iPhone, iPad Steve Jobs iOS the „i“ Ecosystem (of hard & software) Apple stores GREAT EXAMPLES CHRISTIANVATTER 48
- 49. SOME EXAMPLES OF CONCISEBRAND IDEAS CHRISTIANVATTER 49
- 50. www.culinarymisfits.de CHRISTIANVATTER 50
- 51. CHRISTIANVATTER www.theberrycompany.co.uk 51
- 52. CHRISTIANVATTER www.stop-the-water-while-using-me.com 52
- 53. 1. To benoticed and remembered your brand needs a clear position: a brand idea. It can be found in product facts, the way you deal with the world, or in the reason why you are running your business. 2. To find your brand idea, you need to do some research: internally, check competitors, put yourself in your customer‘s shoes. 3. A good brand idea appeals to your audience, sets you apart from competitors and is authentic to yourself. 4. To make it manageable, you need to describe your brand formally in an identity grid. CHRISTIANVATTER 53
- 54. 2. IMPLEMENTING THEBRAND CONSISTENTLY CHRISTIANVATTER 54
- 55. „Brands are justa collection of experiences. It’s not about coming up with this big branding campaign. It is about creating lots of small experiences that are going to get them wanting to come back for more. So it has to start with small steps that lead to a larger set of experiences that build the brand form the bottom up.“ Peter Sims, Founder BLK SHP Innovation CHRISTIANVATTER Source: The Naked Brand 55
- 56. THE STARTING POINTOF EVERYTHING WHAT HOW BRAND IDEA GREAT EXAMPLES CHRISTIANVATTER 56
- 57. YOUR BRAND: THECENTRAL IDEA OF YOUR ORGANIZATION PR & Advertising Product & service Campaigns Tonality guidelines innovations Portfolio strategy/ Channel planning line extensions Corporate Design Management Principles BRAND IDEA Naming Code of conduct employees Product Design Internal Communication Retail Design Corporate Architecture Recruiting Behavior of products CHRISTIANVATTER 57
- 58. LIKE A FILTERFOR EVERYTHING YOU DO Source: www.slideshare.net/brandriveninnovation/brand-driven-innovation-2010 CHRISTIANVATTER 58
- 59. YOUR TOOLBOX User Experience Messages Performance Appearance Behavior BRAND IDENTITY MANIFESTATIONS USER/BUYER CHRISTIANVATTER 59
- 60. IMPLEMENTING THROUGH TOUCHPOINTS Print Ad CSR Activity TV/Radio Ad Invoice/Bill Online Ad Sales Representative Billboard Personal Communication Newsletter Email/Phone Loyalty Program Facebook Page Customer Service Packaging Customer Magazine Mobile App Trade Show/Exhibition Online Shop Corporate Event Website Brochure/Flyer/ Shop/Retail Catalogue Employee CHRISTIANVATTER 60
- 61. BE CONSISTENT INIMPORTANT ENCOUNTERS! CHRISTIANVATTER 61
- 62. BE CONSISTENT OVERTIME! CHRISTIANVATTER 62
- 63. AXE – WE HELPYOU GET LAID CHRISTIANVATTER 63
- 64. AXE – WE HELPYOU GET LAID CHRISTIANVATTER 64
- 65. APPLE – SIMPLICITY &DESIGN CHRISTIANVATTER 65
- 66. BUT THAT‘S NOTALL… CHRISTIANVATTER 66
- 67. IT‘S ALL ABOUTTHE EXPERIENCE: BRAND UX CHRISTIANVATTER 67
- 68. „CMOs hate mefor saying that, but if you took so many of the resources that are dedicated towards purely marketing or advertising for your products, and put that money into making it better, into improving the customer service, into improving the product, into improving the UX experience, you would probably do a lot more for your PR, for your marketing, for you buzz, for your brand love, than anything else.“ Alexis Ohanian, Founder of reddit and Hipmunk CHRISTIANVATTER http://99u.com/videos/7259/Alexis-Ohanian-Give-a-Damn-Give-Lots-of-Damns from min. 4:35 68
- 69. HOW BRANDING ISUSUALLY SEEN CHRISTIANVATTER 69
- 70. HOW PEOPLE REALLYINTERACT WITH BRANDS CHRISTIANVATTER 70
- 71. HOW PEOPLE REALLYINTERACT WITH BRANDS CHRISTIANVATTER 71
- 72. BRAND UX – MARKETINGTHROUGH EXPERIENCE 1. 2. 3. Identify the brand Create the best-in- Bring your brand idea encounters that are class user experience to live through service most important to with these encounters add-ons or value- your customers. (matching user needs adding features in & capabilities). these encounters. CHRISTIANVATTER 72
- 73. POWER2SWITCH ELECTRICITY BILL www.power2switch.com CHRISTIANVATTER 73
- 74. DOMINO‘S PIZZA TRACKER CHRISTIANVATTER 74 https://order.dominos.com/en/pages/tracker/#/track/order/
- 75. APPLE GENUIS BAR CHRISTIANVATTER http://www.flickr.com/photos/maebmij/165837985/ 75
- 76. HYUNDAI EQUUS IPADAPP http://www.youtube.com/watch?v=4DjgT4d6GX4 CHRISTIANVATTER 76
- 77. TESCO / HOMEPLUSSHOPPING http://www.littledoremi.com/tesco-homeplus-subway-virtual-store-in-south-korea/ CHRISTIANVATTER 77
- 78.
- 79. THE BRANDING PROCESS Implemen- Data Analysis Insight Strategy tation CHRISTIANVATTER 79
- 80. THE ROAD TOSUCCESSFUL BRAND IMPLEMENTATION 2. Perfecting the 3. Increasing the 1. Building the basics experience awareness DESIGN EXPERIENCE COMMUNICATION Corporate Design Product performance and UX Campaigns Stationary Helpful services and add-ons PR Website Great features stressing the Presentation Design brand idea CHRISTIANVATTER 80
- 81. PAY ATTENTION TODETAILS Explanation movie Welcome Mail Monthly Bill Dashboard CHRISTIANVATTER 81
- 82. HIPMUNK – „LOVE TRAVELSEARCH“ IN EVERY DETAIL www.hipmunk.com CHRISTIANVATTER 82
- 83. HIPMUNK – „LOVE TRAVELSEARCH“ IN EVERY DETAIL www.hipmunk.com CHRISTIANVATTER 83
- 84. BLOCK BURGER – HAMBURGDOWN TO THE WAITING NUMBER Instead of giving you a number to tell you when your order is ready, Block Burger gives you a Hamburg street. CHRISTIANVATTER 84
- 85. 1. You cannotnot communicate. Everything you do as a brand tells something about yourself. 2. Putting the brand in the center of your organization helps delivering a consistent brand experience through messages, performance, appearance, and behavior – consistently over touchpoints and over time. 3. Brands are tools that people use to fulfill their needs. Therefor you should identify the most important touchpoint and there provide a first class experience, bringing the brand idea to live through services and features. CHRISTIANVATTER 85
- 86. CHRISTIAN VATTER, BRAND EXPERIENCE CONSULTANT Photo: Mandy Schaff CHRISTIANVATTER 86
- 87.
- 88.
- 89. 10 YEARS CONSULTINGBRAND, COMMUNICATION, EXPERIENCE CHRISTIANVATTER 89
- 90. BRAND EXPERIENCE CONSULTING BRAND DEFINITION COMMUNICATION EXPERIENCE STRATEGY STRATEGY & DESIGN A clear stance: Messages to the point: Good performance Working out a relevant Planing the trinity of where it counts: and unique core target group, message, Adding value and message and channel with a view bringing brand values to on affectivity and life through services, efficiency features, touch points CHRISTIANVATTER 90
- 91. CHEERS! Photos & Illustrations:Christian Vatter More about Christian Vatter at www.christianvatter.com CHRISTIANVATTER 91