The document outlines the Lovebrand Model, focusing on brand purpose, core values, and target groups. It addresses key aspects such as brand promise, customer engagement strategies, and the roles of different stakeholders, emphasizing relationship-building and brand awareness. Additionally, it highlights the importance of aligning with the organization's founding values and long-term goals.

1. The Lovebrand Model. Designed for: Designed by: Date: #
Purpose. Core Values. Brand Promise. Target Groups. Channels.
Why do we exist? What are the should’s and shouldn’ts that What is our single, clear, compelling message For whom do we create value? Through which channels do our target groups
What do we believe? govern our company’s underlying decisions? that states why we are different and worth Who are our most important ambassadors? want to be reached?
What are our three organizational values? loving and buying? How are we reaching them now?
What is our guiding star on the horizon?
What are our three customer values? Examples: Which channels are the most cost-effective?
(Potential) Employees
How are our channels integrated?
Examples Customer Values: Customers (mass market, niche market, segmented, diversified)
Transparant Unions
Shareholders
Channel phases:
Save
1. Awareness
Simple Investors
How do we raise brand awareness?
Suppliers
2. Interact
Examples Organizational Values: Governmental Organizations
How do we interact with our target groups?
Eager to learn NGO’s
3. Attract
Everyone an entrepreneur Press & Media
How do we attract our target groups to connect with us?
Reliable
4. Interest
How do we get interest from our target groups?
5. Inspire
How do we inspire our target groups to take action?
BHAG. Core Competence. 6. Engage
How do we engage with our target groups?
7. Reward
How do we reward our target groups?
What is our Big Hairy Audacious Goal? Which competences are the basis for a
What is our 10-30 year lofty goal? sustainable competitive advantage?
Does this goal challenge us to long term relation-
Examples:
ships?
Invention
Production
Problem Solving
Internal or External Logistics
Market Knowledge
Customer Service
Motivation
Co-creation
Networking
Mystery. Sensuality. Intimacy.
Who were the founders of our organization? How are the five senses connected with our organization and brand? What type of relationship does each target group expect us to maintain with them?
What were the purposes, goals and values of our founders? Which sense (hearing, sight, touch, smell, taste) needs priority? How do we exceed people’s expectations?
What were important milestones in our history? How do we invest in our (potential) ambassadors?
Which anecdotes about our founder, people and brand should we share? How do we build trust with our ambassadors?
Which questions do people have about us? How can people experience our brands?
Which stories do people tell about us? How do we turn complaints into compliments?
Types of relationships:
(Dedicated) Personal Assistance
Automated Service
Self-Service
Communities
Co-creation
Lovebrandmodel.com
This work is created by Markward van der Mieden and licensed under the
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