Post on 27-Jan-2015
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Everything you need to define a brand in one place
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Why A Brand Strategy Toolkit?
Only one fourth of marketing and advertising professionals "...can clearly articulate (their) company's brand position to... clients, customers or prospective clients.“ (2)
Strong brands never happen by accident. Yet only 53% of firms say they have a long term brand strategy in place.(1)
(1) Prophet, Best Practices Survey, 2002
(2) Louws Management Corporation Survey, 2007
Often, what is missing is a shared set of tools for creating and implementing an effective brand strategy.
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What is Brand Strategy?
A brand strategy is simply a plan for developing a coherent brand. It provides the means for systematically creating differentiation and consumer appeal by empowering better brand decisions across the organization.
““There is no tool better than the brand for uniting There is no tool better than the brand for uniting the forces and the stakeholders inside and around the forces and the stakeholders inside and around your company.”your company.”Thomas Gad, 4-D Branding: Cracking the Corporate Code of the
Network Economy, 2001
““The role of brands has evolved; brands are now The role of brands has evolved; brands are now company DNA, the spark from which all corporate company DNA, the spark from which all corporate life grows.” life grows.” Will Murray, Brand Storm: A Tale of Passion, Betrayal, and Revenge, 2001
““...ideally, the brand will make black and white decisions ...ideally, the brand will make black and white decisions not just at the top of the house, but also all the way down not just at the top of the house, but also all the way down the line.”the line.”David F. D’Allesandro, Brand Warfare: 10 Rules for Building the Killer Brand, 2001
An effective brand strategy influences the total operation of a business to ensure consistent brand experiences for the customer.
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Brand Strategy and Marketing Strategy
Brand Strategy is separate from the marketing mix. It guides and inform decisions about product strategy, placement, promotion and pricing.
I. Corporate Objectives & Brand Portfolio
II. Marketing Objectives
III. Brand Strategy
Communications Strategy
Product and Pricing Strategy
Channel and Distribution Strategy
IV. Marketing Execution & Monitoring
Strategic Marketing Process
Brand strategy is an integral part of the overall strategic marketing process. It bridges the gap between business strategy, marketing objectives and marketing strategy.
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Brand Strategy Process
Target & Insight
Brand Execution Brand Execution
Brand Elements
Competitive Assessment
Brand Inventory
Equity Pyramid
Positioning
Objectives & Metrics
Personality
CommunicationsStrategy
Brand Experience Map
Brand StrategyBrand Strategy
Brand AuditBrand Audit
CRM &Community
Building
Points of Parity and Difference
The process of creating a brand strategy begins with a brand audit and ends with a plan for executing the brand across all touch points.
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Brand Audit
Target & Insight Competitive Assessment
Brand Inventory
Brand AuditBrand Audit
Points of Parity and Difference
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Target Insight
Where to Find Insights
A target insight describes how a meaningful connection can be established between what the brand offers and the target’s explicit or implicit needs.
Trends
Motivations/”Sweet spots”
Decision-making process/criteria
Higher level benefits
Image/Identity gaps
New Segments
Unmet needs
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Target Insight: Wine Enthusiasts
Enthusiasts are passionate about the entire wine experience. They enjoy researching what to buy and enjoying wine with friends and family. They like the
whole culture of food, wine and knowing how to get the most out of the experience.
“So much variety to try. I like to look at labels but I also like to look at Wine Spectator. I really like to entertain, tasting wine with friends. It’s the best experience.”
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Competitive Assessment
Competitive assessment describes the customers’ perceived consideration set of alternatives and the brand’s advantages and disadvantages within that set.
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Rosa Mexicano Competitors
Steak houses, and high end chains that offer good food in an unpretentious setting.
Rosa’s has no direct Mexican cuisine competitors outside of New York, and very few within New York.
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Points of Parity and Difference
Brand
Strengths
Consumer
Needs
Competitor Strengths
Our
PODs
Potential Brand Differences
POPs• Points of Parity (Category
Benefits)
Vulnerabilities
Their PODs
Wants and Needs
a POD’s analysis is to identify what ideas from our brand and competitive brands are most meaningful and potentially differentiating.
The purpose of a POP’s analysis is to identify which category benefits are critical for establishing credibility.
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Points of Parity and Difference: Hardware
BrandStrengths
Consumer Needs
Competitor Strengths
Hardware Store Hardware Store Potential Points of Potential Points of DifferenceDifference
• Knowledgeable Assistance
• Feeling empowered/confident
•Feeling valued, important to Westlake Ace
Hardware StoreHardware StorePoints of ParityPoints of Parity
•Selection – meets requirements - satisfies
• Cost efficient
•Time efficient
VulnerabilitiesVulnerabilities
• Wide and deep selection enables choices
Customer NeedsCustomer Needs
• Minimize time and effort
• Feeling good about the quality of the job
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Brand Inventory
Heritage/Historical Positionings (existing products)
Brand Identity logos, icons or symbols
Secondary associations
Gaps between identity and image
Organizational strengths
Brand Values/Vision
Product performance claims, proprietary technology/patents
Third-party ratings or endorsements
Where to Find Assets or Gaps
A brand inventory identifies existing or potential assets that can be leveraged or gaps that need to be addressed to build or create sustainable points of differentiation.
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Brand Inventory: Blockbuster
Brand ImageryBrand Imagery
• “Corporate”• “Well-known”• “Familiar”•“Comfortable”
• “Institution”• “Dinosaur”• “Old”• “Dull”
Familiar Comfortable Solid
Selection of movies
EntertainingFamily Fun ExperienceConvenienceEnjoyment Relaxation
Blockbuster is relatively ‘faceless’, with no strong personality, either positive or negative. Its own customers think of it as big and corporate.
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Brand Strategy
Equity Pyramid
Positioning
Objectives & Metrics
Personality
Brand StrategyBrand Strategy
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Brand Pyramid
Resonance
Consumer Judgments
Consumer Feelings
Brand ImageryBrand Performance
Salience
The brand equity pyramid outlines the basic building blocks of what the brand should stand for – brand vision, brand positioning, and brand personality and brand measurement.
IdentityIdentity
RelationshipRelationship
ResponseResponse
MeaningMeaning
Brand Equity Pyramid Brand Equity Pyramid
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Example Brand Pyramid: Ravenswood
ResonanceThe wine I’m
proud to share.
Consumer JudgmentsQuality wineAuthentic, genuine
Consumer FeelingsConfident,
Discerning, savvy
Brand ImageryAccessible, not snooty wine for
discerning wine lovers.
Brand PerformanceQuintessential CA Zinfindel
Soul not overridden by process.
SalienceRavenswood is a high quality Sonoma varietal everyone can enjoy.
IdentityIdentity
RelationshipRelationship
ResponseResponse
MeaningMeaning
Brand Equity Pyramid Brand Equity Pyramid
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Brand Positioning Statement
A brand positioning statement describes how the brand will communicate with a specific target group to create a sustainable competitive advantage.
For (Target), (Brand/Company) is the only/best (consumer frame of reference)
that (statement of key benefit or guiding value), because/by (reason to believe, key credibility point).
Evaluation Criteria: Brand Fit, Customer Relevance, Uniqueness, Sustainability, Credibility
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Positioning Example: Carhartt
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For hardworking men and women who value doing the job right, Carhartt is the authentic work wear expert
that provides proven, uncompromised performance to support what you do
because
1) Carhartt has continuously innovated to meet worker’s demands for over 100 years
2) Carhartt products have been tested and proven on-the-job with real workers.
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Brand Personality
Brand personality describes how a brand behaves --- what it does and how it does it – so that the brand always acts consistent with its values. Brand personality enhances target appeal and provide further differentiation.
What Brand is:
What Brand is NOT:
The FIVE CORE DIMENSIONS OF PERSONALITY
Sincerity (down to earth, honest, real, wholesome, cheerful)Excitement (daring, trendy, spirited, cool, imaginative, up-to-date)Competence (reliable, intelligent, successful, leader, confident)Sophistication (upper class, charming, glamourous, good looking)Ruggedness (outdoorsy, tough, masculine)
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What Rosa Mexicano is:Friendly
FunSophisticated & Contemporary
SpiritedAuthentic
What Rosa Mexicano is NOT:Fancy
TraditionalPretentious or stuffy
Take itself too seriously
Brand Personality: Rosa Mexicano
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Brand Execution
Brand Execution Brand Execution
Brand Elements
CommunicationsStrategy
Brand Experience Map
CRM &Community
Building
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Brand Elements
Brand Name Brand Logos and Icons
• Colors• Symbols• Music/Earcons
Celebrities or Personalities Advertising slogans and jingles Brand Alliances/Secondary Associations
• Co-branding• Licensing• Sponsorship• Event Marketing• Celebrity Endorsement• Third-party Endorsements
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Brand Experience Delivery
A brand experience map describes the points of interaction that influence customer behavior and brand perceptions through the customer lifecycle. It helps identify and prioritize high-impact customer touch points, sometimes called ‘moments of truth’.
Customer InitiatedCustomer Initiated
WebStore
Customer Service
Company-InitiatedCompany-Initiated
SignageAdvertising
CRM
UnexpectedUnexpected
Third party endorsementsWord of mouth
News
Intrinsic (Use)Intrinsic (Use)
In the storeAt home
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Brand Experience Moments of Truth
Moments of truth represent how the customer evaluates quality and how well their needs are met. They are the experiences that have the greatest impact on satisfaction and future behavior.
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Often, the most effective way to connect customers to the brand is to connect them to each other. ‘Brand communities’ help define user image and distinguish brand users as part of a special group.
Community building tools
• Social networks• Blogs• Refer a friend• Product ratings• Live chat• Events• Panels and surveys
Community Building
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Conclusion
Powerful brands built over time through careful strategic management. A clear brand strategy is essential for creating, building and sustaining a powerful brand. Brand strategy requires knowledge of customers’ current understanding of the brand, and a vision of how that understanding needs to evolve in order to meet business goals.
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““A brand is a customer’s A brand is a customer’s understanding about a product, understanding about a product, service, or company. It’s not service, or company. It’s not what you say it is, but what what you say it is, but what THEY say it is.”THEY say it is.”
--Marty Neumeier, author, “Zag”--Marty Neumeier, author, “Zag”