DEFINING BRAND IDENTITY · Adapted from the ‘Brand Identity Prism’ by Jean-Noel Kapferer, The...
Transcript of DEFINING BRAND IDENTITY · Adapted from the ‘Brand Identity Prism’ by Jean-Noel Kapferer, The...
BRAND AMPLITUDE, LLC CONFIDENTIAL AUGUST 2015
C O N S U M E R I N S I G H T S F O R S U S TA I N I N G B R A N D R E L E VA N C E
DEFINING BRAND IDENTITY
Carol Phillips & Judy Hopelain August 2015
BRAND AMPLITUDE, LLC CONFIDENTIAL AUGUST 2015
CONTENTS
§ What is Brand IdenBty?
§ The Brand Amplitude Brand IdenBty Prism
§ How to Apply the Prism
§ Examples
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BRAND AMPLITUDE, LLC CONFIDENTIAL AUGUST 2015
WHAT IS BRAND IDENTITY?
“Brand idenBty is the cornerstone of brand strategy and brand building.
“It provides an arBculated descripBon of the aspiraBonal image for the brand, what you want the brand to stand for in the eyes of customers and employees.
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“This descripBon drives the brand-‐building component of the markeBng program, and greatly influences the rest of your brand’s acBvity.
“When the brand idenBty clicks, it will reflect and support the business strategy, differenBate from compeBtors, resonate with customers, energize and inspire employees and partners, and precipitate a gush of ideas for markeBng programs.
“When absent or superficial, the brand will dri[ aimlessly and markeBng programs are likely to be inconsistent and ineffecBve.”
David Aaker, March 19, 2014 h]ps://www.prophet.com/blog/aakeronbrands/185-‐it-‐starts-‐with-‐a-‐brand-‐vision
BRAND AMPLITUDE, LLC CONFIDENTIAL AUGUST 2015
BRAND PLATFORM = BRAND IDENTITY + BRAND IMAGE
“The brand plaaorm is the cornerstone of brand management.
“Each brand should have its explicit, concise and sharp wri]en brand plaaorm, making clear what it wants to stand for.
“The brand plaaorm is the normaBve blueprint of the brand the company wants to build.
“It summarizes the two key pillars of brand management: Brand IdenBty and Brand PosiBoning.”
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Jean Noel Kapferer, The New Strategic Brand Management, 2012
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BRAND AMPLITUDE, LLC CONFIDENTIAL AUGUST 2015
BRAND IDENTITY GUIDES BRAND-‐RIGHT DECISIONS
n Keeps organizaBon future focused
n Internal alignment tool
n Assessment framework – where are we falling short?
n Filter for decision-‐making
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BRAND AMPLITUDE, LLC CONFIDENTIAL AUGUST 2015
BENEFITS OF A STRONG BRAND IDENTITY
n Energy – Set a high level of ambiBon for the brand.
n InspiraBon – IdenBfy the deep consumer insight or societal tension to be addressed
n Passion – Focus the brand on the big ideal or crusade
n Consistency – Provide a common creaBve acBvaBon all across the range of poraolio brands and acBviBes
n Delivery – Match products with real needs, with passion and ‘edge’
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BRAND AMPLITUDE, LLC CONFIDENTIAL AUGUST 2015
BRAND IDENTITY = BRAND POSITIONING
PosiBoning is….
n Focused on disBncBve characterisBcs, the ‘discriminator.’
n A comparaBve concept, relaBve to compeBBve set.
n More about product(s) than the brand as a whole
n Shorter-‐term in outlook, less stable, less lasBng, and less enduring, and less rich in meaning.
n Specific to a target market and Bme.
n Used to support external communicaBons while the IdenBty is mainly used internally.
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BRAND AMPLITUDE, LLC CONFIDENTIAL AUGUST 2015
Brand Equity
Desired
Current
Today Time
Future
Current Image Market
PercepBons
Brand Vision
EmoBonal Brand
ConnecBon
PosiGoning RelaBve to AlternaBves
3RD STEP
12-‐18 months
5-‐7 Years PosiGoning RelaBve to AlternaBves
PosiGoning RelaBve to AlternaBves
BRAND DEVELOPMENT ROADMAP
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1ST STEP
2ND STEP
BRAND AMPLITUDE, LLC CONFIDENTIAL AUGUST 2015
SEVEN SIGNS YOU’VE DEVELOPED A BRAND IDENTITY
When you know (and the organizaBon agrees on) the answers to the following quesBons, your Brand IdenBty is clearly defined:
1. What is the brand’s parBcular vision and aim?
2. What makes it different?
3. What need is the brand fulfilling?
4. What is its permanent crusade?
5. What are its values?
6. What is its field of competence? Of legiBmacy?
7. What are the signs which make the brand recognizable?
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BRAND AMPLITUDE, LLC CONFIDENTIAL AUGUST 2015
A well-‐defined Brand IdenBty helps answer many quesBons that arise inside companies every day, such as:
¥ Can the brand sponsor a parBcular event or sport?
¥ Does the adverBsing campaign suit the brand?
¥ Is the opportunity for launching a new product inside the brand’s boundaries?
¥ How can we change the our communicaBon style while remaining true to the brand?
¥ How can communicaBons decision making be decentralized regionally or internaBonally, without jeopardizing brand congruence?
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BRAND IDENTITY ADDRESSES EXECUTIONAL QUESTIONS
BRAND AMPLITUDE, LLC CONFIDENTIAL AUGUST 2015
Adapted from the ‘Brand Identity Prism’ by Jean-Noel Kapferer, The New Strategic Brand Management, 2012
BRAND IDENTITY PRISM
n All brand idenBBes include capabiliBes, personality and rallying cry.
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Rallying Cry: What does all this add up to?
CapabiliGes: What do we do? Personality: What’s our style?
Brand Amplitude Brand IdenGty Prism™
BRAND AMPLITUDE, LLC CONFIDENTIAL AUGUST 2015
Adapted from the ‘Brand Identity Prism’ by Jean-Noel Kapferer, The New Strategic Brand Management, 2012
BRAND IDENTITY PRISM
n Our framework goes beyond these basics to include culture, community and the brand’s noble purpose.
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CapabiliGes: What do we do? Personality: What’s our style?
Rallying Cry: What does all this add up to?
Internal Values & Culture: Who are we?
Noble Purpose: Why do we exist?
AspiraGonal Self-‐Image: What do customers want their use of the brand to say about them?
Shared Values & Community: What do we have in common with customers?
Brand Amplitude Brand IdenGty Prism™
BRAND AMPLITUDE, LLC CONFIDENTIAL AUGUST 2015
PRISM ELEMENT: CAPABILITIES
n This element answers the quesBon: What do we do?
n Even an image-‐based brand must deliver material benefits. We focus on capabiliBes, which are about the brand’s value-‐added.
n Example: Angie’s List
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CapabiliGes: • Community: Reviews by real homeowners • Convenience & SelecGon: One stop shop for the best local service providers
• Increased Confidence: Help avoiding costly mistakes
BRAND AMPLITUDE, LLC CONFIDENTIAL AUGUST 2015
PRISM ELEMENT: INTERNAL CULTURE & VALUES
n This element answers the quesBon: Who are we?
n Strong brands are built on a strong culture and a clear set of shared values.
• The brand’s core beliefs and way of operaBng.
• Unwavering, and and uncompromising.
n “The cultural facet of brands’ idenBty underlines that brands are engaged in an ideological compeBBon.” – Jean Noel Kapferer
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Example: Nike Nike champions ‘solo willpower’ with a dose of opBmism, and addresses a major sociological insight:
Millions of people in the world today know that they can count only on themselves.
BRAND AMPLITUDE, LLC CONFIDENTIAL AUGUST 2015
PRISM ELEMENT: NOBLE PURPOSE
n This element answers the quesBon: Why do we exist?
n Strong brands are a vision of the world. The idea of ‘Being of Service’ underlies this facet of the Brand IdenBty prism. It is meant to be moBvaBng to employees, and important to customers and other external stakeholders.
n Noble Purpose refers to the larger goal or cause the brand aspires to serve. It is about the brand’s ambiBon -‐-‐ what the brand wants to change in peoples’ lives; how it aims to make their lives be]er.
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The Usual Suspects • Patagonia • Body Shop • Ben & Jerry • Newman’s Own
Newer Entrants • TOMS • Innocent • Honest Tea
Examples: Surprising AddiBon? • P&G
h]p://www.youtube.com/watch?v=BANpF-‐6ybuY
BRAND AMPLITUDE, LLC CONFIDENTIAL AUGUST 2015 Source: Jennifer Aaker
PRISM ELEMENT: BRAND PERSONALITY
n This element answers the quesBon: What’s our style?
n Some brands are incredibly earnest, others are super smart. By communicaBng their personality, brands build character. Consumers idenBfy with the brand’s personality or project themselves into it.
n Personality is hard to copy and when expressed consistently, it can be remarkably enduring. It also can be the difference between a brand that engenders feelings of love and loyalty and one that leaves people cold.
Examples:
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n Some brands assume the personaliBes of their founder or staff members (think Virgin Airlines).
n Others assume a personality through their style of adverBsing (T-‐mobile),
n Others through their interacBons with customers (Nordstrom).
BRAND AMPLITUDE, LLC CONFIDENTIAL AUGUST 2015
PRISM ELEMENT: SHARED VALUES & COMMUNITY
n This element answers the quesBon: What do we have in common?
n Brand loyalty provides a sense of belonging. Whether it’s formal or grassroots, THIS connecBon provides a powerful bond and source of disBncBon.
Example: Harley-‐Davidson’s brand community
n Created a group of ardent consumers organized around the lifestyle, acBviBes, and ethos of the brand
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“Shared value suggests that profits that are imbued with a social purpose can enable companies to grow while advancing society. It frames the enterprise mission and objecOves in a new way. All profits are not equal. Those that advance society are beRer, and those that detract from society are inferior.”
-- David Aaker, Harvard Business Review, 6.30.11
n Retooled every aspect of the organizaBon—from its culture to its operaBng procedures and governance structure—to drive its community strategy.
n Made Harley into one motorcycle manufacturer that understood bikers on their own terms.
BRAND AMPLITUDE, LLC CONFIDENTIAL AUGUST 2015
PRISM ELEMENT: ASPIRATIONAL SELF-‐IMAGE
n This element answers the quesBon: What do customers want their use of the brand to say about them?
n Repeated use and reliance on a brand demonstrates its value to the user.
n Brand loyalty provides an emoBonal or self-‐expressive benefit.
n Use of the brand tells others something about the user, and it tells the user something about her/himself.
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n Most luxury brands and many sports brands, among others, rely on aspiraBonal self-‐image to build customer affinity
Examples:
BRAND AMPLITUDE, LLC CONFIDENTIAL AUGUST 2015
PRISM ELEMENT: RALLYING CRY
n This element answers the quesBon: what does all this add up to?
n The Rallying Cry is 3-‐5 word shorthand encapsulaBon of your brand idenBty.
n Defines the category of business for the brand, sets boundaries and clarifies what is unique.
n Should be memorable, crisp and vivid.
n Stakes out ground that is personally meaningful and relevant to employees.
n Not an adverBsing slogan, and, in most cases, not used publicly.
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Emotional Modifier
Descriptive Modifier
Brand Category/Industry + +
BRAND AMPLITUDE, LLC CONFIDENTIAL AUGUST 2015
Disney: Fun Family Entertainment h]p://youtu.be/MAE_OgMrkaQ Ritz-‐Carlton: Ladies & Gentlemen Serving Ladies & Gentlemen h]p://youtu.be/AANS1QlS6kQ BMW: UlBmate Driving Machine h]p://youtu.be/NJ81ivxPl20 Be]y Crocker: Homemade Made Easy h]p://youtu.be/qm-‐_TIE2w2Q
RALLYING CRY -‐ EXAMPLES
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Emotional Modifier
Descriptive Modifier
Brand Category/ Industry
+ +
Most powerful when it arBculates the DNA of a company and is used as a touchstone or North Star when making difficult decisions e.g., about business strategy, crisis management, acquisiBons, new product introducBons.
BRAND AMPLITUDE, LLC CONFIDENTIAL AUGUST 2015
Internal Culture & Values • Embrace and drive change • Create fun and a li]le weirdness • Be adventurous, creaBve and open minded
• Pursue growth and learning • Do more with less
CapabiliGes • Service that delights • Quality products • Deep selecBon and broad assortment
Personality • EmpatheBc • Open and honest • PosiBve • Passionate and determined • Humble
Noble Purpose • Deliver WOW!
Shared Values & Community • Easy • Responsive
AspiraGonal Self-‐Image • DiscriminaBng, smart
Rallying Cry: Powered by Service
EXAMPLE: ZAPPOS BRAND IDENTITY PRISM
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http://www.youtube.com/watch?v=g6WHAfWqX3s
ILLUSTRATIVE
BRAND AMPLITUDE, LLC CONFIDENTIAL AUGUST 2015
Internal Culture & Values • Joy of individualism • Commitment to adventure
• Reward of fulfillment
CapabiliGes • InvenBve design • Custom cruisers • Loud & powerful engines • Dealer development
Personality • American spirit • Individuality • Rebellious • Freedom
Noble Purpose • For love of the open road
Shared Values & Community • Harley Owners Group (HOGs)
• Harley is not for everyone
AspiraGonal Self-‐Image • Rebel/ “Bad Ass”
Rallying Cry
Live the Cruiser Lifestyle
EXAMPLE: HARLEY-‐DAVIDSON BRAND IDENTITY PRISM
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http://youtu.be/JLdnIbDSgFs
ILLUSTRATIVE
BRAND AMPLITUDE, LLC CONFIDENTIAL AUGUST 2015
Internal Culture & Values • InnovaBve • Child-‐centric • The most colorful place on earth
CapabiliGes • Accessible, affordable tools • Vibrant color • Safe and durable
Personality • Fun • Childlike • Think like kids do
Noble Purpose • Help parents and teachers raise inspired, creaBvely-‐alive kids who can inspire the world
Shared Values & Community • Unleash the originality that naturally exists in every child
AspiraGonal Self-‐Image • Nurture successful, balanced kids with strong sense of self
Rallying Cry
EXAMPLE: CRAYOLA BRAND IDENTITY PRISM
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ILLUSTRATIVE
Because creaBvely-‐alive kids blossom and grow to be inspired, original
adults who, in turn, have the ability to inspire the world.
Free the WHAT IF…
BRAND AMPLITUDE, LLC CONFIDENTIAL AUGUST 2015
EXAMPLE: XIAOMI BRAND IDENTITY PRISM
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Noble purpose: • World class products
designed and made in China
Shared Values & Community: • Buy before they’re gone • ParBcipatory design and
markeBng
Internal Values & Culture: • Hard-‐driving • Fast-‐paced
CapabiliGes: • Top quality • Ever be]er and more
efficient
Personality: • Commi]ed • Smart
Self image: • Chinese • Modern • Proud
ILLUSTRATIVE
BRAND AMPLITUDE, LLC CONFIDENTIAL AUGUST 2015
Internal Culture & Values • •
CapabiliGes • •
Personality • • • •
Noble Purpose •
Shared Values & Community • •
AspiraGonal Self-‐Image •
Rallying Cry
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Your Brand _______________________
Brand Identity Prism
BRAND AMPLITUDE, LLC CONFIDENTIAL AUGUST 2015
KEY TAKEAWAYS
n Winning brands engage end users with a deep inner inspiraBon. They also have a personality, their own values, and help consumers in their lives and to discover their own idenBBes.
n An effecBve Brand IdenBty underlies strong brands and helps organizaBons keep them vital.
n The Brand Amplitude Brand IdenBty Prism is an effecBve tool for Brand IdenBty development.
n Each element in the Prism requires elaboraBon to ensure employees understand what it does – and doesn’t -‐-‐ mean.
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BRAND AMPLITUDE, LLC CONFIDENTIAL AUGUST 2015
HOW WE CAN HELP
ü Audit your brand to idenBfy gaps and opportuniBes ü Generate ideas for closing the gaps ü Develop a compelling, energizing brand idenBty and audience-‐specific posiBonings that align with the idenBty
ü Measure and track your brand’s health over Bme
Judy Hopelain @judyhopelain [email protected]
Carol Phillips @carol_phillips
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