How to Architect & Position Your Brand

Architect and Position Your BrandYour Highest Leverage Marketing Decision

Friday, August 21, 2009

DIGITAL SCIENTISTS 06.01.2009

Brand Architecture and Brand Positioning Answer The Question - Why buy from you?

JUST BEING IN BUSINESS DOESN’T MEAN YOU’RE BUILDING A BRAND

• Where are you going as a business?

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• Why should a customer buy from you?

• How do you make money?What are leading indicators of change?

• What are the investments that drive these indicators?

• Given an initial set of resources, what investments do you propose to start with?

• Review and optimize on a monthly basis

Strategy

Brand Positioning

Business Model

Investment Plan & Dashboard

Optimization


WHY BRAND ARCHITECTURE?

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• A brand architecture identifies the various key elements of the brand so that each individual component of the brand can be recognized and its contribution to the total brand appeal and success can be understood

– Represents the structural integrity of the brand, how it is built, how it works, how the components fit together to deliver meaningful benefits to the user

– Includes emotional benefits, physical benefits, product attributes, occasion appropriateness, user imagery, etc.

Structural Integrity Total Brand Appeal


A BRAND IS ARCHITECTED WITH FEATURES AND BENEFITS

Brand Summary: We are the golf equipment company that uses technology to put more enjoyment into the game our consumers are passionate about.

Functional Benefit: Innovation that makes a meaningful difference in your game.

Product Features and Support: More distance and accuracy due to superior design and materials.

Club heads that transfer energy into the ball more efficiently,

resulting in a greater potential for more distance and control.

Specially weighted to allow you to hit with

greater trajectory without swinging harder.

Innovative technologies that

increase ball speed off of the clubface.

Emotional Benefit: X helps you play the way you want to play, putting more enjoyment in your game

Designed to fit your style of play, to make the most of your strengths.

Gives you the feel of true consistency in your game, because

they’re designed to make even shots you hit off-center go far and

straight.

Comfortable and easy to play with, so you’ll be more relaxed with each

shot.

Made to grow with you as your game

improves.

A steady stream of product innovations to meet the needs of each individual player.


A SIMPLE POSITIONING MIGHT BE PLENTY

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Target

Frame of Reference

Point of Difference

Reasons to Believe

• Whom are you trying to attract?

• What is the frame of reference from the customer’s point-of-view?

• What is the unique selling proposition for your brand? What makes it different from other brands in the frame of reference?

• Why should a customer believe your point of difference?


Digital Marketing Planning

Clarify your brand benefits and point of difference

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1

Points-of-parity/points-of-difference

Points-of-difference (PODs) – Attributes or benefits consumers strongly associate with a brand, positively evaluate and believe they could not find to the same extent with a competing brand i.e. points where you are claiming superiority or exclusiveness over other products in the category.

Points-of-parity (POPs) – Associations that are not necessarily unique to the brand but may be shared by other brands i.e. where you can at least match the competitors claimed benefits.


NOT ALL BENEFITS ARE CREATED EQUAL

Stated v. Derived Benefit Importance

“Goes without saying.” Won’t help, but hurts if don’t provide.

“Headline it!” Messages provide significant consumer leverage.

“Relatively safe to ignore.” No value here!

“Show it, Don’t say it.” Provide opportunity to differentiate.

Correlation with brand preference

What consumers said was important


ALSO, YOU SHOULD FOCUS ON THOSE BENEFITS YOU CAN OWN

NOTE: Numbers indicate Top 2 Box Percentages on 5-point scale.

0

10

20

30

40

50

60

70

0 10 20 30 40 50 60 70

Trop

ican

a O

J (N

= 3

95)

Ocean Spray - average across SKUs (N = 1,490)

Owned by Growers?


THEN WHAT? USE YOUR BRAND ARCHITECTURE TO DRIVE EVERYTHING

Customer Billing & Collection

Field SupportOperations

Regulatory Affairs

R&DDistributors / Partners

Customer Service

Consumers

Suppliers

Brand Architecture and Positioning

Sales Force

For Illustrative Purposes Only


VISUAL COMPONENTS SHOULD SUPPORT THE ARCHITECTURE

Your brand includes the totality of how consumers perceive 6 different types of imagery:

• Trademark – What the brand’s iconography communicates

• Product – What associations does the product have

• Package –What associations does the packaging convey

• User – A picture of the brand user

• Usage – An image of how the brand is used

• Associative – What images are associated with the brand

Associative Imagery

Usage Imagery

User Imagery

Package

Product

Trademark


A MORE DETAILED PROCESS TO GET YOU THERE

✦Where do you want to take your business?

✦What are the barriers and enablers for getting you there?

✦What are the hypothetical benefit categories that will drive purchase intent?

✦What do your targeted customers actually believe?

✦Which of these benefits can you both OWN and DELIVER?


http://feedgrowth.com/idea-categories/insights/get-quick-marketing-insights-with-twitter-app-twtpoll/

http://feedgrowth.com/idea-categories/insights/get-real-time-mobile-enabled-polling-results-with-poll-everywhere/

http://feedgrowth.com/idea-categories/insights/i-want-you-to-want-me/

TOOLS TO CONSIDER












How to Architect & Position Your Brand

Documents

Transcript of How to Architect & Position Your Brand