the essentials of brand building
Post on 15-Apr-2017
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⇾ You can not not have a brand – as soon as you appear people form an impression
⇾ You can shape your brand only indirectly as it belongs to people
⇾ Some mental models are more suitable for your purposes than others
A mental model of your product or company in the mind of your audience
Brands have three fundamental tasks
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Brand as relevant meaning
The meaning associated with your offer that is
relevant and desirable for your existing and future
customers
Brand as purpose
The aspiration of your venture that motivates and
aligns all employees
Brand as strategy
A framework that helps you align all activities that
ultimately shape how your offer is perceived
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Branding paves the way to an offer being used
being noticed
being understood
being stored
aiding recall
offer used
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Shorter innovation cycles
Competition from multiple sides
Higher demand for new products
More products per category
More offers per category
Strong rivalry between offers
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How can brands deliver their idea?
hearing about it
indirect information, communication
seeing it
visual information, appearance & design
using it
experiential impressions, direct experience
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For all male Teenagers who want to be more attractive for the girls…
…we offer a magic formula with a special attraction effect…
…because we believe that attraction can be applied by a spray.
Helping male teenagers getting laid
Target group & need
Brand competence
Brand belief
Brand idea
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For all people who lead an active life which calls for high performance…
…we offer a caffeinated drink with Taurin (bull’s hormone)…
…because we beliefe that a life full of adrenaline and daring is more enjoyable.
Fueling a life full of daring
Target group & need
Brand competence
Brand belief
Brand idea
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Example for brand purposes
to organize the world’s information and make it useful
to make digital life simpler and
more stylish
to empower everyone to be
an athlete
As a business tool, brand is the central vision that guides all actions that are ultimately influencing how
a company relates to public.
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The brand helps with all marketing decisions
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Corporate Design
Portfolio strategy/line extensions
InternalCommunication
Recruiting
Behavior of products
Code of conductemployees
Product Design
PR & AdvertisingCampaigns
Retail Design
Product & serviceinnovations
Channel planning
Management style
Tonality guidelines
Corporate Architecture
Naming
Brand Idea
Customer Experience
Claim
Three steps to creating a brand
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understand offer, audience, market
focus on a single-minded idea
deliver idea consistently using
messages & experience
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A brand idea unites three different perspectives
attractive and relevant for customers
differentiating to competitors
authentic for company
Brand Idea
clear & focussed!!
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Research helps finding the sweet spot
attractive and relevant for customers
differentiating to competitors
authentic for company
Customer research: needs, decision
criteria, usage, set of considered brands etc.
Market research: areas claimed by competitors,
learnings from others
Internal research: Potential of product &
company, ways of doing things, vision
Describing the brand idea through a model
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Superpowers
Where we are exceptionally good in regards to product, process, service, team etc.
Core Beliefs
Our principles, what we value, what we believe in
Personality
The way we do things around here, our character
and personality
Brand Idea Our contribution to the world, the value we provide
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Brands are a long term investment
Brand
Sales Chanel
Advertising, PerformanceMarketing
Investment in…
time
resu
ltin
g in
cre
ase
in r
eve
nu
e
A brand is more than just about being known
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unbranded product
generic solution
branded product
solution with a name
empty brand
known solution
real brand
preferred solution with a
relevant meaning
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making companies more relevant for people
Rlevance Consulting GmbH Christian Vatter, Managing Director
cv@rlevance.com, +49 151 2520 5043
Berlin, Germany
www.rlevance.com
all intellectual property rights reserved
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