A Methodology for Building A “Whole-Brand” Identity

Gregory J. Lloyd Brand Architect intra-brand glloyd@intra-brand.com

intra brand TM

Intra-brand’s “Whole Branding” Methodology

intra brand TM

A Framework For Building A Brand Identity

Building a sustainable leadership brand requires a holistic “whole-brand” approach Question: Why is it that is one of the most revered and sustainable global brands despite the ferocious intensity within its category? Answer: strives not for customer loyalty but for a customer “love-brand” relationship - my Apple product is special to me: I trust it: I love it - my Apple gives me a sense of confidence , empowerment, and enhances my daily productivity - my Apple is a reflection of who I am as a person weaves it’s way into the daily lives of its customers creating both real and perceived dependencies. - my Apple is the “center of my life” controlling my: computer, phone, music, social media, and home environment (lighting, heating, AC, and security)

intra brand TM

A Framework For Building A Brand Identity

Building a sustainable leadership brand such as requires one to manage the “whole-brand” experience in a manner that has internal consistency and reliability from all stakeholder perspectives’: shareholders, analysts, employees, suppliers, strategic partners and most importantly CUSTOMERS . The entire operating environment needs to be managed as a set of “whole-brand” experiences, including but not limited to: New Product Development (hardware /software) - which products to bring to market, time-to-market, price point or value proposition Strategic Partnerships - reliability, delivery performance Retail Environments - locations, design, POS systems, staffing levels, skills / training, Procurement - Bids and tendering process Inventory / Distribution - product availability Sales Process - knowledge level, style Customer Service - policies and procedures Product Training - knowledge level, availability of 0ne-to-One training Maintenance & Repairs - policies and procedures, turnaround time Financing - terms and conditions, flexibility, transparency Warranties - terms and conditions Brand Identity Assets - logo, style, color palette Digital Assets - website , mobile apps, social media (Face Book , Twitter etc.) Media Brand Expressions - television, radio, print, outdoor, experiential, trade shows Union Relations - collective bargaining process Investor Relations - analysts , shareholders, fund managers, stock exchanges Public Relations - media interface Governmental Relations - federal, provincial, municipal

intra brand TM

A Framework For Building A Brand Identity

Intra-brand Uses a Six Step “Whole-Brand” Methodology

Intra-brand’s six step “whole- brand” methodology takes the form of building a “Brand Pyramid” which is used to channel the thinking and development of a “whole- brand” identity. The six steps are:

Step 1 : Brand Vision - What is your brand vision – its’ reason for being?

Step 2 : Brand Attributes - What are the key brand characteristics that differentiate the brand?

Step 3: Consumer Benefits - What are the most important functional and emotional benefits that a customer

receives from experiencing the brand?

Step 4: Brand Values - What is the most important value that the brand delivers to its customers?

Step 5: Brand Personality - What are the key traits the customer will experience from the brand?

Step 6: Brand Essence - What is the brand’s enduring point of difference?

A brief description of each “step” is provided along with examples for each concept as it relates to the development of “whole-brand” identity.

Step 1 : Brand Vision

intra brand TM

A Framework For Building A Brand Identity

Step 6

Step 5

Step 4

Step 3

Step 2

Brand Vision

This first step in the brand building process involves developing an “as-is” baseline profile of one’s brand based on category performance benchmarks, customer research, competitor profiling, and go-to-market process data. Rooted in reality one is then positioned to address the critical question: “What is your brand vision – its’ reason for being? Typically, a brand vision should be aspirational in nature but at the same time be rooted in reality. Example: Apple Brand Vision: Best personal computing experience through hardware, software and internet offerings

Step 2 : Brand Attributes

intra brand TM

A Framework For Building A Brand Identity

Step 6

Step 5

Step 4

Step 3

Brand Attributes

Brand Vision

The second step in the brand building process involves identifying the most important brand characteristics. At this point one needs to address the critical question: “What are the key brand characteristics that differentiate the brand? The key brand characteristics or attributes that add unique value must enable the brand to be a category leader – ideally a segment of one.

Example: Apple Brand Attributes: Ease of use - enabled through design

Step 3: Consumer Benefits

intra brand TM

A Framework For Building A Brand Identity

Step 6

Step 5

Brand Values

Consumer Benefits

Brand Attributes

Brand Vision

The third step in the brand building process involves identifying how the brand is going to deliver functional and emotional benefits beyond the basic form functionality of the product or service. At this point one needs to address the critical question: “What are the most important functional and emotional benefits that a customer receives from experiencing the brand?

Example: Apple Consumer Benefits: Technology becomes transparent and complexity vanishes

Step 4: Brand Values

intra brand TM

A Framework For Building A Brand Identity

Step 6

Step 5

Brand Values

Consumer Benefits

Brand Attributes

Corporate Vision

The fourth step in the brand building process involves identifying the single most important “value” that the brand delivers to its customers. At this point one needs to address the critical question: “What is the most important value that the brand delivers to its’ customers? To be effective the brand value(s) must be of the highest order – unprecedented delivery.

Example: Apple Brand Values: Self image as creative – a sense of mastery

Step 5: Brand Personality

intra brand TM

A Framework For Building A Brand Identity

Step 6

Brand Personality

Brand Values

Consumer Benefits

Brand Attributes

Brand Vision

The fifth step in the brand building process involves bringing the brand to life – giving the brand a fully developed persona complete with visual, verbal, physical and attitudinal characteristics . At this point one needs to address the critical question: “What are the key traits a customer will experience from the brand? The challenge is to build a unique brand personality / character that has its own values, beliefs, sound, visual image and attitude – much the same as any person you know has their own unique personality. Example: Apple Brand Personality: Friendly, creative and empowering force

Step 6: Brand Essence

intra brand TM

A Framework For Building A Brand Identity

Brand Essence

Brand Personality

Brand Values

Consumer Benefits

Brand Attributes

Brand Vision

The sixth and final step in the brand building process involves determining the one key word or idea that the brand owns in the mind of it’s customers . At this point one needs to address the critical question: “What is the brand’s enduring point of difference? The challenge at this critical point in the process is to own 100% of your customers’ mind share as it relates to a single idea or concept. Examples that crystalize this thinking are: Volvo = Auto Safety Disney = Family Entertainment

Example: Apple Brand Essence: Digital hub - of my life

Apple: Brand Pyramid

intra brand TM

A Framework For Building A Brand Identity

Brand Essence

Brand Personality

Brand Values

Consumer Benefits

Brand Attributes

Brand Vision

What is your brand’s vision - its’ reason for being?

What are the key brand characteristics that differentiate the brand

What are the most important functional and emotional benefits the customer receives from experiencing the brand

What is the most important value that the brand delivers to its’ customer

What are the key traits a customer will experience from the brand

What is the brand’s enduring point of difference

Digital Hub - of my life

Friendly , creative and empowering force

Self image as creative / a sense of mastery

Easy to use – enabled trough design

Technology becomes transparent and complexity vanishes

Best personal computing experience through hardware, software and

Internet offerings