Building an Integrated Brand Pyramid

Download Building an Integrated Brand Pyramid

Post on 17-Aug-2015

5 views

Category:

Marketing

0 download

Embed Size (px)

TRANSCRIPT

<ol><li> 1. A Methodology for Building A Whole-Brand Identity Gregory J. Lloyd Brand Architect intra-brand glloyd@intra-brand.com intra brand TM </li><li> 2. Intra-brands 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 its 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) </li><li> 3. 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 &amp; 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 </li><li> 4. intra brand TM A Framework For Building A Brand Identity Intra-brand Uses a Six Step Whole-Brand Methodology Intra-brands 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 brands 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. </li><li> 5. 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 ones 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 </li><li> 6. 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 </li><li> 7. 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 </li><li> 8. 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 </li><li> 9. 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 </li><li> 10. 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 its customers . At this point one needs to address the critical question: What is the brands 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 </li><li> 11. 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 brands 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 brands 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 </li></ol>