what does your brand stand for in the digital age ?

What does your brand stand for? I’m going to share a 3-step process….

This slideshow is from a presentation at the M2 Marketing & Media events in Ho Chi Minh City, Vietnam organized by ITV-Asia.com and VietnamBusiness.TV

To see videos from the events, interviews with speakers and to get information on upcoming M2 - Marketing & Media Network events

Please visit VietnamBusiness.TV

We are a multi-national branding consultancy & marketing agency team inspired by the colour of prosperity, passion and love

Visit VietnamBusiness.TV for Vietnam business insights, videos & research

Since 2004 we create & shapeunique brand personalities to connect with customersin the digital age


Connect with us at red.vn/team…

Ha TranChief

Accountant Dung Huynh

Brand StrategyConsultan

t

Uyen NguyenClient

Representative

Director

Chris ElkinManaging Director

Marc GoughChairman

Lennart SchabergCreative Director

Tra NguyenSenior

DesignerDammy AbdulkadriDigital Art Director


Proposal Name & Date

How to create a distinctive Brand Personality to build long-term emotional connection with customers?

How to consistently communicate your Brand Personality to break through the clutter and connect with your customer in the digital age?


Let’s get started…


Consumers are rapidly evolving their approach to choosing brands & purchase-behavior decisions


We live in a brand-conscious & ‘digital age’ – that’s influencing every step in the consumer’s path-to-purchase


Our customer’s path to purchase… (it used to be so simple)

Shopper Mass media In store purchase

Our customer’s path to purchase… (the ‘digital age’ now interrupts everything…)

Shopper Mass media In store purchase

Brand site

Search site

Social networks

YOUTUBE

In-store sales people

In-store media

Blogs

Online purchase

Mobile

Family + Friends

Your competition is growing … your bosses got more demanding

copy your productsimitate your sales promotionscut pricestarget the same customers…

Competitors can…

- Copy your products- Imitate your sales promotions- Cut prices- Target the same customers…


But there is an extra way to…Compete more strategically…


Brand asset

GROWTH…

Brand choice Price premium

Greater ROI

Your bonus! :-)


A brand lives in the hearts and minds of consumers and is the sum total of what they experience & feel about a product & service

What is a brand?

Proposal

We believe people choose brands on their perception of it's reputation and it's unique ability:

To understand and satisfy their desires on a functional & emotional level

To express their personality


Brands with strong personalities + emotional connection = succeed


Brand Personalities that have a clear understanding of what they stand for, with focus & consistency - succeed


So, how can you create and shape your own Brand Personality?

A 3-step process…


Step One

Our proprietary 3-Step brand building approach

Understand yourBrandscape InsightsWe observe, meet, question & listen to your target customers, competitors and market place togain insights into your brandsdrivers and barriers.

Develop yourBrand PersonalityWe analyse and define why yourBrand exists, what your brand willstand for and how it will build an emotional connection with your target.

Create yourBrand ExpressionWe define how your brand personality will be expressed, consistently to appeal to yourtarget at ‘touch points’ that Matter most to them.


Target Audience segmentation

?

??

?

?

?

?

Consumer-first: Demographic Geographic Psychographic Life-Stage Path-to-purchase


Target Audience segmentation – trade or end consumer

aged30-36

Female-primary target- with 1-2

Children

Married

Director

Universitygraduate

A-A+Vy Nguyen Living & working in HCMC

“ I am always striving to improve myself and my family’s lifestyle.

I am looking for…”

Competitor trends


View our full services at: red.tm/services

Team work-shoping - collate, document and analyze everything your team have learned…

Collate document & analyze


Step Two






If your audience can’t identify what your brand stands for, they won’t consider it.

“You can’t sell a secret.”



All strong brands need to create a Brand Personality Framework

to allow your team to align and design around a shared “Brand Proposition”

The Brand Personality Framework is the written foundation of your future brand

React – Creating a Brand Personality Framework


7. Core Reasons to BelieveWhy should your customers believe what you say?

5. Core Brand ValuesWhat does your brand value the most? 9. Your Brand

Proposition

6. Core Brand PersonalityWhat personality characteristics does your unique brand have?

8. Your Brand Discriminators How is your brand distinctive from its competitors?

1. Competitive EnvironmentHow does your brand/ services fit in the market – what are the drivers and barriers to your brand success?

2. Target Customer SegmentsWho is going to buy or influence the choice of your brand?

3. Target Customer InsightsWhat’s the most valuable insight(s) we know about the target customers behavior?

4. Core Brand BenefitsHow will your brand/ services benefit target customers, partners and shareholders?

React – Creating a Brand Personality Framework – 9 key questions


Step Three






Remember your audience are hardwired only to notice what is different

What grabs yourcustomers attention?

The Top 4 brand attention grabbers…


1. Colour


2. Pack shape/ graphic shapes


3. Imagery/ symbols


4. Wording/ typography/ numbers



Logo TreatmentsThis may include stacked, horizontal, small and large versions. It may also cover different colour amounts.

Do’s and Dont’sTreatments such as logo rotation, embossing, colour variation and glow effects are example of what you may want to avoid.

The Brand ColoursSupply PANTONE, CMYK, RGB and Hexadecimal values of the intended house colours. Consider what their associative colours are too.

House TypefacesYou may give examples of header fonts, secondary fonts and body fonts along with possible leading and tracking properties.

The Brand ImageryGiving examples of styles of imagery is crucial to maintaining brand consistency too. Remember to allow flexibility for brand evolution.

Create your Brand Identity Guidelines


Connecting with your customers where they really are every day…


Large shift to digital media across Vietnam

Increasingly connected on the go

Smartphone ownership in Urban

has gone from 30% in 2012 to 55% in 2014


Time spent online…

VIETNAMESE SPEND

15,5

HOURS A WEEK TO

ONLINE MEDIA

40-49 yrs50 & above

Spend MORE TIME online each week

16- 20 yrs&

21-29 yrsSpend LESS TIME

online each week

2 IN 3 Online Vietnamese

79% WATCH

BROADCAST TV

WATCH ONLINE VIDEO


Peer recommendations carry 10 times more weight than recommendations from salespeople…. social media could be 22% of marketing budgets by 2019 – U.K.”

Source: McKinsey

“


ProposalProposal

CRM

content

Brand site

event

mobilecontentsocial

Licensed brand

paid searchOOH

radio

print

tv sponsorship

UGC

PR

blogsreviewsocial

news

mobile

content

ownedbrand

earned

consumer

paidmedia owners

camera

Proposal

Media touch points


Read case studies at red.tm/work

Some case studies…

CredentialsVisit VietnamBusiness.TV for

Vietnam business insights, videos & research


Big CBrand re-positioning

“Bigger than simply the best price”

CredentialsVisit VietnamBusiness.TV for

Vietnam business insights, videos & research

before


afterbefore


after



Fristi“Re-gaining Fristi’s super-power



Marine Boy“Bringing Marine Boy to life – on-pack & on-line”


So, in summary…



Develop yourBrand PersonalityWe analyse and define why yourbrand exists, what your brand willstand for and how it will build an emotional connection, trust and choice with your target.

Create yourBrand ExpressionWe define how your brand personality will be expressed, consistently to appeal to yourtarget at ‘touch points’ that matter most to them.


Credentials Visit VietnamBusiness.TV for Vietnam business insights, videos & research


Give your brand impact™

From first impression to action…

Checklist…

- Know WHAT your brand stands for first (Create your Brand Framework)- Have a clear FOCUS- CONSISTENTLY - CONNECT within customers at touch-points where your target audience really EXPERIENCE, discover and SHARE your brand to drive sales


Thank you,we’d love to help you add impact™ to your brand

www.red.vn

[email protected]

Please visit: red.tm Visit VietnamBusiness.TV for Vietnam business insights, videos & research

Chris Elkin Managing Director

A UK Chartered Marketer and based in S.E. Asia for 14 years, Chris has helped to build many famous brands throughout the U.K., S.E. Asia and Vietnam.

Based initially in London, New York and then Singapore, Chris has held a number of big agency regional Asia-Pacific roles, with in-market experience ranging from Japan and Hong Kong to Singapore, Malaysia, Indonesia and Vietnam with brands including Tiger Beer, Levi Strauss, Citibank, Credit Suisse, Malaysia Airlines, Volkswagen and L’Oreal.

Chris came to Vietnam in 2005 managing the largest FMCG account in Vietnam. As partner and Managing Director of red, his active clients include a broad range of brands in the FMCG, Retail, Education, Personal Care, Healthcare, Real Estate and Financial Services categories, including partnerships with Unilever, VinaCapital, Viet Capital, VinaMilk, Friesland Campina, Diageo, Phu My Hung, LG Cosmetics, Kimberly-Clarke, Dulux, Big C, Commonwealth Bank, Liberty Insurance, Apollo English and Budweiser.

Connect with us at: red.tm/team


This slideshow is from a presentation at the M2 Marketing & Media events in Ho Chi Minh City, Vietnam organized by ITV-Asia.com and VietnamBusiness.TV

To see videos from the events, interviews with speakers and to get information on upcoming M2 - Marketing & Media Network events

Please visit VietnamBusiness.TV

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