BRANDING 101 BRAND PLATFORM: DEVELOPMENT AND PROCESS

BYRIC ANDERSON

WHAT IS BRANDING?

In the Middle Ages, it commonly identified the process of burning a markinto stock animals with thick hides, such as cattle, so as to identify ownership. These European customs were imported to the Americas. In the AmericanWest, a branding iron consisted of an iron rod with a simple symbol or mark,which cowboys heated in a fire. After the branding iron turned red-hot, thecowboy pressed the branding iron against the hide of the cow.

The unique brand meant that cattle owned by multiple ranches could thengraze freely together on the open range. 

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WHAT IS BRANDING? BRANDING IS THE PROCESS OF BUILDING A POSITIVE COLLECTIONOF

PERCEPTIONS ABOUT YOUR PRODUCT IN YOUR CUSTOMER ‘S MINDS.

These perceptions are commonly referred to as a Brand Platform

A Brand is an EXPERIENCE! It lives at the intersection of expectation and promise.

When people encounter your product’s name, they automatically conjure up impressions and memories that determine what action they make take.

Customers of your product or services may make a purchase (or avoid a purchase) based on their perception of your brand.

A brand cannot be all things to all people

Branding is based on the concept of singularity!It should target individuals in a personal manner

Branding is the blending of QUANTITATIVE and QUALITATIVE research & analysis of products, markets, competitors and customers.

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BRAND EQUITY: MONETARY VALUE!

BrandZ Top 100 Most Valuable Global Brands 2011

BRAND BRAND VALUE 2011 ($M) Change 2011vs.

20101 APPLE 153,285 84%2 GOOGLE 111,498 -2%3 IBM 100,849 17%4 McDonalds 81,016

23%5 MICROSOFT 78,243 2%6 COCA COLA 73,752 8%7 AT&T 69,916 N/A8 MARLBORO 67,522 18%9 CHINA MOBILE 57,326 9%10 GE 50,318 12%

BRANDS HAVE NOT BORDERS

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BRAND EQUITY

BRANDS ARE IDEAS THAT CREATE MONETARY VALUE!

Creation of Brand Equity equals increased assets

HOW? By emotionally connecting to the customer and creating trust.

Brand value is created if the customer experience exceeds expectations.

Customers serve as a tangible profit engine for brands to monetize their brand value.

“ If you are not a brand, you are a commodity”Philip Kotler , Professor of International Marketing – Kellogg School of Graduate Management Northwestern University.

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BRAND PLATFORM PROCESS

The order in which different segments are processed will change with the situation.

The product may come before the idea. The Brand name may be the last element. Each is important in its own right and will be examined in due course

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HOLISTIC ATTITUDE

EVERYTHING IS CONNECTED !ALL BRAND ELEMENTS ARE RELATED AND HAVE VALUE TO EACH OTHER!

CUSTOMER CENTRIC POINT OF VIEW: Every decision revolves around how the Customer will perceive or react.

TOTAL SUBMERSION: There is no detail too large or too small to be addressed if it affects the Brand.

TOUCHPOINTS: Address all the Customer Touchpoints!

COMMITMENT: There must be a determined desire to remain true to the Brand Position at all times and situations.

DISCIPLINE: Have the internal fortitude to stay the course in difficult times.

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COMPETITIVE SUPREMACY

THE BRAND WITH THE MOST INNOVATIVE

COMPETITIVE ADVANTAGES WINS!

What elements does your Brand offer that can

Be considered a Competitive Advantage?

How many can you find?

Brand Position

Price, Value, Quality etc.

Business Model

Customer Value Proposition

Most positive Customer Touchpoints

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PRODUCTS TO BRAND

IDENTIFY THE TYPE OF PRODUCTS THAT ARE TO BE BRANDED

Which products are to be branded? Category?

Multi – versions of same Core Product?

Multiple Products or just one?

The Beginning of its lifecycle? Middle?

1-5 years

Vision for the future

Possibility of additional types of products?

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MISSION STATEMENT: CLARITY OF PURPOSE

PURPOSE: Explains the WHY? in the building of the brand? Serves as the Foundation of a Brand Strategy

Succinctly describes the reasons and goals behind the Brand

Only when a goal is clearly stated, can it be obtained. Everyone needs to and should be able to understand the Brand Strategy

 

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BRAND POSITION: DIFFERENTIATES

THE BRAND POSITION: Answers your customer's primary question: "What's in it for me?“ The Brand separates you from your competition. In essence, your brand image is a promise - a promise that must be kept! Your brand image creates expectations. It defines who you are, how you

operate, and how you're different from your competitors. What do you want the customer perception to be? Two basic positions - "intelligent choice" and meeting clearly set customer

expectations.

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BRAND POSITION:YOUR BRAND POSITION IS WHAT MAKES YOU UNIQUE LIKE A

FINGERPRINTELEMENTS: Quality, Price, Value, Exclusive, Aspirational, etc

NICHE: Become a specialist rather than a generalist. A specialist is perceived to know more, or be of "higher quality" than a generalist.

RELEVANCE: Importance to a customer's lifestyle

SHARE OF MARKET: What is the goal?

HIERARCHY: Order in the food chain?

EMOTIONAL CONNECTION: What emotion are you hitting?

BENEFITS: Real or imagined

AWARENESS: How often is it in the customer mind or eye?

AVAILABILITY: Channels of Distribution

AUTHENTIC: First or pure purpose – Genuine

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CVP - CUSTOMER VALUE PROPOSITIONTHE CUSTOMER VALUE PROPOSITION IS THE BRAND PROMISE

• CUSTOMER EXPECTATION: What should your customer be able to count on each time that the buy your brand?

• CUSTOMER EXPERIENCE: Your brand story must be easy to remember and hard to forget. If people are confused, it's unlikely that they'll be able to retell your story or have the desire to do so. What is the ultimate customer experience – write the scene!

• TRUST: The Customer experience is the fulfillment of the Brand promise. It is all about building a Customer’s Trust!.

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CUSTOMER EXPERIENCE STORY: CREATES CLARITY CREATE THE STORY IN SECTIONS. IT IS AN INTEGRAL ELEMENT OF THE BRAND

POSITION.

PURPOSE: Build an emotional value connection with a desire to build trust• KEYWORDS: Develop a list that is emotionally connected to your brand.

• DESIRE: What words when heard would you want to be connected to your brand?

• DESCRIPTIVE SENTENCE: Create one sentence that describes your brand – can be relevant to the Tagline

• CREATE PREFERENCE: Predisposition to buy by consumers – establishing brand loyalty through a great story.

• EXPERIENCE STORY ORIGIN: Create a complete experience with the brand. Sets the tone for all involved in the beginning

and the future.

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TOUCHPOINTS: CONNECTION WITH THE CUSTOMER

YOUR ULTIMATE GOAL IS TO HAVE EACH TOUCHPOINT REINFORCE AND FULFILL YOUR MARKETPLACE PROMISE.

• TOUCHPOINTS: Name, pronunciation, products, packaging, price, marketing, sales personnel, etc.

• IMPRESSION: Each Touchpoints molds the customer's impression of the brand.

• VALUE: All Touchpoints are not created equal.

• IMPORTANCE: Which are the most influential in each Product?.

• CONSISTENCY: Each and every Touchpoint must give similar perceptions and experiences to the Brand

• REAL: Determine how to express each “reason-to-believe “at each key Touchpoint

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EMOTIONAL CONNECTIONS

THE TEN COMMANDMENTS OF EMOTIONAL BRANDING

1. FROM CONSUMERS TO PEOPLE Consumers buy, people live2. FROM PRODUCT TO EXPERIENCE Products fulfill needs, experiences fulfill desires3. FROM HONESTY TO TRUTH Honesty is expected. Trust is engaging and

intimate. It needs to be earned4. FROM QUALITY TO PREFERENCE Quality is the right price a given today.

Preference creates the sale5. FROM NOTORIETY TO ASPIRATION Being known doesn’t mean that you

are also loved6. FROM IDENTITY TO PERSONALITY Identity is recognition.

Personality is about character and charisma7. FROM FUNCTION TO FEEL The functionality of a product is about

practical or superficial qualities only. 8. FROM UBIQUITY TO PRESENCE Ubiquity is seen. Emotional presence is felt9. FROM COMMUNICATION TO DIALOGUE Communication is telling. Dialog is sharing10.FROM SERVICES TO RELATIONSHIP Service is selling. Relationship is acknowledgement

Based on the book Emotional Branding, written by Marc Gobé

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BRAND BUSINESS MODEL

The Brand Business Model is the “Financial Structure” of how a product is brought to Market and introduced to the Consumer. It reveals both strengths and risks to the Brand. Understanding the Model will help in successfully positioning the Brand • DESIGN, DEVELOPMENT, PRODUCT

• SUPPLY CHAIN

• MONETARY GOALS

• PRICE/ QUALITY/VALUE RELATIONSHIP

• SERVICE

• TYPE OF VALUE

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PROFILE CUSTOMER: WHO DO YOU WANT?

UNDERSTAND THE CUSTOMER! WHO ARE THEY- REALLY? HOW DO OTHER CONSUMERS AFFECT THE CORE

CUSTOMER!

• Demographic: Sex, Age, Income etc.• Size of Population• How to reach them• Early Adopters• Influencers• Buyer – End User• Geographic

INVENT A PERSON OR PERSONS• Give them a name• Sex, age, • Occupation • Etc.

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BRAND SWOT

Understand your Brand from both and Internal and External Viewpoint. What elements can you exploit and which do you have to protect?

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COMPETITITVE INTELLIGENCE

It is imperative to understand as much as possible about your competition!

Market or Markets Who is the Competition

• Primary and Secondary SWOT

– Strengths– Weaknesses– Opportunities– Threats

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PRODUCT MARKET

Given the unique factors of your product – the elements that differentiate your offering from your competition. Each Product will have its own characteristics that must be explored.

IS THERE A NICHE MARKET WITHIN THE MARKET UMBRELLA?

EACH PRODUCT:• Size of Market• Demographics of Customer• Quality• Price• Customer Experience• Lifecycle• Etc.

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SYNCHRONIZE: BIG FOUR

THE KEY TO SUCCESSFUL BRAND BUILDING IS TO SYNCHRONIZE YOUR:

• BRAND POSITION • CUSTOMER VALUE PROPOSITION – EXPERIENCE STORY• BUSINESS MODEL• CUSTOMER PROFILE - MARKET

Make sure that each element may be executed without infringing on the possibility of success of the other. They should all work in harmony.

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BRAND NAME: MEMORABLE TO YOUR CUSTOMER

Brand names represent a larger meaning to consumers by conveying a concept and a promise.

Great names claim a position that is intriguing, inspiring, and believable. The most effective brands exemplify their promise by preconditioning consumers

Matches your Brand Position

Aligns with your Target customer

Identifies with your CVP

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BRAND NAME: CREATING A BRAND NAME

POINTS TO KEEP IN MIND• Match the product or service / fit the concept• Creates a mental image for your Customer• Make your name memorable!• Phonetically easy for your Market • Easy to pronounce, Easy to Spell• Adaptable to addition products• Easy to translate / cross cultural appeal• Stand out against competing brands• Should be protectable• Has Longevity

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BRAND NAME: TYPES OF BRAND NAMES

ACRONYM: A name made of initials

DESCRIPTIVE: Names that describe a product benefit or function

ALLITERATION AND RHYME: Names that are fun to say and stick in the mind

EVOCATIVE: Names that evoke a relevant vivid image

NEOLOGISMS: Completely made-up words

FOREIGN WORD: Adoption of a word from another language

FOUNDERS' NAMES: Using the names of real people and founder's name

GEOGRAPHY: Many brands are named for regions and landmarks

PERSONIFICATION: Many brands take their names from myth

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TAGLINE: YOUR STORY OR BRAND POSITION

GREAT TAGLINES GIVE INSIGHTS TO THE CUSTOMER ABOUT YOUR BRAND !

• MEMORABLE: A great Tagline sticks in your memory.

• POSITION: A tagline should communicate your company’s positioning.

• BENEFIT: Explains a unique factor for offers your target audience?

• USE IT: How can you use it as a competitive advantage? Use it as a differentiator!

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BRAND GRAPHICS: VISUAL BRAND ENHANCEMENT

One of the more exciting elements of creating a Brand is theDevelopment of the Logo and all the other “Graphic Elements” required , it is also one of the most important steps in the process.

ELEMENTS NEEDED: Logo, Color, Icon, Tagline, Unique Packaging•  LOGO: Can actually have more than one or elements

that reflect as one. A design that’s attractive, easy to read and memorable

• COLOR: Can you own a color that also increases the brand story?• ICON: An element that gives and immediate perception

TAG LINE: A qualifying statement about the Brand• PACKAGING: Type Of Packaging• SYNERGY: Does the combined set of graphics place you in the

same “Sandbox” as your competition.

• STYLE GUIDE: Rules and Regulations on how the Graphics of your Brand may be used

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BRAND PACKAGING:Not every product will need a package but many will require it. When possibleallow the packaging to become part of the brand.

IMPORTANT ELEMENTS: How will it be seen How will it be perceived How will it be used Can it be used again? Can it build the brand? After initial Use?

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BRAND TESTING:Brand name testing and research is an important part of the process.

Selecting the right name can influence brand positioning, image, and future sales.

Use Focus Groups or similar situations to get a Read on your Decisions. Pull together enough of your Target Customers to ask a set of pointed

questions that eliminate unknown risk or undesired action.

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BRAND PROTECTION

LEGALITIESBefore and after you have started work on your Brand and Brand Name, look into the legal aspects of using your chosen Brand Name and all collateral.• Legal search for possible infringements.• Can you legally own name, logo, tagline, associated graphics • Website Domain Name availability?• Apply for trademarks and legal protection• Available for all products and categories in the future?

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BRAND MARKETINGTAKE YOUR BRAND TO MARKET WITH A INTEGRATED MARKETING STRATEGY Brand Story Public Relations Print TV Internal Retailer Digital Marketing Strategy Touchpoints

DIGITAL MARKETING STRATEGY SEO – Search Engine Optimization Social Media E-mail E-Catalog

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INTEGRATION: SPREAD THE WORD!

INTERNAL COMMUNICATION THROUGHOUT THE COMPANY IS ESSENTIAL! Align the entire organization to the Brand Position! Make sure that there is

ONLY ONE position that is clarified to all. Each Support Group has a tendency to make their own adjustments.

Understand which players will have a role in creating, and perpetuating the perception of the Brand?

Role it out in layers – top down. Make sure each one has a clear understanding of the brand and how it is to be represented

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BRAND OWNERSHIP

YOUR BRAND IS NOW THE “HOUSE OF XXXXX”

WHO IS THE OWNER OF YOUR HOUSE?

Establish who will own the brand Person or Team that make daily decisions Brand Management Guidelines

• Rules for use of the brand • New Products• Limits to how it can be projected• Review of the Brand Position• Updating the Brand

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SUCCESS STANDARDS

WHAT ARE THE MEASUREMENTS BY WHICH THE BRAND

WILL BE DETERMINED SUCCESSFUL OR NOT?

• SALES GOALS

• PROFIT GOALS

• RECOGNITION STANDARDS

• PRODUCT PERFORMANCES

• WHO SETS THE GOALS AND THE STANDARDS?

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BRAND EVOLUTION

BRAND KAISEN: The Japanese philosophy of continuous improvement, which requires that a Brand continually strives to improve, hold a value for the customer, be relevant in the market and maintain/grow market share.

UNIQUENESS

INNOVATION

REFINEMENT

TRANSITION

ADAPTABILITY

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SUMMARY: ANDERSON’S 10 PILLARS OF BRANDING

KEY PILLARS ON WHICH TO BUILD YOUR BRAND.

1. BRANDS CREATE VALUE

2. DIFFERENTIATE

3. HOLISTIC ATTITUDE

4. CUSTOMER VALUE PROPOSITION

5. EMOTIONAL CONNECTION

6. BRAND NAME AND GRAPHICS

7. INDUSTRY ANALYSIS

8. INTERNAL INTEGRATION

9. DISCIPLE AND CONSISTENCY

10. BRANDS EVOLVE

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