Overview of Element of Branding

1. BRANDING 101
BRAND PLATFORM: DEVELOPMENT AND PROCESS
BY
RIC ANDERSON

2. WHAT IS BRANDING?
In the Middle Ages, it commonly identified the process of burning a mark
into stock animals with thick hides, such as cattle, so as to identify ownership.
These European customs were imported to the Americas. In the American
West, 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, the
cowboy pressed the branding iron against the hide of the cow.
The unique brand meant that cattle owned by multiple ranches could then
graze freely together on the open range.
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3. 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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4. BRAND EQUITY: MONETARY VALUE!
BrandZ Top 100 Most Valuable Global Brands 2011
BRAND BRAND VALUE
2011 ($M) Change 2011vs. 2010
1 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/A
8 MARLBORO 67,522 18%
9 CHINA MOBILE 57,326 9%
14 GE 50,318 12%
BRANDS HAVE NOT BORDERS
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5. 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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6. 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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7. 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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8. 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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9. 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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10. 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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11. 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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12. BRAND POSITION:
YOUR BRAND POSITION IS WHAT MAKES YOU UNIQUE LIKE A FINGERPRINT
ELEMENTS: 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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13. CVP - CUSTOMER VALUE PROPOSITION
THE 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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14. 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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15. 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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16. EMOTIONAL CONNECTIONS
THE TEN COMMANDMENTS OF EMOTIONAL BRANDING
• FROM CONSUMERS TO PEOPLE Consumers buy, people live
• FROM PRODUCT TO EXPERIENCE Products fulfill needs, experiences fulfill desires
• FROM HONESTY TO TRUTH Honesty is expected. Trust is engaging and
intimate. It needs to be earned
• FROM QUALITY TO PREFERENCE Quality is the right price a given today.
Preference creates the sale
• FROM NOTORIETY TO ASPIRATION Being known doesn’t mean that you
are also loved
• FROM IDENTITY TO PERSONALITY Identity is recognition.
Personality is about character and charisma
• FROM FUNCTION TO FEEL The functionality of a product is about
practical or superficial qualities only.
• FROM UBIQUITY TO PRESENCE Ubiquity is seen. Emotional presence is felt
• FROM COMMUNICATION TO DIALOGUE Communication is telling. Dialog is sharing
• FROM SERVICES TO RELATIONSHIP Service is selling. Relationship is acknowledgement
Based on the book Emotional Branding, written by Marc Gobé
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17. 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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18. 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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19. 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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20. 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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21. 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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22. 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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23. 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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24. 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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25. 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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26. 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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27. BRAND GRAPHICS: VISUAL BRAND ENHANCEMENT
One of the more exciting elements of creating a Brand is the
Development 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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28. BRAND PACKAGING:
Not every product will need a package but many will require it. When possible
allow 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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29. 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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30. BRAND PROTECTION
LEGALITIES
Before 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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31. BRAND MARKETING
TAKE 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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32. 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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33. 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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34. 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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35. 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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36. SUMMARY: ANDERSON’S 10 PILLARS OF BRANDING
KEY PILLARS ON WHICH TO BUILD YOUR BRAND.
• BRANDS CREATE VALUE
• DIFFERENTIATE
• HOLISTIC ATTITUDE
• CUSTOMER VALUE PROPOSITION
• EMOTIONAL CONNECTION
• BRAND NAME AND GRAPHICS
• INDUSTRY ANALYSIS
• INTERNAL INTEGRATION
• DISCIPLE AND CONSISTENCY
• BRANDS EVOLVE
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