Brand Basics is an overview of the fundamental terms, models and processes for brand definition across any medium.

1. Charles Sayers, SapientNitro

2. What is a Brand?

3. “A brand is a living entity - and it is
enriched or undermined cumulatively over
time, the product of a thousand small
gestures.”
- Michael Eisner, CEO Disney

4. "What’s a brand? A singular
idea or concept that you own
inside the mind of the
prospect.“
- Al Ries

5. “A brand is not what
It’s what
they say it is.”
you say it is.
- Marty Neumeier

6. These are
not
brands

7. But your reaction
to them is.

8. The
Experience
is the Brand

9. Brands carry people across a pathway to emotional fulfillment
Needs
“I need a new
refrigerator.”
“Home Depot sells
refrigerators”
relevance
Desires
“I need more than just a
refrigerator. Maybe I should
redesign my kitchen.”
awareness
connection
relationship
Home Depot can help me get
my project done.”
I need it
|
I know it
|
I like it
|
I want it

10. Brands establish inspirational connections

11. Creating Advocacy through Immersion

12. Advocacy
Loyalty
Preference
Awareness
Brands create immersive
experiences that connect
with the needs, desires
and expectations of an
individual in ways that
advance and grow their
relationship with a
company, product or
service.

13. What is Brand Equity?
(and why is it so #%@* important!?)

14. Brand equity offers value beyond transaction
Coke’s market cap
 Market value
(including brand value)
$120 billion
 Market share
 Price
Coke’s market cap
 Speed to market
(not including brand value)
$50 billion
 Growth
SOURCE: The Brand Gap

15. Basic Elements
of a Brand
Framework

16. What is a
Brand Framework?

17. brand framework
A series of assets that are aligned to
strategic business objectives to guide its
expression – both internally and externally.
A brand framework defines the experience
and relationship a company aspires to
achieve.

18. Mission
A concise description of a
company, product or service’s
fundamental purpose.
mission

19. Vision
The aspirations of a company,
product or service that drives
future growth.
vision
mission

20. attributes
Attributes
Basic factual characteristics of a
company, product or service
vision
mission

21. attributes
Rational
benefit
The functional results the a
company, product or service
generates
rational benefit
vision
mission

22. attributes
Emotional
benefit
rational benefit
vision
The personal sense of
accomplishment or well-being a
company, product or service
inspires
mission
emotional benefit

23. attributes
Personality/
Identity
rational benefit
vision
A set of human qualities
associated with the company,
product or service across all
experiences
mission
emotional benefit
personality/identity

24. Brand
Framework
attributes
rational benefit
• Mission
vision
• Vision
mission
• Attributes
• Rational benefit
• Emotional benefit
• Personality/Identity
emotional benefit
personality/identity

25. Brand
Pyramid
Personality
• Functional benefits
• Emotional rewards
• Core values
Core Values
(vision/mission)
• Personality
Emotional Rewards
Functional Benefits

26. Positioning statement
A statement highlighting the
unique and tangible benefits a
customer receives from a company,
product or service.
The more specific, the better.

27. Brand name
The associative bridge between the customer and the product
or service.
Target audience
Basic
elements of a
positioning
statement
The people you’re trying to relate to. The most effective
audience descriptions include a glimpse of their emotional
mindset.
Personality traits
How you would describe the brand in human terms. Not what
it does (that’d be features and functionality), but how it
expresses itself. (Reserved, enthusiastic, candid, confident...)
Category
The type of business environment the brand lives and
competes in.
End benefit
What awaits the target user once the brand promise is fulfilled.
Rational support
The reasons to believe the brand’s promise will be fulfilled.

28. Positioning Statement
For people who are seeking
(ATTRIBUTES), our Brand provides
these (FUNCTIONAL BENEFITS) which
result in these (EMOTIONAL
BENEFITS) and ultimately reflects our
(PERSONALITY).

29. What is a brand strategy?
A systematic plan to help a brand
achieve specific business objectives.

30. Review

31. The experience is the brand.
What you see
visual
How you react
behavioral
verbal
What you hear

32. The best brand experiences are immersive and
place the individual at the center of every consideration.

34. Brand
Framework
attributes
rational benefit
• Mission
vision
• Vision
mission
• Attributes
• Rational benefit
• Emotional benefit
• Personality/Identity
emotional benefit
personality/identity

35. Positioning statement
A statement highlighting the
unique and tangible benefits a
customer receives from a company,
product or service.
The more specific, the better.

36. Brand strategy
A systematic plan to help a brand
achieve specific business objectives.