brand basics
DESCRIPTION
Brand Basics is an overview of the fundamental terms, models and processes for brand definition across any medium.TRANSCRIPT
Charles Sayers, SapientNitro
What is a Brand?
“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
"What’s a brand? A singular idea or concept that you own inside the mind of the prospect.“
- Al Ries
“A brand is not what you say it is. It’s what they say it is.”
- Marty Neumeier
These are notbrands
But your reaction to them is.
The
Experienceis theBrand
Brands carry people across a pathway to emotional fulfillment
I need it | I know it | I like it | I want it
Needs Desires
relevance awareness connection relationship
“I need a new refrigerator.”
“Home Depot sells refrigerators”
“I need more than just a refrigerator. Maybe I should
redesign my kitchen.”
Home Depot can help me get my project done.”
Brands establish inspirational connections
Creating Advocacy through Immersion
Awareness
Preference
Loyalty
Advocacy
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.
What is Brand Equity?(and why is it so #%@* important!?)
Brand equity offers value beyond transaction
Coke’s market cap(not including brand value)
$50 billion
Coke’s market cap(including brand value)
$120 billion
SOURCE: The Brand Gap
Market value
Market share
Price
Speed to market
Growth
Basic Elements of a Brand Framework
What is a Brand Framework?
brand frameworkA 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.
A concise description of a company, product or service’s fundamental purpose.
mission
Mission
The aspirations of a company, product or service that drives future growth.
mission
Visionmission
vision
Basic factual characteristics of a company, product or service
Attributes
attributes
mission
vision
The functional results the a company, product or service generates
Rational benefit
attributes rational benefit
mission
vision
The personal sense of accomplishment or well-being a company, product or service inspires
Emotional benefit
attributes rational benefit
emotional benefit
mission
vision
A set of human qualities associated with the company, product or service across all experiences
Personality/Identity
attributes rational benefit
personality/identityemotional benefit
mission
vision
Brand Framework
attributes rational benefit
personality/identityemotional benefit
mission
vision• Mission
• Vision
• Attributes
• Rational benefit
• Emotional benefit
• Personality/Identity
Brand Pyramid• Functional benefits
• Emotional rewards• Core values
(vision/mission)
• Personality
Personality
Core Values
Emotional Rewards
Functional Benefits
Positioning statementA statement highlighting the unique and tangible benefits a customer receives from a company, product or service.
The more specific, the better.
Basic elements of a positioning statement
Brand nameThe associative bridge between the customer and the product or service.
Target audienceThe people you’re trying to relate to. The most effective audience descriptions include a glimpse of their emotional mindset.
Personality traitsHow 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...)
CategoryThe type of business environment the brand lives and competes in.
End benefitWhat awaits the target user once the brand promise is fulfilled.
Rational supportThe reasons to believe the brand’s promise will be fulfilled.
Positioning StatementFor people who are seeking (ATTRIBUTES), our Brand provides these (FUNCTIONAL BENEFITS) which result in these (EMOTIONAL BENEFITS) and ultimately reflects our (PERSONALITY).
What is a brand strategy?A systematic plan to help a brand achieve specific business objectives.
Review
The experience is the brand.
visual
verbalbehavioral
What you see
What you hearHow you react
The best brand experiences are immersive and place the individual at the center of every consideration.
Brand Framework
attributes rational benefit
personality/identityemotional benefit
mission
vision• Mission
• Vision
• Attributes
• Rational benefit
• Emotional benefit
• Personality/Identity
Positioning statementA statement highlighting the unique and tangible benefits a customer receives from a company, product or service.
The more specific, the better.
Brand strategyA systematic plan to help a brand achieve specific business objectives.