branding for success

www.strengtheningbrandamerica.com

Branding for Business Success

Your competitive edge for profit maximization

Ed BurghardRetired P&G Harley Procter Marketer

OBDC Executive Director

BA – State University of New York @ Potsdam in Mathematics

MBA – Syracuse University in Innovation Management and Marketing

Retired Procter & Gamble Harley Procter Marketer

33years in Procter & Gamble

Member of the Association of Ohio Commodores

Past Board Member Arthritis Foundation

Past Marketing Committee Member Dan Beard Council BSA

Founder & CEO The Burghard Group LLC


Agenda

• What is a brand?

• How do I build one?

• How do I use it?

• Can I really afford one?


What is a Brand?


You Need to Make a Promise

A brand is a promise. It sets an expectation of what a consumer can expect if he/she invests in your product or service.

Branding is making certain your promise is realized across a complex delivery system.


Examples

• Ritz Carlton - Courteous service• BMW - Exciting driving experience• Apple - Cool innovation• Volvo - Safety• FedEx - Reliable overnight delivery• Avis - Extra effort• Las Vegas - Fun without guilt• Wal-Mart - Great value


What Makes a Great Promise?

• Relevant

• Competitive

• Authentic

• Simple & Clear

• Benefit Focused


How Do I Build One?


Know Who Your Customers Are

• Strategic target - The consumers for whom your product/service benefit will be relevant.

• Prime prospect target - The subset(s) of your strategic target that represent your most rapid near-term purchase opportunity.

• Can you find the target audience?• Is the target audience big enough to meet

your business needs?


Listen and Learn

• What are they frustrated with that your product/service might address?

• How do they talk about their frustration?• How does it effect them emotionally?• How would their life be different if the

frustration went away?• If your product/service were not available,

what would they buy to address their need?


What Do I Say?

• What are the points of difference your product/service provides versus the competition?

• What are the points of parity your product shares with the competition?

• What is my product/service image and identity?


Terminology Time Out


Image versus Identity

Image• How people think about your

product/service.• May or may not be accurate.• May or may not be based on experience.Identity• What your product or service really is or

aspires to be.


Problem/Need Statement• A sentence (or two) that describes the

target’s frustration or unmet need.• It establishes the context for why your

product/service is important.• Establishes the rationale for the target to

consider your product/service as a solution to be considered.

• Built from a compelling insight gleaned from your target.

• Can be inspirational or informative.


Examples

• Existing belief or perception - “Environmentally friendly cars are boring to drive.”

• Set-up superiority - “In today’s market, a micro-processor speed of 2.6 Ghz is considered fast.”

• Establish a position - “A lot of people are convinced that to get a good price they have to sacrifice quality.”


Guidelines

• Use words your target would understand.

• Focus on one problem/need or belief.

• Stay realistic, don’t set up a problem your product/service can’t solve.


Benefit Statement

• A promise that answers the question - “What’s in it for me?”

• Must be desirable.

• Must be clearly written.


Examples

• Functional - How much better or more of something your product/service delivers (Using Castrol GTZ oil helps your car’s engine last longer).

• Emotional - The end benefit for your target (Buying low-fee funds from Vanguard makes you feel like a smart investor).


Guidelines

• Be as single-minded as possible.

• Go for superiority if your product/service can provide it.

• Don’t be frustrated if your product/service delivers a parity benefit versus competition … you can still differentiate (stay tuned).


Reasons to Believe Statement• Adds credibility to your promise.• Explains how your product/service will

deliver the promised benefit.• The place where most products/services

differentiate from the competition (Dr. Kevin Keller - POD, POP).

• Must be simply stated in language your target understands.

• Never have more than 3 reasons.


Examples

• A special ingredient

• Logical explanation (Jif tastes better because it has a freshness seal)

• Hard evidence

• Third-Party recommendation

• Performance track record


Template

Convince _____________ (target)

That _________________ (promise)

Because______________ (RTBs)


Example - Dilly’s Ice Cream• Problem/Need Statement - Mothers are frustrated because their

children are not getting enough calcium in their diets and it is impossible to get them to take supplements.

• Benefit Statement - Dilly’s Ice Cream provides extra calcium in an ice cream products kids enjoy.

• Rational benefit - Healthy, taste good, easy• Emotional benefit - I feel good about myself knowing I am taking

care of my family.• Reason to believe - Scientific studies demonstrate children are

not getting sufficient calcium from their current diet for strong and healthy bones and the extra amount of calcium found in Dilly’s Ice Cream can close the gap.


In The Template Format

Moms are frustrated their kids do not get enough calcium in their diet to grow strong, healthy bones. We will help Moms feel good about taking care of their kids by convincing them to add Dilly’s Ice Cream to their family menu twice a week, because it is scientifically proven to provide the extra calcium kids need in an enjoyable ice cream product.


How Do I Use The Promise Statement?


You Need To Bring The Promise To Life Through Communication

• Reach target audience when and where most receptive– Consider most relevant touchpoints– Consider all sources of communication

• On-line• Face to Face Presentations• Social Media• TV• Print• Radio• Etc.

• Identify synergies between different communication vehicles• Ensure consistent on-equity communication• Create exciting, memorable experiences to maximize impact


WARNING!Avoid

“little of everything”plans


Reach The Target When They Are Most Receptive


Whirlpool Example


You Need a Marketing Plan which includes…

• A Communication Plan– Communication Matrix that translates your promise into a

meaningful benefit for each target audience.– Cascaded Message Tracks to guide public relations.– Media Mix Plan that defines where you will be

communicating your message.• A Copy Brief that guides the Creative Agency in their work to

translate your promise into a campaign• A Sales Plan to guide the creation of a revenue stream• A Development Plan to help keep your promise relevant,

competitive and authentic• A Financial plan to help manage your cash flow


Unexpected iPod


Consistent iPod


Exciting iPod


Can You Afford A Brand?


Should I Be Social?


Answer These Questions

• Where are my targets getting information on solutions to the problem my product/service addresses?

• Am I willing to invest the time it takes to maintain a social presence for my business?

• Am I willing to invest money to advertise my product/service in social media channels?

• Why am I afraid to say no?

branding for success

Technology

productservice benefit

productservice image

parity benefit

end benefit

easyemotional benefit

promised benefit

target audience big

extra calcium