2- Brand Strategy Presentation PDF

2- BRAND STRATEGY DR. NOUF ALRAYES INTRODUCTION  The brand strategy is the brand’s roadmap to success.  It identifies  Who we are travelling with?  Where are we going?  Why it matters?  What is required? Why do brands exist? INTRODUCTION  A bold brand strategy requires a combinat...

2- BRAND STRATEGY DR. NOUF ALRAYES INTRODUCTION  The brand strategy is the brand’s roadmap to success.  It identifies  Who we are travelling with?  Where are we going?  Why it matters?  What is required? Why do brands exist? INTRODUCTION  A bold brand strategy requires a combination of sound logic and a glimpse of inspired faith to take the brand where other brands have yet to venture  Brand strategy can be achieved through planning and research  OLD VS. NEW IDEA OF BRANDS Old New Now, brands are living business asset“ that work as „a central organizing principle“ (Graham Hales) DEFINITION  Brand strategy  Is the plan for a brand’s delivery and it answers the big questions: who, where, why, what, and when?  These questions are answered through the brand criteria: purpose, vision, values, mission statement, proposition, positioning, personality, and audience THE BENEFITS OF BRAND STARTEGY Ensuring that So that customers can 1. Brand messages are consistent 1.Recognize and prefer the brand 2. Branded offerings are desirable 2.Build relationships through it 3. The brand is trusted 3.Use the brand for their identity 4. The brand offers good value 4.Love buying from the brand THE BRAND CRITERIA FOR THE BRAND STARTEGY Purpose ➔ what does the brand do? Vision ➔ what is the brand’s ambition? Values ➔ what does the brand stands for? Mission statement ➔ how is the brand going to achieve its vision? Proposition ➔ why do I need the brand? Positioning ➔ how does the brand compare with competitors? Personality ➔ what’s the brand character? Audience ➔ who is interested in the brand? How do you make the What is your world a big idea? better place? 1- PURPOSE What is the What is the inspiration clear benefit that drives your brand you to provides? succeed? THE ELEMENTS OF SUCCESSFUL BRANDS They have a well- They have an It is something you It is something you Provide an defined sense of authentic purpose feel compelled to are passionate emotional value purpose that act as an do about that exceeds the impulse market price ELABORATIONS ON BRAND STARTEGY  A sense of purpose is attractive to customers, employees, investors, and suppliers.  Your customers have a role to play in the future of the brand.  Some of the most progressive and dynamic brands share their sense of purpose with their audience. CONSIDERATION FOR THE BRAND PURPOSE  The brand purpose should be  Authentic extension of who you are and your beliefs  Much bigger than just delivering a profit- it can make the world a better place  Stimulate high levels of employee engagement & creates a strong sense of community If purpose is the brand’s “big idea”, then the vision is the “big picture” of how that idea will blossom and thrive. 2- VISION The brand vision is the ambition for the future that should be both inspirational and achievable CONSIDERATION FOR THE BRAND VISION  The brand vision should be  Easy to comprehend  Focus on the destination not the journey  Avoid words like “best”, ”leading”, ”first”, “number one”  Measurable  Require a level of accomplishment  TIP  A great vision can inspire and consolidate a community in a common goal.  It is both emotional and passionate.  Helping your audience to build a picture in their minds of what you are thinking makes it easier for them to imagine their place in fulfilling this ideal future. “A BILLION REASONS TO BELIVE IN AFRICA” “I HAVE A DREAM” Values are the compass that provides a direction through the moral maze of life 3- VALUES It is easier to make friends with people who share the same values and this also true when it comes to choosing brands  BRAND VALUES & EMPLOYEES To be truly effective, these values must be Corporate values guide employee relevant to all employee job description behavior and have the muscle to empower them THE VALUE OF “TRUST” What does “trust” mean? THE VALUE OF “TRUST” One of the commonly held It should be implicit in values every brand Employees should trust their managers, so they Customers should trust the trust the brand they are product/service reflecting CONSIDERATION FOR CHOOSING BRAND VALUES  The values should be  Sincere and memorable  Differentiating the brand  Relevant to the brand expeience  Realistic to employees  Provoking measurable behaviors to enhance the brand performance The effectiveness is to summarize the key brand criteria briefly no more than 100 words. 4- MISSION It is a strategic communication that should STATEMENT be clearly worded an understood Clarifies what the brand does, its ambition for the future and what it stands for CONSIDERATION FOR MISSION STATEMENT  The mission statement should:  Summarize the key brand criteria  Be clear  Leave movement for growth  Provide a measure for achievement  Short and to the point THE KEY TO WRITING A MISSION STATEMENT Think of old sailing ships, places of worship or civic buildings: they often have inscriptions and texts carved into their walls or displayed in prominent places. These reminds the occupants that they are part of a community and to behave morally for the greater good. The complete mission statement or a part of it can be displayed in the reception, canteen, lifts, stairwell, common areas or car park. Anywhere where it will catch people’s eye and bring it to the front of their minds MISSION STATEMENT  To always deliver the most exceptional entertainment experiences for people of all ages MISSION STATEMENT  To inspire and nurture the human spirit- one person, one cup and one neighborhood at a time MISSION STATEMENT  To be our customers’ favorate place and way to eat and drink. We are committed to continously improving our operations and enhancing our customers’ experience. MISSION STATEMENT  All our operations are run in a way that is economically, socially and environmentally sustainable EXERCISE (MISSION STATEMENT) 15 MINUTES  Brand X is the only …………….. that ………………………………………  5- PROPOSITION Brand proposition is the unique selling point (USP) or big point of difference that distinguishes the brand from competitors PROPOSITION = THE BRAND PROMISE “A brand is a promise. A good brand is a promise kept” – Muhtar Kent PROPOSITION = THE BRAND PROMISE Promise Experience Perception CONSIDERATION FOR BRAND PROPOSITION  Whether or not there is a barrier to market competitors  Your brand should meet your customers need  It has to be short  It has to be relevant, distinctive, and truthful PROPOSITION = THE BRAND PROMISE UNIQUE SELLING POINT (USP)  It promotes itself by focusing on the innovation and user experience it delivers to its audience while conveying a unique thought-leader tone of voice in its messaging. These elements come together to create Apple’s brand proposition. Brand positioning is the place a brand occupies in the customer's mind 6- POSITIONING It is achieved by being the first and most visible brand in an emerging sector  Brand positioing enables your brand to visualize the position of your business, product, or services in compared to your competitors  BRAND POSITIONING MAP - Depends on the chosen dimensions Dimension 1 - Quality Vs. Price (Most common) High - Price Vs. Performance Your Brand - Durability Vs. Performance - Usability Vs. Easiness Brand 2 Brand 1 Dimension 2 Dimension 2 Low High Brand 3 Brand 4 Brand 3 Dimension 1 Low EXAMPLE EXERCISE (BRAND POSITIONING MAP) 10 MINUTES Price High Healthiness Healthiness Low High Price Low Brand personality is helpful to think of the brand as an archetype of famous person and imaging who they might be 7- PERSONALITY Imagining your brand as a human will help to give the dimension to your brand BRAND PERSONALITY  The brand’s personality influence communication  It is a valuable differentiator that offers a deeper relationship with the consumer BRAND PERSONALITY THE CELECRITY BRAND AMBASSADOR (THE PAID ENDORSEMENT) Nespresso has always believed that coffee can be a powerful force for good, and this conviction is central to the brand’s new communications platform: “Made with Care”. Premiering worldwide today, the campaign launches with a spoken word video for TV and social, in which longstanding brand ambassador and Nespresso Sustainability Advisory Board (NSAB) member George Clooney, together with other friends of the brand, explores what is behind every cup of Nespresso coffee: the deep human care invested in every step of the value chain. (Nespresso.com) GEORGE CLOONEY & NESPRESSO  Making sure that each touchpoint of the brand experience is delivered with consistent personality EVA LONGORIA & L’OREAL JOHNNY DEPP & SAUVAGE (DIOR) Aeker, 1997 EXERCISE The brand performs on a circular stage to a surrounding audience 8- AUDIENCE The audience is drawn from many walks of life and their opinions of the brand contributes to the brand overall perception BRAND AUDIENCE PARTIES Employees Management Resellers Advisors Competitors Charities Media Investors Government Associations Customers Prospects Suppliers Partners THE AUDIENCE’S KEY POINTS  It is important to profile each audience sector before you take the brand to market  Consider the lifestyle habits of these influencers and what’s important and relevant to them  What car do they drive?  What newspaper do they read?  What level of education do they have?  Where do they live, shop, eat, or holiday?  A brand is a living business asset, brought to life across all touchpoints which, if properly managed, creates identification, differentiation and value.” BRAND ESSENCE Emotional benefit Functional benefit How does the brand make What does the brand me feel? offer? Personality Essence Values Attributes What are the principles of How you describe the the brand? brand? CO-BRANDING NEXT STEP  After outlining the brand strategy, the next stage is to express this strategy through the brand’s identity.  The identity is the visible delivery system for the stratgey End of Chapter.02