Session 2 How to Build a Brand Strategy PDF

The challenge of branding and communication "How to build a Brand Strategy” Purpose A brand is what a brand does. The value of a brand ultimately lies in its utility – that it is useful in resolving tensions presented by changes in your industry and is an effective tool in taking advantages of n...

The challenge of branding and communication "How to build a Brand Strategy” Purpose A brand is what a brand does. The value of a brand ultimately lies in its utility – that it is useful in resolving tensions presented by changes in your industry and is an effective tool in taking advantages of new opportunities that may arise. Changes in the economy, demographics and our technological landscape mean that any industry of tomorrow will look very different to today in terms of its role in society, the services it delivers and how these services are experienced. Has a compelling vision for the future Redefines the category Delivers sustainable business value Experience Future brands are driven by both purpose and experience – an apt lens to delve into any industry and show how brands can help you not just stay relevant but create the future. Builds a strong emotional bond Creates connected experiences across touchpoints Makes people’s lives better 2 CORPORATE BRANDING Corporate Branding is an act of using the brand name of the company in the overall advertising efforts and all the communication to the stakeholders. It is the intangible attitude and spirit behind the company that gives it a distinguishing identity in the industry and in the minds of consumers. It is the much broader concept as compared to promoting the products and services of the company. Source: Marketing91 3 Vision and Mission or Purpose How to build a Vision that works? "It's a mental picture of the future." Objective: The objective is to excite and motivate all the members of the company, showing the direction and way to follow to achieve the business objectives of the company. Core Target: It must always be designed for internal audiences. You must lead and guide employees. Content: Features: It should describe what we aspire to achieve, the ultimate goal of the company, but without specifying how or the means to achieve it.. It should be short and aspirational, it is advisable to use a clear, simple and direct language that allows us to have a short and easy to remember vision. It must include all the participants and think about the future. Characteristics of a Corporate Vision. 1. Realistic. It must reflect what we want to achieve but within what is achievable 2. Credible according to the reality of the company. 3. 4 5. Inspiring It must be attractive and motivating, since it has to make all the members of the company want to be part of that common future. . Looking to the future. It must reflect what we want to be and not what we already are. Simple. It must be something simple and easy to understand by all audiences. How to build a Mission that works? "It is the reason why we exist and what we do to achieve the Vision" Objective: Core Target: Content: Features: A roadmap for the entire organization, with a greater level of detail than the vision but without going into the detail of a plan. It should describe how each of us can contribute to reach the ultimate goal defined by the vision, defining the how in broad strokes. It must be designed for all target audiences, all are necessary to make it a reality. It must be short, clear and aspirational, it must put everyone in action and with a clear objective in the medium term. Characteristics of a Corporate Mission 1. 2. Simple: everyone has to understand it. Focused on our competitive advantage, it must be built on the fact that it differentiates us from other competitors. 3. Relevant, for all audiences. Everyone should feel identified with the mission and see how they are an important part of achieving it.. 4. Credible, achievable according to the resources and the reality of the company and relevant within its scope of action. Cultural understanding is key to develop your BRAND PURPOSE Cultural understanding is key to develop your BRAND PURPOSE “Brand purpose represents your reason for being and what you stand for above all else. It’s often referred to as your North Star or your Noble Purpose,” says Raphael Bemporad, founding partner of BBMG, the branding firm behind the report Brand Purpose in Divided Times. Finding your “North Star” is the core of your brand purpose. But it’s also about how you can use that North Star to better serve your customers—and the community at large. “At BBMG, we believe brand purpose lives at the intersection of a company’s authentic reason for being and the unmet human needs that it can uniquely fulfill in the marketplace and the world,” says Bemporad. “We think holistically about brand purpose to represent how you create value for every stakeholder that touches your brand—your customers, employees, community members, partners, shareholders and the planet we share—so that we all can thrive together.” Source: canva.com GOLDEN CIRCLE PEOPLE DON’T BUY WHAT YOU DO, THEY BUY WHY YOU DO IT • WHY do you do what you do?: Your Purpose. • HOW do you do it? Your Process • WHAT do you do? Your result EMOTIONAL/FEELINGS (Connection with beliefs “We buy what we believe in”) RATIONAL/TANGIBLE (It should explain what and how you’re delivering with this purpose) TED TALK : https://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_ac tion?language=es https://www.youtube.com/watch?v=o9l9UiIR26Y How to mobilize all stakeholders in pursuit of the company´s purpose Revenue/ Profit Brand Strategy Create a differential promise, values, positioning and a claim 4 LEVELS OF BRAND STRATEGY Marketin g CEO & St eering c ommite e 17 The promise of brand is the place that the brand occupies in the mind of its target audience, that central idea and those values that we associate with a brand. It must respond to four requirements: relevant, differential, credible and durable. 18 18 Brand strategy: The five elements Brand personality is usually defined with the brand agency; tone, brand as a person. We will not cover it in our sessions Purpose Why you´re here Positioning Values What you offer How you behave Personality Arquitecture How you are How you are 19 Brand Purpose The brand’s reason for existing, the 'why' which guides decisions To make everybody an athlete To empower creative expression Brand Values The distinguishing attributes which guide our activities. Differential values contribute to achieve the desired reputation The starting point to understand, from the point of view of the brand strategy, how the sector is configured, is to analyze the corporate values that the different competitors are transmitting to the market. ¿? In this way we can detect those values that, being present in all competitors, have become basic for consumers, and identify opportunities for differentiation. For ex: Fresh meat company competes in a sector with scarce differentiation where competitors share their discourse at the level of brand strategy. SPIKE: Generate a differential experience in the public Effort Attitude Diversity Entrepreneurship VALUED: Human talent Relevant to the public, but not enough to differentiate Experience Trust Servicio al cliente Commitment Quality of life RSC Rentabilidad Quality Innovation Price BASICS: Necessary to compete in the category 21 22 It is important to appropriate some differential attributes that help create value for the business Happiness Indulgence Explore Challenge Create Brand Positioning: They four keys A strategically valuable, distinctive and ownable territory in the market which guides and shapes brand expression and activities. Territory Functional benefit Reason why Emotional benefit this is the space the brand seeks to own in the competitive landscape, its Unique Selling Proposition. this is the key benefit the brand will offer to its stakeholders, in the context of its category. these are the unique characteristics the company has that allow it to offer the brand promise with credibility. this is the end-user benefit, at a personal and emotional level that the brand promise ultimately delivers. 25 26 Once populated, this model acts as a platform for cultural change, brand architecture and creative expression. It should be equally applicable across customers, investors, employees and society. PURPOSE Why you’re here Customers Why should I buy from you? The motivating cause for the brand beyond making money Investors Why should I invest in you? POSITIONING VALUES What you offer How you behave A statement capturing the credible and unique position of the brand in the market The three or four things that matter most to the brand to guide its behaviours PERSONALITY Employees Why would I work for you? Who you are The human characteristics of the brand that customers connect with emotionally Society What gives you permission to operate? 27 What´s a claim and how to create it? The claim is a short and easy to understand sentence summarizing the brand promise. Once the positioning platform is final, we develop the corporate claim to ease the launching of the new brand promise across all audiences. In the business environment, as in the rest of society, there is a continuous increasing complexity of communications: there are more players launching more messages. Our experience indicates it is therefore crucial to have a choose claim that is consistently applied at all touchpoints so that the brand may get its message across, specially with B2B brands which have limited communication resources. 3. 3. The three-step process to identify the best claim to enhance the Brand positioning: 1 To set the framework for the claim 2 multiple To explore interpretations within the framework 3. 3 To select and refine the best claim The claim allows us to pick up that promise in a way that is easy to remember • It is an expression that conveys the promise of the brand. • It is a simple phrase that collects the central idea of positioning in a differential format, easy to understand and remember. • Based on the positioning, a distillation process is carried out to identify creative and emotional expressions. Session 2 Teamwork Following with the same Brand choosen in the previous session, you have to work on: 1. Vision and Mission or Purpose 2. Values/ attributes 3. Corporate Brand positioning Due date: Before session 8, the last one. Illustrative example Brand strategy example 37 We adapt to the needs and nuances of our customers, to their pace and their objectives. The word “growth” has the flexibility to take on a unique meaning for every project or individual. Growth Enablers Creative idea: We arm our clients with the tools, team and attitude necessary to transform their growth potential. 38 Purpose Why you’re here Our differential proposal in a sentence that we incorporate into our internal philosophy and way of doing things, as if it were a mantra. 39 We make progress possible in this new era by strengthening the bonds between people and things. 40 Values How you behave The pillars that define what the company stands for, and on which the brand's positioning is built. This is our unique way of doing things. 41 Human-centric “Most of us must learn to love people and use things rather than loving things and using people.” Roy T Bennett – The Light in the Heart We aim to humanise a industry that is so often product-centred and to counteract the aggressive nature of the competition with our dialog and understanding. We are a company comprised of people and we exist for people. We connect emotionally with our customers, we share their needs and objectives, and we put effort into both understanding their unique way of thinking and adapting to their needs. 42 Open 1) Lack of restrictions; accessibility. 2) Lack of secrecy or concealment. Oxford English Dictionary “An honest way of talking and behaving in which you do not try and conceal or hide anything. MacMillan Dictionary We present a unique value proposition in the market and to regulators. This is not only by offering a product that is competitive and of quality, but by behaving in our own way as a brand. Our open and inclusive attitude also expands into our environment. It denotes an evolution with respect to the current centralised industry landscape, a breaking-down of barriers that opens doors to companies of all sizes. 43 Constant improvement Continuous improvement is like a religion. It is a never-ending strive for perfection in everything you do. KANBANIZE.com We identify and analyse every element that contributes towards reaching our goals and targets. It is a fundamental property which allows us to reinforce our processes while always being vigilant for ways to improve. The client and their future needs forms the basis of our roadmap. We anticipate changes to our client and our industry. 44 Outcome orientated One who resolves or aims to resolve issues or problems with efficiency, speed and determination. Our expertise together with our effort and engagement with our projects means we act in an efficient and committed way. We take on challenges with responsibility and resilience. We take decisions we can be proud of and always with the end goal of a positive outcome. Real Academia Española 45 Personality Who you are A unique combination of anthropological attributes that we appropriate to humanize our company, develop our identity and ultimately connect with our audiences in a relevant way. 46 Positioning What you offer The support of what we are. The developed and narrated explanation that covers what we do, how we do it and why we do it. 49 49 At Newco we strengthen the bonds between people and things. We facilitate the growth of telecommunications operators through a solid and competitive FTTH infrastructure provided by a team of upstanding and expert people who adapt to the customer and their needs. 50 Muchas gracias 53