DEFINING BRAND IDENTITY Brand Ide… · AUGUST&2015 BRANDAMPLITUDE,LLCCONFIDENTIAL & &&&&& &&...

BRAND AMPLITUDE, LLC CONFIDENTIAL AUGUST 2015

C O N S U M E R I N S I G H T S F O R S U S TA I N I N G B R A N D R E L E VA N C E

DEFINING BRAND IDENTITY

Carol Phillips & Judy Hopelain August 2015


CONTENTS

§  What is Brand IdenBty?

§  The Brand Amplitude Brand IdenBty Prism

§  How to Apply the Prism

§  Examples

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WHAT IS BRAND IDENTITY?

“Brand idenBty is the cornerstone of brand strategy and brand building.

“It provides an arBculated descripBon of the aspiraBonal image for the brand, what you want the brand to stand for in the eyes of customers and employees.

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“This descripBon drives the brand-‐building component of the markeBng program, and greatly influences the rest of your brand’s acBvity.

“When the brand idenBty clicks, it will reflect and support the business strategy, differenBate from compeBtors, resonate with customers, energize and inspire employees and partners, and precipitate a gush of ideas for markeBng programs.

“When absent or superficial, the brand will dri[ aimlessly and markeBng programs are likely to be inconsistent and ineffecBve.”

David Aaker, March 19, 2014 h]ps://www.prophet.com/blog/aakeronbrands/185-‐it-‐starts-‐with-‐a-‐brand-‐vision


BRAND PLATFORM = BRAND IDENTITY + BRAND IMAGE

“The brand plaaorm is the cornerstone of brand management.

“Each brand should have its explicit, concise and sharp wri]en brand plaaorm, making clear what it wants to stand for.

“The brand plaaorm is the normaBve blueprint of the brand the company wants to build.

“It summarizes the two key pillars of brand management: Brand IdenBty and Brand PosiBoning.”

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Jean Noel Kapferer, The New Strategic Brand Management, 2012

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BRAND IDENTITY GUIDES BRAND-‐RIGHT DECISIONS

n  Keeps organizaBon future focused

n  Internal alignment tool

n  Assessment framework – where are we falling short?

n  Filter for decision-‐making

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BENEFITS OF A STRONG BRAND IDENTITY

n  Energy – Set a high level of ambiBon for the brand.

n  InspiraBon – IdenBfy the deep consumer insight or societal tension to be addressed

n  Passion – Focus the brand on the big ideal or crusade

n  Consistency – Provide a common creaBve acBvaBon all across the range of poraolio brands and acBviBes

n  Delivery – Match products with real needs, with passion and ‘edge’

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BRAND IDENTITY = BRAND POSITIONING

PosiBoning is….

n  Focused on disBncBve characterisBcs, the ‘discriminator.’

n  A comparaBve concept, relaBve to compeBBve set.

n  More about product(s) than the brand as a whole

n  Shorter-‐term in outlook, less stable, less lasBng, and less enduring, and less rich in meaning.

n  Specific to a target market and Bme.

n  Used to support external communicaBons while the IdenBty is mainly used internally.

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Brand Equity

Desired

Current

Today Time

Future

Current Image Market

PercepBons

Brand Vision

EmoBonal Brand

ConnecBon

PosiGoning RelaBve to AlternaBves

3RD STEP

12-‐18 months

5-‐7 Years PosiGoning RelaBve to AlternaBves

PosiGoning RelaBve to AlternaBves

BRAND DEVELOPMENT ROADMAP

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1ST STEP

2ND STEP


SEVEN SIGNS YOU’VE DEVELOPED A BRAND IDENTITY

When you know (and the organizaBon agrees on) the answers to the following quesBons, your Brand IdenBty is clearly defined:

1.  What is the brand’s parBcular vision and aim?

2.  What makes it different?

3.  What need is the brand fulfilling?

4.  What is its permanent crusade?

5.  What are its values?

6.  What is its field of competence? Of legiBmacy?

7.  What are the signs which make the brand recognizable?

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A well-‐defined Brand IdenBty helps answer many quesBons that arise inside companies every day, such as:

¥  Can the brand sponsor a parBcular event or sport?

¥  Does the adverBsing campaign suit the brand?

¥  Is the opportunity for launching a new product inside the brand’s boundaries?

¥  How can we change the our communicaBon style while remaining true to the brand?

¥  How can communicaBons decision making be decentralized regionally or internaBonally, without jeopardizing brand congruence?

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BRAND IDENTITY ADDRESSES EXECUTIONAL QUESTIONS


Adapted from the ‘Brand Identity Prism’ by Jean-Noel Kapferer, The New Strategic Brand Management, 2012

BRAND IDENTITY PRISM

n  All brand idenBBes include capabiliBes, personality and rallying cry.

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Rallying Cry: What does all this add up to?

CapabiliGes: What do we do? Personality: What’s our style?

Brand Amplitude Brand IdenGty Prism™


Adapted from the ‘Brand Identity Prism’ by Jean-Noel Kapferer, The New Strategic Brand Management, 2012

BRAND IDENTITY PRISM

n  Our framework goes beyond these basics to include culture, community and the brand’s noble purpose.

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CapabiliGes: What do we do? Personality: What’s our style?

Rallying Cry: What does all this add up to?

Internal Values & Culture: Who are we?

Noble Purpose: Why do we exist?

AspiraGonal Self-‐Image: What do customers want their use of the brand to say about them?

Shared Values & Community: What do we have in common with customers?

Brand Amplitude Brand IdenGty Prism™


PRISM ELEMENT: CAPABILITIES

n  This element answers the quesBon: What do we do?

n  Even an image-‐based brand must deliver material benefits. We focus on capabiliBes, which are about the brand’s value-‐added.

n  Example: Angie’s List

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CapabiliGes: • Community: Reviews by real homeowners • Convenience & SelecGon: One stop shop for the best local service providers

•  Increased Confidence: Help avoiding costly mistakes


PRISM ELEMENT: INTERNAL CULTURE & VALUES

n  This element answers the quesBon: Who are we?

n  Strong brands are built on a strong culture and a clear set of shared values.

•  The brand’s core beliefs and way of operaBng.

•  Unwavering, and and uncompromising.

n  “The cultural facet of brands’ idenBty underlines that brands are engaged in an ideological compeBBon.” – Jean Noel Kapferer

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Example: Nike Nike champions ‘solo willpower’ with a dose of opBmism, and addresses a major sociological insight:

Millions of people in the world today know that they can count only on themselves.


PRISM ELEMENT: NOBLE PURPOSE

n  This element answers the quesBon: Why do we exist?

n  Strong brands are a vision of the world. The idea of ‘Being of Service’ underlies this facet of the Brand IdenBty prism. It is meant to be moBvaBng to employees, and important to customers and other external stakeholders.

n  Noble Purpose refers to the larger goal or cause the brand aspires to serve. It is about the brand’s ambiBon -‐-‐ what the brand wants to change in peoples’ lives; how it aims to make their lives be]er.

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The Usual Suspects •  Patagonia •  Body Shop •  Ben & Jerry •  Newman’s Own

Newer Entrants •  TOMS •  Innocent •  Honest Tea

Examples: Surprising AddiBon? •  P&G

h]p://www.youtube.com/watch?v=BANpF-‐6ybuY

BRAND AMPLITUDE, LLC CONFIDENTIAL AUGUST 2015 Source: Jennifer Aaker

PRISM ELEMENT: BRAND PERSONALITY

n  This element answers the quesBon: What’s our style?

n  Some brands are incredibly earnest, others are super smart. By communicaBng their personality, brands build character. Consumers idenBfy with the brand’s personality or project themselves into it.

n  Personality is hard to copy and when expressed consistently, it can be remarkably enduring. It also can be the difference between a brand that engenders feelings of love and loyalty and one that leaves people cold.

Examples:

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n  Some brands assume the personaliBes of their founder or staff members (think Virgin Airlines).

n  Others assume a personality through their style of adverBsing (T-‐mobile),

n  Others through their interacBons with customers (Nordstrom).


PRISM ELEMENT: SHARED VALUES & COMMUNITY

n  This element answers the quesBon: What do we have in common?

n  Brand loyalty provides a sense of belonging. Whether it’s formal or grassroots, THIS connecBon provides a powerful bond and source of disBncBon.

Example: Harley-‐Davidson’s brand community

n  Created a group of ardent consumers organized around the lifestyle, acBviBes, and ethos of the brand

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“Shared value suggests that profits that are imbued with a social purpose can enable companies to grow while advancing society. It frames the enterprise mission and objecOves in a new way. All profits are not equal. Those that advance society are beRer, and those that detract from society are inferior.”

-- David Aaker, Harvard Business Review, 6.30.11

n  Retooled every aspect of the organizaBon—from its culture to its operaBng procedures and governance structure—to drive its community strategy.

n  Made Harley into one motorcycle manufacturer that understood bikers on their own terms.


PRISM ELEMENT: ASPIRATIONAL SELF-‐IMAGE

n  This element answers the quesBon: What do customers want their use of the brand to say about them?

n  Repeated use and reliance on a brand demonstrates its value to the user.

n  Brand loyalty provides an emoBonal or self-‐expressive benefit.

n  Use of the brand tells others something about the user, and it tells the user something about her/himself.

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n  Most luxury brands and many sports brands, among others, rely on aspiraBonal self-‐image to build customer affinity

Examples:


PRISM ELEMENT: RALLYING CRY

n  This element answers the quesBon: what does all this add up to?

n  The Rallying Cry is 3-‐5 word shorthand encapsulaBon of your brand idenBty.

n  Defines the category of business for the brand, sets boundaries and clarifies what is unique.

n  Should be memorable, crisp and vivid.

n  Stakes out ground that is personally meaningful and relevant to employees.

n  Not an adverBsing slogan, and, in most cases, not used publicly.

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Emotional Modifier

Descriptive Modifier

Brand Category/Industry + +


Disney: Fun Family Entertainment h]p://youtu.be/MAE_OgMrkaQ Ritz-‐Carlton: Ladies & Gentlemen Serving Ladies & Gentlemen h]p://youtu.be/AANS1QlS6kQ BMW: UlBmate Driving Machine h]p://youtu.be/NJ81ivxPl20 Be]y Crocker: Homemade Made Easy h]p://youtu.be/qm-‐_TIE2w2Q

RALLYING CRY -‐ EXAMPLES

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Emotional Modifier

Descriptive Modifier

Brand Category/ Industry

+ +

Most powerful when it arBculates the DNA of a company and is used as a touchstone or North Star when making difficult decisions e.g., about business strategy, crisis management, acquisiBons, new product introducBons.


Internal Culture & Values •  Embrace and drive change •  Create fun and a li]le weirdness •  Be adventurous, creaBve and open minded

•  Pursue growth and learning •  Do more with less

CapabiliGes •  Service that delights •  Quality products •  Deep selecBon and broad assortment

Personality •  EmpatheBc •  Open and honest •  PosiBve •  Passionate and determined •  Humble

Noble Purpose •  Deliver WOW!

Shared Values & Community •  Easy •  Responsive

AspiraGonal Self-‐Image •  DiscriminaBng, smart

Rallying Cry: Powered by Service

EXAMPLE: ZAPPOS BRAND IDENTITY PRISM

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http://www.youtube.com/watch?v=g6WHAfWqX3s

ILLUSTRATIVE


Internal Culture & Values •  Joy of individualism •  Commitment to adventure

•  Reward of fulfillment

CapabiliGes •  InvenBve design •  Custom cruisers •  Loud & powerful engines •  Dealer development

Personality •  American spirit •  Individuality •  Rebellious •  Freedom

Noble Purpose •  For love of the open road

Shared Values & Community •  Harley Owners Group (HOGs)

•  Harley is not for everyone

AspiraGonal Self-‐Image •  Rebel/ “Bad Ass”

Rallying Cry

Live the Cruiser Lifestyle

EXAMPLE: HARLEY-‐DAVIDSON BRAND IDENTITY PRISM

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http://youtu.be/JLdnIbDSgFs

ILLUSTRATIVE


Internal Culture & Values •  InnovaBve •  Child-‐centric •  The most colorful place on earth

CapabiliGes •  Accessible, affordable tools •  Vibrant color •  Safe and durable

Personality •  Fun •  Childlike •  Think like kids do

Noble Purpose •  Help parents and teachers raise inspired, creaBvely-‐alive kids who can inspire the world

Shared Values & Community •  Unleash the originality that naturally exists in every child

AspiraGonal Self-‐Image •  Nurture successful, balanced kids with strong sense of self

Rallying Cry

EXAMPLE: CRAYOLA BRAND IDENTITY PRISM

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ILLUSTRATIVE

Because creaBvely-‐alive kids blossom and grow to be inspired, original

adults who, in turn, have the ability to inspire the world.

Free the WHAT IF…


EXAMPLE: XIAOMI BRAND IDENTITY PRISM

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Noble purpose: •  World class products

designed and made in China

Shared Values & Community: •  Buy before they’re gone •  ParBcipatory design and

markeBng

Internal Values & Culture: •  Hard-‐driving •  Fast-‐paced

CapabiliGes: •  Top quality •  Ever be]er and more

efficient

Personality: •  Commi]ed •  Smart

Self image: •  Chinese •  Modern •  Proud

ILLUSTRATIVE


Internal Culture & Values •  • 

CapabiliGes •  • 

Personality •  •  •  • 

Noble Purpose • 

Shared Values & Community •  • 

AspiraGonal Self-‐Image • 

Rallying Cry

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Your Brand _______________________

Brand Identity Prism


KEY TAKEAWAYS

n  Winning brands engage end users with a deep inner inspiraBon. They also have a personality, their own values, and help consumers in their lives and to discover their own idenBBes.

n  An effecBve Brand IdenBty underlies strong brands and helps organizaBons keep them vital.

n  The Brand Amplitude Brand IdenBty Prism is an effecBve tool for Brand IdenBty development.

n  Each element in the Prism requires elaboraBon to ensure employees understand what it does – and doesn’t -‐-‐ mean.

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HOW WE CAN HELP

ü Audit your brand to idenBfy gaps and opportuniBes ü Generate ideas for closing the gaps ü Develop a compelling, energizing brand idenBty and audience-‐specific posiBonings that align with the idenBty

ü Measure and track your brand’s health over Bme

Judy Hopelain @judyhopelain [email protected]

Carol Phillips @carol_phillips

[email protected]

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DEFINING BRAND IDENTITY Brand Ide… · AUGUST&2015 BRANDAMPLITUDE,LLCCONFIDENTIAL & &&&&& &&...

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