processes Brand building

process overview

Brand Positioning

• Competitive analysis

• Segmentation (qualitative and quantitative)

• Market Insights • Team • AMPS • Telmar • Research

• Brand Positioning

Brand Blueprint

• Positioning • Architecture • Brand design • Corporate Identity guidelines

Value proposition

Marketing Plan

• Branding Inside Out

• Communications Stratplan

• ATL Media plan • BTL Comms • Marketing collateral

• PR Press/Media releases, and Editorial

• Web site architecture

• Product and service offering per segment.

• Red Ocean Blue Ocean

• Value Innovation

• Emotive Triggers

Brand  awareness  +  Brand  experience  =  Brand  equity  

Brand Awareness

Brand Equity

Brand Experience

Value Proposition

Customer Needs

Brand awareness & brand equity

Brand Equity

Brand awareness

Brand Experience

Customer needs

Value proposition

The effect resoNance of

Brand building

INSIGHT STRATEGY IMPLEMENTATION EVALUATION •  Research: Customer,

brand, competitors, media landscape.

•  Segmenting and targeting.

•  Situational Analysis. •  SWOT •  Market needs. •  Strategy Canvas •  Emotive Triggers

•  Brand positioning. •  Identify hygiene

factors, USP’s and emotive triggers.

•  Core Brand Strategy •  Key messaging. •  Golden threads. •  Media choices/strategy.

•  Creative execution. •  Golden threads. •  Media Plan. •  BTL Production. •  Monitor all costs and

budget. •  Monitor performance

vs. objectives.

•  Post campaign audit. •  Were objectives met?

(ROI) •  Corrective measures if

required.

What’s In a Brand?

BRAND POSITIONING

How we are/ want to be perceived

BRAND IDENTITY Logo, Slogan, Symbols,

Colour

BRAND EXPERIENCE

Product, Service, Staff, Advertising, History, Pricing, Distribution

BRAND EQUITY Quality, Loyalty,

Awareness, Personality, Reputation, Market Share

but

unique?

what Makes US

1. Look for the A-HA’s. 2. What makes us different? 3. Identify our USP’s.

CORE OFFERING

FUNCTIONAL BENEFITS

EMOTIVE BENEFITS

PERSONALITY

SUBSTANTIATORS

ESSENCE

Promise

Identify Hygiene factors Differentiators & USP’s

If this is who we are, what makes us UNIQUE?