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Branding Foundations (Defining the brand (Identifying your core values and…
Branding Foundations
Defining the brand
Identifying your core values and purpose
What products/services do you ffer?
What are the trends/opportunities in your market?
Who are your customers?
Who are your competitors?
Creating brand drivers
Detailed and descriptives aspects of the brand
Deciding on what to brand
You don't brand things
You attach products to the brand
Designing your brand architecture
Create a house of brands
Create a master brand
Create a blended house
Identifying the brand personality
A set of human-like characteristics describing someone who keeps a brand's promise
Personality helps brand maintain loyal customers
Dimensions of brand personality
Sincerity
Excitement
Competence
Sophistication
Ruggedness
Communicating the brand externally
Identifying the external channels
Why you want to communicate
Who your target audience is
What you are communicating
How you communicate
Expressing the brand in digital and social channels
Using digital channels
Ensure consistent look and feel
Use the same voice
Define who can post (and who can't)
Specify the role of each site
Expressing the brand through packaging
Creating packaging
Identify the functional role
Choose messaging
Provide guidance on the design
Creating branded spaces and environments
Choose a location (permanent/temporary)
Decide on the role of the branded space
Choose components to communicate drivers
Understanding Branding
What is a brand?
A promise you make to consumers when they do business to you
Four keys to successful brands
Authentic
Relevant
Consistent
Commitment
Understanding why brands are important
Benefits
Builds customer loyalty
Increases value
Allows higher prices
Builds market share
Easier to launch new products
Lower employee turnover
Helps in talent recruitment
Creates esteem
Difficult branding situations
New market categories
Highly fragmented industries
Understanding the branding process
Define the brand
Position the brand
Express the brand
Build awareness of the brand
Measure the brand
Positioning the brand
Identifying your customers
Segmentation
Dividing a market of potential customers
Demographic
Geographic
Behavioral
Attitudinal
Understanding your customers' beliefs
Purchasing steps
Need recognition
Information search
Evaluation of alternatives
Purchase
Post-purchase behavior
The value proposition
The single-minded claim made to change a customer's mind and cause them to do something
Expressing the brand identity
Developing the brand's name
Reflect value and purpose
Create an association with the brand persona
Be easy to say
Be unique and memorable
Create the brand's look and feel
Creating a logo
Share with the designer
Brand values
Core promise
Brand drivers
Persona
Brand name
Creating the brand-promise touchpoints
Define Customer touchpoints
Need recognition
2, Information search
Evaluation of alternatives
Purchase
Post-purchase behavior
Select drivers to emphasize
Communicating the brand internally
Identifying the internal channels
Train your team
Reinforce it constantly
Consider your brand when making hiring choices
Creating the brand book
A complete story of the brand and all the elements that go into it
Should have:
Overview of brand values, core promise, drivers, and persona
Logo specifications and examples
Logo lockups
Color palette
Font styles
Typography
Image and photography guidelines
Writing style
Tone of voice
Linking the brand to product and service design
Products not delivering promised benefits
Overfeatured
Underfeatured
Make a list of key benefits
Identify each feature's benefits
Measuring brand performance and value
Understanding brand performance
What is the basic awareness of the brand
How well does the audience understand your brand?
How much loyalty is the brand building
Customer loyalty challenges
Losing relevance
Lacking differentiation
Lacking consistency
Managing brand equity
Internal change examples
Leadership
Acquisition/merger
Strategy
Financial downturn
External change examples
New competitors
New regulations
Legal actions
Bad publicity
Consumer trends
Coping with change
Identify a brand steward
Assign a brand champion
Create a brand team