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Brand Bu il d i n g

Brand Bu il d i n g. How companies ‘ brand your brain ’ and DIY brand building for your organisation. You, me and them. Intro This session: Examples of brands – people, products, places Branding as a way to categorise External image vs internal identity Customer decision making

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Brand Bu il d i n g

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  1. BrandBuilding How companies ‘brand your brain’ and DIY brand building for your organisation

  2. You, me and them • Intro • This session: • Examples of brands – people, products, places • Branding as a way to categorise • External image vs internal identity • Customer decision making • DIY brand

  3. Shout out! • Which organisations are in the room? 30 second brainer • If your organisation was a person, how would you describe its personality?

  4. Brand Busters - What is a brand? • A customer ‘promise’ • Sets up expectations about what a customer will experience at every touch-point • ‘Tip of the iceberg’ of marketing activities – the part you intuitively understand if the brand is strong

  5. Branding your brain Organisations – Toyota, Cancer Council Products – water, Tim Tams, Hoover People – Greg ‘the Shark’ Norman, Steve Irwin, celebrity endorsement/association. Implicit and explicit branding: Virgin, Volvo How is this communicated?

  6. Brand Hierarchy – Levels of Brands in an organisation The corporate or parent brand of the organisation e.g. Unilever, Apple Company or Business Unit An umbrella brand encompassing multiple product lines can be cross industry Product Family Product Line A portfolio of products under one brand generally in one industry Product Type/Model A specific product in that line Sort/Variant An individual and unique item in a special class

  7. Example

  8. Decision making choices • 30 second brainer: • What are the decisions people make before giving your business their time/money/custom? • Brands provide ways to consider products or organisations than price alone: • Not the fastest but the most comfortable • Cheap and reliable, high-end and aspirational • Reputation – service, value

  9. “ Honey we’re out of toilet paper and the guests arrive in 5. Can you pick some up?”

  10. Unique Selling Proposition What makes you stand out when someone is making decisions to buy/donate/volunteer What makes you stand out from the other not for profit organisations in the room? Make a note of whatever words, images, colours, feelings, come to mind.

  11. Taglines Explicit – generate an emotional response Red Cross – The Power of Humanity Qantas - The Spirit of Australia Gillette – The Best a Man Can Get Empathy, nationalism, aspiration/masculinity

  12. Brand Hierarchy for the Customer Ideal Outcome: Active loyalty Strong, favourable feelings and judgments Point of Difference Deep brand awareness, recall and recognition Consumer Questions: Attachment = What about you and me? Attitudes = What about you? Associations = What are you? Awareness = Who are you? Essence Peace, Fun, Glamour Benefits rewards, ease, adventure, fashionable, stay connected Values/Performance integrity, honesty, green, superior Personality Fun, serious, youthful, rugged, passionate Attributes quality, reliability, durability

  13. Examples

  14. Mind the gap! Definitions: Brand identity – the corporate aspirations of the business Brand image –customer associations and experience Image identity gap – the gap between the two A recent example where you’re ‘felt the gap’?

  15. DIY Brand Image • 15 minute exercise in groups of 5 or 6 • Choose an organisation one of you work at that is understood broadly by all • Use the Brand Pyramid framework and have a go at developing a brand image • From the CUSTOMER point of view • Person from the organisation to present and highlight the ‘gap’ between image and identity

  16. Resources on Branding • http://parkerlepla.com/tools/brand-tools/ • ‘Building Innovative Brands’ 2009 by Jenny Aaker, Stanford Grad School of Business • Anything by Professor Philip Kotler • Gruen Transfer for best Aussie marketing minds • Thank you!

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