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Be distinct or become extinct. Strong brands are brought forth by strong organisations. Effective brand strategy is consistent with the true brand identity: it radiates the true meaning of the brand in a compelling and memorable way. The Kroese Brand Strategy Development can help to become a stronger brand.
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Kroese Brand Strategy Development
PLAN VAN AANPAK
DOES YOUR BRAND STAND OUT?
Brand Strategy Development Model
Kroese Brand Strategy Development
White Paper
Kroese Brand Strategy Development
Kroese Brand Strategy Development
Strong brands are a main driver of distinction
BRANDING & MARKET COMMUNICATION
do they know us?
COMPETITIVE EDGE (KROESE DISTINCTION INDEX ®)
recognition
DIS
TIN
CT
ION
DR
IVE
RS
innovationsalesbrand image
do they prefer us? do they buy from us?
is our portfolio developing well?
BEHAVIOUR
do we feel involved?
internal leadershipcreativitycooperation
are we an effective team?
do we have enough successful ideas
are we making progress?
Kroese Brand Strategy Development
Be distinct or become extinct.
Strong brands are authentic brands.
The brand identity is defined by the organisation and its culture.
Effective brand strategy is consistent with the true brand identity: it radiates the true meaning of the brand in a compelling and memorable way.
Kroese Brand Strategy Development
Be distinct or become extinct.
Strong brands are sustainable brands.
‘Brands that have a strong and clear identity are better capable of creating meaningful and lasting relationships.’ - Jean-Noël Kapferer
Kroese Brand Strategy Development
Kroese Brand Strategy DevelopmentFeatures• A way to develop a brand strategy which fits the brand’s identity. • The way of working is based on a structured approach, which
encompasses both analytical steps and psychological insights (archetypes).
• The method involves all relevant people within the organisation as to create a common understanding and commitment.
• The method can be applied either extensively or as a ‘quick scan’.
Benefits
A brand strategy which is authentic and consistent with the true meaning of the brand. Therefore distinctive and sustainable.
Kroese Brand Strategy Development
Developing a positioning strategy
1. Brand identity
Defines the essence
of your brand (its meaning).
2. Brand type
Based on archetypes.
4. Brand strategy &
proposition
Fitting it into the big strategic
picture.
3. Level of positioning
Defines the level at which
you want to stand out.
Kroese Brand Strategy Development
Means (internal)Fundament for content
Central commitment
Means (external)Visual style Image/tone-of-voice
PERSONALITY CULTURE MISSION
CHARACTER-ISTICS
RELATIONSHIP IDEAL CUSTOMER
1. Brand identity
• the identity of a brand bears a strong relationship with the organisation and culture that bring it forth;
• the organisational identity defines the meaning of a brand;• the brand identity is the basis for authentic communication and
compelling marketing activities.
Kroese Brand Strategy Development
2. Brand type
• each brand identity belongs to a brand type, which is based on Jung’s archetypes;• an archetype is an image which is universal and recognizable for everyone;• using archetypes simplifies communication, making it easier to bring your
message and experience across.
Ruler
Sag
e Magician
Hero
Out
law
Jest
er
Lover
Caregiver
Ally
Innocent
Creator
Explorer
Freedom
Social
Order
Ego
Kroese Brand Strategy Development
Ruler
Sag
e Magician
Hero
Out
law
Jest
er
Lover
Caregiver
AllyInnocent
Creator
Explorer
Freedom
Social
Order
Ego
Example: brand type of cars
Kroese Brand Strategy Development
3. Level of positioning
• There are five positioning levels (from material – immaterial)
• The chosen level depends on the chosen USP’s and the way a brand wants to distinguish itself.
Values
Brand differentiates through universal values or attitude
Role
Brand differentiates by claiming an own role in he world
Experience
Brand differentiates by creating an own world of experiences
Benefit
Brand differentiates through user benefits
Attribute
Brand differentiates through attributes or intrinsic qualities
Kroese Brand Strategy Development
caregiver
caregiver
Example: positioning strategies
sage
Values
Brand differentiates through universal values or attitude
Role
Brand differentiates by claiming an own role in he world
Experience
Brand differentiates by creating an own world of experiences
Benefit
Brand differentiates through user benefits
Attribute
Brand differentiates through attributes or intrinsic qualities
Kroese Brand Strategy Development
4. Brand strategy & the big picture
Creativity/ideas/direction
Behaviour Positioning Branding & proposition
Where do I want to go?
How do I come into my own?
Where do I want to be? How do I want to be perceived?
Who am I? Where am I? How am I being seen?
Analysis/knowledge
Identity Positioning Image
StrategyGoals & Realisation
Rules of the game
BrandingCulture
Kroese Brand Strategy Development
More info…
www.kroese-bb.com
Kroese brands & behaviour bv
Handelsweg 59e
1181 ZA AMSTELVEEN
THE NETHERLANDS
