Understanding Brand And Developing A Brand Key

© Natalie Griffiths Associates 2010

Brand Development Strategy

Understanding brand & developing your Brand KeyBy Natalie Griffiths Associates

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• Content

– Understanding Brand

– Brand Key Workshop (extract)

1Brand Development Strategy


Understanding Brand

• What is Brand?

– A brand defines the relationship customers have with us

– A brand is a promise we make to our customers and to ourselves

– A brand is shaped by each experience customers have with the firm

– Brand is the mental and emotional file we have for a product or service or entity.

2


Understanding Brand

• Brand: to mark or impress indelibly, as with a hot iron.

• A brand is a mixture of attributes, tangible and intangible, symbolized in a trademark, which, if managed properly, creates value & influence

3

Dictionary Definition


“You now have to decide what 'image' you want for your brand. Image means personality.

Products (services), like people, have personalities, and they can make or break them in the market place”

David Ogilvy

“My greatest strength is common sense. I'm really a standard brand - like Campbell's tomato soup or Baker's chocolate.”

Katherine Hepburn

Industry and Celebrity Interpretation

4Understanding Brand


Why is it important?

• For the consumer– Brands have the ability to differentiate in a cluttered

market – making it simpler for consumers to make a choice

• For your business– There is plenty of evidence to prove that customers

will pay a substantial price premium for a good brand and remain loyal



More than just a name

• Whilst it is important to have a strong identity, your brand should also embody a “promise”

– “… to deliver consistently a specific set of features, benefits and services to buyers.”



4. Trans-Formation

The brand invokes change

3. Added ValueIndividual or

laddered“ benefits

2. SecurityYou get what you expect – the promise

1. IdentificationBrand name and logo ensure the product can

be recognized and distinguished from the competition

How brands work



Brand Development Strategy

Brand Key Workshop (extract)

8


9Brand Key Workshop

Developing a Brand Key - Introduction

What is a Brand Key?

A Brand Key establishes a framework and most importantly a common

language for your brand. Its probably one of the single most important exercises you can do when commencing your brand development journey.

Why is it important?

Developing a Brand Key can help shape the strategic direction of your firm by

determining the essence of your Brand. That is, who you are, your values, personality, your USP, customer Promise etc. This will translate into tone of

voice for example (all of which will be included to your brand guidelines.) When

interrogated correctly a Brand Key will also help to define how your brand adds value to the business (brand scorecard.)


• Content– Competitive Environment– Target Audience– Key Insights– Benefits– Values & Personality– Reason to Believe (RTB)– Discriminator– Essence (and promise)

10Brand Key Workshop

Exercise to follow; go through each stage until the key is complete (1st draft)


5. Values and

Personality6. Reason to

Believe

4. Benefits

8. Essence

7. Consumer

Discriminator

3. Insight

1. Competitive Environment 2. Target Audience

Brand Key Template

Brand Key Workshop 11


Natalie Griffiths Associates

• Overview– Natalie Griffiths Associates is a London based marketing consultancy resource

offering flexible executive level support for small to large sized organisations.

– During a time of economic uncertainty, increasing your permanent work force can be hard to justify. The aim with Natalie Griffiths Associates is to ensure you get the right help on an interim basis.

– Whether it’s developing strategic marketing plans for 2011, determining brand direction or integrating social media into the communication mix, Natalie Griffiths Associates brings both a track record and corporate level experience to help drive your business forward.

• Common Issues & Challenges– Rapid change to your organisation has led to a senior level skills shortage– Your product launch will miss its deadline without leadership support– Fresh impetus is required to get things moving on a complex project– It's time consuming to find executive level resources with a track record

Providing expert marketing support to help drive your business forward


• For more information contact Natalie on:

• Mobile: 07904972864• Landline: 02070891439

– Or Skype for free

• Email: [email protected]

Natalie Griffiths Associates

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Understanding Brand And Developing A Brand Key