BRAND BUILDING 101

CREATING A BRAND IDENTITY

BLUEPRINT
SIMON DE ROBILLARD
 brand identity
Brand identity is at the heart of brand leadership.
Offers guidance & inspiration
Central to everything
Helps establish a relationship between brand & customer

a specific set of brand associations that we aim to create

and maintain, with the aim to connect and be unique.

the outcome
 a brand blueprint
Explains..
Who you are and what you have to offer.
Your essence - why you exist (to be of value?).
Consists of a number of statements and brand
characteristics, beginning with the brand positioning
statement.

?
 positioning statement
The position you wish to hold in the minds of stakeholders
relative to competitors.
Your promise.
The key reason for buying and using
the brand.
Also known as a mission statement.

A good positioning helps to guide marketing strategy by clarifying

what a brand stands for, what its about, why its unique, and
why consumers should buy the brand.
 positioning statement
Fearless is a South African-based brand communication
agency. We specialise in delivering creative strategies
through the best possible medium of communication. We
communicate in the language of our stakeholders, and
ground-level insight is what drives our brand strategy.
positioning statement
 brand vision
Examples:
In an industry of boxed meals and canned desserts, it is
hard to find that original recipe. As a result, we strive to be
acclaimed as the go-to agency for thinking aloud. Ideas
should be heard.

To be acclaimed as the global thought leader in the

innovation of brand ideas that create and add value.
 value proposition
Should lead to a brand/customer relationship and drive
the purchase decision.

In my mind, a brand is built on a historic value proposition that

builds a certain loyalty. If you start messing with the perceived
benefits, those adjustments can't do anything but hurt
the long-term interest of the business. Tom Peters
 value proposition
Example:
We provide effective creative strategies by delivering efficient
integrated service offerings. We build and sustain business
relationships, equipping our clients with necessary resources to
improve their brands potential. We assist our clients in gaining a
competitive advantage in their field of expertise.
 brand values
Example: Virgin
The best quality
Must be innovative
Must be good value for money
A challenge to existing alternatives
It must add a sense of fun and cheekiness
 brand personality
The personality traits of the brand.
i.e. if it were a human, would it be
Enthusiastic
Energetic
Genuine
Honest

Example:
A bold innovator who makes a meaningful difference.
 brand mantra
Ensures all stakeholders* understand what the brand
represents and what is unique about it.
This should be memorable, crisp, vivid and short.
Provides guidance as to what products to introduce.
Usually consists of an emotional modifier (EM), descriptive
modifier (DM) & the brand functions (BF).
e.g. NIKE: Authentic (EM), Athletic (DM), Performance (BF)

* everyone who comes into contact with the brand.

 how we differentiate ourselves

How do you differ clearly from opposition?

What makes you unique, different?

The greatest danger facing a brand isnt rejection, its

INDIFFERENCE.
 how we differentiate ourselves

Example:
We speak and understand the language of our
stakeholders
Our ground-level insight drives brand strategy
We go beyond conventional research techniques and
expose innovative communication concepts
 brand language
Visual and verbal codes
i.e. name & logo

BUT..
Should only be achieved once the brand identity has
been established.
 lets recap
A brand blueprint consists of a
Positioning statement
Brand vision
Value proposition
Brand values
Brand personality
Brand mantra
How we differentiate ourselves
Brand language
the next step
the brand communications plan

Zero-Based Approach Situational Analysis SWOT Analysis

Brand
Strategic Competitor
Consumer Ground-Level
Recommendations Work

Creative Concept
Key Issues

Positioning
Statement Target Market Key Objectives
 the brand communications plan

phase 1: conducting a situational analysis

Identifies the key issues facing the brand
Internal & external factors of organisation
 situational analysis
Industry Analysis
Political, Economic, Social, Technological, Legal,
Environmental factors.

It is important to consider PESTLE factors for the following reasons:

Firstly, by making effective use of PESTLE analysis, you ensure
that what you are doing is aligned positively with the powerful
forces of change that are affecting our working environment.
By taking advantage of change, you are much more likely to
be successful than if your activities oppose it.
Secondly, good use of PESTLE analysis helps you avoid taking
action that is likely to lead to failure for reasons beyond your
control.
 situational analysis
Company Analysis
Vision & values
Brand identity / architecture / equity
People
CSI / CSR
Performance
Structures, processes & systems
 situational analysis
Consumer Analysis
Target market & audience
Shifts in behaviour & purchase patterns?
 situational analysis
Competitor Analysis
Indirect & direct competitors
Brand identity & image of competitors
Brand contact strategies of competitors
Market share & brand equity of competitors
 situational analysis
Brand Analysis
Brand role within portfolio
Brand identity and image positioning
Contact and content audit (brand language) integration
Healthy brand audit

Business is branding, branding is business.

 swot analysis
Planning tool used to understand brands strengths,
weaknesses, opportunities & threats.
Identifies internal & external factors to achieve business
objectives.

STRENGHTS
WEAKNESSES
OPPORTUNITIES
THREATS
 ground level work
Consumer insight & opinions
Qualitative & quantitative research
 key issues
Serve as the foundation of what you need to address, and
should be phrased as positive questions

e.g. How will we increase brand awareness of X?

Translated into
 objectives
What the organisation wants to achieve.
e.g. To create brand awareness of X from a level of 40%
recall* to 80% top-of-mind within 6 months.

* Awareness levels of consumer:

top-of-mind - first impression of brand
recall - unaided, lives in mind of consumers
recognise - aided, needs prompting
unaware - no idea brand exists
 target market
Identify and create Consumer Profiles and Archetypes
Who you want to connect with
brand positioning platform
Positioning Statement the position you wish to hold in the
minds of stakeholders relative to competitors.
Appears in blueprint

A good positioning helps to guide marketing strategy by clarifying

what a brand stands for, what its about, why its unique, and
why consumers should buy the brand.
 whats next?
Message
Drives the campaign
Defines the creative concept

Concept
Defines the communication channel

Concept Execution
Brings the positioning to life in an creative & unique way

Creative Solution
Choosing communication tools i.e. advertising
Where the brand can improve
something extra
 guidelines to brand building
Outside-in mindset
The spaces people move in.
How do they move in those spaces?
Do not stereotype but understand their perspective.

Customers determine the brands value.

Brand relationships build profits.

Brand relationships depend on a coherent delivery of

the brand promise
guidelines to brand building

pricing products

distribution service

sponsorship name

promotions packaging
TOTAL
history BRAND advertising

staff EXPERIENCE direct mail

users corporate identity

other associations company reputation

public relations website

 guidelines to brand building
Everything communicates what the brand stands for
Delivered at every point of contact (POC)

Types of contacts:
Product - directly attached to the product
Service - human interface, delivered by people (most important!)
Planned - any POC we think about (packaging, advertising)
Unplanned - little/no control over but very influential (word of mouth)

Does each point of contact consistently deliver the brands

identity & promise?
 guidelines to brand building
Create a competitive advantage
You need to understand consumer motivations & desires
and create relevant & appealing images surrounding your
product.

Build a lighthouse identity

Become brands people choose to navigate their lives
by, publicly or privately, as common reference points.

Brands with strength define their own territory

 guidelines to brand building
A healthy brand:
Has a particular meaning
Has a unique meaning
Is an effective & engaging communicator
Adds value to the lives of people
Is transparent - it lives its promise in all it does
Builds sustainable relationships by never taking more than it
gives
Believes that profit is not a driver but a consequence of all
the above
CONTACT
SIMON DE ROBILLARD
07796224551
simderob@gmail.com