Brand Gyan

The DNA of regional branding
Copyright 2007, Brand DNA. Not to be used, copied, or reproduced without express written permission
Branding is the art of emotional connection and trust creation
“The way we want customers to perceive,

think, and feel about our brand versus competitive entries”.
“Brand positioning asserts the reason-for-being

for the brand among select customers versus
competitive products or services”.
-R Czernianski and M Maloney
What people typically reference as branding
The name
The logo
The identity system – colour used, font, layout etc
These simply communicate an identity, a presence – they provide a label that

meaning can be attached to. They provide a useful rallying point, but it is the
meaning and associations that you attach to these that is the brand
“Branding is the art of trust creation and
emotional connection…”
Trust Drivers
Ability of potential buyer to recognise

Awareness or recall a brand as a member of a
certain product category.
Brand Attribute Relevant Functional and Emotional

Strength Attributes associated with the brand.
Credibility A belief that a brand will fulfil its promise.
A belief that there is something in it

Fairness
for the customer as well as the brand.
What is the meaning wrapped around this
brand?
Branding plays a variety of roles
It makes life easier for consumers

– time, effort, risk
It defines us
– says something about who we are
It enables us to create and protect brand equity
A brand is a living entity, it
is enriched or undermined
cumulatively over time, the
product of a thousand
small gestures
Michael Eisner
Disney
The Limestone Coast
The Limestone Coast is a culinary delight, and the relaxed,
friendly lifestyle ensures plenty of time to savour the region's
sensational food and wine. Few places boast such home-grown
variety and world-class quality, ensuring award-winning menus at
local bistros, cafes, coffee shops and restaurants are not to be
missed.
As home to Australia's Rock Lobster Capital, the Limestone
Coast sensational crayfish harvested from the cold waters of the
Southern Ocean is a sought-after delicacy. But inland, there are
just as many attractions, from grain-fed beef to spring water
barramundi, and succulent lamb.
Local wines for all occasions are suggested as an accompaniment
to meals, or else visitors can take the opportunity to discover them
for themselves on a cellar door tasting tour of Australia's premium
wine-producing region.
You can’t build a
reputation on what
you are going to do
Henry Ford
Every powerful brand has at its core a substance
that gives it strength. You have to understand it
before you can grow it
You need a belief system
Apple’s Brand Belief System
Apple Computer’s founding sacred
belief survives to this day- that
computers and technology should
enable us to do things that can
change the world by being radically
‘easy’ to use… and overlay this
with standout design
Virgin’s Brand Belief System
Virgin’s sacred beliefs:
We look for opportunities where we
can offer something better, fresher
and more valuable, and we seize
them. We often move into areas
where the customer has
traditionally received a poor deal,
and where the competition is
complacent… and overlay this with
a cheeky and youthful personality
Dyson’s Brand Belief System
Leverage a fiercely independent
and innovative organisation to
create products that are category
dissimilar – they strive to be
different… overlay this with
in-your-face flamboyant design
The brand plan – make Dyson a
global brand, synonymous with
innovative, premium-priced
products
Brand Management Process
Determines desired
brand positioning
w
en t Vie
gem
M ana e / out
nd insid
Bra
How they
feel about
the brand
Brand DNA Brand Brand based on
Essence or Code Values Storybook contact with
the brand
Cli
en
t/C
ou ustom
tsid
e / er Vi
in ew
Determines perceived
brand positioning
Strategic Branding
Brand Strategy should always
start with a definition of what
you want your brand/s to stand Brand Promise
for- there needs to be enough Value proposition
layers of definition to guide all

key brand decisions. Brand Values Brand Drivers
Brand attributes Marketing mix
Brand DNA
Essence or Code
Nike Essence / DNA
Authentic Athletic
Performance
Brand DNA - Essence / DNA
‘Cracking’ Potent Brand

Codes that Connect
King Island Dairy - Essence/DNA
Tradition and Indulgence

from an Isolated Island
Melbourne Business School - Essence / DNA
Opening Minds & Changing Lives

(through Lifelong Learning & Association)
RIP Curl
The Search
Rip Curl is a company for, and
about, the Crew on The Search.
The products we make, the events
we run, the riders we support and
the surfers we reach globally are all
part of The Search that Rip Curl is
on.
We're a company built for riding.

The Search is the driving force
behind our progress and vision.
When Crew are chasing uncharted
reefs, untracked powder or
unridden rails, we want to arm them
with the best equipment they’ll
need. No matter where your travels
lead you, we'll have you covered.
RIP Curl
The Search ( Web site)
Rip Curl will never lose touch with
its roots and we will always be on
The Search.
And yes, 34 years on, Rip Curl
offices around the world are still
dead empty on some days. When
it's clear and cold. When there's a
brisk, but mild, wind coming straight
off the land. When a 6ft swell,
made clean and straight by its long
march, is rolling in. On days like
those, desks don't matter. Those
days are special.
On those kind of days only one
type of work needs doing...
Nike’s possible Brand Values
Stylish
Design Driven
Cool
Standout
Self Expressive
If you have a body, you’re an athlete
“We are on the offence, always”
Having a go
Active
Competitive
Authentic
Athletic
Performance Real McCoy
Elite Athletes
World Class Performance
Quality
Competitive
Cutting Edge
Technological Superiority
Elevated Performance
Innovation “It’s in our Nature
Brand DNA’s Brand Values
Challenging
Insightful
Tell it as it is
Confronting
Demanding leadership Focused
Living and breathing brands
Expert
Rigorous
Seeking leverage- 80/20 mindset
Engaging
Energetic
‘Cracking’ Empathic
Potent Brand A sense of belonging
Informal
Codes that Passionate
Connect
Empowering
Collaborative
Active learning
Transferring knowledge
Coaching
Imaginative
Creative
Stimulating
Distinctive
Resourceful
Generating possibilities
King Island Dairy - Example
Rich & Creamy

Tradition and Full of butter fat
Indulgence from an Full of flavour
Isolated Island Decadent
Pleasurable
Indulgent
Emotion and reason are intertwined,
but when they are in conflict,
emotion wins every time
You can’t make an emotional connection with a
customer without using some form of emotion
Strong Brands think relationships
not transactions
A Brand that wants to be a little of everything
will eventually amount to a lot of nothing
So you have to make choices –
what will be the primary drivers of your fame?
Things that matter most must never be
at the mercy of things that matter least…
you need a game plan that is
very, very strategic
Identify where 20% of effort
gives you 80% of returns – think skewness
Focus,in everything that you do think 80:20
Remember not all customers are born equal –

you cannot be all things to all people
Remember that not all brand contacts are of equal value
Remember not all $’s of marketing spend provide the same
return – rather have a ‘few big bold strokes’ than a myriad of
little bitsy activities
Make a deliberate effort to do more of the 20% things that give you
80% return – liberate yourself and create a world famous brand
Break–throughs come from break–withs.
What do you have to let go of to move up
to the next level in your branding?
Brand Drivers
Defining how the brand’s core
values will be manifested in the
marketing mix or key functions of
Brand Promise
Value proposition the business
Fundamental to providing a
Brand Values Brand Drivers blueprint for shaping brand strategy
and behaviours
Brand DNA
Essence or Code
Brand Essence Brand Values Bold Gestures
To Bring The
Brand Alive
Brand Promise
Your Brand Promise
Describe your brand’s primary target
market and what is important to them
Brand Promise
Describe the category that the brand Value proposition
will compete in
Describe the benefits that you will Brand Values Brand Drivers
deliver to your customers and
identify those that will drive your
competitive advantage
State the proof points - what does the Brand DNA
brand do that makes the stated Essence or Code
benefits possible/believable?
Determine what price customers must
pay for the benefits
Brand Storybook
Brand Values
Brand Attributes
Brand
Brand DNA
Storybook
Brand Promise
Essence or Code Value Proposition
Brand Drivers
Marketing Mix
Brand Storybook
Brand Personality Brand Story Line
Personality traits Key themes to be communicated
Brand analogy Linkage of tactical comms of the brand
Persona A ‘big idea’ that integrates and is
Brand tonal values campaignable & enduring
Brand Identity Brand Gestures

Look & feel of the brand Identify a number of bold gestures to
Name bring the brand alive
Logo/mark Determine if there are relevant rituals
Graphics that can be introduced into the life of the
brand or the customer
Colour, texture
Collateral design
Tag/strap line
Visual and sensory elements
New Zealand - Example
Brand Essence/DNA = Landscape. New Pacific Freedom
Brand Story Book

Tagline – 100% Pure New Zealand
100% Pure New Zealand
The brand essence and positioning should not be confused with
the campaign tagline – 100 per cent Pure New Zealand
The logo incorporates an image of the countries two islands while
the strapline seeks to qualify a number of experiences and scenes
as being ‘typically’ or 100 per cent Pure New Zealand
The tagline represents the brand position (or communication goals)
and its function is to communicate with the external audiences.
Conversely, the function of the brand essence is to communicate
and energise those inside the organisation
BRAND DEFINITION AT ITS MOST
FUNDAMENTAL IS KNOWING:
What is that you want to ‘own’ in the market place?

What is the you want to be obsessive about?
What is the personality you are going to wrap around your offer?
What is going to be your ‘system’ for delivering it?
Industry/business and Relationship with the
Regional Brand
• Hand and Glove Relationship – they work

together
• A strong regional brand imbues individual
business brands with immediate appeal – positive
disposition for your product
• The region is the sum of all its parts, particularly
its lead or defining characteristics – it needs the
support of business – it should be win/win
How do individual
businesses and the
region work together in
a branding sense?
You have to actively
work at building the
connection
Some Connections Can Work Against
Your Region
We also tried Herbert Adams' new King Island Beef

Premium Pie which had chunks of real beef, nay, King
Island Beef, in a very flaky pastry. It was goooooood.
Good Food Show 2006
What is the brand belief system for the
Daylesford & The Macedon Ranges Region
• What do you want to be known for in the market place?
!Naturally diverse…….in….that……..?
! Indulgent wine and food trails that…………….?
!Amazing experiences…………that?
!Artisan food experiences that………?
!The most natural and pure local produce that………?

!World famous restaurant experiences that………?
!Festivals that delight because ………?
What is pivotal to your offering? What do you
build the regional brand around that will
deliver a very positive halo effect over all the
activities of the region?
Case Studies
Eyre Peninsula Regional Brand
It decided that…
The Eyre Peninsula Brand does not wish to be like
any other Regional Brand
The Eyre Peninsula Brand does not need to be
like any other Regional Brand
The Eyre Peninsula recognised that…

Nature gifted the Eyre Peninsula with
something unique. Something powerful.
Sharply defined. Highly sought after.
A coastal region that is loaded with positive brand

attributes:
Untamed •Abundance
Raw •Seafood to Kill For
Pure •Nature’s Definition of
Rugged Indulgence
Entrepreneurial People
Eyre Peninsula’s brand definition is the

distillation of all this.
Brand Eyre Peninsula is defined by the way it
lives the brand essence of:
‘Celebrating the Delights of Nature’s
Seafood Harvest’
Advertising Tag Line
‘Australia’s Seafood Frontier’
An Essence driven by the brand values of the
Eyre Peninsula
Pride •Genuinely excited
•Passionate about what they do
•Energetic
•World Class •Actively share their
•Community Driven knowledge and
•Expert enthusiasm
•Lifestyle champions •Strive for best practice
Brand Values
Excite • Creatively celebrating
•Amaze
•Inspire • Bold and imaginative
•Immerse • Participative
•Surprise
•Festive •Mouth watering culinary delights
•Memorable • A virtual theatre – nothing short
of memorable
Brand Values
Environmentally Conscious
•·As-nature-intended •Championing
• Pure ecologically sound fishing
• Sustainable • Sustainability is a key
• Respectful driver
• Saavy •Complimented by a
• Balanced thriving environmentally
friendly aquaculture
Industry
Brand Values
Luxurious
• Indulgent • Premium
• Full-in-flavour • Talked about
• Taste sensation
• Highest quality • One of life’s true delights
• Discerning • A sense of expectation
• Aspirational always
Brand Values
Pioneering •Smacks of self belief

• Innovative •Used to making things
• Visionary happen
• Self-Belief
• Entrepreneurial •Enterprising,
• Leadership entrepreneurial
• At-the-cutting-edge • Exploring the frontier of
possibilities
Bold Gestures Bringing
Brand Essence Brand Values The Brand Alive
Celebrating the Excite

Delights of Natures
Seafood Harvest
Pride
Environmentally
Conscious
Luxurious
Pioneering
‘The Experience Economy’ theory suggests that…..companies
must realise that they make memories, not goods.Meaning the
following:
Economic Function: Stage

Nature of Offering: Memorable
Key Attribute: Personal
Method of Supply: Revealed over a duration
Seller: Stager
Buyer: Guest
Attributes sought: Sensations
Coffin Bay Oysters
•A key expression of the region

•A great example of transitioning from an
entrepreneurial mindset to brand mindset
King Prawn Industry
•A key expression of the region

•Shifted to a brand mindset
•If you want your regional food brand to flourish
you need three things
! Collaboration and a well defined and understood
belief system for the regional brand that resonates
with your target market
!Creation of on-going towering presence with an
up-to-date contemporary image and consistent
delivery of the promise – a distinctive personality
! Self belief that you can deliver something
amazingly special – if you want to be mediocre you
will be – if you want to be great you significantly
increase the possibility that you will be
King Island Dairy
Currently commands a market share of
approx 10% of the specialty cheese
market and an average price per kilo of
$A33.90. King Island Dairy’s major
competitor has a similar market share but
is only able to command $A25.20 per kilo.
King Island Dairy Brand Journey
• Critical to build awareness and relevant brand
associations/meaning
!Led with food service – quality restaurant
menu listings
!Strong opinion leader strategy (chefs, food
writers)
!Awards
!Presence at ‘foodie’ gatherings
King Island Brand Journey
Build an emotional connection
• Being a story teller, from shipwrecks to cows with
doonas
•Generating Island Lifestyle Stories for the media
• Promoting the personality and passion of the
cheese maker – the wine industry has taught us
many lessons
• Using the Island as a theatre for staging
memorable experiences for key opinion leaders
If nothing changes, nothing changes.
You can’t be a leader by following.
Whenever you see a successful business,
someone once made a courageous
decision
Peter Drucker

Brand Gyan

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The DNA of regional branding

“The way we want customers to perceive,

“Brand positioning asserts the reason-for-being

-R Czernianski and M Maloney

The identity system – colour used, font, layout etc

These simply communicate an identity, a presence – they provide a label that

Ability of potential buyer to recognise

Brand Attribute Relevant Functional and Emotional

Credibility A belief that a brand will fulfil its promise.

A belief that there is something in it

It makes life easier for consumers

It enables us to create and protect brand equity

layers of definition to guide all

‘Cracking’ Potent Brand

Tradition and Indulgence

Opening Minds & Changing Lives

We're a company built for riding.

Rich & Creamy

Remember not all customers are born equal –

Brand Identity Brand Gestures

Brand Essence/DNA = Landscape. New Pacific Freedom

Brand Story Book

What is that you want to ‘own’ in the market place?

• Hand and Glove Relationship – they work

We also tried Herbert Adams' new King Island Beef

!The most natural and pure local produce that………?

The Eyre Peninsula recognised that…

A coastal region that is loaded with positive brand

Eyre Peninsula’s brand definition is the

Advertising Tag Line

‘Australia’s Seafood Frontier’

Pioneering •Smacks of self belief

Celebrating the Excite

Economic Function: Stage

•A key expression of the region

•A key expression of the region

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