branding / design / coaching / strategic thinking
BRANDING IS STRATEGY
MARKETING IS TACTICAL
Marketing may contribute to a brand,
but the brand is bigger than any particular
The brand is ultimately what determines if you will become a loyal customer or not. The marketing may convince you to buy a particular named product, but it is the brand that will determine if you will only buy products or services by this company for the rest of your life.
Marketing unearths and activates buyers.
Branding makes loyal customers, advocates, even
evangelists, out of those who buy.
TYPES OF BRAND
Brand architecture defines how should two Brands be related or be completely unrelated.
It maximises Visibility of every Brand in the Portfolio.
Brand Architecture, simply put, is the relationship between various Brands in an Organisation. Brand Architecture informs how should each Brand behave, how should they talk, what should they believe in and how do they Visually Express themselves.
Companies often recognise the need to evaluate their brand architecture when they are going through a transition, especially adding or evolving brands in their portfolios.
As the type of negative attention day by day becomes sustained enough and the wealthy consumers start to react and don't want to be embarrassed by their consumption, the luxury brands will come under a great deal of pressure.
Wealthy consumers choose to adopt the ethos of some of the world’s richest people like Warren Buffett and Mark Zuckerberg who lead notably unmaterialistic lives.
According to the latest evidence that this is already happening.
When luxury brands oversaturate the market or move downstream, they suffer.
The best defense is a return to authenticity. Fake or cheap products might be a terrible idea, but items that have real artistic value, are handmade, and have real stories and history behind them are not.
Luxury brands must use materials that are both durable and sustainable.
Only then they can justifiably make wealthy, fashion-conscious consumers pay an absurd price for the privilege of owning a piece of art and craftsmanship.
Consumers who are willing to pay more will increasingly expect to receive more. The brands that want to survive should listen to them.
The best way to position a product as a premium brand is with a high price.
Price sends a psychological message related to value :
Thinks that cost more are assumed to be of higher value.
Thinks that cost less are assumed to be of lower value.
But you have to back up your premium positioning with a quality product.
If you disappoint your consumers after they pay a premium price, word travels fast ... and you go out of business ... quickly.
BRAND VS PRODUCT
A product passes through a life cycle,
but a brand is timeless.
It's easily COPIED
It's sold by merchant
Becomes quickly OUTDATED
A product is an
OBJECT build in
A brand is a
on TRUST and
It's bought by customer
A great brand
KEY DIFFERENCES BETWEEN
PRODUCT & BRAND
• The product is an item or
service produced and offered by the company for sale in the market.
• A product can be our need.
• Copying a product is easy.
• Companies create products.
• Products can be replaced by other products because it
becomes obsolete over time.
• The product is tangible or intangible in nature.
• Products create profits for the businesses.
• A brand is an entity like the logo, symbol or name used by the companies, to make their products identifiable among other products in the marketplace.
• The brand is something more than that.
• It’s hard or almost impossible to copy a brand.
• Brand is created by consumers.
• Brands are forever as it it takes time to build a brand loyalty.
• Products create profits for the businesses.
• A successful brand creates a continuously added value.
BRANDS LIVES IN THE
MINDS OF CONSUMERS
Consumers will stay with a brand as long as we manage to create a purchase routine based on the 3e's :
The brand should
relevant and timely
touch points every step of their way.
The brand must
provide an authentic unique experience of
shopping and buying.
The brand must
create a relevant
Each generation has unique expectations, experiences, generational history, lifestyles, values, and demographics that influence their buying behaviors.
or BABY BOOMERS
or GEN JONES
PEOPLE WITH THE MOST SUCCESSFUL PERSONAL BRANDS KNOW EXCELLENT WHAT MAKE THEM GREAT
Step up to stand out.
Your brand is your reputation. It’s your calling card. It’s what you’re known for and how people experience you. It’s about bringing who you are to what you do and how you do it.
Delivering your brand clearly and consistently will create a memorable experience in the minds of those you interact with and can open doors to new opportunities.
If you're looking to define your own personal brand, you should first of all consider the exact impression that you want to build and the market you wish to target.
TOP FIVE BRANDING
The Premium Product
DESIGN A REMARKABLE EXPERIENCE
This is the time-honored ‘our product is the best’ type strategy.
You focus on quality above all else, enabling you to justify a higher price tag.
To succeed with this strategy, everything about your brand must ooze class from the logo and packaging design to staff attire.
Often forgotten, the quality must especially shine through via customer representatives as they answer the telephone or respond on social media.
DISCOVER YOUR IDEAL BUYER'S DESIRE & JOURNEY
Identifying where best to place your products or services to attract the attention of your target market becomes crucial as marketing spend is likely to be high. Using high quality market research companies or brand agencies help you understand your premium customers and discover their needs and desires.
KNOW WHY PREMIUM WOULD WORK IN YOUR CHOSEN MARKET
A premium strategy can work well when the market is saturated with cheap, low quality products. There is a subtle distinction between a premium brand and a luxury brand. Luxury brands often tend towards greater uniqueness, refinement and even sensual appeal. Luxury brands are often intimately connected with their founders, artisan designers or advocates (think Emma Watson and Burberry). Brands such as Dior, Chanel and Hermes are generally considered to come under this luxury heading. A premium brand need not be so niche. Apple, as an example focuses on a much bigger market while being premium. Identify how you’d like to position your brand.
TOP FIVE BRANDING
UNDERSTAND CONSUMER BEHAVIOUR
Anti-branding strategies cleverly feed on the consumer’s mistrust of big brands. They exploit the close association that successful brands have with their logo designs, names and other marketing tools.
One of the most successful anti-brand strategies is the concept of the supermarket white label or ‘own brand’. Consumers are encouraged to believe that they are receiving exactly the same quality of product but at a cheaper price. Whether or not this is actually the case, the strategy allows for a company to slash its production costs by using basic packaging, simple logo designs and limited advertisements.
CREATE A NEW CUSTOMER NICHE
The anti-brand branding strategy can also appeal to consumers interested in green issues and anti-capitalist movements.
These customers tend to identify big brands with environmental destruction and unethical practices. One of the challenges with the anti-branding strategy is to overcome the tendency for customers to overlook low key presentation. This means that marketing spend needs to be just as carefully allocated and may prove to be expensive as brands educate customers.
CREATE A DIFFERENT AESTHETIC TO RESET EXPECTATIONS
One facet of anti-branding is so-called ‘local washing.’ A big brand will alter the appearance of stores or products to give them a more local aesthetic. One big brand took this to the extreme in Seattle by entirely replacing its name and logo from some of its stores.
Ever heard of 15th Avenue Coffee and Tea? You may know them as Starbucks.
TOP FIVE BRANDING
EXPLORE THE TRUST TACTIC
The human tendency to look up to the experts, particularly scientists, doctors, dentists and other health professionals, was seized upon by marketers very early on. For example, 1920s cigarette advertising often featured doctors smoking their favorite brand. They were even seen recommending some types of cigarette for the treatment of asthma.
IDENTIFY INFLUENCERS FOR YOUR BRANDS
We have come a long way since questionable cigarette ads, but there are multiple products and services which market themselves with specialist recommendations. If you have a product or service and an expert (or group of experts) willing to back it, it’s gold. You will immediately give your brand a boost with their help. Experts don’t need to necessarily wear white coats to attract kudos. The experts at evaluating baby products attend to be mothers so getting the backing of a well-known moms’ group might be your ticket to success.
The "Expert Recommended Strategy"
TOP FIVE BRANDING
CREATE YOUR NICHE
You can be different by being cheaper, you can be different by being better and you can be different by being more ethical.
And the again, your can be different by just being different.
If you don’t have the resources to compete directly with the market leaders, to undercut their prices or to appeal to a niche audience, don’t lose heart. You can still grab a big slice of the market by doing things in your own unique way. The most successful of these brands, like Harley Davidson, Porsche, Apple, Formula 1 Racing etc. attract a die-hard following. These customers wouldn’t go elsewhere even if they were paid to do so.
ENSURE BRAND CONSISTENCY
The ‘brand battles’ between cult brands and their mainstream rivals often form a central pillar of their activities. If you opt for a cult strategy, brand consistency is paramount. Deeply loyal followers of your cult brand are heavily invested in everything you do. These customers expect the brand to conform to certain standards. In that way, cult branding overlaps with premium branding. You need to create the expected quality and not appear like you ‘sold out’ to the mainstream.
TOP FIVE BRANDING
BE AWARE OF THE RISK
Warning! Brand appropriation is a risky strategy that can land you in serious hot water if you get it wrong.
This strategy involves piggy-backing off the back of another brand by associating it with yours. For example, you may be able to receive an endorsement from a national firm and ask them for permission to use their logo on your marketing collateral.
ASK FOR PERMISSIONS
The bigger the company, the more protective they are likely to be with their brand image. Large brands will also have more resources to sue any copyright infringement they come up against.
If you do opt to appropriate another brand the services of a good lawyer are essential.
Ask for permissions, and ensure all legal agreements are watertight.
Of course, a risk-free way to appropriate a brand is to buy a company outright if that is feasible in your situation.
BRAND STRATEGY :
PARALLELS IN ACTION
Different athletes have different characteristics and strengths, just like the brands and businesses we work with.
Some need to move fast, while others prefer distance over speed. Some are new to the sport – like our startup clients – learning the ropes, gaining basic skills, and looking to grow.
Others are experienced but may have plateaued and need to fine tune their skills in order to reach new heights. Some need help breaking out of outdated brand behaviors that are holding them back. Many are trying to adapt to new skills, and need guidance incorporating what they’ve learned into their existing practice. In the end, everyone is looking to improve and gain some kind of performance edge.
A good coach, like a good brand strategy agency, understands that not every athlete or business is the same. Each athlete plays, practices, and performs for different reasons, just like every business has different motivations, goals, aspirations, and a unique story behind what they do and why they do it. And each athlete, like a business or brand, needs someone who deeply understands these differences and can help them reach maximum impact, performance, and meaning within the market.
GO TO MARKET
The goal of a GTM coaching is to improve key business outcomes. This is mainly accomplished by aligning to the evolving needs of your customers.
A GO TO MARKET Coaching help your business to:
• Reduce time to market
• Reduce costs associated with failed
• Increase ability to adapt to change
• Ensure successful product launch
• Ensure effective customer experience
• Avoid the wrong path
BRANDING PROMOTES RECOGNITION
YOUR BRAND HELPS SET YOU APART FROM THE COMPETITION
YOUR BRAND TELLS PEOPLE ABOUT YOUR BUSINESS DNA
YOUR BRAND PROVIDES MOTIVATION AND DIRECTION
FOR YOUR STAFF
A STRONG BRAND GENERATES REFERRALS
A STRONG BRAND HELPS CUSTOMERS KNOW
WHAT TO EXPECT
YOUR BRAND REPRESENTS YOU AND YOUR PROMISE
TO YOUR CUSTOMER
YOUR BRAND HELPS YOU CREATE CLARITY
AND STAY FOCUSED
YOUR BRAND HELPS YOU CONNECT WITH YOUR
A STRONG BRAND PROVIDES YOUR BUSINESS VALUE