Beyond brand as a buzzword, what's branding all about?

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While it’s a term that many of us use every day, do you really know what branding is all about? Designit has put together a useful guide on the ins- and outs of branding. Aimed at those with a beginners level of knowledge or simply for anyone looking for a tune-up, this guide will give you a simple overview of the key components involved in working with brand strategy.
Transcript
  • 1. The purpose of this brandbook is to provide a simple overview of the key components involved in building 
 a brand platform.
  • 2. Brand terminology
  • 3. Brand DNA BRANDING Brand DNA refers to the common and core values, that a business is built upon. It should be reflected in the business and brand strategy. The brand DNA is not something to be directly communicated to consumers. BRAND TERMINOLOGY
  • 4. BRANDINGBRANDING BRAND TERMINOLOGYBRAND TERMINOLOGY Personality, values and vision
 that motivate and feed into
 the business strategy. Business strategy Brand strategy Plan and priorities for execution of business objectives. Framework and initiatives to
 maintain and strengthen
 brand DNA. Business strategy Brand strategyBrand DNA
  • 5. BRANDINGBRANDING BRAND TERMINOLOGY The vision is the ‘why’ of the brand. It describes the brand’s ambitions and reason to exist - beyond making profit. A brand personality is the result of assigning traits and characteristics to a brand to define its essence and emotional appeal. Brand values are basis of a company and its culture. They function as principles that guide the brand’s behaviour internally and its relationship to customers and stakeholders. Brand DNA components Brand vision Brand values Brand personality
  • 6. Brand value proposition BRANDING The brand value proposition is a part of the business strategy and the brand DNA should be indirectly reflected in this articulation. Brand value proposition is a clear, concise and compelling articulation of how key customer needs are satisfied by the business. BRAND TERMINOLOGY
  • 7. BRANDING Target audience Smart watch from Brand X Brand value proposition
 A clear, and concise articulation of how key customer needs are satisfied by the brand and its products or services. Convenience? Performance? Confidence? Usability? Connectivity? Design? BRAND TERMINOLOGY Smart watch Brand X
  • 8. BRANDING Brand associationsThese keywords are an invaluable tool in the design process. 
 The drivers are derived from the brand DNA thus aligned with the brand strategy. Brand associations are keywords driving the visual and verbal communication across digital and physical touchpoints. BRAND TERMINOLOGY
  • 9. BRANDING Your brand Driver 1 eg. Playful Driver 3 eg. Friendly Driver 4 eg. Convenience Driver 2 eg. Technology driven Driver 5 eg. User driven The drivers represent the key consumer associations connected to a brand. They can be both emotional and traits driven – even product driven. The drivers can be current market associations or desired associations by the brand. There can be more or less than 5 drivers if necessary. Brand associations example BRAND TERMINOLOGY
  • 10. BRANDING Brand identity Brand identity builds upon the strategy, DNA and value proposition and consists of two interconnected components. 1. The verbal/visual experience
 2. The product /service experience BRAND TERMINOLOGY
  • 11. BRANDING The verbal/visual experience The product/service experience Principles for textual and verbal communication of the brand. Naming, logo, logotype, font, colours, image style, patterns, and iconography. Guiding principles or concepts for service- and user experiences physically or digitally, e.g. service blueprints. Guiding principles and applications of spatial design, incl. retail spaces and point-of-sale communication. Services Product Spatial Tone of voice Brand fundamentals ApplicationsApplications of stationery, motion graphics and general stakeholder communication, external or internal. Applications/design of the product experience ranging from product appearance to product packaging. BRAND TERMINOLOGY Key examples
  • 12. BRANDING Brand DNA, strategy, value prop and identity correlation. 
 How we meet the audience. Brand X DNA Brand X Brand strategy Brand X Value proposition Indirectly exposed to market Directly exposed to market Customer BRAND TERMINOLOGY Smart watch Brand X Visual / verbal experience Product / service experience
  • 13. Brand architecture
  • 14. BRANDING Brand architecture Brand architecture refers to the overall structure and relationship of a main brand and its sub-brands and/or subsidiaries. The following four examples represent the four basic types of brand architecture. BRAND ARCHITECTURE
  • 15. BRANDING Everything is kept in a tight coherent brand identity. A monolithic brand architecture BRAND ARCHITECTURE Monolithic brand
  • 16. BRANDING Utilising the existing brand equity to gain rapid speed into relevant markets. Any new addition to the brand-/product portfolio will gain a level of acceptance due to existing brands. Streamlines decision-making for company-structure and growth. No need to build brands from scratch at each launch. Lower marketing costs/efforts. Very limited agility – being opportunity-driven is difficult. Brand portfolio management has to be committed and coherent. Brands must be aligned. Brands impact each other - also in the case of a failed product or a missed opportunity. + – Monolithic brand architecture pros and cons BRAND ARCHITECTURE
  • 17. BRANDING Sub-brands are allowed to have their own identity traits (governance needed) but are always endorsed by the main brand. Endorsed brand architecture
 Endorsed brand BRAND ARCHITECTURE
  • 18. BRANDING Tapping into the existing brand equity to gain stronger impact in relevant markets. Any new addition to the brand-/product portfolio will gain a level of acceptance due to main brand equity. Streamlines decision-making for company-structure and growth. Great brand agility and time to market. High development costs and added complexity due to new brands – yet lower than with a stand alone brand architecture. High maintenance costs (commercially and organisational) – yet lower than with a stand alone brand architecture. + – Endorsed brand 
 architecture 
 pros and cons BRAND ARCHITECTURE
  • 19. BRANDING Stand alone brand Sub-brands roam totally free with their own identity, not paying any tribute to the main brand or its sister brands. Stand alone brand architecture
 BRAND ARCHITECTURE
  • 20. BRANDING Short time to market Each brand is free to compete on its own terms, unfettered by the meaning of the main brand. May shield the corporate name in the event of problems. No brand pollution. Possibility to test new opportunities and ideas without losing any main brand equity. High development costs and added complexity due to new brands. High maintenance costs (commercially and organisational) + – Stand alone brand architecture 
 pros and cons BRAND ARCHITECTURE
  • 21. BRANDING BRAND ARCHITECTURE Sub-brands can be stand alone, endorsed or monolithic leveraging the equity of the main brand respectively. Hybrid brand architecture Hybrid brand
  • 22. BRANDING The possibility to utilise the strength of a monolithic brand architecture. Existing brand equity can be used to strengthen sub brands. The possibility to also launch stand alone brands, thus obtaining the agile brand development and product launch they bring. This can be done without reference to the main brand. No brand pollution in case of failed products launches, depending on the linkage to the mother brand. High development costs and added complexity due to new brands, combined with the management of monolithic brands. Complex brand portfolio management. High maintenance costs (commercially and organisational). + – Hybrid brand architecture 
 pros and cons BRAND ARCHITECTURE
  • 23. designit.com
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