Академический Документы
Профессиональный Документы
Культура Документы
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 usingthe brand.
Also known as a mission statement.
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)
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
Creative Concept
Key Issues
Positioning
Statement Target Market Key Objectives
the brand communications plan
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
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.
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.
pricing products
distribution service
sponsorship name
promotions packaging
TOTAL
history BRAND advertising
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)