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©2019 Brand Amplitude All Rights Reserved
Brand Identity Toolkit
Designing the Brand for Growth
Spring 2019
©2019 Brand Amplitude All Rights Reserved
Brand Identity encompasses Vision, Narrative and Positioning(s).
Together, they describe the story the brand needs to express at every
step of the journey in order to engage with customers and grow.
Brand Identity establishes the blue print for building customer
relevant brand meaning.
What Is Brand Identity?
Hint: Brand Identity is more than a mission
and a logo.
It specifies what the brand should stand for in
the future and what it needs to communicate
today to achieve that reputation.
Brand Audit
Brand Vision
Value Proposition
Audience-
specific
Positionings
Portfolio Structure
Naming Ground
Rules &
Conventions
Message Map
Brand
Expression
Guidelines
Creative Brief
Experience Design
Communication
Planning & Execution
Brand Value
Assessment
Brand Health
Assessment Tracking
1
Audit & Strategy
2
Architecture
3
Expression
4
Activation
5
Measurement
Brand Identity
©2019 Brand Amplitude All Rights Reserved
What Does Brand Identity Do?
• What is the value proposition?
• What is the brand purpose?
• Who are we trying to engage?
• What is our story?
• What are our key benefits?
• Why should customers believe we can
deliver those benefits?
Brand Identity guides the organization to make sound strategic
choices about how to build equity.
When identity is clear, the organization can make better decisions across
the marketing mix.
Brand Identity Creates a Blueprint …. To Ease Day-to Day Marketing Decisions
• Product strategies
• Package design
• Web site architecture and design
• Customer experience design
• Customer service priorities
• Advertising, PR and point of sale
messaging strategies
Brand Identity is the master blue print for brand
building.
It provides both the vision for what the brand
should be and the map to get there.
©2019 Brand Amplitude All Rights Reserved
Brand Identity Elements
Value Proposition defines who we are, what we do and
what drives us.
Brand Vision provides the long term aspirational view of
what the brand can be across all audiences. It is
sometimes summarized by a Rallying Cry.
Brand Positionings describe the target-specific messages
that will move the brand closer to the desired vision.
What Is Included?
Value Proposition
Three elements are necessary to create a complete Brand
Identity. Together, they serve as a platform for brand
development.
©2019 Brand Amplitude All Rights Reserved
Value Proposition
The Value Proposition describes the brand’s core reason for
being for all of its audiences and stakeholder groups.
It is relatively unchanging, and need not be differentiating. It
forms the basis for brand storytelling and narrative.
Who Are We? What Do We Do? Why Do We Do It?
We are ... Our actions ... In order to..
Hint: The Value Proposition can expressed in sentence form:
We are _______ who ______so that_____________.
This expression can be a good test as to whether the proposition
makes sense or not.
• Begins with a noun:
• Describes the brand in human
terms.
• Examples: Experts,
authorities, founders,
visionaries, mavericks
• Begins with a verb:
• Describes the brand’s actions.
Refrain from describing how it
works.
• Examples: Create, facilitate,
challenge, champion, build,
solve
• Begins with ‘in order to’ or ‘so
that’:
• Indicates the brand’s desired
impact or purpose. (It’s okay to be
lofty.)
• Examples: Customers can, The
world will, No one has to
©2019 Brand Amplitude All Rights Reserved
Strengths:
What do we do best?
Personality & Style:
What’s our voice?
Rallying Cry:
What does all this add up to?
Internal Values:
What will we never
compromise?
Noble Purpose:
How do we make customers’
lives better?
Self-Reflection:
What do customers want their use of the
brand to say about them?
Community:
What do we have in common with
customers?
Brand Vision
Brand Amplitude Brand Vision Framework
The Brand Vision describes how a brand wants to be understood by
customers, employees, investors, partners and other stakeholders.
The Brand Vision guides brand development by determining what is
on or off brand.
Hint: Some of the dimensions will describe the
brand as it is today. Others will be aspirational.
©2019 Brand Amplitude All Rights Reserved
TARGET
The customer segment
that will use the brand.
KEY BENEFIT
The most relevant and
distinctive benefit.
REASONS TO BELIEVE
The features that make
the key benefit credible.
BRAND POSITIONING STATEMENT
For [target] brand is [the frame of reference] that best delivers [key benefit]
because it is the only/best brand with [reasons to believe].
FRAME OF REFERENCE:
The category in which
the brand competes.
Brand Positioning
Hint: Positioning is the strategic element that is most
likely to change over time.
Change is required when there are shifts in customer
needs or changes in the competitive set.
Brand Positioning has four elements and can be summarized by a
sentence. It should differentiate the brand by addressing why
customers should choose it over their other options.
There may be more than one positioning at a time in order
meaningfully address multiple customer segments.
©2019 Brand Amplitude All Rights Reserved
1. Strategic Fit: Does it support the business goals? Does it fit the competitive environment?
2. Relevance: Is it compelling to the target customer? Does it address the reasons customers decide to choose the brand?
3. Distinctiveness: Is it unique? Will it set the brand apart from competitors in the minds of its target customers?
4. Credibility: Is it believable? Will customers accept that the brand can make this promise?
5. Defensibility: Is it ownable? Can it be sustained over time if challenged by competitors?
Positioning Evaluation Criteria
A strong Positioning supports the business by credibly setting the
brand apart and making it distinctive in a way that is relevant to
customers.
A simple grading scale can be used to evaluate alternative
positionings on these five criteria.
Hint: No single positioning is likely to be strong
on all five dimensions. Tradeoffs are required!
Consider which of these criteria is most important
to your business before making a final decision.
©2019 Brand Amplitude All Rights Reserved
The Challenge: Pathogens in the Air
• Viruses, mold and fungi in the air are “second hand germs” introduced by breathing, coughing and sneezing. They are the
‘threat you cannot see’.
• Once released into the air, pathogens drift around like pollen. Once settled, they contaminate manually cleaned surfaces and
can be stirred up by simply moving through the room
• Standard cleaning and handwashing protocols alone are not effective for preventing transmission.
Pathogens released into the air are an unseen threat to wellness, especially in hospitals and other medical facilities.
Case Study: Vidashield™ UV Air Purification
• 75,000 people died from hospital acquired infections annually in
the U.S. in 2011
• 2,000,000 people acquire antibiotic resistant infections each year
• Approximately 380,000 people die from infections in long term
care facilities annually
©2019 Brand Amplitude All Rights Reserved
Case Study: Vidashield™ UV Air Purification
Who Are We? What Do We Do? Why Do We Do It?
We are ... Our actions ... In order to..
Experts in light-powered
solutions to infection
transmission prevention.
Because everyone deserves
clean air.
Protects people against infection
through continuous, fast in-
room UV-C air purification.
Value Proposition
Vidashield’s Value Proposition is clear and compelling.
©2019 Brand Amplitude All Rights Reserved
Internal Values
• Invention inspired by personal
MRSA tragedy
• Status quo is not good enough,
we can do better
Capabilities
• Continuous, fast removal of pathogens
from the air
• Patented technology
• Creative problem solving
Personality
• Passionate about public health and safety
• Practical
• Data-led
Noble Purpose
• Everyone deserves clean air
Shared Values
• Helping people stay healthy
Self-Reflection
• Healthy and free of infection
• Peace of mind in high risk settings
Case Study: Vidashield™ UV Air Purification
Vidashield’s Brand Vision highlights its expertise and core values.
Brand Vision
Rallying Cry:
Better Air for Better Health
©2019 Brand Amplitude All Rights Reserved
For acute care hospitals
200+ beds facing HAI
challenges
Infection transmission
prevention methods,
including air disinfection
Continuously removes a
broader range of
pathogens(1) from the air
fast and more
completely than
competing solutions, for
continuous protection 24
hours a day/7 days a
week
Rapid, precise airflow
combined with proven UV-C
technology provides
maximum pathogen killing
efficacy
Evidence-based pilots in-
hospital testing show
significant reductions in
pathogens in the air and on
surfaces
Case Study: Vidashield™ UV Air Purification
TARGET
.
KEY BENEFIT REASONS TO BELIEVEFRAME OF REFERENCE
Brand Positioning
Introducing Vidashield, the only continuous, fast UV-C air purification solution.
Vidashield’s Brand Positioning specifies the target customer and
why they should choose Vidashield over other options.
©2019 Brand Amplitude All Rights Reserved
Case Study: Vidashield™ UV Air Purification
The Value Proposition, Vision and Positioning together
provide a clear platform for communication.
http://www.vidashield.com/
©2019 Brand Amplitude All Rights Reserved
Case Study: Vidashield™ UV Air Purification
Vidashield emphasizes peer reviews and case
histories to provide credible evidence of
effectiveness to health care decision-makers.
http://www.vidashield.com/
©2019 Brand Amplitude All Rights Reserved 15
• What is It? Brand Identity is a platform for making strategic
decisions about a brand across the marketing mix. It ensures the
brand will develop stronger equity over time.
• What are the key elements? A complete Brand Identity has three
components, Value Proposition, Brand Vision, and Brand Positioning.
• Why does it matter? Brand Identity allows the organization to make
brand-right decisions. It ensures that the brand is developed in a
systematic way that meets the requirements of the business, the
needs of the customer and the demands of the competitive
environment.
• When is the right time to develop a Brand Identity? Brand
Positionings should be revisited frequently to adapt to changing
business conditions and ensure that the brand structure supports
the business strategy. Other elements are more enduring and should
be changed only when there is a strategic shift in the business.
Key Takeaways
When the brand vision clicks – is spot on – it will reflect
and support the business strategy, differentiate from
competitors, resonate with customers, generate and
inspire the employees and partners, and precipitate a
gush of ideas for marketing programs. - David Aaker
©2019 Brand Amplitude All Rights Reserved
Contact us to learn more about Brand Identity and our other brand
development offerings. Carol Phillips
Partner
carol@brandamplitude.com
Contact Us
Brand Audits
• Strategic assessment
• Competitive reviews
Qualitative Research
• Individual interviews
• Focus groups
• Pop-up communities / Bulletin boards
Quantitative Research
• Customer tracking research
• Product concept tests
• Package tests
• Positioning development and validation
Brand Architecture
• Brand portfolio structure
• Rebranding
• Naming
Judy Hopelain
Partner
judy@brandamplitude.com
Martin Predd
Research Director
marty@brandamplitude.com

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Brand Identity Toolkit 5.7.19

  • 1. ©2019 Brand Amplitude All Rights Reserved Brand Identity Toolkit Designing the Brand for Growth Spring 2019
  • 2. ©2019 Brand Amplitude All Rights Reserved Brand Identity encompasses Vision, Narrative and Positioning(s). Together, they describe the story the brand needs to express at every step of the journey in order to engage with customers and grow. Brand Identity establishes the blue print for building customer relevant brand meaning. What Is Brand Identity? Hint: Brand Identity is more than a mission and a logo. It specifies what the brand should stand for in the future and what it needs to communicate today to achieve that reputation. Brand Audit Brand Vision Value Proposition Audience- specific Positionings Portfolio Structure Naming Ground Rules & Conventions Message Map Brand Expression Guidelines Creative Brief Experience Design Communication Planning & Execution Brand Value Assessment Brand Health Assessment Tracking 1 Audit & Strategy 2 Architecture 3 Expression 4 Activation 5 Measurement Brand Identity
  • 3. ©2019 Brand Amplitude All Rights Reserved What Does Brand Identity Do? • What is the value proposition? • What is the brand purpose? • Who are we trying to engage? • What is our story? • What are our key benefits? • Why should customers believe we can deliver those benefits? Brand Identity guides the organization to make sound strategic choices about how to build equity. When identity is clear, the organization can make better decisions across the marketing mix. Brand Identity Creates a Blueprint …. To Ease Day-to Day Marketing Decisions • Product strategies • Package design • Web site architecture and design • Customer experience design • Customer service priorities • Advertising, PR and point of sale messaging strategies Brand Identity is the master blue print for brand building. It provides both the vision for what the brand should be and the map to get there.
  • 4. ©2019 Brand Amplitude All Rights Reserved Brand Identity Elements Value Proposition defines who we are, what we do and what drives us. Brand Vision provides the long term aspirational view of what the brand can be across all audiences. It is sometimes summarized by a Rallying Cry. Brand Positionings describe the target-specific messages that will move the brand closer to the desired vision. What Is Included? Value Proposition Three elements are necessary to create a complete Brand Identity. Together, they serve as a platform for brand development.
  • 5. ©2019 Brand Amplitude All Rights Reserved Value Proposition The Value Proposition describes the brand’s core reason for being for all of its audiences and stakeholder groups. It is relatively unchanging, and need not be differentiating. It forms the basis for brand storytelling and narrative. Who Are We? What Do We Do? Why Do We Do It? We are ... Our actions ... In order to.. Hint: The Value Proposition can expressed in sentence form: We are _______ who ______so that_____________. This expression can be a good test as to whether the proposition makes sense or not. • Begins with a noun: • Describes the brand in human terms. • Examples: Experts, authorities, founders, visionaries, mavericks • Begins with a verb: • Describes the brand’s actions. Refrain from describing how it works. • Examples: Create, facilitate, challenge, champion, build, solve • Begins with ‘in order to’ or ‘so that’: • Indicates the brand’s desired impact or purpose. (It’s okay to be lofty.) • Examples: Customers can, The world will, No one has to
  • 6. ©2019 Brand Amplitude All Rights Reserved Strengths: What do we do best? Personality & Style: What’s our voice? Rallying Cry: What does all this add up to? Internal Values: What will we never compromise? Noble Purpose: How do we make customers’ lives better? Self-Reflection: What do customers want their use of the brand to say about them? Community: What do we have in common with customers? Brand Vision Brand Amplitude Brand Vision Framework The Brand Vision describes how a brand wants to be understood by customers, employees, investors, partners and other stakeholders. The Brand Vision guides brand development by determining what is on or off brand. Hint: Some of the dimensions will describe the brand as it is today. Others will be aspirational.
  • 7. ©2019 Brand Amplitude All Rights Reserved TARGET The customer segment that will use the brand. KEY BENEFIT The most relevant and distinctive benefit. REASONS TO BELIEVE The features that make the key benefit credible. BRAND POSITIONING STATEMENT For [target] brand is [the frame of reference] that best delivers [key benefit] because it is the only/best brand with [reasons to believe]. FRAME OF REFERENCE: The category in which the brand competes. Brand Positioning Hint: Positioning is the strategic element that is most likely to change over time. Change is required when there are shifts in customer needs or changes in the competitive set. Brand Positioning has four elements and can be summarized by a sentence. It should differentiate the brand by addressing why customers should choose it over their other options. There may be more than one positioning at a time in order meaningfully address multiple customer segments.
  • 8. ©2019 Brand Amplitude All Rights Reserved 1. Strategic Fit: Does it support the business goals? Does it fit the competitive environment? 2. Relevance: Is it compelling to the target customer? Does it address the reasons customers decide to choose the brand? 3. Distinctiveness: Is it unique? Will it set the brand apart from competitors in the minds of its target customers? 4. Credibility: Is it believable? Will customers accept that the brand can make this promise? 5. Defensibility: Is it ownable? Can it be sustained over time if challenged by competitors? Positioning Evaluation Criteria A strong Positioning supports the business by credibly setting the brand apart and making it distinctive in a way that is relevant to customers. A simple grading scale can be used to evaluate alternative positionings on these five criteria. Hint: No single positioning is likely to be strong on all five dimensions. Tradeoffs are required! Consider which of these criteria is most important to your business before making a final decision.
  • 9. ©2019 Brand Amplitude All Rights Reserved The Challenge: Pathogens in the Air • Viruses, mold and fungi in the air are “second hand germs” introduced by breathing, coughing and sneezing. They are the ‘threat you cannot see’. • Once released into the air, pathogens drift around like pollen. Once settled, they contaminate manually cleaned surfaces and can be stirred up by simply moving through the room • Standard cleaning and handwashing protocols alone are not effective for preventing transmission. Pathogens released into the air are an unseen threat to wellness, especially in hospitals and other medical facilities. Case Study: Vidashield™ UV Air Purification • 75,000 people died from hospital acquired infections annually in the U.S. in 2011 • 2,000,000 people acquire antibiotic resistant infections each year • Approximately 380,000 people die from infections in long term care facilities annually
  • 10. ©2019 Brand Amplitude All Rights Reserved Case Study: Vidashield™ UV Air Purification Who Are We? What Do We Do? Why Do We Do It? We are ... Our actions ... In order to.. Experts in light-powered solutions to infection transmission prevention. Because everyone deserves clean air. Protects people against infection through continuous, fast in- room UV-C air purification. Value Proposition Vidashield’s Value Proposition is clear and compelling.
  • 11. ©2019 Brand Amplitude All Rights Reserved Internal Values • Invention inspired by personal MRSA tragedy • Status quo is not good enough, we can do better Capabilities • Continuous, fast removal of pathogens from the air • Patented technology • Creative problem solving Personality • Passionate about public health and safety • Practical • Data-led Noble Purpose • Everyone deserves clean air Shared Values • Helping people stay healthy Self-Reflection • Healthy and free of infection • Peace of mind in high risk settings Case Study: Vidashield™ UV Air Purification Vidashield’s Brand Vision highlights its expertise and core values. Brand Vision Rallying Cry: Better Air for Better Health
  • 12. ©2019 Brand Amplitude All Rights Reserved For acute care hospitals 200+ beds facing HAI challenges Infection transmission prevention methods, including air disinfection Continuously removes a broader range of pathogens(1) from the air fast and more completely than competing solutions, for continuous protection 24 hours a day/7 days a week Rapid, precise airflow combined with proven UV-C technology provides maximum pathogen killing efficacy Evidence-based pilots in- hospital testing show significant reductions in pathogens in the air and on surfaces Case Study: Vidashield™ UV Air Purification TARGET . KEY BENEFIT REASONS TO BELIEVEFRAME OF REFERENCE Brand Positioning Introducing Vidashield, the only continuous, fast UV-C air purification solution. Vidashield’s Brand Positioning specifies the target customer and why they should choose Vidashield over other options.
  • 13. ©2019 Brand Amplitude All Rights Reserved Case Study: Vidashield™ UV Air Purification The Value Proposition, Vision and Positioning together provide a clear platform for communication. http://www.vidashield.com/
  • 14. ©2019 Brand Amplitude All Rights Reserved Case Study: Vidashield™ UV Air Purification Vidashield emphasizes peer reviews and case histories to provide credible evidence of effectiveness to health care decision-makers. http://www.vidashield.com/
  • 15. ©2019 Brand Amplitude All Rights Reserved 15 • What is It? Brand Identity is a platform for making strategic decisions about a brand across the marketing mix. It ensures the brand will develop stronger equity over time. • What are the key elements? A complete Brand Identity has three components, Value Proposition, Brand Vision, and Brand Positioning. • Why does it matter? Brand Identity allows the organization to make brand-right decisions. It ensures that the brand is developed in a systematic way that meets the requirements of the business, the needs of the customer and the demands of the competitive environment. • When is the right time to develop a Brand Identity? Brand Positionings should be revisited frequently to adapt to changing business conditions and ensure that the brand structure supports the business strategy. Other elements are more enduring and should be changed only when there is a strategic shift in the business. Key Takeaways When the brand vision clicks – is spot on – it will reflect and support the business strategy, differentiate from competitors, resonate with customers, generate and inspire the employees and partners, and precipitate a gush of ideas for marketing programs. - David Aaker
  • 16. ©2019 Brand Amplitude All Rights Reserved Contact us to learn more about Brand Identity and our other brand development offerings. Carol Phillips Partner carol@brandamplitude.com Contact Us Brand Audits • Strategic assessment • Competitive reviews Qualitative Research • Individual interviews • Focus groups • Pop-up communities / Bulletin boards Quantitative Research • Customer tracking research • Product concept tests • Package tests • Positioning development and validation Brand Architecture • Brand portfolio structure • Rebranding • Naming Judy Hopelain Partner judy@brandamplitude.com Martin Predd Research Director marty@brandamplitude.com