How to create a sub brand by John Kennedy
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The presentation outlines the steps you need to go through to help you create a sub brand for your products or services.
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How to create a sub brand by John Kennedy
- 1. How do you create a sub-brand?
- 2. How can a parent brand leverage their strong position to launch and package a successful new sub-brand? 2 The Question?
- 3. 3 New Brand development The goal is to evaluate, define and deliver a packaged new sub-brand platform.
- 4. 4 Brand & Positioning Exploring brand Insights to define the brand, and develop a robust brand Strategy to propose what Attributes are needed to build a winning Value proposition.
- 5. 5 Brand Offering Creating a unique “thinking out of the box” brand Identity and Personality. Valuing this through Concept Validation and Market Testing against Commercial and Customer Drivers. Concept Validation
- 6. 6 Delivery A Brand platform, validated, and rolled out in unison with operations, packaged up and ready to sell on. With a Strategic Communications Plan, Internal Engineering, and a Brand Book and a Brand ID kit.
- 7. Main areas of opportunity for a sub-brand… • Additional revenue stream. • Reduced cost of sales through buyers shifting channels. • New customer base. • Shift in brand architecture to multi-brand – spreading the risk with the ups and downs of business. • Package and export the concept to other countries to be launched in. • Leverage the brand heritage of the parent. 7
- 8. What are the potential risks … • Impact on the parent brand if used as an endorser. • Customer confusion. • Limited resources available to execute the sub-brand launch. • Temptation to cluster resources and reduce edginess if you are to distance from the parent brand. • Build up costs too quickly. • Oversell the potential revenue impact internally. • Over complicate the concept definition, so nobody understands how to sell it or what it stands for. 8
- 9. The Approach (example of the science to be applied). 9
- 10. 10 Brand Insights Brand Strategy Brand Attributes Brand SWOT Identify Customers & their Drivers/Needs Secondary Research Brand Map analysis Brand (perception) Gap Commercial Input Distribution (Price & Channel strategy) Brand Values Brand Positioning (USPs) Review parent brand competencies Brand Personality Integrate Product Prototype designs Value Proposition Customer Journey & Process mapping Brand Architecture Brand & Positioning
- 11. Brand Identity Concept Validation Brand Guidelines Taglines, headlines, body copy and call to action Tone of Voice Visualisation + logo Design brief and Documentation Brand Book Features validation Market Testing Parent brand impact Concept valuation & perception Financial review Operations Input Hearing, Believing, a nd Living the Brand Brand Essentials Prepare Standard Operating Procedures Internal Engineering Concept Validation Collate material for Brand ID Kit, Graphic Standards Brand Offering
- 12. 12 Operations Strategic Brand Plan Roll out Plan Financial Modelling Supply Chain development Staff Structure Product Design documentation Recruitment Profiling Business Development tools Brand Touch Points (Pre, during & Post) Brand Metrics Launch Plan (Multi- Channel) Agree Ramp up period Brand Equity plan Packaging up the Brand Platform Brand Story for PR Optional Portal Brand Audit work Delivery
- 13. The Method (some examples to chew over). 13
- 14. Generate Brand Values using the Pyramid exercise Brand emotional benefits? Brand cross over analysis Key words describing the brand? Brand definition? Brand personality? Brand voice & manner? Brand proposition?
- 15. Assess Brand Extensions using the Pyramid exercise What does the parent stand for at home and abroad? Is there a brand systems be adopted? Potential impact on parent visual identity? Perceived fit with parent brand? Imagery & value associations Is parent brand a risk taker? Benchmark analysis
- 16. Assess Brand Distribution strategy using the Pyramid exercise Competitor or benchmark strategy? Company or brand Commercial objectives? Where do customers expect to find the product? Costs per channel? Customer segment by most profitable channel(s)? Ease of influencing a channel? Forward looking factors that affect channel mix?
- 18. 18 Milestones overview with phasing Branding & Positioning Brand Offering Delivery Brand Insights (6x weeks) Brand Strategy (6x weeks) Brand Attributes (6x weeks) Brand Identity (12x weeks) Concept Validation (4x weeks) Brand Guidelines (8x weeks) Strategic Brand Plan (6x weeks) Operations (2x weeks) Roll out Plan (2x weeks) FRAME DISCOVER EXPLORE EVALUATION DEFINE DELIVER
- 19. The End (…or hopefully a new beginning)