Understanding Brand And Developing A Brand Key

Brand Development Strategy

Understanding
brand & developing
your Brand Key
By Natalie Griffiths Associates
Created using Wordle

© Natalie Griffiths Associates 2010

Brand Development Strategy 1

• Content

– Understanding Brand

– Brand Key Workshop (extract)


Understanding Brand 2

• What is Brand?

– A brand defines the relationship customers have
with us

– A brand is a promise we make to our customers
and to ourselves

– A brand is shaped by each experience customers
have with the firm

– Brand is the mental and emotional file we have
for a product or service or entity.



Dictionary Definition

• Brand: to mark or impress indelibly, as with a
hot iron.

• A brand is a mixture of attributes, tangible and
intangible, symbolized in a trademark, which, if
managed properly, creates value & influence



Industry and Celebrity Interpretation
David Ogilvy Katherine Hepburn
“You now have to decide
what 'image' you want for “My greatest strength
your brand. Image means is common sense. I'm
personality.
really a standard
Products (services), like brand - like Campbell's
people, have personalities, tomato soup or Baker's
and they can make or chocolate.”
break them in the market
place”



Why is it important?
• For the consumer
– Brands have the ability to differentiate in a cluttered
market – making it simpler for consumers to make a
choice

• For your business
– There is plenty of evidence to prove that customers
will pay a substantial price premium for a good
brand and remain loyal



More than just a name
• Whilst it is important to have a strong identity, your
brand should also embody a “promise”

– “… to deliver consistently a
specific set of features,
benefits and services to
buyers.”



4. Trans-
How brands work Formation
The brand
invokes change

3. Added Value
Individual or
laddered“ benefits

2. Security
You get what you expect – the promise

1. Identification
Brand name and logo ensure the product can
be recognized and distinguished from the competition


Brand Development Strategy 8

Brand Key Workshop (extract)


Brand Key Workshop 9

Developing a Brand Key - Introduction
What is a Brand Key?
A Brand Key establishes a framework and most importantly a common
language for your brand. Its probably one of the single most important
exercises you can do when commencing your brand development journey.

Why is it important?
Developing a Brand Key can help shape the strategic direction of your firm by
determining the essence of your Brand. That is, who you are, your values,
personality, your USP, customer Promise etc. This will translate into tone of
voice for example (all of which will be included to your brand guidelines.) When
interrogated correctly a Brand Key will also help to define how your brand adds
value to the business (brand scorecard.)



• Content
– Competitive Environment
– Target Audience
– Key Insights
– Benefits
– Values & Personality
– Reason to Believe (RTB)
– Discriminator
– Essence (and promise)

Exercise to follow; go through each stage until the
key is complete (1st draft)


Brand Key Template
6.
nd Re
e s a lity Be aso
lu ona lie n t
Va rs ve o
5. Pe

8. Essence
4. B er tor
en m
efi
ts n su ina
Co scrim
7. D i

3. Insight

1. Competitive Environment 2. Target Audience


Natalie Griffiths Associates
Providing expert marketing support to help drive your business forward

• Overview
– Natalie Griffiths Associates is a London based marketing consultancy resource
offering flexible executive level support for small to large sized organisations.

– During a time of economic uncertainty, increasing your permanent work force can
be hard to justify. The aim with Natalie Griffiths Associates is to ensure you get
the right help on an interim basis.

– Whether it’s developing strategic marketing plans for 2011, determining brand
direction or integrating social media into the communication mix, Natalie Griffiths
Associates brings both a track record and corporate level experience to help drive
your business forward.

• Common Issues & Challenges
– Rapid change to your organisation has led to a senior level skills shortage
– Your product launch will miss its deadline without leadership support
– Fresh impetus is required to get things moving on a complex project
– It's time consuming to find executive level resources with a track record


Natalie Griffiths Associates

• For more information contact Natalie on:

• Mobile: 07904972864
• Landline: 02070891439
– Or Skype for free
• Email: info@nataliegriffithsassociates.co.uk


Understanding Brand And Developing A Brand Key

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