The document discusses developing a brand by defining what a brand is, understanding your own brand's positioning, and determining what type of business you have. A brand is a name, symbol or design that identifies a seller's goods/services and differentiates them from competitors. It involves functional, psychological and evaluative attributes. Brand positioning involves listing all products/services, determining where the greatest value is added, and defining what business is being conducted. There are three main types of businesses - leading edge focused on new products, customer intimacy focused on customized solutions, and operational competence focused on low costs.

1. Developing Your Brand
Agenda
1. Introduction
2. What is a brand?
3. Brand Positioning
4. What kind of business are you?
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2. Developing Your Brand
What is a Brand?
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3. Definitions of a Brand
• ‘A name, term, sign, symbol or design, or a
combination of these that identifies the goods
or services of one seller or group of sellers and
differentiates them from the competition.’
Kotler et al. (1999)
• ‘A seller’s promise to deliver a specific set of
features benefits and services consistent to the
buyers…’
Kotler (2001)
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4. Defining a Brand
• ‘The intangible sum of a product's attributes:
its name, packaging, and price, its history, its
reputation, and the way it's advertised.’
David Ogilvy
• ‘A name, term, design, symbol, or any other
feature that identifies one seller’s good or
service as distinct from those of other sellers
American Marketing Association
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5. A Brand is…
• A promise
• A set of beliefs, values and perceptions that exist
in the mind of your stakeholders about your
organisation.
• A combination of its logo and corporate identity
• A bundle of attributes.
• A financial asset
• A storehouse of trust and reputation.
• About personal experience.
Source: CIM
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6. Every company has a brand either
explicit or implicit which is created by
everything the company and its
employees do.
The question is do you really know and
understand it?
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7. Understanding your brand
• What the brand is/does/ offers customers
(Functional)
• The core values of the brand which make it
important to customers (Evaluative)
• The effect that using the brand has on
customers (Psychological)
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8. Brand Positioning Process
1. Construct a comprehensive list of all the
products/services/activities that your company
provides to clients
2. Thinking about this list, consider where your
company adds the greatest value, that is has the
greatest competitive advantage.
3. From these first two steps define what business
you are in. This is not what you do but is crucial
as it defines the biggest space in which you can
operate successfully.
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9. Brand Positioning Matrix
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Functional Purpose
What the brand is/does/
offers customers
FF
Customers’ view of
brand attributes
What research reveals
that customers say about
the brand EF
Psychological Role
The psychological
(mental ) role which the
brand plays in peoples
lives PF
Brand Personality
The ‘human’ character
& personality of the
brand
PE
Pivotal Core Values
The core values of the
brand which make it
important to customers
EE
Effect on Users
What the brand is like to
use
FE
Psychological Needs
The psychological needs
that the brand delivers
for customers
PP
Media Trigger
The persuasion strategy
to trigger the desired
customer response
EP
Functional Purpose
The functional role
which the brand plays in
customers’ lives
FP

10. Brand Positioning Matrix Example
Functional Purpose FF
What the brand is/does/ offers customers
 Creative yet practical solutions to out of the ordinary
print jobs across a wide range of media
 Informed decision making
 Flexibility
 Leading edge technology, equipment and software
 Industry experienced, knowledgeable and skilled team
 Complete quality, fit for purpose products, not just the
print element
 Proven processes delivering fast turnaround, on-time
and on budget
 Friendly and helpful approach
 Value for money
Customers’ view of brand attributes (EF)
What research reveals that customers say about the brand
 Leading edge
 Creative yet practical
 Enlightening
 Inspiring
 Filling a gap in (technical capabilities)
 Flexible
 Reliable/dependable
 Approachable/Friendly and Helpful
 Value for money
Brand’s Mental Role (PF)
The psychological (mental) role which the brand plays in
people’s lives
 Creative insights to provide out of the ordinary
solutions
 Inspiration
 Trustworthy information provision
 Skilled and experienced guidance
 Confidence giver through friendly and helpful
environment
 Technical capability, knowledge and equipment gap
filler
 Stress free decision making environment
Effect on Users FE
What the brand is like to use
 Enlightening
 Surprising
 Thought provoking
 Gap filling
 Inspiring
 Comprehensive
 Reassuring
 Enjoyable
 Reliable
 Affordable
Pivotal Core Values (EE)
The core values of the brand which make it important to
customers
 Practical creativity
 Knowledge of their craft
 Proven Skills and Experience
 Flexibility
 Responsiveness
 Dependability
 Approachable, Helpful/Friendly
 Value for money
Brand Personality (PE)
The ‘human’ character & personality of the brand
 Creative
 Knowledgeable/Skilled/Experienced
 Pragmatic
 Flexible
 Responsive
 Approachable/Enthusiastic
 Trustworthy
 Friendly/Helpful
Functional Purpose FP
The functional role the brand plays in customers lives
 Delivers creative yet practical solutions to out of the
ordinary print needs across a wide of media
 Informed decision making provide by industry expert
knowledgeable, helpful and friendly staff
 Access to leading edge production facilities
 Flexibility to fulfil your precise requirements
 Quality products that provide real added value to both
primary suppliers and end users at an economic cost
 Provides complete solutions not just the print element
 Fills the technical capabilities gap
 Certainty that job will be delivered on-time and on
budget
Media Trigger (EP)
The persuasion strategy to trigger the desired customer
response
 Creative yet practical solutions to out of the ordinary
print jobs.
 Gives you the information to enable good decisions
 Good to do business with
 Ongoing investment in leading edge skills and tools
 Industry knowledge
 Proven track record
 Affordable
Psychological Needs (PP)
The psychological needs that the brand delivers for
customers
 Pleasure from inspirational thinking
 Pain removal through problem solving
 Stress reduction through informed decision making
 Assurance from the leading edge kit and the
knowledgeable skilled and experienced staff
 Satisfaction through expectations delivered or
exceeded
 Contentment from the approachable, enthusiastic and
trustworthy environment
PH 20-11-15
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11. What’s in it for me!
• A fully developed blueprint for your Brand that can be
applied across your product range and not just one product
• Enables the knowledge and adoption of your core ethos
and values by all your staff and other stakeholders
• The basis for developing the strongest sustainable
customer proposition and sales platform to maximise your
margins
• The criteria for whether a new product or service idea is a
good fit for the Company
• All the information that a design agency will require to
develop the brand creatively (Logos, letterheads and
marketing collateral)
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12. Why Bother
• Increased customer satisfaction
• Stronger sustainable competitive position
• Improved margins
• Better staff engagement and performance
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13. What kind of business are you?
There are three core types of business
• Leading edge
• Operational effectiveness
• Customer Intimacy
Understanding which you are is important when
considering how to develop the business
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14. Leading Edge
• Leading Edge “Best Product”– continually pushes its
products into the realm of the unknown, untried or the
highly desirable. Products and services that expand
performance boundaries (Apple)
• A focus on core processes of invention, product
development and market exploitation
• A business structure that is loosely knit, ad hoc and ever
changing to adjust to the entrepreneurial initiatives and
redirections necessary for working in unexplored territory
• Management systems that are results driven, that
measures and reward new product success and don’t
punish the experimentation needed to get there. Failure
provides much more learning than success
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15. Customer Intimacy
• Customer Intimacy “Best Total Solution” – build bonds with
customers. Deliver not what the general market wants but
what the individual company wants.
• Obsession with core processes of solution development,
results management and relationship management
• Structure that delegates decision making to employees
close to customers
• Management systems geared to creating results for
carefully selected and nurtured clients
• A culture that embraces specific rather than general
solutions and thrives on deep and lasting client
relationships
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16. Operational Competence
• Operational Competence “Best total cost”– a combination
of quality, price and ease of purchase that no one else in
the market can match (Dell Computers)
• Process for end-to-end product supply and basic services
that are optimised and streamlined to minimise cost and
hassle
• Standardised operation centrally planned – few decisions
left to staff
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17. Peter Henry
Focus on Growth Ltd
www.focusongrowth.co.uk
peter.henry@focusongrowth.co.uk
Tel: 01494 726467
Mob: 07747 024577
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