I always found it challenging to properly define brands on paper. Words never seem to justify the complexity of a great brand. So what should a brand document contain, how do we define and express brands? This is very much a work in progress, and there should definitely be room for visual references, but here are a couple of slides I've come up with. The first is around positioning. If we start with a more ambitious position in culture, this will form a great foundation to also create a role or position in people's lives. This then leads to favourable perceptions of key drivers of the brand in a way messaging cannot create, and thus a position in the category as well. If we start at the top we usually end up with wishful thinking and positioning that exist only in the minds of marketers and not in those of people in the real world. The second is about implementing the strategy so that the organisation and brand comes together and forms one entity. First we analyse the current practice on each and every touch point. Then, using the new strategy and positioning(s) as a guide, we outline the specific actions that are to be taken across each touchpoint to make sure it reflects the new strategy and conveys the brand in a clear and distinct way. This has a few advantages: Makes sure the strategy leads to actual change that can realistically be put into practice, that these actions are part of an evolution rather than evolution, and Is complex enough to involve every aspect of the organisation in the brand – meaning the two become one.

1. Brand Positioning
CATEGORY
(Perceptions)
What is the brand’s position in the category?
PEOPLE
(Symbolism)
Culture is the starting point for strong brands. By
being famous and acquiring a distinct position in culture,
the brand will take on a meaningful role in people’s lives.
The result of this is positive perceptions according to key
drivers such as quality, value and performance.
What is the brand’s role in people’s lives?
CULTURAL
(Ideology)
How will the brand change and interact with culture and leverage cultural tensions?
...according to
category key
drivers
...addressing
identity, status
and belonging
...taking a clear
position on a
relevant topic
Start here!
(This is the
important
bit!)
(Functional benefits)
(Emotional benefits)
(Shared Values)

2. Product
Service
Price
Distribution
Promotion
People (ext)
Culture (int)
Digital
Presentation
Processes
ANALYSIS
(Where are we now?)
STATEMENT OF INTENT
(Where do we want to be?)
THE
BRAND
THE IS THE
ORGANISATION
IS THE
Implementation
By conducting a pre-strategy analysis of every touch-point,
you ensure the strategy is a credible and
realistic evolution instead of unactionable empty
rhetoric. By outlining specific steps for how the brand
strategy is to be implemented across the same
touchpoints, you ensure consistency and coherency.
Category
People
Culture
BEFORE AFTER