Authentic Branding: What, Why, and How - etouches · Authentic Branding: What, Why, and How . ... Brand team Brand audit Research Analysis Preliminary strategy

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Authentic Branding: What, Why, and How

www.kitebrandstudio.com



Understand relationships, understand brand

We relate to organizations just like we relate to people.

Think of someone you know and your relationship with them:   When you first think of her/him, what comes to mind?   What is your level of trust with the person?   How strong is the relationship?   What influences the depth of your relationship to this person?

Strong brands have strong relationships with stakeholders.


Brand is not a logo alone. Brand is not a book of rules that gets put on a shelf.


Brand is everything

Brand is everything that is associated with a company, product, or service – all of the attributes, both tangible and intangible.

It is what you stand for, what you do, what you say, and what you look like.


Organic vs. conscious brands

So every organization has a brand. But do they know what it is? And is it being used, managed and lived?

Brands typically begin organically. Some are then built through understanding, careful execution and great organizational discipline.


Brand is a business tool

Brand-driven organizations do business on purpose, with purpose:   It is the customers you seek, and the ones you don't.   It is how you treat employees, partners, clients and the community.   It is the care that goes into what you do.   It is your overriding principles, and your diligence in adhering to them.


Brand is sacrifice

Being a brand-driven organization takes clarity, focus and sacrifice – what you are going to do and what you are not going to do.

It’s about making an impact at every opportunity – there are no neutrals – every internal action has an external impact.

People either love or hate Southwest; there is no middle ground.

Southwest sticks to its niche and to the customers that care about the same things. It sacrifices relationships with those who don’t.

Seek out only those who care about what you care about.



Brand delivers the results

Affirmation of purpose Organizational alignment Differentiation Increased recognition, stronger recruitment Stronger relationships and higher loyalty Increased effectiveness Better, faster, and more sustainable marketing

Deliver value Create differentiation Get long term results


Great brands lead and people want to connect with them.

We connect to things that give meaning to our decisions, where our values are aligned:   Where I buy   Where I work   Who I hire   Where I volunteer

Great brands make it easy for us to choose them.


A brand-driven organization attracts employees and audiences who care about the same things.

BRAND Donors Employees

Community

Partners


COMMITTED Personal mission is in alignment with the brand

LOYAL Chooses the brand consistently

PREFERS Prefers the brand, but open to alternatives

DISLOYAL Aware of the brand, but looking for alternatives

It’s all about relationships


It’s all about relationships

What would your favorite brand have to do to make you cheat on it?




Authentic branding

Strong brands are discovered and revealed, not manufactured.

A brand must be true:   It is built on strengths and benefits that already exist.   It is built on the strengths and benefits that audiences value.

“Authenticity is the benchmark against which all brands are now judged.” – John Grant, The New Marketing Manifesto


An authentic brand is built from the inside out.

Ensures the brand experience aligns with business goals.

EMOTION

Image & Message Brand Platform Business Plan


Reveal the sweet spot and engage with the truth

BRAND PROMISE

Benefits valued Proven strengths


Authentic brand building process

REVEAL   Brand team   Brand audit   Research   Analysis   Preliminary strategy

development

DEFINE   Brand workshop   Consensus

building   Final brand

elements   Strategy

framework

IMPLEMENT   Naming system   Visual brand   Message

development   Internal

education   External launch

MANAGE   Living the brand   Consistency of

touch points   Infuse into culture

and actions   Partner

management

Ask Act


Brand is not an event

It’s not the launch of a new logo or new Web site. It’s a long-term and focused investment.

A brand must mature, innovate and evolve over time. But its core beliefs and outlook on life should not change.

Events that spark brand audits:   Shift in focus/mission   Growth

  Broadening geographic reach   Change in audience


Key to success

Leadership understanding, commitment and buy-in.

Aligning internal and external values.

Education and understanding throughout the organization.

Living the brand experience and delivering the brand experience.

Ongoing commitment.

Never standing still.

Resisting the millions of daily temptations to “mess” with the brand:   New marketing director   Internal boredom   “Don’t like it”


Making your brand tangible (so you can get it working for you)


BRAND ARCHITECTURE

Organization name Outside view of your organization Product/division names

BRAND PLATFORM

Mission Why you exist

Values Your culture driver

Promise Your unique approach

Personality Driver of look and tone

Positioning Message foundation

VISUAL BRAND Logo Visual beacon

Visual design Look and feel

LIVING THE BRAND Alignment Consistency

Education Training

Brand platform tools


Brand architecture

Defines how the organization, its services and campaigns are presented to the outside world. Provides structure for naming and logo systems. Provides a road map for future offerings. Should not be defined by the internal organization structure.

Umbrella brand: Branded house

Shared brand: Endorsed

Product brand: House of brands


Mission

It is the heart and purpose of the organization.

It is the reason for being.

It is used internally and externally to:   Guide decisions   Communicate what you stand for

It must be memorable and inspirational to act as a strong guide for business decisions and actions.


Values

Values are the guiding principles that drive the culture.

Never change and won’t be compromised.

Define the belief system.

Are not literal messages, rather filters for behavior; decisions and actions.


Brand promise

The unique approach to what you do. The promise you make to customers, and to each other. The every day short-cut to the full brand platform. Driver of actions and messages.

Customer service The third place Dependability


Brand personality

The driver of design (the way you look) and tone of voice (the way you speak):   Differentiates   Captures and conveys the mission with emotion   Increases trust   Reflects the sensibilities of the audience

Brand personality defines the appropriate emotion:   Rock solid?   In your face?

  Hip?   Refined?   Scrappy?


Brand-driven design

The brand won’t work if it’s just a good idea. The design won’t work if it’s just a beautiful idea.

Brand-driven design brings to life true and meaningful experiences:   Captures and conveys the promise and personality with passion   Connects with the imagination

  Spreads the word   Is the emotional glue



Over time visual design can become a powerful short cut to everything the organization or product stands for.


Living the brand

Website / Online Experience

Programs / Services

Marketing / Advertising / PR

Internal Communications

Partner Relationships

HR

Events

Sponsorships

Brand is an accessible and useful tool to ensure consistency in thought, word, and deed.

BRAND


“…brands are a slow and long-term construct and the way you manage them is quite a methodical and gentle thing.”

– Andy Edwards, WCRS


Questions?



Authentic Branding: What, Why, and How - etouches · Authentic Branding: What, Why, and How . ... Brand team Brand audit Research Analysis Preliminary strategy

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