Bee4Brands Why Branding_

BEE4BRANDS

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LET’S START BY ASKING SOME TOUGH QUESTIONS

Any meaningful marketing strategy begins with defining your brand and defining your brand means answering some tough questions.

Like:

What's your (brand) story? What's your message? Why should I choose you? What’s in it for me? Why do you (brand) matter? Why should I care?

B4B HELPS ANSWER THOSE TOUGH QUESTIONS

B4B's Brand Genome Process helps answer the kind of questions you need to know before you spend any money on marketing.

It also enables you to define your brand values, your brand drivers and most importantly your Unique Brand Proposition (UBP).

The UBP is not only the foundation of all internal and external brand communications, it's the blueprint for turning all of your marketing activities into effective business growth measure.

WHY BRANDING MAKES PERFECT BUSINESS SENSE

In todays digital world people simply have too many choices and too little time to make decisions. From a consumers point of view most offerings seem similar in quality and features.

As a result, people tend to base their decisions either on PRICE or on PERCEPTION.

PRICE OR PERCEPTION

Take computers – there are literally thousands of computers in the market, so how do a consumers decide which one to buy? Let’s say price is the driving motivation. Fact is even in a particular price category, there are countless brands to choose from.

PERCEPTION

Here’s where the brand perception makes all the difference. A strong brand confirms the customers expectations and his emotional needs. It generates greater loyalty and turns customers into ambassadors.

WHAT IS A BRAND ANYWAY?

A brand is your customer’s perception of what your company is all about. It’s their gut feeling about your business, your products, your services.

Keep in mind –

People are emotional, intuitive beings. They are not just looking to acquire something, they are looking for confirmation of their beliefs or way of life.

PERCEPTION IS REALITY

So a brand is NOT just a logo, an identity or an offer…

When it comes to branding -

it’s not what YOU say you are, it’s what THEY feel you are!

THE BRAND GENOME PROCESS

The BGP is a 3-step result-driven, methodical process that leads to the definition of a Unique Brand Proposition (UBP).

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THE UNIQUE BRAND PROPOSITION

The UBP is the foundation for developing a compelling and differentiating brand communication strategy designed to ensure increasing brand value and sustainable growth.

THE 4 BRAND GENES

1) The Category Gene

- Defines socio-cultural environment, trends, developments and brand drivers.

- Target audience

- Category competition

- Positioning claim comparison

- Category structure and customer needs analysis

THE 4 BRAND GENES

2) The Identity Gene

- competitive range analysis

- brand perceptions, beliefs

- positioning claims evaluation

- brand history

THE 4 BRAND GENES

3) The Performance Gene

- Performance profile analysis

- Performance claims evaluation

- Factual market positioning

- Performance rationale in relation to brand claim

THE 4 BRAND GENES

4) The Emotional Gene

- Vision

- Purpose

- Desirability

- Relevance

STEP 1: BRAND ASSESSMENT

All (brand) stakeholders meet for a round-table session to discuss the perceptions and opinions of the respective participants following a customized questionnaire based on the 4 brand genome categories.

Everyone is asked to respond to each question in writing.

It’s paramount that those in the company that influence and determine the brand’s public perception take part in this meeting. (Having said that, the number of participants should not exceed 10 members.)

The moderator should spend up to 1 hour for each category, which means the entire session should not exceed 4 hours.

STEP 2: EVALUATION

The collective responses are analyzed and evaluated according to the different gene categories to determine the vitality of the brand and to determine the brand features that have the most differentiation potential.

UNIQUE BRAND PROPOSITION

This also creates the strategic foundation for the Brand Pyramid. The pyramid is a unique compression tool, which summarizes the 6 brand factors to determine the UNIQUE BRAND PROPOSITION.

THE BRAND PYRAMID THIS IS WHAT IT LOOKS LIKE

STEP 3: CREATIVE PLATFORM

Based on the Unique Brand Positioning a creative platform is established that serves as the guideline for designing distinctive brand communication tools and selecting the most effective brand media outlets.

SUMMARY

Thank you for giving me the opportunity to share one of my greatest passions: Helping businesses to discover what makes them unique, relevant and desirable.

Hopefully this short presentation has inspired you to consider discovering what makes your company unique and relevant in this noisy and overcrowded market place.

I look forward to to starting our journey with you!

Robert J. Bee

CEO Bee4Brands

239-220-0564

[email protected]