Unspun go build a brand

Let your Brand Build your Business

Your Guide to Branding

Posit      

 Iden%fying  and  establishing  points  of  parity  and  points  of  difference  to  establish  the  right  brand  

iden%ty  and  brand  image.  

Get the thoughts aligned

 Unique,  meaningful  points  of  difference  provide  a  

compe%%ve  advantage  and  “reason  why”  consumers  should  buy  the  brand.  

 “no  reason  why  not”  

Basic Concepts

•  Brand  Posi,oning:  is  at  the  heart  of  marke,ng  strategy.  It  is  the  ‘act  of  designing  the  company’s  offer  and  image  so  that  it  occupies  a  dis,nct  and  valued  place  in  the  target  customer’s  minds.  

 •   Posi%on  =  Loca%on  (finding  proper  loca%on  of  the  product  in  the  consumer’s  minds)  

Get to the heart of your Brand!

         How  is  it  diferent?    

Why  should  consumers  buy                              and  use  it?    

Differentiate

1.  Who  the  target  consumer  is?    2.  Who  the  main  compe%tors  are?    3.  How  the  brand  is  similar  to  these  compe,tors?    4.  How  the  brand  is  different  from  them?  

So Marketers need to know…

•  Market:  is  the  set  of  all  actual  and  poten,al  buyers  who  have  sufficient  interest  in,  income  for,  and  access  to  a  product.  

 •  Market  Segmenta,on:  divided  the  market  into  dis,nct  groups  of  homogeneous  consumers  who  have  similar  needs  and  consumer  behavior.  

Who are you targeting?

•  Descrip%ve  or  customer-­‐oriented:  what  kind  of  person  or  organiza,on  the  customer  is  

 •  Behavioral  or  product-­‐oriented:  how  the  customer  thinks  of  or  uses  the  brand  or  product  

Segmentation Bases

Who?  Consumers  VS  Business  Buyers  

Descriptive or customer-oriented

Consumer Segmentation Bases

Behavioral  User  status  Usage  rate  Usage  loca,on  Brand  loyalty  Benefit  sought  

Demographic  Income  Age  Sex  Race  Family  

•  Psychographic  –  Value,  opinions,  and  

aTtudes  –  Ac,vi,es  and  

lifestyle  

•  Geographic  •  Interna,onal  •  regional  

Business-to-business Segmentation Bases

Nature  of  good  Kind  Where  used  Type  of  buy  

Buying  condi,on  

Purchase  loca,on  Who  buys  Type  of  buy  

•  Demographic  –  SIC  code  –  Number  of  

employees  –  Number  of  

produc,on  workers  –  Annual  sales  

volume  –  Number  of  

establishments  

How?  **Depend  on  each  product  category**  

Behavioral or product-oriented

Ex:  Toothpaste  

1.  The  sensory  segment:  seeking  flavor  and  product  appearance  

2.  The  sociable:  seeking  brightness  of  teeth  3.  The  worriers:  seeking  decay  preven,on  4.  The  independent  segment:  seeking  low  price  

Few Examples

Who the main competitors are?

Soft Drinks perpetual map

How the brand is similar to these competitors? How the brand is different from them?

•  Points  of  parity:  associa,ons  that  are  not  unique  to  the  brand  but  may  be  shared  with  other  brands.  

•  Points  of  difference:  a\ributes  or  benefits  that  consumers  strongly  associate  with  a  brand  and  they  believe  that  they  could  not  find  from  a  compe,,ve  brand  

•  Designing  and  communica,ng  the  compe,,ve  frame  of  reference  – To  determine  category  membership  – Which  products  does  the  brand  complete?  – Different  categories  will  lead  to  different  points  of  parity  and  points  of  difference  

– Ex:  PDA  –  smart  phone,  laptop,  palm  – Ex:  Coca  cola  –  so_  drink,  carbonated  drink,  general  beverage  

– Ex:  Kellogg’s  Corn  Flakes  –  cereal,  snack,  morning  meal    

Positioning Guidelines

•  Choosing  points  of  difference  

–  Desirability  criteria  •  Relevance  •  Dis,nc,veness  •  Believability  

–  Deliverability  criteria  •  Feasibility  •  Communicability  •  Sustainability  

•  Establishing  Points  of  Parity  and  Points  of  Difference    

–  Separate  the  a\ributes  –  Leverage  equity  of  another  en,ty  –  Redefine  the  rela,onship  

Positioning Guidelines

•  Upda,ng  posi,oning  over  ,me  – Laddering:  how  to  deepen  the  meaning  of  the  brand  to  tap  into  core  brand  associa,ons  or  more  abstract  considera,ons  

– Reac,ng:  how  to  respond  to  compe,,ve  challenges  that  threaten  an  exis,ng  posi,oning  

•  Do  nothing  •  Go  on  the  defensive  •  Go  on  the  offensive  

Move with time

•  Pick  2  big  brands  in  the  same  category  •  Evaluate  the  posi,oning  of  each  brand.    

– Who  are  the  target  markets?    • Who  and  how?  

– What  are  their  main  points  of  parity  and  points  of  difference?    

•  Both  performance  and  imagery  

– Have  they  defined  their  posi,oning  correctly?  – How  might  it  be  improved?  

Do it …to know it!

Core  Brand  Associa,ons:  are  those  abstract  associa,ons  that  characterize  the  5  to  10  most  important  aspects  or  dimensions  of  a  brand.  

 They  can  serve  as  the  basis  of  brand  posi,oning  in  

terms  of  how  they  create  points  of  parity  and  points  of  difference.  

Defining and Establishing , Brand Mantras

•  Create  mental  map:  all  salient  brand  associa,ons  and  responses  for  a  par,cular  target  market.  

•  Group  brand  associa,ons  into  related  categories  with  descrip,ve  labels  

Create a mental map

MTV  

popular

leader For me

Real and genuine

trendsetter

original

changing

informative

lifestyle

interactive Irreverent and rebellious

young

Fun and entertaining

Hip and cool connected

Live and immediate

music

mainstream trusting

Sample  of  a  mental  map  

Points that impact

•  Music  –  What’s  hot  and  what’s  new  

•  Credibility  –  Expert,  trus,ng,  reality  

•  Personality  –  Irrelevant,  hip,  cool  

•  Accessibility  –  Relevant,  for  everyone  

•  Interac,vity  –  Connected  and  par,cipatory  

•  Community  –  Share  experience  

•  Spontaneity  –  Up  to  the  minute,  immediate  

•  Originality  –  Genuine,  crea,ve  

•  Fluidity  –  Always  changing  and  evolving  

Heart  &  Soul  Core  brand  promise  

Similar  to  brand  essence  3  –  5  words  that  captures  spirit  of  the  brand  

Ex:  McDonald’s  brand  philosophy:  “Food,  Folks  and  Fun”  

Brand Mantras

•  What  the  brand  is  and  what  is  not!!!  –  Brand  func,on:  nature  of  product,  benefits  the  brand  provides    ex:  Nike  –  performance    ex:  Disney  -­‐-­‐  entertainment  

–  Descrip,ve  modifier:  further  clarifies  its  nature    ex:  Nike  –  athle,c  (not  just  typical  performance)    ex:  Disney  -­‐-­‐  family  

–  Emo,onal  modifier:  provide  another  qualifier,  how  exactly  does  the  brand  provide  benefits  and  in  what  ways?      ex:  Nike  –  Authen,c    ex:  Disney  -­‐-­‐  fun  

Designing Brand Mantras

•  Communicate:  a  good  brand  mantra  should  both  define  the  category  of  business  to  set  the  brand  boundaries  and  clarify  what  is  unique  about  the  brand  

•  Simplify:  an  effec,ve  bran  mantra  should  be  memorable,  short,  vivid  

•  Inspire:  the  brand  mantra  should  also  stake  out  ground  that  is  personally  meaningful  and  relevant  to  as  many  employees  and  possible  

Articulate your brand

Want  to  learn  more  write  to  us  at  info@unspunmarke%ng.com