What makes a great brand · purpose The purpose unites the needs or objectives of both the brand & the customer Behind many of the great brands there is a [a strong sense of why it

WHAT makes A great BRAND?

purpose

The purpose unites the needs or objectivesof both the brand & the customer

Behind many of the great brands there is a

[a strong sense of why it exists and what its role is in the world]

Chipotle founder Steve Ells’ epiphany happened when he discovered how pigs where raised in the US. What began as a personal mission become a

compelling brand purpose around

‘cultivating a better world’

THAT PURPOSE ISN’T JUST AN IDEA IT’S AN IDEAL

“we're here to make it easy for people to do themselves

some good”

research on the world’s 50 fastest growing brands found a cause-and-effect relationship between a brands ability to serve a higher purpose and its financial performance.*

IDEALS: Elicit Joy - Enable ConnectionInspireS Exploration - Impact SocietyEvoke Pride INTERNALLY & WITH customers

*Millward Brown and Jim Stengel

IDEALS ARE THE ULTIMATE GROWTH DRIVER

a unique and strong culture

you may never see it but you can feel it in the products and services

beyond profit

We look for Brandsto demonstrate they see more than just profits

"If you want us to only make things that have a clear ROI, then you should get out of our stock,"

big personalityWE SEE THE WORLD IN TERMS OF PERSONALITIESeven products and SERVICESTHE BEST BRANDS HAVE STRONG PERSONALITIESWE CHOOSE THEM FOR EMOTIONAL REASONSWE CONNECT with THEM

be it a celebrity endorsement or a charismatic founder

differentiationis key

with so much competition

brand storyConsumers don’t view your Brand as, advertising, digital, products ETCEVERYTHING A COMPANY DOES IS PART OF its BRAND STORYTHE MORE PERSONALITY and CHARACTER, THE BETTERPRODUCTS = HEROES, competitors =VILLAINS, CUSTOMERS=LOVERS

write a best seller

the villain the hero the lover the location

great brands aren’t just great storytellers

great brands are story-doers

authentic

Great Branding Is Not AdvertisingIt’s just the opposite

It’s more than skin deepIt’s the culture inside an organisation,

not merely the positioning of its offer to the market

Great brands are proud to say what they

stand against

"Wikimedia Foundation files suit against NSA to challenge upstream mass

surveillance"

great Brands don't build loyalty through marketing

they build communities

“We believe it’s critical for our users to know about when and how governments ask us for their information. That’s why, since 2012, we’ve published information about the government requests we receive for user information and how we respond to them.”

transparent

if you love your brand set it free

open to inputopen to remixingopen to customisingopen to extendingopen for conversationopen to change

Prod

ucts Se

rvice

s

Guidelines

InsightsSkills

Inside Stories

Trade Secre

ts

Market Places

MoneyEffort

New Commitmen

t

New networks

New Strategies New production

Ideas

New...

GIVE GET

believe in exchange

Clarity Simplicity Consistency

With so much “noise in the space” This is how to get noticed and be remembered

How to stand outDon’t be tempted to constantly chop & change messages

BRAND with a purpose

melbournebranding.com

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