what does your brand stand for? - vietnambusiness.tv environment ... vinacapital, viet capital,...

What does your brand stand for?

I’m going to share a 3-step process….

This slideshow is from a presentation at the M2 Marketing & Media eventsin Ho Chi Minh City, Vietnam organized by ITV-Asia.com and VietnamBusiness.TV

To see videos from the events, interviews with speakers andto get information on upcoming M2 - Marketing & Media Network events

Please visit VietnamBusiness.TV

We are a multi-national branding consultancy & marketing agency teaminspired by the colour of prosperity, passion and love

Since 2004 we create & shapeunique brand personalities to connect with customersin the digital age

Connect with us at red.vn/team…

Ha TranChief Accountant

Dung HuynhBrand Strategy

Consultant

Uyen NguyenClient Representative

Director

Chris ElkinManaging Director

Marc GoughChairman

Lennart SchabergCreative Director

Tra NguyenSenior Designer Dammy Abdulkadri

Digital Art Director

Proposal Name & Date

How to create a distinctive Brand Personality

to build long-term emotional connection with

customers?

How to consistently communicate your Brand

Personality to break through the clutter and

connect with your customer in the digital age?

Let’s get started…

Consumers are rapidly evolving

their approach to choosing brands

& purchase-behavior decisions

We live in a brand-conscious & ‘digital age’ –

that’s influencing every step in the

consumer’s path-to-purchase

Our customer’s path to purchase… (it used to be so simple)

Shopper Mass media In store purchase

Our customer’s path to purchase… (the ‘digital age’ now interrupts everything…)

Shopper Mass media In store purchase

Brand site

Search site

Social networks

YOUTUBE

In-store sales people

In-store media

Blogs

Online purchase

Mobile

Family + Friends

Your competition is growing… your bosses got more demanding

copy your products

imitate your sales promotions

cut prices

target the same customers…

Competitors can…

- Copy your products

- Imitate your sales promotions

- Cut prices

- Target the same customers…

But there is an extra way to…

Compete more strategically…

Brand asset

GROWTH…

Brand choice Price premium

Greater ROI

Your bonus! :-)

A brand lives in the

hearts and minds of

consumers and is the

sum total of what they

experience & feel

about a product &

service

What is a brand?

Proposal

We believe people choose brands on their perception of it's reputation and it's unique ability:

To understand and satisfytheir desires on a functional &emotional level

To express their personality

Brands with

strong personalities

+ emotional connection

= succeed

Brand Personalities

that have a clear

understanding of

what they stand for, with

focus & consistency - succeed

So, how can you

create and shape your own

Brand Personality?

A 3-step process…

Step One

Our proprietary 3-Step brand building approach

Understand your

Brandscape Insights

We observe, meet, question &

listen to your target customers,

competitors and market place to

gain insights into your brands

drivers and barriers.

Develop your

Brand Personality

We analyse and define why your

Brand exists, what your brand will

stand for and how it will build an

emotional connection with

your target.

Create your

Brand Expression

We define how your brand

personality will be expressed,

consistently to appeal to your

target at ‘touch points’ that

Matter most to them.

Target Audience segmentation

?

??

?

?

?

?

Consumer-first: Demographic Geographic Psychographic Life-Stage Path-to-purchase

Target Audience segmentation – trade or end consumer

aged

30-36

Female-primary target- with 1-2

Children

Married

Director

Universitygraduate

A-A+Vy Nguyen Living & working in HCMC

“ I am always striving to improve myself and my family’s lifestyle.

I am looking for…”

Competitor trends

How will your brand stand out from the competition?

View our full services at: red.tm/services

Team work-shoping - collate, document and analyze everything your team have learned…

Collate document & analyze

Proposal Name & Date

Step Two

Our proprietary 3-Step brand building approach

Understand your

Brandscape Insights

We observe, meet, question &

listen to your target customers,

competitors and market place to

gain insights into your brands

drivers and barriers.

Develop your

Brand Personality

We analyse and define why your

Brand exists, what your brand will

stand for and how it will build an

emotional connection with

your target.

Create your

Brand Expression

We define how your brand

personality will be expressed,

consistently to appeal to your

target at ‘touch points’ that

Matter most to them.

If your audience can’t identify what your brand stands for, they won’t consider it.

“You can’t sell a secret.”

View our full services at: red.tm/services

All strong brands need to create a Brand Personality Framework

to allow your team to align and designaround a shared “Brand Proposition”

The Brand Personality Framework is the written foundation of your future brand

React – Creating a Brand Personality Framework

7. Core Reasons to Believe

Why should your customers believe what you

say?

5. Core Brand ValuesWhat does your brand value

the most? 9. Your Brand Proposition

6. Core Brand

Personality

What personality

characteristics does your

unique brand have?

8. Your Brand Discriminators

How is your brand distinctive from its

competitors?

1. Competitive Environment

How does your brand/ services fit

in the market – what are the

drivers and barriers to your brand

success?

2. Target Customer

Segments

Who is going to buy or influence

the choice of your brand?

3. Target Customer Insights

What’s the most valuable insight(s) we

know about the target customers

behavior?

4. Core Brand Benefits

How will your brand/ services benefit

target customers, partners and

shareholders?

React – Creating a Brand Personality Framework – 9 key questions

Proposal Name & Date

Step Three

Our proprietary 3-Step brand building approach

Understand your

Brandscape Insights

We observe, meet, question &

listen to your target customers,

competitors and market place to

gain insights into your brands

drivers and barriers.

Develop your

Brand Personality

We analyse and define why your

Brand exists, what your brand will

stand for and how it will build an

emotional connection with

your target.

Create your

Brand Expression

We define how your brand

personality will be expressed,

consistently to appeal to your

target at ‘touch points’ that

Matter most to them.

Remember your audience are hardwiredonly to notice what is different

What grabs yourcustomers attention?

The Top 4 brand attention grabbers…

1. Colour

2. Pack shape/ graphic shapes

3. Imagery/ symbols

4. Wording/ typography/ numbers

View our full services at: red.tm/services

Logo Treatments

This may include stacked, horizontal, small and large versions. It may also cover

different colour amounts.

Do’s and Dont’s

Treatments such as logo rotation, embossing, colour variation and glow effects

are example of what you may want to avoid.

The Brand Colours

Supply PANTONE, CMYK, RGB and Hexadecimal values of the intended house

colours. Consider what their associative colours are too.

House Typefaces

You may give examples of header fonts, secondary fonts and body fonts along

with possible leading and tracking properties.

The Brand Imagery

Giving examples of styles of imagery is crucial to maintaining brand

consistency too. Remember to allow flexibility for brand evolution.

Create your Brand Identity Guidelines

View our full services at: red.tm/services

Connecting with your customerswhere they really are every day…

Large shift to digital media across Vietnam

Increasingly connected on the go

Smartphone ownership in Urban

has gone from 30% in 2012 to 55% in 2014

Time spent online…

VIETNAMESE SPEND

15,5HOURS

A WEEK TO ONLINE MEDIA

40-49 yrs50 & above

Spend MORE TIME online each week

16- 20 yrs&

21-29 yrs

Spend LESS TIME online each week

2 IN 3 Online Vietnamese

79% WATCH

BROADCAST TV

WATCH ONLINE VIDEO

Peer recommendations carry

10 times more weight than

recommendations from

salespeople…. social media

could be 22% of marketing

budgets by 2019 – U.K.”

Source: McKinsey

“

ProposalProposal

CRM

content

Brand site

event

mobilecontentsocial

Licensed brand

paid searchOOH

radio

print

tv sponsorship

UGC

PR

blogsreviewsocial

news

mobile

content

ownedbrand

earnedconsumer

paidmedia owners

camera

Proposal

Media touch points

Read case studies at red.tm/work

Some case studies…

Credentials

Read case studies at red.tm/work

Big CBrand re-positioning

“Bigger than simply the best price”

Credentials

before

before

before

before

afterbefore

after

Read case studies at red.tm/work

Fristi

“Re-gaining Fristi’s super-power

Read case studies at red.tm/work

Marine Boy

“Bringing Marine Boy to life –on-pack & on-line”

So, in summary…

Understand your

Brandscape Insights

We observe, meet, question &

listen to your target customers,

competitors and market place to

gain insights into your brands

drivers and barriers.

Develop your

Brand Personality

We analyse and define why your

brand exists, what your brand will

stand for and how it will build an

emotional connection, trust and

choice with your target.

Create your

Brand Expression

We define how your brand

personality will be expressed,

consistently to appeal to your

target at ‘touch points’ that

matter most to them.

Our proprietary 3-Step brand building approach

Credentials

View our full services at: red.tm/services

Give your brand impact™

From first impression to action…

Checklist…

- Know WHAT your brand stands for first

(Create your Brand Framework)

- Have a clear FOCUS

- CONSISTENTLY

- CONNECT within customers at touch-

points where your target audience

really EXPERIENCE, discover and SHARE

your brand to drive sales

Thank you,we’d love to help you add impact™ to your brand

www.red.vn

chris@red.vn

Please visit: red.tm

Chris Elkin Managing Director

A UK Chartered Marketer and based in S.E. Asia for 14 years, Chris has helped to build many famous brands throughout the U.K., S.E. Asia and Vietnam.

Based initially in London, New York and then Singapore, Chris has held a number of big agency regional Asia-Pacific roles, with in-market experience ranging from Japan and Hong Kong to Singapore, Malaysia, Indonesia and Vietnam with brands including Tiger Beer, Levi Strauss, Citibank, Credit Suisse, Malaysia Airlines, Volkswagen and L’Oreal.

Chris came to Vietnam in 2005 managing the largest FMCG account in Vietnam. As partner and Managing Director of red, his active clients include a broad range of brands in the FMCG, Retail, Education, Personal Care, Healthcare, Real Estate and Financial Services categories, including partnerships with Unilever, VinaCapital, Viet Capital, VinaMilk, Friesland Campina, Diageo, Phu My Hung, LG Cosmetics, Kimberly-Clarke, Dulux, Big C, Commonwealth Bank, Liberty Insurance, Apollo English and Budweiser.

Connect with us at: red.tm/team

This slideshow is from a presentation at the M2 Marketing & Media eventsin Ho Chi Minh City, Vietnam organized by ITV-Asia.com and VietnamBusiness.TV

To see videos from the events, interviews with speakers andto get information on upcoming M2 - Marketing & Media Network events

Please visit VietnamBusiness.TV