1. Searching for your Brand EssenceYOUR COMPANY?

2. Vision Mission Brand Identity Generic Strategy Brand Positioning & Proposition YOUR COMPANY! 3. 0. Content1. Vision 2. Mission 3. Strategy 4. Identity 5. Positioning 6. Proposition 7. Conclusion 4. 1. Vision (phase 1) What will happen in the future that our company can play a role in, based on what ourcompany has been doing on a higher / moreabstract level* and in line with our future goals* This will be explained in an example by 5. 2. Mission How can our company benefit from this future development in this particular market based upon the competence and capabilities we have build up in the past? 6. 2. Mission Operational Goals per Department: 1 2 3 7. 2. Mission Tasks, responsibilities and empowermentPurchase FinanceProduction Management & Staff (HR) SalesMarketing Logistics 8. 3. Strategy to achieve goals1. Product leadership (R&D) 2. Operational Excellence (Logistic) 3. Customer Intimacy (Relationship) 4. Vertical Integration (Distribution) 5. Diversification (Marketing) 6. Brandification (Redefining your business)** Example 9. 3. Strategy6. Brandification (Redefining your business)*Bics Brand Essence is we know how to shape plastics1. Plastic Ballpoints 2. Plastic Lighters 3. Plastic Shavers 4. Plastic Surfboards 5. 10. 3. Strategy 11. 4. Corporate Brand1. Brand Reputation (historical position) 2. Brand Image (aspired position) 3. Brand Identity (start position) 1. Competences and skills (what do we do best?) 2. Values (what is important to us?) 3. Culture (how do we get things done?) 12. 4.1 Brand Reputation Reputation is build up and influenced by: Vision & leadership (government & industry) Social responsibility (public opinion) Products & Services (clients, consumers & press) Financial performance (stockholders) Workplace environment (staff) Emotional appeal (consumers 50%)Note: Different stakeholders value different influences 13. 4.2 Brand Image Image is influenced by: Emotional appeal (50%) Products & Services Workplace (internal branding / branding inside-out) Staff, Culture, Competences & Capabilities, Education & Training, Level of involvement, Assets & Processes Leadership Social Responsibility Performance (rational) 14. 4.3 Brand Identity1. Competences and skills (what de we do best?) 2. Values (what is important to us?) 3. Culture (how do we get things done?) 15. 4.3.1 Brand Identity - CompetencesWhat do we do best* ? 1. 2. 3. * There has to be something you do better than current or future competitors.This will be your new business driver e.g. Bic 16. 4.3.2 Brand Identity - ValuesWhat is important to us? 1. 2. 3. 4. 5. Future staff will be selected on basis of these values 17. 4.3.3 Brand Identity - CultureHow do we get things done? 1. 2. 3. Internal behavior amongst employees and external towards key stakeholders 18. 4.3 Brand IdentityWhat is our Brand Personality? Superman Batman Robin Spiderman The Joker 19. 5. Brand Positioning How are we Relevant for our target group Who are our main stakeholders? What are the consumer insights? Which are their needs and motivations ? How are we Discriminating versus our competition What do we do better or different than competitors? How can we be outstanding in our proposition? 20. 6. Proposition (phase 2)Based on relevance, what can we offer in terms of:1. Product / Service 2. Price 3. Place (distribution) 4. Process (methods) 5. Promotion (image) 6. Planning (when will smart goals be achieved) 7. Personal (staff) 21. 0. In Conclusion What is our brand promise? 22. Vision Mission Brand Identity Generic Strategy Brand Positioning & Promotion YOUR COMPANY!