developing messages and stories around a brand

8/9/2019 Developing Messages and Stories Around a Brand

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DEVELOPING MESSAGES/

STORIES AROUND THE BRAND

1

Rahim Jabbar


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UNDERSTANDING COMMUNICATION

The Major Principles of Communications:

1. Communication is a symbolic process Symbols are arbitrary People give meanings to symbols

convention Symbols will vary and may change

1. Perception is the key to communication.

2. Communication has got content andrelationship dimension. The communicationcontent is aimed to help shape certainperception.

3. Communication takes place at different levels

of intensity4. Communication takes place within space and

time contexts5. Communication involves prediction and

expectation of the communication

participants. The ultimate aimof communication is to help achieveSources: Collected from a number of textbooks on Communications 2


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UNDERSTANDING COMMUNICATION

The Major Principles of Communications:

7. Communication is systemic in its nature: Internal system

Frame of reference Field of experience Cognitive structure

Thinking pattern Internal moods External system

Choice of words Tones etc

8. Similarity of social and cultural background willfacilitate communication

9. Communication is going through a series ofinternal and external processes; it is dynamicand transactional.

Sources: Collected from a number of textbooks on Communications 3


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Copyright Rahim Jabbar/1999

DEVELOPING MESSAGES FOR THE

BRAND

WHAT

(THE MESSAGES)

WHOSE

(COMMUNICATION

TARGET)

WHAT ENDS

(EXPECTED

OUTCOMES)

FACTS,

IDEAS,

PERCEPTION

TO BE PUT INTO

MINDS

AND

HEARTS

FOR THEMTO BELIEVE IN

AND TO DO

VALUES

BRAND

(PRODUCT/

SERVICE)

OFFERED TOTARGET

CONSUMERSWHO REQUIRE

TOAC

HIEVE

GOALS

TO SATISFY WANTS

TOFULFILL

NEEDS

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BRAND

BASIC QUESTIONS IN DEVELOPING BRAND MESSAGES(WHAT TO SAY) COPY STRATEGY

WHO ARE YOU? (YOUR COMPANY)?

WHAT DO YOU STAND FOR?

WHAT DOES YOUR BRAND STAND FOR?

WHOM ARE YOU SPEAKING TO?

WHAT DO YOU WANT TO HELP THEM TO UNDERSTAND?

WHAT DO YOU MANT THEM TO BELIEVE IN?

WHAT DO YOU WANT THEM TO DO?

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Copyright Rahim Jabbar/1999


BRAND

COPY STRATEGY CREATIVE STRATEGY

WHAT

BENEFITS ADVANTAGES

VALUES

TOCOMMUNIC

ATE

ATTEMPTSADVERTISING

TARGET

CONSUMERS

COPY STRATEGY CREATIVE STRATEGY

PROPOSED

SELLING

IDEASCONVERSION INTO

THEIR OWN

SELF-INTEREST

ProposedSellingIdea

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DEVELOPING MESSAGES FOR THE BRAND

Proposed Selling Idea/Unique Selling Proposition

It is a clear and simple statement that tells the targetconsumers why your product is different to make itstandout of the crowd.

In a crowded market place you must be either BETTERorCHEAPER (or GIVING MORE VALUE) than yourcompetitors.

An example:

OLYMPUS Camera: All the features of a professionalcamera

without the fuss.

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DEVELOPING MESSAGES FOR THE BRAND


Find, develop and ascertain that your product/servicehas

something unique to offer. What can you offer that isdifferent?

only one: being the only one of its kindbetter than the others: superior to all othersunusual: different from others in a way that makessomething worthy of note

limited to somebody or something: limited to a

specificplace, situation, group, person, or thing

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BRAND


Before developing a USP, it helps to know:

The features of the product/service

How and why the customers uses the productservices

Features of competitive products

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BRAND:Proposed Selling Idea/Unique Selling Proposition (2)

Steps to develop a USPList all main features of the product. (Features describe what the product/service does). Features can be: quality, type and level of service, price,functional or technical characteristics.

Convert each feature into benefit. (A benefit describes what customer need

it fulfils). Customer buy benefit, therefore obtaining value from that.An example:

Feature of an industrial machine : reliability, which means availablefor more hours of the working day ( benefit for the buyer).

Rank the benefits according to their relative importance to the customerGroup the benefits into standard ones, i.e. available to all competitive

products or the different and special (unique) to your product/service)If no anything special or different, you have to develop at least one unique

benefit ( it is all in the mind/perception)

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BRAND:

THE BIG PICTUREWhat ?

(THE

PROM

ISE)

How ?

(The

Way)

To

Whom

?

(THE

TARGET)

Communi

cation

Psycholog

y

(Symbolo

gy,

tone,pitch,etc)

Creati

vity

(Big

Idea)

Consu

mer

Psycho

logy

ADVERTISING

AND

COMMUNIC

ATION

MATERIALS

(AUDIO/VIS

UALS,

MUSICS,AR

TS)

Why ?

(THE

SUPPORTING

FACT

COPY

STRATEGY

SELECTED

POSITIONING

Should

be

CORR

ECT

Sho

uld

be

CLE

AR

Should

be

COMPET

ITIVE

For

the

PROD

UCT

For

the

MAR

KET

Should

consider

LONG-

TERM

HEALTH

OF THE

BRANDCopyright Rahim Jabbar/1999

Should

be

CREDI

BLE

11

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