unspun go build a brand
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Branding and PositioningTRANSCRIPT
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