Authentic Branding: What, Why, and How
Understand relationships, understand brand We relate to organizations just like we relate to people. Think of someone you know and your relationship with them: When you first think of her/him, what comes to mind? What is your level of trust with the person? How strong is the relationship? What influences the depth of your relationship to this person? Strong brands have strong relationships with stakeholders.
Brand is not a logo alone. Brand is not a book of rules that gets put on a shelf.
Brand is everything Brand is everything that is associated with a company, product, or service all of the attributes, both tangible and intangible. It is what you stand for, what you do, what you say, and what you look like.
Organic vs. conscious brands So every organization has a brand. But do they know what it is? And is it being used, managed and lived? Brands typically begin organically. Some are then built through understanding, careful execution and great organizational discipline.
Brand is a business tool Brand-driven organizations do business on purpose, with purpose: It is the customers you seek, and the ones you don't. It is how you treat employees, partners, clients and the community. It is the care that goes into what you do. It is your overriding principles, and your diligence in adhering to them.
Brand is sacrifice Being a brand-driven organization takes clarity, focus and sacrifice what you are going to do and what you are not going to do. It s about making an impact at every opportunity there are no neutrals every internal action has an external impact. People either love or hate Southwest; there is no middle ground. Southwest sticks to its niche and to the customers that care about the same things. It sacrifices relationships with those who don t. Seek out only those who care about what you care about.
Brand delivers the results Deliver value Create differentiation Get long term results Affirmation of purpose Organizational alignment Differentiation Increased recognition, stronger recruitment Stronger relationships and higher loyalty Increased effectiveness Better, faster, and more sustainable marketing
Great brands lead and people want to connect with them. We connect to things that give meaning to our decisions, where our values are aligned: Where I buy Where I work Who I hire Where I volunteer Great brands make it easy for us to choose them.
A brand-driven organization attracts employees and audiences who care about the same things. Community Employees BRAND Donors Partners
It s all about relationships COMMITTED Personal mission is in alignment with the brand LOYAL Chooses the brand consistently PREFERS Prefers the brand, but open to alternatives DISLOYAL Aware of the brand, but looking for alternatives
It s all about relationships What would your favorite brand have to do to make you cheat on it?
Authentic branding Strong brands are discovered and revealed, not manufactured. A brand must be true: It is built on strengths and benefits that already exist. It is built on the strengths and benefits that audiences value. Authenticity is the benchmark against which all brands are now judged. John Grant, The New Marketing Manifesto
An authentic brand is built from the inside out. Business Plan Brand Platform Image & Message EMOTION Ensures the brand experience aligns with business goals.
Reveal the sweet spot and engage with the truth Proven strengths BRAND PROMISE Benefits valued
Authentic brand building process Ask Act DEFINE Brand workshop Consensus REVEAL building Brand team Final brand Brand audit elements Research Strategy Analysis framework Preliminary strategy development IMPLEMENT Naming system Visual brand Message development Internal education External launch MANAGE Living the brand Consistency of touch points Infuse into culture and actions Partner management
Brand is not an event It s not the launch of a new logo or new Web site. It s a long-term and focused investment. A brand must mature, innovate and evolve over time. But its core beliefs and outlook on life should not change. Events that spark brand audits: Shift in focus/mission Growth Broadening geographic reach Change in audience
Key to success Leadership understanding, commitment and buy-in. Aligning internal and external values. Education and understanding throughout the organization. Living the brand experience and delivering the brand experience. Ongoing commitment. Never standing still. Resisting the millions of daily temptations to mess with the brand: New marketing director Internal boredom Don t like it
Making your brand tangible (so you can get it working for you)
Brand platform tools BRAND ARCHITECTURE BRAND PLATFORM VISUAL BRAND LIVING THE BRAND Organization name Product/division names Mission Values Promise Personality Positioning Logo Visual design Alignment Education Outside view of your organization Why you exist Your culture driver Your unique approach Driver of look and tone Message foundation Visual beacon Look and feel Consistency Training
Brand architecture Defines how the organization, its services and campaigns are presented to the outside world. Provides structure for naming and logo systems. Provides a road map for future offerings. Should not be defined by the internal organization structure. Umbrella brand: Branded house Shared brand: Endorsed Product brand: House of brands
Mission It is the heart and purpose of the organization. It is the reason for being. It is used internally and externally to: Guide decisions Communicate what you stand for It must be memorable and inspirational to act as a strong guide for business decisions and actions.
Values Values are the guiding principles that drive the culture. Never change and won t be compromised. Define the belief system. Are not literal messages, rather filters for behavior; decisions and actions.
Brand promise The unique approach to what you do. The promise you make to customers, and to each other. The every day short-cut to the full brand platform. Driver of actions and messages. Customer service The third place Dependability
Brand personality The driver of design (the way you look) and tone of voice (the way you speak): Differentiates Captures and conveys the mission with emotion Increases trust Reflects the sensibilities of the audience Brand personality defines the appropriate emotion: Rock solid? In your face? Hip? Refined? Scrappy?
Brand-driven design The brand won t work if it s just a good idea. The design won t work if it s just a beautiful idea. Brand-driven design brings to life true and meaningful experiences: Captures and conveys the promise and personality with passion Connects with the imagination Spreads the word Is the emotional glue
Over time visual design can become a powerful short cut to everything the organization or product stands for.
Living the brand Brand is an accessible and useful tool to ensure consistency in thought, word, and deed. Website / Online Experience Programs / Services Marketing / Advertising / PR BRAND Internal Communications Partner Relationships HR Events Sponsorships
brands are a slow and long-term construct and the way you manage them is quite a methodical and gentle thing. Andy Edwards, WCRS
Questions?