BRAND MANAGEMENT
It Starts with the Right Brand Fundamentals
Think of this as your Brand DNA. Like AGCT (Adenine, Guanine, Cytosine, Thymine) are the building blocks of Human development, the Brand Fundamentals are the building blocks of Brand Development. A strong Brand DNA structure leads to a strong Brand that can grow and scale consistently and sustainably over time and across geographies. I have developed a 7 Step Process to uncover your Brand’s DNA and creating a Brand Pyramid.
The Power of the Pyramid
The Brand Pyramid is a strategic tool used in marketing and brand management to understand and enhance a brand's value. It typically consists of several levels that represent different aspects of brand development and consumer perception. Here’s a breakdown of the typical levels in a Brand Value Pyramid:
Strategic Target Insight – a deep understanding about unmet or unstated consumer needs, motivations, and preferences.
Brand Purpose – the core reason a brand exists beyond just making a profit. It is the consumer reason why you turn on your lights in the morning.
Brand Positioning – defining how a brand differentiates itself in the market to occupy a unique, credible, and sustainable place in consumers' minds
Brand Equity – the essence of what a Brand stands for in the hearts and minds of a consumer or customer - the Brand’s Reputation.
Brand Character – a personification of the traits that would represent the Brand’s Look, Tone, and Feel. Includes Brand Archetype identification.
Brand Performance Equities – what customers experience when engaging with a Brand. There are three categories of Brand Performance: Functional, Experiential, and Emotional.
Brand Concept - A clear, concise communication of the benefit the brand provides to its customer base as well the reasons to believe supporting the claim. The Brand Value Proposition.
The Brand Value Pyramid helps businesses.
Clarify Brand Positioning: Understand where the brand stands in the minds of consumers.
Enhance Customer Experience: Provide guidance to strategic focus and improvements.
Guide Marketing Strategies: Develop campaigns that highlight different levels of the pyramid, from functional attributes to emotional connections.
Strengthen Brand Equity: Build a strong, loyal customer base by addressing and enhancing each level of the pyramid.
Differentiate from Competitors: Highlight unique aspects of the brand that set it apart from others in the market.
Drive Innovation: Create continuous product or service enhancements or extensions consistent with the Brand’s DNA.
By using the Brand Value Pyramid, businesses can create a structured approach to building and maintaining a strong brand that resonates with consumers on multiple levels.
7 Stage Process
Brand Related Activity Definitions
Branding is the activity of creating and placing a mark.
Advertising is the activity of paid broadcasting the brand market in a relevant engaging manner.
Promotion is the activity of actively and outwardly supporting the brand and its mark.
Marketing is the activity of creating, delivering, communicating and exchanging product value.
Marketing Management is the activity of directing all marketing related efforts including media.
Brand Development is the activity of creating the fundamental essence or value concept of the brand and then driving it through advertising, branding, marketing and promotion.
Brand Management is the all-encompassing action of directing all activities influencing customer perception of brand value including marketing, finance, operations, logistics, product development and research.
** All Brand and Marketing activities should be focused on a specific target audience to influence and action.
