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The Seven Habits of Highly Effective brands
July 14th, 2010
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What is a brand?
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What is a brand?
Reputation
Intangible asset
Symbol
Vision
Product experience
Customer service
Identity
Promise
Values
Logo
Advertising
Big idea
Personality
Work culture
Truth
Image
Relationship
Community
Investment
Signpost
Shield
Status
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What is a brand?
“Your brand is what people say about you when
you are not in the room.”
Jeff Bezos, founder of Amazon
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Why are brands important?
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Why are brands important?
•
185,000 charities currently registered in the UK
•
5,000 new charities register every year
•
Cluttered, busy marketplace
•
Organisations need to be sharp to survive
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1. Have a clear vision
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1. Have a clear vision
•
Vision: Know what you want to be
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1. Have a clear vision
•
Vision: Know what you want to be
“Preventing cruelty to children”
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1. Have a clear vision
•
Vision: Know what you want to be
“Preventing cruelty to children”
•
Be simple, understandable, short and memorable
•
Mission: How you’re going to get there
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2. Make sure you’re servicing a need
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2. Make sure you’re servicing a need
1. Consumer insight
•
Know your target audience
2. Market need
•
Is there any opportunity in the market?
3. Product benefit
•
Make sure it’s different from other organisations?
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2. Make sure you’re servicing a need
1. Consumer insight
•
Know who you’re going after
•
Get under the skin of your audience
•
Keep a constant dialogue
•
Research
•
Consumer insights can be visionary
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2. Make sure you’re servicing a need
1. Consumer insight
•
Consumers fed up
•
‘Beige box’ restrictive
•
Creative types not satisfied
•
‘Creative tool for creative minds’
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2. Make sure you’re servicing a need
1. Consumer insight
•
Adults like to indulge too!
•
Ice cream previously only targeted kids
•
First grown up ice cream
•
‘Adult indulgence’
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2. Missing People charity
1. Consumer insight
•
World can be a scary, unstable place
•
Relationships give modern life meaning
•
Life would be empty without family and friends
•
Vision for the charity is ‘Togetherness’
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2. Make sure you’re servicing a need
2. Market need
•
Keep your competition close
•
Are you offering something new?
•
What’s the market opportunity
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2. Make sure you’re servicing a need
2. Market need
•
Absolut spotted an opportunity in the market
•
Vodka brands sold themselves on provenance
•
Absolut could stand for something new
•
Purity
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2. Make sure you’re servicing a need
•
If you’re service doesn’t have a marketplace then you need to change it
•
You should be first (unique) in your category
•
Offer a solution to your cause that’s unique
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3. Offer a lifestyle badge
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3. Offer a lifestyle badge
•
Put an emotional idea at the heart of your brand
•
Make your brand make a lifestyle statement
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4. Stand for one thing well
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4. Stand for one thing well
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4. Stand for one thing well
•
Do less, mean more
•
Brands need a focused point of view on life
•
Powerful brands own a thought or vision in the mind of their prospects
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4. Stand for one thing well
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‘SAFETY’
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4. Stand for one thing well
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‘VICTORY’
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4. Stand for one thing well
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‘CREATIVITY’
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4. Stand for one thing well
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‘INTERNATIONAL JUSTICE’
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4. Heavenly brand map
3 characteristics that define how
the brand acts and communicates.
3 values that define the key
benefits offered by the products and
services of the brand.
The single word or phrase which
the brand seeks to own in the mind
of the consumer.
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5. Signpost your brand
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5. Signpost your brand
•
Speak-able, spell-able, memorable, shorter the better
•
Own-able and differentiated versus the competition
•
Shorter, punchier brand names make for stronger logotypes
•
Is it credible? Does it reflect your vision?
•
Will it appeal to your audience?
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5. Signpost your brand
National Missing Persons Helpline
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Redundant elements?
National Missing Persons Helpline
Truly national
brands do not
prefix their
brands with
the title
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Redundant elements?
National Missing Persons Helpline
Third person
not very warm
or friendly
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Redundant elements?
National Missing Persons Helpline
The charity
has now
evolved to be
more than just
a helpline
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New name
‘Missing People’
Retains equity with existing brand
Friendly, softer hook
An explicit, down-to-earth name that
says what it does on the tin
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6. Make sure your visual identity performs
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6. Make sure your visual identity performs
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6. Make sure your visual identity performs
•
Don’t try to say everything in your logo
•
Strong brands own a visual kit of parts
•
Signpost to consumers
•
A competitive shield for your organisation
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6. Make sure your visual identity performs
Vs.
•
Burger King symbolised the colours in a hamburger
•
Not differentiated from the leaders
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6. Make sure your visual identity performs
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6. Make sure your visual identity performs
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6. Make sure your visual identity performs
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6. Make sure your visual identity performs
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6. Make sure your visual identity performs
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6. Make sure your visual identity performs
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6. Make sure your visual identity performs
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7. Be consistent
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7. Be consistent
•
The core idea should be reflected in all communications
•
Strong internal glue, a united front
•
Apply your visual identity consistently across any medium
•
Creating a guaranteed customer experience at every touch point
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How to implement the 7 habits
Missing People case study
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Missing People case study
1.
Have a clear vision
To create more togetherness in the UK
2.
Servicing a need
Only charity dedicated to Missing People
3.
Offer a lifestyle badge
Togetherness is a big, emotional idea
4.
Stand for one thing well
Togetherness
5.
Signpost your brand
Missing People
6.
Strong visual identity
Unique, strong & ownable kit of parts
7.
Be consistent
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Missing People case study
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Missing People case study
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Missing People
The delivery:
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Missing People case study
1.
2.
3.
4.
5.
6.
7.
Have a clear vision (coke – to be more ubiquitous than water/ authenticity) –
Vision – what you want to be, Mission – how we are going to get there – having
concensus – brand audit – what would the world be missing? Simple,
understandable, short and memorable
Be first in your category -Make sure your product appeals (market need,
product benefit, know your customer research dialogue)
Offer a lifestyle badge (economist, intelligence, guardian newspaper, nike
trainers)
Stand for one thing well (USP brand maps etc core thoughts)
Signpost your brand (the dark art of brand naming and strapline
development)
Be iconic (visual ID kit of parts versus logotype – also offers a competitive
shied, colour, iconography etc)
Be consistent (apply core idea and visual ID across every touchpoint – create
a guaranteed customer experience across any medium) - Keep talking (strong
internal glue/ communications and agreement is essential
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Copyright © Heavenly 2010