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The power of strategic branding

Jacques Erasmus
Jacques Erasmus

This document discusses the importance and power of strategic brand building. It defines a brand as more than just a name or logo, noting that a brand is a mixture of both tangible and intangible qualities that create relationships and establish loyalty through the promises and expectations it conveys. Strategic branding provides benefits like increased company value, competitive advantages, and stronger connections with stakeholders. The document emphasizes that brands are built through consistency across all customer touchpoints in order to develop trust and loyalty over time. It outlines Idea Foundry's brand engineering process and principles for building brands based on insights, emotion, clear strategies, simplicity, and consistency.

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The Power of Strategic Brand Building March 2021
Why invest in brand building? March 2021 The Power of Strategic Brand Building
Brand as a form of identity Brands, now more than ever, play a role in informing who we are! March 2021 The Power of Strategic Brand Building
Brand as a form of identity Benefits of strategic branding Direct contribution to company value Source of competitive advantage Insulation against market volatility Market awareness and credibility Deeper connection and loyalty with stakeholders
But wait what is a brand? March 2021 The Power of Strategic Brand Building
A PROMISE, KEPT.
SO MUCH MORE THAN JUST A NAME OR LOGO.
NOT WHAT YOU SAY, WHAT YOUR CUSTOMERS SAY!
9 A LIVING PROCESS OF CHANGE.
This is NOT a Brand March 2021 The Power of Strategic Brand Building
This is March 2021 The Power of Strategic Brand Building
A Brand Is March 2021 The Power of Strategic Brand Building more than just a name, slogan or symbol. Its a mixture of unseen and seen qualities that create relationships and establish loyalty. It can also be seen as a promise that influences peoples perceptions and expectations. The way that a brand is positioned and marketed shapes a unique personality and molds a reputation.
Brand = Reputation March 2021 The Power of Strategic Brand Building
A brand is not an icon, a slogan, or a mission statement. It is a promise a promise your company can keep. (It is) a promise that gives you the best competitive advantage. - Kristin Zhivago, Business Marketing March 2021 The Power of Strategic Brand Building
Brand Consistency = Brand Equity March 2021 The Power of Strategic Brand Building
Brand Consistency: Brands are built by consistently delivering a brand experience through all consumer touch points. This consistent, desired experience builds trust and trust is the foundation for consumer loyalty and word of mouth advocacy. Brand Equity: The additional value that a consistently executed and recognisable brand adds to a product/portfolio/service offering. Other words that are used to describe brand equity are sway, good standing, or commercial value. Meaning brand equity is linked to brand consistency and recognition as a consumer must know and trust the brand and become a regular user of the brand and its various products. March 2021 The Power of Strategic Brand Building
How Idea Foundry go about brand engineering? March 2021 The Power of Strategic Brand Building
Qualitative Research Quantitative Research Visual Audit and Analysis Competitor Review Desk Research Strategy Review SYNTHESIS AND DISTILLATION GAP ANALYSIS AND STRATEGIC RECOMMENDATIONS Brand Architecture Brand Platform Naming Concept Design DECISION AND ADOPTION Collateral Identity Application 3D Identity Application Digital Identity Application Brand Guidelines GO TO MARKET IDENTITY ROLL-OUT AND MARKETING COMMUNICATION Our brand engineering process
Brand engineering principles to apply March 2021 The Power of Strategic Brand Building Insight Build a brand from a place of deep insight about your customers, competitors and the trends within your industry and territories for it to be sustainable. Emotion Create an emotive connection with your audience is a way to safeguard your brand from commoditized products and competition. A sound strategy Build your brand on a clear positioning, portfolio and brand architecture strategy to give meaning beyond only its visual treatment. Simplicity Simply and uncomplicate your brand and portfolio make it easy for your audience to understand your brand and identify your range of products. Consistency Implement a brand with brutal consistency across all channels for a cohesive brand experience.
THE BEST WAY TO PREDICT YOUR FUTURE IS TO CREATE IT. - DR. PETER F. DRUCKER
Thank you If you would like to know more or discuss a possible project please do reach out to us: Jacques Erasmus Managing Director jacques@ideafoundry.asia

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The power of strategic branding

  • 1. The Power of Strategic Brand Building March 2021
  • 2. Why invest in brand building? March 2021 The Power of Strategic Brand Building
  • 3. Brand as a form of identity Brands, now more than ever, play a role in informing who we are! March 2021 The Power of Strategic Brand Building
  • 4. Brand as a form of identity Benefits of strategic branding Direct contribution to company value Source of competitive advantage Insulation against market volatility Market awareness and credibility Deeper connection and loyalty with stakeholders
  • 5. But wait what is a brand? March 2021 The Power of Strategic Brand Building
  • 7. SO MUCH MORE THAN JUST A NAME OR LOGO.
  • 8. NOT WHAT YOU SAY, WHAT YOUR CUSTOMERS SAY!
  • 9. 9 A LIVING PROCESS OF CHANGE.
  • 10. This is NOT a Brand March 2021 The Power of Strategic Brand Building
  • 11. This is March 2021 The Power of Strategic Brand Building
  • 12. A Brand Is March 2021 The Power of Strategic Brand Building more than just a name, slogan or symbol. Its a mixture of unseen and seen qualities that create relationships and establish loyalty. It can also be seen as a promise that influences peoples perceptions and expectations. The way that a brand is positioned and marketed shapes a unique personality and molds a reputation.
  • 13. Brand = Reputation March 2021 The Power of Strategic Brand Building
  • 14. A brand is not an icon, a slogan, or a mission statement. It is a promise a promise your company can keep. (It is) a promise that gives you the best competitive advantage. - Kristin Zhivago, Business Marketing March 2021 The Power of Strategic Brand Building
  • 15. Brand Consistency = Brand Equity March 2021 The Power of Strategic Brand Building
  • 16. Brand Consistency: Brands are built by consistently delivering a brand experience through all consumer touch points. This consistent, desired experience builds trust and trust is the foundation for consumer loyalty and word of mouth advocacy. Brand Equity: The additional value that a consistently executed and recognisable brand adds to a product/portfolio/service offering. Other words that are used to describe brand equity are sway, good standing, or commercial value. Meaning brand equity is linked to brand consistency and recognition as a consumer must know and trust the brand and become a regular user of the brand and its various products. March 2021 The Power of Strategic Brand Building
  • 17. How Idea Foundry go about brand engineering? March 2021 The Power of Strategic Brand Building
  • 18. Qualitative Research Quantitative Research Visual Audit and Analysis Competitor Review Desk Research Strategy Review SYNTHESIS AND DISTILLATION GAP ANALYSIS AND STRATEGIC RECOMMENDATIONS Brand Architecture Brand Platform Naming Concept Design DECISION AND ADOPTION Collateral Identity Application 3D Identity Application Digital Identity Application Brand Guidelines GO TO MARKET IDENTITY ROLL-OUT AND MARKETING COMMUNICATION Our brand engineering process
  • 19. Brand engineering principles to apply March 2021 The Power of Strategic Brand Building Insight Build a brand from a place of deep insight about your customers, competitors and the trends within your industry and territories for it to be sustainable. Emotion Create an emotive connection with your audience is a way to safeguard your brand from commoditized products and competition. A sound strategy Build your brand on a clear positioning, portfolio and brand architecture strategy to give meaning beyond only its visual treatment. Simplicity Simply and uncomplicate your brand and portfolio make it easy for your audience to understand your brand and identify your range of products. Consistency Implement a brand with brutal consistency across all channels for a cohesive brand experience.
  • 20. THE BEST WAY TO PREDICT YOUR FUTURE IS TO CREATE IT. - DR. PETER F. DRUCKER
  • 21. Thank you If you would like to know more or discuss a possible project please do reach out to us: Jacques Erasmus Managing Director jacques@ideafoundry.asia