Post on 15-Jan-2016
orientdesign
www.orientdesign.com.sg
What is a brand?
orientdesign
www.orientdesign.com.sg
What is brand 5,000 ago
Marking livestock with burning irons.
Letters
Numbers
Figures
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Early day brand mark早期的品牌标记
orientdesign
www.orientdesign.com.sg
Can you spot the logos?
What led to the brand recall?
Question
orientdesign
www.orientdesign.com.sgSolution
orientdesign
www.orientdesign.com.sg
It’s not just a logo.
It’s not just advertising.
It’s not just a name.
It’s not just about quality.
What a brand isn’t
orientdesign
www.orientdesign.com.sg
The definition of “brand” has evolved with technological advancements and new media.
Its impact has created a larger pair of shoes for businesses to fill in order to leave a lasting impression.
“Brand” has evolved
orientdesign
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B2BBusiness to Business
B2CBusiness to Consumer
Smaller, niche Target market Larger
Multiple Purchaser(s) Single
Multiple step Buying process Single step
Longer Sales cycle Shorter
Relationship and detailed information
Sales driver Recognition and repetition
http://themarketingdirectors.wordpress.com/2010/02/15/b2b-vs-b2c-marketing-what-works-best-on-the-dance-floor/
Understanding and differentiating B2B and B2C
orientdesign
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ProductsSystemsServicesProcesses
Your company
Competitors
ProductsSystemsServicesProcesses
Technology allows replication of various elements. Consumerism has driven the market into one that is manufacturing-for-obsolescent. All the more a brand becomes a valuable intangible asset.Easy replication methods can jeopardize your company
orientdesign
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If you haven’t developed a B2B or B2C brand…
Rather than innovate and develop its own technology and a unique Samsung style for its smartphone products and computer tablets, Samsung chose to copy Apple’s technology, user interface and innovative style in these infringing products.
(But we are) the world's largest supplier of flash memory to tablets and smartphones!*(We) manufacture the A4 and A5 processors that go into the iPad and iPad 2!
*Bloomberg Businessweek, March 10, 2011http://www.businessinsider.com/why-samsung-puts-up-with-steve-jobs-insults-2011-3http://www.channelinsider.com/c/a/Spotlight/Apple-COO-Discusses-Steve-Jobs-Samsung-Lawsuit-684508/
Case study – Apple vs Samsung
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… and settled for only a contract manufacturing relationship,you have to tolerate the abuses…
Don’t be a whipping boy
orientdesign
www.orientdesign.com.sgBenefits of a strong brand
The visible benefits a strong brand are more than just gaining trust and reputation. It also gives you the ability to;
- command a premium price
- develop more stable demand
- establish barriers to entry
- leverage brand equity when introducing new products
- incur lower sales conversion costs
- obtain more favourable supplier terms
- generate lower staff acquisition and retention costs
- secure capital at a lower cost
orientdesign
www.orientdesign.com.sg
Brand
CEO’s Vision Innovation
Business Strategy
Mgt & Co.Structure
Pieces of the puzzle
Delivery CustomerExperience
CustomerSegmentation
CompanyMission
BrandArchitecture
EmployeeRelations
Corporate Values
CultureCommunications
BrandBlueprint
orientdesign
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Where to start?
orientdesign
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1Brand audit
2Brand explorer
3Brand validation
4Brand blueprint
5Brand into action
Research/analysis & Understanding
Using research and analysis of information to understand the brand relative to its landscape as it stands today.
Development
Using the brand understanding from Phase 1 to develop future positioning possibilities.
Exploration
Exploring alternative brand positioning with consumers and other stakeholders for the purpose of fine tuning and decision making.
Finalization & Delivery
The deliverable also includes a framework
to align internal and external activities to the brand blueprint, inclusive of rationale.
Implementation
& Monitoring
This includes the internalalignment of the brand blueprint to the organization, as well as fine tuning or redevelopment ofexternal expressions,
including visual brand identity and communications.Strategy-centric brand development methodology
orientdesign
www.orientdesign.com.sg
1Brand audit
Research/analysis & Understanding
Using research and analysis of information to understand the brand relative to its landscape as it stands today.
Brand audit – To conduct internal and external analysis
Deliverable
an in-depth and objective report on
the brand’s
performance today relative to
staff expectati
ons, market
dynamics,
competitors, and
consumer expectati
ons
Internal analysis- Employee interviews
- Organization audit
- Communications audit
- Portfolio audit- Site and retail
audit
External analysis- Consumer
research- Market audit- Competitive
audit
orientdesign
www.orientdesign.com.sgOrganization audit – Organization chart
Board of Directors
President
CFO
?
CEO
?
COO
?
orientdesign
www.orientdesign.com.sg
2Brand explorer
Development
Using the brand understanding from Phase 1 to develop future positioning possibilities.
Brand explorer – Market landscape based on comparison
Quality Scale
Technology/R & D
Team composition
orientdesign
www.orientdesign.com.sg
3Brand validation
Exploration
Exploring alternative brand positioning with consumers and other stakeholders for the purpose of fine tuning and decision making.
Brand validation – Seek to identify the gap
Present internal perceptionPositioning
Present external realityPositioning
Future desiredPositioning
Identify the gap
orientdesign
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4Brand blueprint
Finalization & Delivery
The deliverable also includes a framework
to align internal and external activities to the brand blueprint, inclusive of rationale.
Brand blueprint – 7 key elements
7 key elementsCore brand values
Core brand attributes
Core brand benefits
Core brand personality traits
Company vision statement
Company mission statement
Positioning statement
Brand proposition
orientdesign
www.orientdesign.com.sg
5Brand into action
Implementation
& Monitoring
This includes the internalalignment of the brand blueprint to the organization, as well as fine tuning or redevelopment ofexternal expressions,
including visual brand identity and communications.Branding-advertising construct
Branding
Brand blueprint
- Brand positioning
- Core brand benefits
- Core brand values
- Brand personality
- Brand attributes
- Company vision
- Company mission
Fixed
Advertising
Communications strategy
Brand promise emerges From the confluence of the 3 elements below;
- Brand blueprint
- Consumer insights
- Local market circumstances and opportunities
Dynamic
External expressions/Creative execution
Brand identity guide
- Corporate identity(brand name, logo, colour, typeface, signage)
- Packaging design
- Literature/ collaterals design
- Graphic standards manual
- Corporate video
- Website development and design
- Customer experience
- Brand architecture
- External briefing session(advertising, promotions, public relations)
orientdesign
www.orientdesign.com.sgBranding experience
Client(from web, trade
shows,advertisement)
Client’s specification
(purchase order)
Signcontract with sales team
Purchase order(raw materials,
outsourcing etc.)
Manufacturing &production
Process quality control
Delivery/sales
(suppliers, retailers,
consumers)
Feedback & improvement
User satisfaction
Internal
External
orientdesign
www.orientdesign.com.sgThe brand-centric company model
Brand
Culture
Products and services
External communicati
ons
Distribution channels
Physical environment
Organization structure
People
People
People
People
People
People
orientdesign
www.orientdesign.com.sgRunning a successful business
Strategic Business Objectives
CEO Vision
Company Mission
Operations and Organizational Structure and Core Values
Employees deliver
- Values- Trust- Confidence- Customer Relationship
- Attributes- Features- Service
Company/ ProductBrand Image
Brand Proposition
Benefits
orientdesign
www.orientdesign.com.sgBenefits of a strong brand
The visible benefits a strong brand are more than just gaining trust and reputation. It also gives you the ability to;
- command a premium price
- develop more stable demand
- establish barriers to entry
- leverage brand equity when introducing new products
- incur lower sales conversion costs
- obtain more favourable supplier terms
- generate lower staff acquisition and retention costs
- secure capital at a lower cost
orientdesign
www.orientdesign.com.sg
Satisfied customers will communicate your value,thereby reinforcing your brand equity.
Mutual gratification
orientdesign
www.orientdesign.com.sg
Process of branding 品牌建立的过程
BrandResearch
BrandStrategy
Brand Identity
Brand Touchpoint
orientdesign
www.orientdesign.com.sg
Process of branding
BrandResearch
BrandStrategy
Brand Identity
Brand Touchpoint
CultureMarketProductPricing
DistributionServicesStrategy
CompetitionStrengths
WeaknessesOpportuniti
es
ValueDifferentiationCompetitive
Strategy
Key messages Concept
Brand LogoPackaging Trade showSign board
WebsiteAdvertisingBrochure
Direct mailBill board
ExperiencesEmployeesServices
Publications