The Seven Habits of Highly Effective brands July 14 th , 2010

2. The Seven Habits of Highly Effective brandsJuly 14th, 2010

3. What is a brand?

4. 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

5. What is a brand? “Your brand is what people say about you when you are not in the room.” Jeff Bezos, founder of Amazon

6. Why are brands important?

7. 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

8. 1. Have a clear vision

9. 1. Have a clear vision • Vision: Know what you want to be

10. 1. Have a clear vision • Vision: Know what you want to be “Preventing cruelty to children”

11. 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

12. 2. Make sure you’re servicing a need

13. 2. Make sure you’re servicing a need 1. Consumer insight • Know your target audience • Is there any opportunity in the market? 2. Market need • Make sure it’s different from other organisations? 3. Product benefit

14. 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

15. 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’

16. 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’

17. 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’

18. 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

19. 2. Make sure you’re servicing a need • Absolut spotted an opportunity in the market • Vodka brands sold themselves on provenance • Absolut could stand for something new • Purity 2. Market need

20. 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

21. 3. Offer a lifestyle badge

22. 3. Offer a lifestyle badge • Put an emotional idea at the heart of your brand • Make your brand make a lifestyle statement

23. 4. Stand for one thing well

24. 4. Stand for one thing well

25. 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

26. 4. Stand for one thing well

27. ‘SAFETY’

28. 4. Stand for one thing well

29. ‘VICTORY’

30. 4. Stand for one thing well

31. ‘CREATIVITY’

32. 4. Stand for one thing well

33. ‘INTERNATIONAL JUSTICE’

34. 4. Heavenly brand map 3 characteristics that define how the brand acts and communicates. 3values 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.

35. 5. Signpost your brand

36. 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?

37. 5. Signpost your brand National Missing Persons Helpline

38. Redundant elements? National Missing Persons Helpline Truly national brands do not prefix their brands with the title

39. Redundant elements? National Missing Persons Helpline Third person not very warm or friendly

40. Redundant elements? National Missing Persons Helpline The charity has now evolved to be more than just a helpline

41. 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

42. 6. Make sure your visual identity performs

43. 6. Make sure your visual identity performs

44. 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

45. 6. Make sure your visual identity performs Vs. • Burger King symbolised the colours in a hamburger • Not differentiated from the leaders

46. 6. Make sure your visual identity performs

47. 6. Make sure your visual identity performs

48. 6. Make sure your visual identity performs

49. 6. Make sure your visual identity performs

50. 6. Make sure your visual identity performs