The Art and Science of Brand Building

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1. Understanding the Consumer

  • The customer is "Boss"
  • Customer segmentation, need for focus
  • Consumer centricity -  vital to brand building
  • Brand promise drives increased loyalty.

2. Developing the promise

  • Brand promise defined
  • Brand promise, building blocks.
  • How brand promise provides competitive insulation;
  • Components of a brand promise (points of parity vs. difference, reason to believe)

3. Shaping Your Brand's Unique Identity

  • Why creating a unique brand identity is essential to separate your brand from competition;
  • The power of names, colors, logos, symbols,
  • Criteria for developing names, symbols

4. Persuading Powerfully

  • Emotion is a powerful communication devise;
  • The Triune Brain theory
  • How the human brain receives messages
  • Methods to communicate including (sound, pictures, symbols)
  • Archetypes and storytelling

5. Evaluating Consistency

  • The importance of consistency in brand messaging, and all customer touchpoints
  • Messaging consistency best practices
  • why message consistency drives marketing effective and efficient
  • Focused, emotional message highly relevant to primary target

6. Measuring Brand Equity

  • What is brand equity, how can it be measured, why do you want to grow it
  • Building brand equity marketer's primary job
  • Measuring brand equity
  • Building a brand equity dashboard

7. Determining Brand Architecture

  • The structure of brands within an organizational
  • The way in which brands within a company's portfolio are related to, and differentiated from, one another
  • How corporate brand and sub-brands relate to and support each other.
  • Understand how a family of brands relate to one another,
  • Brand architecture for product lines; differentiate by segment, price point, etc.

8. Extending the Brand

  • Growth through brand extension
  • Identify opportunities to extend your brand's domain (size)
  • Look at your brand from a different perspective to find new growth opportunities.
  • Add to your brand portfolio,
  • Organic growth strategies, identify the right one.

9. Globalizing the Brand

  • Why global brand expansion
  • Global brand exception not rule
  • Customers are global, shouldn't their brand be?

Instructors