Bfk Bringing Your Brand To The Next Level

Network Ireland

Bringing your brand
to the next level

Martin Crotty
Managing Director
4 March 2011

How to think about your brand
to enable growth

Give you some pointers on how
to grow your brand in today’s
environment

BFK

Brand evaluation and research

Brand communications strategy

Naming

Identity design

Idea generation

Communications design

Brand oversight

Some brand identities we have created

©2011 BFK. All rights reserved.
©2011 BFK. All rights reserved

Some brand identities we have created or worked with


Brand jargon

Brand awareness. Brand attributes. Brand assets.
Brand architecture. Brand book. Brand exit.
Brand commitment. Brand creation. Brand culture.
Brand cycle. Brand earnings. Brand equity.
Brand experience. Brand essence. Brand facts.
Brand extension. Brand icon. Brand idea.
Brand guidelines. Brand identity. Brand insight.
Brand licensing. Brand message. Brand logo.
Brand mission. Brand platform. Brand name.
Brand personality. Brand style. Brand strategy.
Brand protection. Brand rituals. Brand value.
Brand positioning. Brand strength.
Brand management.

Keep it simple


What can brands do?

Help customers to make choices

Establish trusting relationships

Build communities around businesses
and products


Is this easy?

Model A Model B Model C Model D
Price (!) 44,880 45,225 41,120 43,357

Engine 2793cc 24-Valve 2997cc 24-Valve 2967cc 24-Valve 2959cc 24-Valve
Six-cylinder Six-cylinder Six-cylinder Six-cylinder
Variable valve timing Variable valve timing variable valve timing variable inlet manifolding
and inlet manifolding
Power 198 bhp at 5500 rpm 218 bhp at 5800 rpm 240 bhp at 6800 rpm 226 bhp at 6200 rpm

Torque 207 lb ft at 3500 rpm 219 lb ft at 3800 rpm 221 lb ft at 4500 rpm 202 lb ft at 5000 rpm
Transmission Five-speed manual Five-speed auto Five-speed manual Six-speed manual
Rear-wheel drive Rear-wheel drive Rear-wheel drive Front-wheel drive
Weight 1440 kg 1720 kg 1628 kg 1510 kg
Max speed 147mph 143 mph 146 mph 150 mph
0-100 kph 7.0 secs 7.6 secs 6.2 secs 7.2 secs


Is this easier?

Model A Model B Model C Model D
Price (!) 44,880 45,225 41,120 43,357

Engine 2793cc 24-Valve 2997cc 24-Valve 2967cc 24-Valve 2959cc 24-Valve
Six-cylinder Six-cylinder Six-cylinder Six-cylinder
Variable valve timing Variable valve timing variable valve timing variable inlet manifolding
and inlet manifolding
Power 198 bhp at 5500 rpm 218 bhp at 5800 rpm 240 bhp at 6800 rpm 226 bhp at 6200 rpm

Torque 207 lb ft at 3500 rpm 219 lb ft at 3800 rpm 221 lb ft at 4500 rpm 202 lb ft at 5000 rpm
Transmission Five-speed manual Five-speed auto Five-speed manual Six-speed manual
Rear-wheel drive Rear-wheel drive Rear-wheel drive Front-wheel drive
Weight 1440 kg 1720 kg 1628 kg 1510 kg
Max speed 147mph 143 mph 146 mph 150 mph
0-100 kph 7.0 secs 7.6 secs 6.2 secs 7.2 secs


Strong brands like these
are surrounded by tribes of
followers.
Can you build a tribe or
community around your brand?

New media / social media
has changed many things


But other things have not
changed…

…like the fundamentals
of human nature and people’s
relationships with brands


What is
a brand?


So WHAT EXACTLY
is a brand?


Brand is…
… a collection of experiences
and associations connected with a
service, a person or any other entity.

Wikipedia


Brand is…
…created out of customer contact and
the experience your customers have of
you.

Stelios Haji-Ioannou,
Chairman, EasyGroup


Brand is…
… that perception (or emotion)
maintained by the buyer or prospective
buyer, describing the experience related
to doing business with an organisation.

Karl Speak
Beyond Marketing Thought


A BRAND IS A
PERSON’S GUT
FEELING ABOUT
A PRODUCT,
SERVICE, OR
ORGANISATION.


It’s a PERSON’S gut feeling, because
brands are defined by individuals, not
companies, markets, or publics.

It’s a GUT FEELING because people
are emotional, intuitive beings.


Gut feeling = Perception /
reputation
Perception in the minds of stakeholders

Perception built on experiences


Who OWNS
your brand?

Where does
your brand LIVE?


So your brand is not what
YOU say it is…

…it’s what THEY say it is.

Building a brand is about

CREATING
PERCEPTIONS

Products are built in factories,
brands are built in the mind

David Ogilvy
Founder, Ogilvy & Mather

…about
getting
YOUR
product Managing
into THEIR a brand
minds. is about
managing
perceptions

I'm convinced that it is feelings – and feelings
alone – that account for the success of the
Virgin brand in all of its myriad forms.
Richard Branson
Virgin


Tip 1

Think of your
brand as
customer
perception


How do brands talk to
customers?

Name

Brand Identity Logo

Web site Advertising
Packaging
Promotions Products / services

Name

Brand Identity Logo

Packaging

Product quality Service quality
Functional packaging
Texture Taste On-time delivery
Retail support
Management &
employee behaviour Vehicle quality & cleanliness

Premises standards Invoicing
Customer relations
Staff Motivation Training

Complaints handling Telephone answering

Brand Expression: what your brand says about itself

Name

Brand Identity Logo

Packaging

Product quality Service quality
Functional packaging
Texture Taste On-time delivery
Retail support
Management &
employee behaviour Vehicle quality & cleanliness

Premises standards Invoicing
Customer relations
Staff Motivation Training

Complaints handling Telephone answering

Brand Experience: the experiences people have of your brand

“It does
what it
says on
the tin”
Expression

Experience


A holistic process that involves
the ENTIRE TEAM


Tip 2

Ensure everyone
in your team
understands and
is committed

Three essential attributes
of a strong brand


1. Distinctive The brand’s ability to stand
out from the crowd


2. Relevant The brand’s ability to
communicate in a way that
is relevant to your target
market


3. Consistent The brand’s ability to
communicate consistently
its values and the core
brand message

Consistent
communications

Consistent ACROSS CHANNELS
Consistent OVER TIME


Tip 3

Ensure your
brand is
distinctive,
relevant and
consistent

If you don’t know your
customers your brand
can’t talk to them

Source: Marty Neumeier: The Brand Gap

“Make people happy”

“Feel stimulated”

“anti-establishment, innovative,
a consumer champion”

Chocolate. Energy.

“If you wish to
persuade me,
you must think
my thoughts,
feel my feelings,
and speak my
words.”

Marcus Tullius Cicero
(106 BC – 43 BC)


Tip 4

Know your
customers and
why they connect
with you


Craft a simple, direct
message and use it
consistently

Your brand USP

Unique Selling Proposition


Average person can take in 100 messages
per day (AAAA)

But receives 3,000 marketing messages
per person, per day

There are 183 pet
food products on
these shelves, how
do I decide which
one to buy?

Source: Marty Neumeier: The Brand Gap

Domino's Pizza
“You get fresh, hot pizza delivered to your
door in 30 minutes or less – or it's free.”

M&M's
“The milk chocolate that melts in your
mouth, not in your hand”

Tip 5

Craft a simple,
clear message
that cuts through
clutter


What about
the impact of
social media?


Vimeo.com

“The world is obsessed with Facebook”
One in every 13 people on earth use Facebook


In Ireland:

23% of adults use social networking sites

1.58m are active Facebook users (22 mins
per day)

23% of companies use Twitter

46% of mobile users owners use the
internet on their mobiles

Digital advertising spend increased by 12%
(!53.9m) in the first 6 months of 2010


The 5 tips become even
more important in this
new communications
environment


Tip 2

Ensure everyone
in your team
understands and
is committed


Bfk Bringing Your Brand To The Next Level

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