Pink Mingo: the Marketing Director's guide to the brand sandwich

THE MARKETING DIRECTOR’S GUIDE TO …
THE MARKETING
DIRECTOR’S GUIDE TO:
THE BRAND SANDWICH
JUNE 2019

Do you want to evolve your brand but
feel unsure of where to start?
Are you worried that in tinkering with
one part of the brand, you’ll break another?
Are you bringing two brands together or
articulating an entirely new offer?

If you want to escape circular conversations and get some
clarity, you’ll love the brand sandwich…

BUSINESS MODEL
STRATEGIC BRAND NARRATIVE
BUSINESS BRAND ALIGNMENT

BUSINESS MODEL

A business plan is a live operational document that carries a business
through from their first hire, to their first million and beyond
Pink Mingo favours the
Lean Canvas business model
The model replaces elaborate business plans with a single page business
model, and we use the simple structure to précis and playback output from
business strategy documents, key stakeholder interviews
and buyer persona workshops

Problem
Top 3 problems
1
Solution
Top 3 features
4
Unique value
proposition
Single
compelling clear
message why
you are different
and worth
buying
3
Unfair
advantage
What can’t easily
be copied or
bought?
5
Customer
segments
Target
customers
2
Key metrics
Key activities
you measure
8
Channels
Path to
customers
9
Cost structure
E.g. customer acquisition, marketing, staff
etc
7
Revenue streams
E.g. service subscription, product sales,
sponsorship, consultancy etc
6

STRATEGIC BRAND NARRATIVE

The strategic brand narrative captures the
fundamentals of your brand,
providing the framework to share your
organization's story

Lots of brand consultants and agencies have
their way of ‘pulling everything together’ –
this is Pink Mingo’s….

WHY YOU EXIST: your
purpose
WHERE YOU ARE
HEADED: your vision
WHAT YOU DELIVER:
your proposition
HOW YOU DELIVER:
your values
WHO YOU ARE:
your brand

WHY YOU EXIST: your purpose
Your philosophical heartbeat, your raison d'être,
the difference your business makes in the world
Your purpose doesn’t change every time there is a new product,
service or brand color palette

The shoe brand TOMS’ purpose: to advance health, education and economic
opportunity for children and their communities around the world, is front and centre
of everything they do
They match every pair of shoes purchased with a
new pair of shoes for a child in need and everything
from their logo to their tagline expounds their purpose

WHERE YOU ARE HEADED: your vision
Your vision is where you want to be, by when
It is the driving aspirational force for the current strategic cycle

Who can forget Microsoft’s lofty vision of A computer in every desk in every home?
A vision statement which managed to communicate their desired growth as well as
their anticipated effect on the world

WHAT YOU DELIVER: your proposition
Your proposition is what you offer
This is sometimes referred to as your unique value statement

Uber lays out their proposition very clearly
‘The Smartest Way to Get Around’ echoes the simplicity and convenience
of using Uber, simultaneously highlighting the
reasons customers should use their service over any other
Another short and sweet proposition is
Apple iPhone’s ‘The Experience IS the Product’

HOW YOU DELIVER: your values
Your values are your style, your behaviours, the basis of your company culture,
the guiding principles of what you stand for, and against
Values must be authentic, and ideally measurable through something like
customer feedback, performance reviews or other business metrics

Do these values resonate with your interactions with American Express?
▪ Customer Commitment: We develop relationships that make a positive
difference in our customers' lives.
▪ Good Citizenship: We are good citizens in the communities in which we live
and work.
▪ A Will to Win: We exhibit a strong will to win in the marketplace and in every
aspect of our business.
▪ Personal Accountability: We are personally accountable for delivering on our
commitments

Do these values resonate with your experience of Google?
▪ Focus on the user and all else will follow.
▪ It’s best to do one thing really, really well.
▪ Fast is better than slow.
▪ Democracy on the web works.
▪ You don’t need to be at your desk to need an
answer.
▪ You can make money without doing evil.
▪ There’s always more information out there.
▪ The need for information crosses all
borders.
▪ You can be serious without a suit.
▪ Great just isn’t good enough.

WHO YOU ARE: your brand
The sum of it all
Your brand is an expression of your personality through
messaging, visuals and action
Typically bound together in brand guidelines and
brought to life through your channels
The best brands implement every element of the strategic brand narrative
across each and every touchpoint

BUSINESS BRAND ALIGNMENT

Aligning to the business
is what brings a brand to life
and ensures it thrives

This checklist is a good start point to review what might need
updating once you have your newly articulated strategic brand narrative agreed:
Employee onboarding
Employee communication
Client experience
External communication
Strategy
•presentations
•handbooks
•process
•intranet pages
•performance review templates
•staff survey questions
•key account management
•customer experience
•tone of voice guides and key messages
•mission statement
•static web pages
•content creation guides
•marketing and sales
•business wide KPIs
•corporate social responsibility
•digital transformation

So there you have it…
Gluten free and packed full of protein:
sink your teeth into a brand sandwich today!

I am Elizabeth, the bird behind Pink Mingo
I am a London based marketing brand consultant working with
good eggs the world over
I provide high-quality, short-term expertise for companies in
flux; at times of high growth, new market entry or change
My clients benefit from a flexible approach and an experienced
marketer who can start making a positive impact, fast
So whether you are a mature business or newly hatched
brand, let’s explore how we can fly higher together
ABOUT PINK MINGO

Pink Mingo: the Marketing Director's guide to the brand sandwich

Recomendados

Recomendados

Más contenido relacionado

Último

Último (20)

Destacado

Destacado (20)

Pink Mingo: the Marketing Director's guide to the brand sandwich