A guide to building a brand for small businesses. For a FREE downloadable version please visit www.incrementa.co.uk

1. Building a Brand

2. What is marketing
“Marketing is the analysis, planning,
implementation and control of
programmes designed to bring about
desired exchanges with target markets
for the purpose of achieving
organisational objectives.
It relies heavily on designing the
organisational offering in terms of the
target market needs and uses the
effective pricing, communication and
distribution to inform, motivate and
service the market”

3. •What is a brand
−Is it the personification of an organisation, product or service?
−Is it the source of a promise to the customer? Or is it a trust mark?
−Is it a set of associations that enhance or detract from the related
product or service?
−Is it the main source of emotional connections with customers?
−Is it something that drives the design of the “total customer
experience”?

4. A product is something that is made in a factory; a
brand is something that is build up of trust and
relationships. A product is an object; a brand is a
personality. A product can be easily copied by a
competitor; a brand is unique.

5. • A brand is the difference between a bottle of soft drink and a bottle of
coke….

6. • A brand is the difference between a mp3 player and an iPod..

7. • A brand is the difference between a cup of coffee and a starbucks

8. • A brand is NOT
− Trade marks – these are legal
− A trade mark might form a small part in a brands identity
− Mission statement –
− this is a reminder of your values
− Logo or slogan
− This is a very small part of your brand visual identity
− Advertising
− This only delivers or communicates your message

9. Like human beings all brands are born equal. The trick is
the same – to prove one isn’t. Branding is the art and
science of identifying and fulfilling human physical
and emotional needs by capturing their attention,
imagination and emotion

10. The art of marketing is the art of brand building. If
you are not a brand you are a commodity. Then price
is everything and the low cost producer is the only
winner.
Philip Kotler - Kellogg

11. Step 1 Step 2 Step 3 Step 4 Step 5 Step 6
Develop or
extract long
term goals
for the
product,
service or
organisation
Conduct
stakeholder
research to
extract brand
requirements
from key
decision
makers
Develop
customer
segmentation
Develop a
brand
promise that
translates
the vision
into
customer
value
Develop
brand
positioning
Develop a
marketing
strategy that
delivers the
brand
promise
6 Steps to brand development

12. Internal External
Fixed
Variable
Brand Vision
What do we want our
brand to become
Brand Promise
What is our commitment
to our customers
Brand Delivery
How do we intend to fulfil
our commitments and
what actions will we take
Brand Positioning
How do we want to be
perceived and what’s our
competitive advantage

13. The traditional thinking around branding was to endow
a product or service with unique characteristics
through the creative use of name, slogan, packaging
and advertising.
However in a muddled world there is a muddle of
images and messages, it is extremely difficult for a
brand to rise above this noise and be remembered and
noticed.

16. Who said:
Just do it
Every little helps
I’m loving it
Have a break
The ultimate driving machine
Where do you want to go today?
Once you pop you can’t stop
Because I'm worth it.

17. •Step one
What are the long term goals for the organisation, product or
service?
SMARTT
You cannot develop a meaningful brand strategy with the
absence of a business strategy
You can create a logo, name, tag lines and a set of graphic
elements for short term marketing needs

18. •Step 2
−Stakeholder Analysis
Who are the key people to be won over?
Power
Interest

19. •Step 3
−Customer segmentation
Who are potential customers?
It should be based on potential profitability of each segment

20. Segmenting B2C markets
−Behavioural
− Benefits sought
− Purchase occasion
− Purchase behaviour
− Product usage
− Perceptions and beliefs
−Psychographics
− Lifestyle
− Personality
−Profile
− Demographics
− Geographics

21. Segmenting a B2B market
• Macro – segmentation
−Organisational type and size
−Industry
−Geographic location
• Micro – segmentation
−Choice
−Decision making unit structure
−Decision making process
−Purchasing organisation
−Organisational innovativeness

22. •Step 4
−Develop brand promise (strategy)
The basis of any brand is its core promise. A promise to
achieve certain results, deliver a certain experience, or act in a
certain way.
Basically your organisations / products personality

23. What are the personalities of these brands?

24. Ask yourself these questions:
• What is the deep need that your organisation, product or service
satisfies? What is the raison d’etre
• Who do you want to project to (aspirational)?
• What is your unique selling proposition?
−What makes you different from your competitors?
• What are your core competences
−What do you well compared to your competitors?

25. Ask yourself:
• What do you believe is the current look and feel that you project to
your customers?
− What do you look like?
− How do you act?
• What do you want to project to your customers (aspirational)
− What do you look like?
− How do you act?
GapYou Customer
What you want to project What they perceive

26. • To first understand brand values and promises we must first
understand the difference between features and benefits
−A feature is an aspect of the brand that may or not confer a benefit –
e.g. a cigarette lighter in a car
−However fluoride in toothpaste has an added benefit

27. Core
function
Branding
Features
& Benefits
Packaging
Guarantee
After sales
Augmented Product
Core ProductTotal Product

28. Building a brand
Just a box on wheels, no image
or brand
gadgets
Sound
system
Big
engine
Big
boot
Tangible
benefits
(Easy to
copy)
Intangible benefits
(difficult to copy)
Well
known
Cool
status
Perceived
reliability

29. Brand name
and
image
Delivery
Quality and
design
Packaging
Guarantee
Service
Core Product
Brand Potential Brand Potential

30. Brand building involves a deep understanding of both functional
and emotional values and the ability to combine them in a
unique way to create a preferred augmented product
This unique augmented product is your BRAND
And consistency is the key

31. How are brands built
Quality
Well blended
communications
Being first Internal marketing
Long term perspective
Repositioning
Positioning
Brand Building

32. Quality
Building quality into a product / service is key
Marketing a computer that overheats or a car that breaks down is
difficult

33. Positioning
Creating a unique position relies
on a blend of choosing a target
market and establishing clear
differential advantage to
potential customers
The strength of a brand’s
position is dependent on 6
elements
Brand
Heritage
Brand
assets
Brand
personality
Brand
reflection
Brand
Values
Brand
domain
Brand
positioning

34. Brand heritage
Brand assets
Brand reflection
Brand values

35. Repositioning
As markets change and opportunities arise repositioning might allow
an organisation to take advantage of these new opportunities or
steer away from market threats
From this to this

36. Well blended communications
Consistency of approach in visual image, public relations, descriptive
text and staff activity

37. Being First
Pioneer brands are generally more successful than follower brands
Being first gives a brand the opportunity to create a clear position in
the minds of the target customers giving the opportunity to
develop loyalty
However it does not guarantee success.

38. Long term perspective
For brands to endure they have to be maintained properly and
imaginatively. Brands are extremely valuable properties and, like
other forms of property, they need to be kept in good repair,
renewed from time to time and defended against squatters!
Adrian Cadbury
Cadbury Schweppes