Intro to a Step By Step Approach to Building a Brand Identity

August 10, 2010

In my most recent post, I mentioned that one of my most favorite facets of marketing is market research.  A very close second favorite to market research is building a brand identity — using the understanding an organization has about its target customers to craft a unique and meaningful brand and message.  I love bringing the two puzzle pieces of customer understanding and brand positioning together and making them fit.

This year, out of all of the organizations with which I have worked, I’ve had the pleasure of working with three different organizations (two non-profits and one large private company) to help the brand puzzles fit together.  I’ve done this by facilitating some in depth brand strategy sessions for each organization.  Each strategy session has looked a bit different from the others to meet the specific needs of each organization (for instance I’ve facilitated sessions that have lasted a half day, and a process that consisted of hour long meetings every two weeks for 6 months).  Despite these differences, the key topics and brand components that we have discussed are the same.

For all three brands, each one was well-established in its field, and the youngest brand was over ten years old. While each organization had specific challenges that caused it to revisit its brand identity, there were a few common challenges each faced:

  1. Each brand was struggling to be more relevant and top of mind with its target customers
  2. Within each organization, there was some confusion as to what the brand really stood for
  3. Each organization lacked the language to communicate what the brand was about and what it provided to its target customers (the Brand Promise)

The sessions that I facilitated for each organization resulted in resolving these challenges by analyzing and rebuilding their brands one component at a time.  This process, one in which all of the key internal stakeholders participated, led to the development of a new brand identity for each organization that was fully embraced.

Because I have gotten such great feedback from the organizations for whom I have facilitated this process, I thought it might be useful to document this process over the course of the next few posts — just in case anyone else might find this process helpful in solving an brand identity challenges that their organization faces.

With that in mind, this post is my introduction to the series:  A Step By Step Approach to Building a Brand Identity.  The subsequent posts in this series will cover the following topics:

  • Getting Started:  Assembling the right people and target customer research to leverage in the process
  • Establishing the Guidelines:  Aligning to the objectives of the process
  • Diving Into the Brand:  Building the brand essence, benefits, character, and reasons to believe
  • Pulling It All Together:  Developing the Brand Promise

I hope that you find this new series of posts to be interesting and helpful, and as always, if you have any questions or comments along the way, please let me know.  I’d love to hear from you.


Defining brand and marketing strategy

April 20, 2010

This past week, I attended my local American Marketing Association chapter monthly event, and I was struck by a very simple explanation on how brand and marketing strategy fit together.  The explanation came from Tony Fannin, President of BE Branded.  I thought that Tony’s explanation would be worth repeating in this post, because I know that there are many smart and successful organizations that struggle with the difference between these two concepts.  This could be because traditionally trained marketers sometimes take understanding these concepts for granted and therefore do not always ensure that their audiences know exactly what they mean when they refer to either concept.  As a result, business leaders and managers who might not be as familiar with these concepts could find them to be vague, confusing, or even perhaps interchangeable.  So for any of you who might fall into one of these two camps and who may not be articulating how brand and marketing strategy fit together as eloquently, clearly, or succinctly as you might like, perhaps this explanation is worth a try:

The marketing strategy is the bridge between what the target customers believe and what the organization wants its brand to stand for.

Now to help give more clarity to this explanation, let me provide a few more details.  First of all, at its core, a brand is what your product/service/organization ultimately stands for or means in the minds of the target customers.  It is comprised of the feelings or perceptions that target customers have when they think of or experience a particular product or service.  Organizations typically want the brand to stand for something in particular in the minds of their target customers.  Meanwhile, the target customers may not have these exact perceptions and feelings in mind when they think of the product or service (unfortunately, this is the case most of the time).  The difference between what an organization wants its target customers to think and what the target customers actually think is a gap. Organizations can create and execute a marketing strategy to minimize the gap.  The marketing strategy is the set of planned actions that the organization undertakes to bring the two points closer together. Typically, these actions address one or more of the following:  the product (or service), the pricing, the placement (distribution or channels), and the promotion (including communication/messaging).  A well executed marketing strategy should help to move the perceptions of the target customers closer to what the organization envisions for the brand.  Additionally, it should also help organization’s idea for the brand become more attainable and believable to its target customers.

So what do you think?  Does this explanation help distinguish between the two concepts?   Let me know!  I’d love to hear if this is helpful or if you have other suggestions.