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“Organizations are not
the result of great branding. Great branding is he result
of great organizations.”
-- Dominique Hanssens, Bud Knapp
Chair, Head of Marketing Department, The Anderson School
at UCLA
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Managing your brand and strengthening your market
position is the key to success for any corporations.
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Brand management overview
Aionic brand management process starts with a deep understanding
of consumer and competitor. It is important to establish
a common brand management vocabulary in your organization.
This will help your employees, clients, consumers, vendors,
partners and other organizations communicate with fewer
misunderstandings and more important, it will help communicate
and reinforce key brand management principles. By agree
on one set of terms will help organize and simplify the
brand architecture.
What is Brand?
The American Marketing Association
describes a brand as a “name, term, sign, symbol
or design, or a combination of them intended to identify
the goods and services of one seller or group of sellers
and to differentiate them from their competition".
Design
your Brand
In designing your brand, there are four elements that we
focus on.
- Target Audience : Define your target
customer ( example : Target audience of CleanEn, Inc.
is People who are concerned about clean air and energy
conservation mostly single Male age from 20 to 35 y/o
with annual income starting from $22,000 to $120,000
and single Female age 25 to 37 y/o with annual income
starting from $19,000 to $100,000.
- Brand Essence : Articulate the "heart
and soul" of the brand - Brand's fundamental nature
or quality. Usually stated in two to three words. In
a rare circumstance brand essence and slogan will be
the same. Brand Essence and also be called "Brand
mantra". Brand mantra define the type of business
and sent your brand boundaries. Brand mantra also clarity
what is unique about your brand. It should be easy to
remember, short, crisp and vivid in meaning. Brand mantra
would also stake out ground that is personally meaningful
and relevant to as many employees as possible.
- Brand Promise : Develop the relevant
differentiating benefits the brand promises to deliver
to its target audience. To be successfully positioned
in the market place, a brand must promise differentiated
benefits that are relevant and compelling to the consumer.
The benefits can be functional, experiential, emotional
or self-expressive. To be believable, brand promise
must have reasons to believe in support of the band's
promise.
A brand promise must :
- Address important consumer needs
- Leverage your organization's strengths
- Give your competitive advantage
through differentiation
- Inspire, energize, and mobilize
your people
- Drive every organizational decision,
system, action and process
- Manifest itself in your organization's
products and services
- Brand Personality : Describe the brand
as if it were a person (such as fun, sexy, sincere,
sophisticated, old fashioned, reliable, progressive,
etc)
After addressing these four elements,
you need to map out how your brand is positioned against
competitors. Once the brand is designed, this design must
drive all of your consumer communication, all your marketing
elements, and your company persona, its design and more
importantly your culture. Also the brand must drive customer
value chain - this process add value to your organization
and your target audiences and consumers through activity
your company or organization undertake. If it does not,
it should be reevaluated or possibly eliminated.
The brand design should be directly
translated into and supported by the brand identity standard
and systems. The will make sure that the brand design noticed
at each point of contact with consumer, that is resulting
in a total brand experience. In essence, you are selling
the band experience more than anything else.
Managing your Brand
Here are the most important tasks of a brand management
function
- Develop and execute brand plans, including
brand marketing plans
- Build brand awareness
- Position the brand for sustainable competitive
advantage
- Transform the organization's leadership
team into brand champions
- Transform all employees into brand champions
- Measure and actively manage your brand's
equity
- Actively manage the brand's identity,
including enforcement of its guidelines and standards
- Legally protect the brand
- Always keep the brand customer focused
- Design and implement and plans to create
emotional connection between your brand and its customers
- Develop and execute brand loyalty programs
To find out how Aionic can help you
with your brand contact our brand manager for more information.
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