Typical Branding Framework

8/11/2019 Typical Branding Framework

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TYPICAL BRANDING

FRAMEWORKHOW WE EMPOWER YOUR

BRAND


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WHY DOWE NEED ABRANDINGFRAMEWORK?

The Branding Framework will supporManagement in the development of Strategic Road Map, that will take yointo the future. The framework will a

Identifying a unique brand strategybrand.

Creation of new corporate and/or pidentities.

Development of well-integratedcommunications structure.

Management of the your brand Bra

Enriching the Brand Experience of y


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Planning

BRAND

MANAGEMENT

Training &

Adoption

Tools

Monitoring &

Assessment

Products &

Services

PersonalInteraction

Environments

BRAND

EXPERIENCE

Print Materials

Name

Personality

Logo

BRAND

IDENTITY

Tagline

Design System

Assets

Company

Market

Customers

Offerings &

Architecture

BRAND

STRATEGY

Category &

Position

Messaging

Promise &

Experience


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It is the first step towards building

sustainable brand.

It is a critical process that will set thfoundation for all other branding a

It helps pre-empt the "brand chaos

arises naturally from conflicting goa

personal beliefs, and it provides vit

align creative and management pro

The strategy defines overall brand

architecture.1.0BRANDSTRATEGY


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1.1COMPANY

Capture the company's businesshistory and situation, long-term

vision, nearer-term mission,

cultural values and business

goals, and its intrinsic

personality.

BRAND

STRATEGYBusiness

History

Long-Term

Vision

Intrinsic

Personality

COMPANY

Nearer-Term

Mission


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1.2MARKET

Define the marketplace in which

the company and/or its offerings

will compete; can include market

trends and dynamics, traditional

and non-traditional competitors.

BRAND

STRATEGY

MARKET

Traditional

Competitors

Market

Trends

Market

Dynamics


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1.3CUSTOMERS

Establish an understanding of

customer groups and other key

audiences, such as investors,

employees, trade press and

sales-channel employees. In

addition to demographics, which

help you learn who your

audiences are and how and

where they can be reached,

psychographics provide an

understanding of their needs,

desires, goals, beliefs, habits and

culture.

BRAND

STRATEGY

Waj

AUDI

Custo

Inve

Employees

Needs

Goals

Culture

DesiresHabits

Beliefs

Psychographi

cs


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1.4OFFERINGS &ARCHITECTURE

Describe the products and/or

services the company offers to its

customers, and the architecture-

existing or planned of its brand

relationships between company,

product families, products,

partners, ingredient brands and

so on.

BRAND

STRATEGY

OFFER

Architof B

Rela

Products

Product

Families

Com

y

Partners


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1.5CATEGORY &POSITION

Identify the industry, category

and segments in which you

compete, your competitive

differentiation, and your

positioning within that

competitive arena expressed as a

position concept; the single

differentiating idea that you

intend to own in the minds of

your customers.

BRAND

STRATEGY

Positio

BRA

Cate

Industry

USP


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1.6MESSAGING

Comprise a hierarchy of

messaging components,

anchored by your position

concept at its top, extending

downward through the brand

promise, basic description, key

messages and support points.

There can also be versions of the

messaging "tuned" to the

interests of specific audiences.

BRAND

STRATEGY

Sup

Poi

MESS

Br

Pro

Basic

Description


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1.7PROMISE &EXPERIENCE

The brand promise states what

the company/products provideand the benefits that customers

can expect to enjoy from them.

The ideal brand experience

paints a picture of the takeaway

impressions you want to create

with every customer interaction.

BRAND

STRATEGY

BRA

Promise

Benefits

Offering


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2.0BRANDIDENTITY

It provides the highly distinctive ouexpressions of the company's valuepersonality and promise its identity

Consists of elements such as the nalogo that are used repeatedly to prinstant recognition.

It expresses the organization's purppersonality through a well-defined palette, a characteristic design systadditional verbal branding such as

Identity systems may also be devel

specific sub-organizations, productand programs at this stage.

All elements are made available forapplication to give the brand its condistinctiveness and recognisability.


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2.2NAME

The name of an organization

and/or product offering.

Depending on the brand strategy

and architecture, different types

of names could be appropriate:

descriptive (of functions orplaces), eponymous (named for

some person), suggestive

(recognizable and relevant),

arbitrary (a known word taken

out of its normal context) or

fanciful (unique fabrications).

BRAND

IDENTITY

Sugge

BRA

NAM

Appro

Fanciful

Arbitrary


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2.3LOGO

A company's or product's logo

can be thought of as its "flag":

distinctive, memorable, and

signaling value and allegiance in

the brand it represents. Types of

logos include logo marks (graphic

symbols), logotypes (symbol andname combined in a specific

arrangement) and word marks

(consisting primarily of type,

focused on typographic style and

emphasizing the name rather

than graphic symbolism).

BRAND

IDENTITY

LO

Type

Logo

Marks

Word

Marks

Logo

Types


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2.4TAGLINE

The tagline, often referred to as a

"slogan," is a short verbal phrase that

can serve a number of purposes: it can

provide descriptive information to

define the company's business or the

product's function; it can define the

kinds of customers the company or

product serves, or the benefit it

provides; it can inject "attitude" to

express a distinctive personality and

approach to the world. The tagline

typically has a predefined spatial

relationship to the logo.

BRAND

IDENTITY

Inj

Atti

SLO

De

Com

Define

Service

Project

Personality


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2.5DESIGNSYSTEM

The organized system that creates your

recognizable and repeatable "visual

identity"-includes a distinctive color

palette, typography (choices of

typefaces and how they are applied),

secondary graphics (these arecharacteristic graphic objects that pull

together layouts, and also specific

styles of illustrations and/or photos),

and structural grids, which determine

the distinctive arrangement of

elements in different design

applications.

BRAND

IDENTITY

Struc

Gr

DES

Co

Pa

Typography


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2.6ASSETS

Assets are the collected set of key

identity elements, typically in the form

of ready-to-use electronic design files.

They include logos, type fonts, color

palette, and libraries of distinctive

graphic images such as photos,

product images and illustrations.

BRAND

IDENTITY

Photo

BR

AS

L

Product

Images

Illustrations


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3.0BRANDMANAGEMENT

Planning coordinated launch and delivery of messages, both internally and externally, intebusiness and marketing plans to optimize imeffectiveness-planning not just individual prooptimizing the overall priority, mix and rollou

best connect with the customer Actively cultivating brand understanding, ado

ability among employees and others who wilthe customer's brand experience - providing brand training, assets and tools so they can cdeliver "on-brand" communications, personaand products

Setting up a system and tools for monitoring the brand's health, so that resulting insights c

not only to maintain brand alignment, but alsthe brand strategy, identity, experience and mover time - allowing brand managers to moveconsistency and build a brand that can adaptthe marketplace


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3.1PLANNING

Planning focuses time and resources

into specific decisions and priorities for

reaching audiences-identifying the

opportunities, budget and time for the

best-possible delivery of your

messages. Planning ideally builds from

the organization's overall business andmarketing plans, then breaks out to

specific program-, product- and

project-level plans, both for launches

and ongoing activities. Plans can also

address the processes and means for

building and managing the brand

within the organization.

BRANDMANAGEMENT

BR

PLA

Ongoing

Activities

Program

Plan

Project

Plan

Product

Plan


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3.2TRAINING &ADOPTION

For branding to achieve maximumeffect, the organization's leaders,

employees and partners must all

understand and deliver the brand-and

better yet, become engaged and live it

as part of the corporate culture.

Internal brand launches, employee

brand training programs and

engagement exercises, promotional

items (such as branded gifts, clothingand screen savers), and attention to

brand alignment during hiring and

reviews can make a tremendous

difference. They enhance a brand's

clarity and authenticity, and they help

keep the business focused in serving

its customers.

BRANDMANAGEMENT

Prom

It

BR

ADO

InLau

Employee

Hiring &

Reviews


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3.3TOOLS

A number of tools can be developed

and applied to support the discipline

of brand management. These can

include brand training modules, a

range of guidelines for brand, style,

examples of internal and external

communications, and templates to

"jump-start" projects with appropriatedesign and assets already in place. All

of these tools and more can be

delivered within an online brand

management portal, making them

instantly and widely available, even in

remote geographies, and easy to

update with new and revised content.

BRANDMANAGEMENT

Tem

Wa

BR

TO

Tra

Mo

Style

Guidelines


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3.4MONITORING&ASSESSMENT

A key aspect of brand management is

paying attention to the faithfulness of

branding efforts, and also working to

understand whether the efforts areresonating with audiences. Both sides

of this equation should be monitored

and assessed on a regular, ongoing

basis to understand what's working,

and what's not. Activities can include

reviews of materials in development,

brand audits and customer research.

BRANDMANAGEMENT

Au

BR

ASSE

Customer

Research


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3.5EVOLUTION

While one goal of branding is

cohesiveness, it's also critical that

branding evolve, both to reflect

changing business priorities and to

strengthen your connection with your

customers. With learning gained

through personal interactions andmonitoring and assessment activities

comes the insight to evolve branding

efforts, and the brand itself. This may

include adjusting, replacing, or adding

to any of the elements described in

the framework to optimize branding

impact and cost-effectiveness.

BRAND

MANAGEMENT

BR

EVO

A

Replace


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4.0BRANDEXPERIENCE

It enables companies to design a rangexperiences that customers and othewill find meaningful, memorable, andexplicitly with your brand.

It is the path to building brand trust,

advocacy. It extends well beyond traditional ma

communications to include personal events, environments even the appeafunction and reliability of products anand any other opportunities for you aaudiences to come into contact.

It is aspirational: it speaks to the goalevery point of contact with the custoother audiences as remarkable, engacompelling as possible and of clearly positive experiences to your brand.


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4.1PRODUCTS &SERVICES

The design and function of your

product and service offerings are

crucial elements of the brandexperience you create: they represent

the embodiment of your brand. To

contribute to the strength of your

brand, they should faithfully

incorporate your company's values and

identity attributes, and above all

deliver on your brand promise.

BRAND

MANAGEMENT

D

B

Pr

EXPE

Incorporate

Companys

Values


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4.2PERSONALINTERACTION

As with products and services,

interactions with people representing

your organization stand out vividly in

the minds of your customers,

employees and other audiences. These

interactions range from how you

answer your phone, to the behaviour

of your sales and support staff, to

discussions with your executives inmeetings and public forums. It's critical

to attend to these interactions and

optimize them to reflect your brand

values, deliver your messages and,

ultimately, to help customers form

trusted relationships and affinity with

your organization.

BRAND

MANAGEMENT

D

B

Pr

W

EXPE

Incorporate

Companys

Values

EXPE

Ansthe

Executives in

Meetings &

Public

Forums


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4.3ENVIRONMENTS

Anything that provides surroundingsfor your audiences can be considered

an environment; these include physical

spaces such as retail and office

environments, vehicles on the street,

and event venues and activities.

Virtual environments can be delivered

through electronic media, including

websites, CD-ROMs and even the

multi-sensory impressions that can becreated in radio, film, video and

television. In each case, if the

environment is aligned with your

brand messages and is clearly

identified with you, it can help create a

compelling and memorable brand

experience.

BRAND

MANAGEMENT

ENVIR

Virtual

Branding

Website

s

TV

CD-

ROMs

Radio

Vide


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4.4PRINTMATERIALS

Print materials, business papers,

collateral, corporate literature, annual

reports and sales kits are arguably the

most traditional means for creating

brand experiences. They are often

expected, and just as often ignored

among the flood of communicationsdemanding the customer's attention.

But if their messages, look and feel

connected with the needs and desires

of the customer, and if they represent

your brand clearly, they can be some

of the most effective and long-lasting

means of brand-building available.

BRAND

MANAGEMENT

CorLite

EXPE

Ma

Sales Kits

Annual

Reports


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4.5EVENTS

Public relations efforts that result in

attention for your brand and offerings

in media coverage, public events and

business forums provide the

opportunity for your brand to be

extolled by others, rather thanrequiring you to do all the promotional

"lifting" yourself. Just as important, PR

and events can create shared brand

experiences they have the potential to

build a community and following for

your brand, helping it take on a life and

momentum of its own.

BRAND

MANAGEMENTShare

Exp

Brand

Following


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4.6ADVERTISING

Advertising, whether in print, mail, on

the air or online, is perhaps the best-

known vehicle for creating brand

awareness quickly. With its broad

reach and boiled down brand images,

messages and personality, it canrapidly build recognition for your

organization and offerings. To avoid

skewing or fragmenting your brand

image, however, advertising must be

handled carefully, with faithful

incorporation of your brand identity

system, personality and messages.

BRAND

MANAGEMENT

A

Fragm/Sk

ADV

W

Build

Recognition


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TYPICALPROJECT

TIMELINE


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MONTH1 MONTH1 MONTH2 MONTH2 MONTH3 MONTH3 MONTH4 MONTH4 MONTH5

BRAND STRATEGY BRAND IDENTITY BRAND MANAGEMENT BRAND EXPERIENCE

Soft Launch Grand La

MONTH4 MONTH4


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TIMELINE


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PHASE 1

MONTH1

Company Customers Market Offerings &Architecture Category &Position Messaging

MONTH1 MONTH2


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PHASE 2

MONTH2

NamePersonality Logo Tagline Design System

MONTH3


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PHASE 3

MONTH3

PlanningTraining &

AdoptionTools

Monitoring &

Assessment

MONTH3 MONTH3


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PHASE 4

MONTH3-MONTH4

Products &

Services

Personal

Interaction Environments Print Materials PR & Events Advertising

Processes overlap each other in this phase.


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BEFORE MOVING FURTHER AN AGENCY N

TO ESTABLISH THE ATTITUDE, ATTRIBUTES,ASSOCIATION AND ASSETS OF YOUR BRAWHILE MEASURING AUDIENCE PERCEPTIOAND EMPLOYEE ALIGNMENT BY UNDERTAA BRAND AUDIT


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Documents

Typical Branding Framework