A brand profile or model gives the following:
1) A clear understanding and expression of what the business offers, how the business delivers it and what it means for their customers, partners and key audiences i.e. the strengths of the brand, how to play to them and where to position the brand in the territories where the business operates.
2) Key strategic do’s and don’ts for brand behaviour and communications that will enable the planning of brand activities, launches and communications congruent with core brand signature and character as part of the business development strategy.
3) A basis on which to design and develop the brand identity and all the visual communication and creative requirements, such as brand name, brand identity, advertising, brand packaging, collateral and website etc.
Typically a client can expect the following benefits from working with us:
4) A clear sense of where you stand in your markets and what works best for your brand, particularly in terms of how to define, develop and grow your business, and describe what it does in a way that makes sense for your customers and partners.
5) A distinctive framework to enable you to establish a strategic and defendable positioning in the market(s) where you operate.
6) A robust and objective basis for planning the management and design of activities required to achieve your brand and business growth objectives.
What is Brand Positioning?
Positioning focuses on the perceptions of the prospect not on the reality of the brand. To succeed in our over-communicated society, a company must create a “position” for their brand, be it product or service, in the prospect’s mind. A position that takes into consideration not only its own strength and weaknesses but those of its competitors as well.
Positioning is not what you do to the product; it’s what you do in the mind of the prospect. In a rapidly changing world of endless choice, positioning is how you clearly differentiate your brand in the mind of your customer to assist choice. Positioning is used to compensate for the endless information overload experienced by consumers in their daily lives by using an oversimplified message to cut through the clutter and get into the mind. In essence, it’s the nuts and bolts of the brand upon which the brand message or story is built. Some of the most powerful brands stand for simple but extraordinary ideas e.g. FedEx – parcel delivery, Google – internet search, Red Bull – energy drink, Volvo – safety, Tiffanys – expensive luxury, Wal Mart – cheap, Ballygowan – water.
We select our brands based on their position in our minds and whether they match how we feel about ourselves. Brands help define who we are. Brands that try to attract everyone end up appealing to no one and when a brand no longer stands for something clearly identifiable, it loses its power. Therefore positioning must be focussed in its objectives, on its target market and what meets their specific needs to be successful.
What Makes up a Brand?
Branding is made up of tangibles and intangibles. The tangible aspects are the functional characteristics of a brand, the unique and identifiable symbol, association, name or trademark which differentiates competing products or services e.g. Persona Design brand logo.
A logo in itself is not and never will be a brand. It is simply an icon that indicates its existence, a system used to indicate a clear and consistent voice for your product or service. It doesn’t change who you are; it just amplifies how you are perceived by others. Your identity in conjunction with your brand helps people understand who you are and what you offer.
The intangibles aspects, arguably as important or in some cases more important, are the emotional characteristics of a brand which is the sum of an organization’s attributes including it’s; name, history, reputation, personality, culture, full sensory customer interaction or experience, packaging and advertising, in short all forms of communication.
Branding is a living entity which means all touch points, both physical or the more elusive sensory or cultural experience, must be congruent with core brand values and positioning. Being a familiar name takes you miles closer to closing a sale. People like to buy from companies they’ve heard of. They make decisions, rational and irrational, based on emotional connections. They are the critical wild card in the transaction process. Do they like somebody or not in order to do business with them or buy from them, assuming the product meets the basic prerequisites of functionality, market need, quality and service. These intangibles can never be under estimated and should be carefully managed and nurtured.
Contradictory as it may seem branding is both an art and a science, and therein lies the challenge. Branding is a complex process. It’s not just a logo, advertising, websites, brochures or packaging. It’s stories that spread, its editorial content, it’s high-quality content blogs, it’s company seminars or trade show presence, it’s clever direct mail communications and point of sale. It’s creating movements, using engaging humour or emotion and surprising people, it’s the brand ambassadors of your company i.e. your management team and staff and how they dress, communicate and represent your brand, it even includes vocal intonation, interactions and facial expressions.
When someone stands up in front of a crowd at a political rally, in a seminar or in a church, they’re marketing their brand. Politicians and celebrities market their brand offering every time they speak up at a press conference or in an interview. Clever branding delivers consistently across all communication channels, amplifies brand personality, reinforces confidence and converts clients and customers into loyal advocates while building even stronger emotional connectivity every day.
Brand Profiling and Brand Positioning
Taking a business’s current position as a starting point, we survey the market-space where they plan to do business and identify a position and approach to business that will stand out from the competition now and into the future.
Our role is to guide you the proprietor, business owner, entrepreneur, consultant and your management team in your choice of position; yours is to direct the brand, manage business growth and protect this invaluable asset by taking actions that carefully match your position and offering with what your customers want and need.
A well-managed and well-protected brand quickly becomes the most valuable intellectual property asset in a business and adds dramatically to the commercial value of the business whether you pass it on as a valuable legacy to your nearest and dearest, sell it for millions or seek further investment in it.
There are typically five key initial aspects that should be reviewed;
1) Research the business’s current market, competitors, trends and NPD opportunities
2) Develop the brand profile, model and position
3) Develop the communications strategy
4) Develop the brand identity
5) Develop the appropriate brand marketing collateral (packaging, print collateral, website, online/offline promotional campaigns, advertising etc.)
At the end of the process proprietors, business owners, consultants, entrepreneurs and management should have a much clearer sense of where they stand in their markets and what works best for their brand, particularly in terms of how to define, develop and grow their market and ultimately generate a profitable return consistently while sustaining a competitive edge.
Do you want to make your brand stand out as a highly recognised, memorable and much-loved name?
The Personality Profile Performer™ System is the perfect solution for you because it’s a step-by-step process empowering you to build your brand and become more profitable. Get the Personality Profile Performer™ Programme here now so you can make your brand No.1 in your market.
Alternatively, if you want in-person professional direction with expert input to codify your brand and develop your brand road map to grow your business and would like to discuss working with us then give us a call T: +353 1 8322724 (GMT hours 9:00-17:00) or drop us a line to firstname.lastname@example.org. We’d be delighted to talk with you.