Best practices for developing a more powerful brand by branding expert Debbie Inglis. Presented as a monthly webinar for Smart Insights members

1. 1Brand Insight Transformations
#DigitalPriorities Digital Marketing Priorities 2018 brought to you by
Why every business needs a brand identity and
how to create it?
Debbie Inglis, Brand Insight Transformations

2. 2Brand Insight Transformations
Recommended Smart Insights toolkit updates
Managing Digital branding toolkit

3. 3Brand Insight Transformations
Before we start … house keeping
• A recording for the webinar will be sent via Email
• Slides will be available via Smart Insights Slideshare
• Please get involved with the interactions:
• Give your views in the votes
• Do ask questions at any point via the Questions panel

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The Power of Branding

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Agenda
• The importance of brands to a business
• Key Brand terms: definitions
• How to define your brand vision and identity
• Examples of visions, identities and guidelines

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About Debbie Inglis
• Strategist, insight generator, FMCG brand marketer
• Transforms branded businesses by developing
innovative strategies with insights and the consumer at
their heart
• Brands: Yeo Valley Organic, McCoy’s, Appletiser,
Danone, Cadbury’s Fingers and Clarks
• Sharing the world of classical FMCG brand marketing
with marketers with a digital focus

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The Importance of Brands

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Why bother?
• Brands are concepts and business assets that add value
• Consumers and businesses make a choice between
one brand and another – why choose yours?
• Creating a brand vision and identity is important for
businesses regardless of size
• Strategically and operationally your brand is the
lynchpin for everything you say and do
• Creating a brand vision and identity is fun!

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The brand vision and identity
• The brand is the face, sound and feel of your business
• Expressed through communication touchpoints
including service (customer experience)
• In fact every employee interaction with customers and
stakeholders and through communication asset
• Have you chosen what you stand for with your
customers … or … has someone decided for you?

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The brand as a strategic hub
Source: www.brandcap.com

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Strategy recommendation
• A strong brand will have a clear brand identity
• With a set of associations the business aspires to
build and maintain strategically
• Aligned with the business goal
• Ensuring stand out and distinctiveness vs the
competition

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Definitions: Key Brand Terms

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Definition: Brand Vision
• Description of the aspirational image for the brand
• What you want the brand to stand for in the eyes of
your customers and employees
• The associations a brand needs to own to grow the
business strategically eg extending into new categories
• The vision drives the brand-building component of the
marketing programme

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Definition: Brand Positioning
• The positioning and messaging helps you achieve your
aspirational brand vision
• Is a shorter term communication guide for reaching
your target customers
• Is often expressed as a strapline that is communicated
• Evolves/changes as the competitive context shifts
• For more details refer to the Digital Branding guide
Source: Smart Insights 7 Steps Digital Branding guide

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Definition: Brand Identity
• Organised around 4 perspectives and 12 dimensions
• Brand as product: product scope, attributes, quality, uses, users, and provenance
• Brand as organisation: organisation attributes, local vs global
• Brand as person: personality, type of brand-customer relationship
• Brand as symbol: visual imagery/metaphors and brand heritage
• The core is central, timeless and a short description of
the brand
• The extended identity provides texture useful in the
creative development phase

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The Brand Identity
Source: Brand Identity System: Brand Leadership. Aaker, D A and Joachimsthaler E

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The Brand Vision and Identity Example
Source: Brand Identity System: Brand Leadership. Aaker, D A and Joachimsthaler E

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Brand Guidelines typically include:
• An overview of your brand’s history, vision, personality and key values
• Brand message or mission statement – including ‘tone of voice’
• Logo usage – where and how to use your logo including minimum sizes, spacing and what not to
do with it
• Colour palette – showing your primary and secondary colour palettes with colour breakdowns for
print, screen and web
• Type style – showing the specific font that you use and details of the font family and default fonts
for web use
• Image style/photography – examples of image style and photographs that work with a brand
• Business card and letterhead design – examples of how the logo and font are used for standard
company literature and
• Examples of the look and feel of a range of communication assets in different media channels eg
webpages, digital activations, print adverts.

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How to define your brand vision and identity
The Classic Strategic Analysis Approach with examples

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Classical Strategic Vision Approach: outline process
• Begin with a detailed market and
brand analysis
• SWOT and TOWS
• Review of brand’s mission
• Generate options
• Evaluate and make a choice
• Invest in market research where required
• Implement
• An iterative process
Strategic
Analysis
Strategic
Implementation
Strategic
Choices

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Brand vision and identity: deliverables
• A brand vision – what you want the brand to stand for
and where you want the business to be
• A brand’s value proposition (functional, emotional,
self-expressive)
• A brand essence – often 3-4 adjectives
• A brand positioning in the competitive context
• A brand identity
• Brand guidelines and style guides

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A brand pyramid example
Source: Smart Insights 7 Steps Digital Branding guide

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A brand onion
Source: Smart Insights 7 Steps Digital Branding guide

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A brand vision example

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A brand vision example: creative expression
• Campaign proposition:
Clarks is a believer in the power of
beautiful shoes and their ability to
transform the way you feel, knowing
that you are feeling your best helps give
you an uplifting feeling of confidence.
The transformational power of shoes:
https://www.youtube.com/watch?v=1Zx-
https://www.youtube.com/watch?v=anoOcF8c7M8

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Defining your brand vision and guidelines
Company Mission
To make more moments more special with Appletiser
Creative platform
Crown the moment
The creative idea
THE CROWN IS YOURS
Explaining the idea to a 5 year old
For all those moments of natural sparkle in your life, the
crown is yours
THE IDEA ALIGNS WITH OUR COMPANY MISSION

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Defining your brand vision, identity and guidelines

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Guidelines: style guide first look
FIRST LOOK STYLE GUIDE - TYPEFACE

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Brand Vision
Glutafin - bringing out the best in gluten free
PERSONALITY
EMOTIONAL
BENEFITS
FUNCTIONAL
BENEFITS
REASONS
TO
BELIEVE
BRAND
VALUES
Demonstrate our
understanding
Product
Innovations
Expertise
Tasty food
Restores
health
CRM,
Careline &
Website
Easy to
obtainWide
range
Great
taste
Feel normal &
healthy
Confident &
Positive
Supported & Understood
Positive
Motivated to help
Empathetic
Pragmatic
Excellence Honesty Positivity Support
Advice
Keen to raise a smile

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Brand Positioning Statement
Brand positioning statement
Glutafin brings you the best in gluten free
because we use our understanding of living a
gluten free life to develop products of the highest
quality and provide trusted support and advice

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Website look and feel
Website – look and feel

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Defining your Brand Positioning
1 Identify
the
Competition
2 How are
they
perceived?
3 Determine
their
position
4 Analyse
your target
consumer
5 Select
your
position
6 Monitor
your
position
Source: Smart Insights 7 Steps Digital Branding guide

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Brand Guidelines: MacMillan

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Summary checklist for creating a brand vision,
positioning, identity and guidelines
1 Define your mission
2 Define your business goals and vision
3 Identify your customer
4 Create strong messaging directed by your brand positioning and identity
5 Ensure consistency (but adapt to local culture) using brand guidelines and style guides
6 Track your brand equity to measure your progress
7 Review and revisit steps 1-6 annually

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Your questions please!
• Thank you for listening!
• Please ask questions via the Questions tab
• Include contact details
• Connect via LinkedIn :
• https://www.linkedin.com/in/debbieinglis1/
• https://www.linkedin.com/in/davechaffey/