This document provides guidance on creating a brand identity blueprint. It discusses establishing a brand positioning statement, defining the brand vision and values, crafting a value proposition, and outlining the brand personality. The blueprint also involves identifying how the brand differentiates itself and establishes its language. Conducting a situational analysis through PESTLE, SWOT, and consumer insights allows the brand to determine its key issues and objectives. Finally, the document outlines guidelines for building a brand through consistent delivery of its promise across all touchpoints and creating a competitive advantage.

1. BRAND BUILDING 101
CREATING A BRAND IDENTITY
BLUEPRINT
SIMON DE ROBILLARD

2. brand identity
“Brand identity is at the heart of brand leadership.”
• Offers guidance & inspiration
• Central to everything
• Helps establish a relationship between brand & customer
“a specific set of brand associations that we aim to create
and maintain, with the aim to connect and be unique.”
the outcome…

3. a brand blueprint
Explains..
• Who you are and what you have to offer.
• Your essence - why you exist (to be of value?).
• Consists of a number of statements and brand
characteristics, beginning with the brand positioning
statement.
?

4. positioning statement
• The position you wish to hold in the minds of stakeholders
relative to competitors.
• Your promise.
• The key reason for buying and using the brand.
• Also known as a mission statement.
“A good positioning helps to guide marketing strategy by clarifying
what a brand stands for, what it’s about, why it’s unique, and
why consumers should buy the brand.”

5. positioning statement
• Fearless is a South African-based brand communication
agency. We specialise in delivering creative strategies
through the best possible medium of communication. We
communicate in the language of our stakeholders, and
ground-level insight is what drives our brand strategy.

6. positioning statement

7. brand vision
Examples:
• In an industry of boxed meals and canned desserts, it is
hard to find that original recipe. As a result, we strive to be
acclaimed as the go-to agency for thinking aloud. Ideas
should be heard.
• To be acclaimed as the global thought leader in the
innovation of brand ideas that create and add value.

8. value proposition
• Should lead to a brand/customer relationship and drive
the purchase decision.
“In my mind, a brand is built on a historic value proposition that
builds a certain loyalty. If you start messing with the perceived
benefits, those adjustments can't do anything but hurt
the long-term interest of the business.” Tom Peters

9. value proposition
Example:
• We provide effective creative strategies by delivering efficient
integrated service offerings. We build and sustain business
relationships, equipping our clients with necessary resources to
improve their brand’s potential. We assist our clients in gaining a
competitive advantage in their field of expertise.

10. brand values
Example: Virgin
• The best quality
• Must be innovative
• Must be good value for money
• A challenge to existing alternatives
• It must add a sense of fun and cheekiness

11. brand personality
• The personality traits of the brand.
• i.e. if it were a human, would it be…
Enthusiastic
Energetic
Genuine
Honest
Example:
• A bold innovator who makes a meaningful difference.

12. brand mantra
• Ensures all stakeholders* understand what the brand
represents and what is unique about it.
• This should be memorable, crisp, vivid and short.
• Provides guidance as to what products to introduce.
• Usually consists of an emotional modifier (EM), descriptive
modifier (DM) & the brand functions (BF).
• e.g. NIKE: Authentic (EM), Athletic (DM), Performance (BF)
* everyone who comes into contact with the brand.

13. how we differentiate ourselves
• How do you differ clearly from opposition?
• What makes you unique, different?
“The greatest danger facing a brand isn’t rejection, it’s
INDIFFERENCE.”

14. how we differentiate ourselves
Example:
• We speak and understand the language of our
stakeholders
• Our ground-level insight drives brand strategy
• We go beyond conventional research techniques and
expose innovative communication concepts

15. brand language
• Visual and verbal codes
• i.e. name & logo
BUT..
• Should only be achieved once the brand identity has
been established.

16. let’s recap
A brand blueprint consists of a…
• Positioning statement
• Brand vision
• Value proposition
• Brand values
• Brand personality
• Brand mantra
• How we differentiate ourselves
• Brand language

17. the next step…

18. the brand communications plan
Zero-Based Approach Situational Analysis SWOT Analysis
• Brand
Strategic • Competitor
• Consumer Ground-Level
Recommendations Work
Creative Concept
Key Issues
Positioning
Statement Target Market Key Objectives

19. the brand communications plan
phase 1: conducting a situational analysis
• Identifies the key issues facing the brand
• Internal & external factors of organisation

20. situational analysis
Industry Analysis
• Political, Economic, Social, Technological, Legal,
Environmental factors.
It is important to consider PESTLE factors for the following reasons:
• Firstly, by making effective use of PESTLE analysis, you ensure
that what you are doing is aligned positively with the powerful
forces of change that are affecting our working environment.
By taking advantage of change, you are much more likely to
be successful than if your activities oppose it.
• Secondly, good use of PESTLE analysis helps you avoid taking
action that is likely to lead to failure for reasons beyond your
control.

21. situational analysis
Company Analysis
• Vision & values
• Brand identity / architecture / equity
• People
• CSI / CSR
• Performance
• Structures, processes & systems

22. situational analysis
Consumer Analysis
• Target market & audience
• Shifts in behaviour & purchase patterns?

23. situational analysis
Competitor Analysis
• Indirect & direct competitors
• Brand identity & image of competitors
• Brand contact strategies of competitors
• Market share & brand equity of competitors

24. situational analysis
Brand Analysis
• Brand role within portfolio
• Brand identity and image – positioning
• Contact and content audit (brand language)– integration
• Healthy brand audit
“Business is branding, branding is business.”

25. swot analysis
• Planning tool used to understand brands strengths,
weaknesses, opportunities & threats.
• Identifies internal & external factors to achieve business
objectives.
STRENGHTS
WEAKNESSES
OPPORTUNITIES
THREATS

26. ground level work
• Consumer insight & opinions
• Qualitative & quantitative research

27. key issues
• Serve as the foundation of what you need to address, and
should be phrased as positive questions
• e.g. How will we increase brand awareness of X?
• Translated into…

28. objectives
• What the organisation wants to achieve.
• e.g. To create brand awareness of X from a level of 40%
recall* to 80% top-of-mind within 6 months.
* Awareness levels of consumer:
• top-of-mind - first impression of brand
• recall - unaided, lives in mind of consumers
• recognise - aided, needs prompting
• unaware - no idea brand exists

29. target market
• Identify and create Consumer Profiles and Archetypes
• Who you want to connect with

30. brand positioning platform
• Positioning Statement – the position you wish to hold in the
minds of stakeholders relative to competitors.
• Appears in blueprint
“A good positioning helps to guide marketing strategy by clarifying
what a brand stands for, what it’s about, why it’s unique, and
why consumers should buy the brand.”

31. what’s next?
Message
• Drives the campaign
• Defines the creative concept
Concept
• Defines the communication channel
Concept Execution
• Brings the positioning to life in an creative & unique way
Creative Solution
• Choosing communication tools i.e. advertising
• Where the brand can improve

32. something extra…

33. guidelines to brand building
Outside-in mindset
• The spaces people move in.
• How do they move in those spaces?
• Do not stereotype but understand their perspective.
Customers determine the brands value.
Brand relationships build profits.
Brand relationships depend on a coherent delivery of
the brand promise…

34. guidelines to brand building
pricing products
distribution service
sponsorship name
promotions packaging
TOTAL
history BRAND advertising
staff EXPERIENCE direct mail
users corporate identity
other associations company reputation
public relations website

35. guidelines to brand building
Everything communicates what the brand stands for
• Delivered at every point of contact (POC)
Types of contacts:
Product - directly attached to the product
Service - human interface, delivered by people (most important!)
Planned - any POC we think about (packaging, advertising)
Unplanned - little/no control over but very influential (word of mouth)
• Does each point of contact consistently deliver the brands
identity & promise?

36. guidelines to brand building
Create a competitive advantage
• You need to understand consumer motivations & desires
and create relevant & appealing images surrounding your
product.
Build a lighthouse identity
• Become brands people choose to navigate their lives
by, publicly or privately, as common reference points.
Brands with strength define their own territory

37. guidelines to brand building
A healthy brand:
• Has a particular meaning
• Has a unique meaning
• Is an effective & engaging communicator
• Adds value to the lives of people
• Is transparent - it lives its promise in all it does
• Builds sustainable relationships by never taking more than it
gives
• Believes that profit is not a driver but a consequence of all
the above

38. CONTACT
SIMON DE ROBILLARD
07796224551
simderob@gmail.com