BRANDS
DEVELOPING AND
IMPLEMENTING
SUCCESSFUL
BRAND STRATEGY

A Brand is more than a logo

A brand is the sum of the mental connections a person
has in relation to a product or service
Brands only exist in the mind of the market

Choose?

The value of Brands are realised through customer choice
Shareholder value is created through the choice of customers to
transact on the basis of the associations they hold in respect to a
product, good or service.
Without an identifiable brand customers have no clear way of:
choosing one alternative over another
discerning the option that best meets their needs
rewarding businesses that have genuine competitive advantage

Why should a customer choose you?
Company Company Company
A B C

The strongest Brands are built upon competitive advantage
Customers choose brands where the mental associations reflect:
- Value propositions that meet the needs of customers
- Benefits that differ from alternatives in ways that are relevant to customers
- Values that appeal to customers’ own beliefs or aspirations
Brands are built upon both rational and emotional advantage.

Brand Strategy is a business imperative
Businesses have a brand even when they do not have a brand
strategy.
If you don’t invest in defining the meaning of your brand, the
market will define it for you.

Brand Strategy is an extension of Business Strategy
Where does the business compete? Which customers does the brand serve?
How does the business create value? What are the needs the brand fulfils?
How does the business create a return What are customers prepared to pay for a
for shareholders? brand that delivers value?
How does the business leverage What makes this brand different from others
compe==ve advantage?
How does the business a>ract and What does the brand stand for beyond
retain talent? making money?

Brands are built from multiple influences
Advertising
Promotion
Word of mouth
Sponsorship Logo design
Product/Service
Social Media Brand Experience
Editorial
Observation
Comment
In- Endorsement
Store
Brand Strategy must address controllable & uncontrollable influences

The alignment of brand strategy with culture and
values is cri=cal
• In most businesses, people are a
cri=cal component of brand strategy
• They can be highly influen=al in
determining customer experience in
dealing with the brand
• Strong brands are underpinned by a
culture that is in harmony with the
brand

How does your Brand Strategy stack-up?
Our Brand Strategy is…. Yes No Don’t Know
Clearly linked to our business strategy - How we manage our brand and the
investments we make in branding can be clearly tied back to our business goals,
objectives and outcomes.
Based upon the rational & emotional need of our target market – Our target market is
clearly defined and we have solid research that backs-up our understanding of what
customers need from businesses like ours.
Effective in differentiating us from the competition – Customers clearly see our brand
as different from competing alternatives in ways that really matter to them
Integrated across all points of influence – Our brand positioning is consistent across all
customer touch points. We are consistent in our controlled communications through
web, PR, sponsorship and advertising and most importantly, in the experiences
customers have when they deal with our business.
Sensitive to uncontrollable influences – We have processes to monitor uncontrollable
influences such as competitor actions and customer comments made about our brand
in social media and on-line and respond accordingly.
Understood by our staff & business partners – If I asked each staff member or business
partner what our business stands for and what makes us different in the eyes of
customers, I would get a consistent response that really reflects our brand strategy.
If you answered anything other then “Yes” to any of the above, you have work to do
on your brand strategy.

So, how do
you unlock the
value of a
brand?

Brand Navigator’s 8-step process
Execution – including Discovery Scoping & Customer
monitoring of brand Research to identify
performance 1 rational & emotional needs
Insight
Implementation 8 2
Messaging across
touch-points & Brand Business Internal Workshops
processes to agree target market &
Implementa=on Strategy
value proposition
Client Strategy
Go to Market 7 3
Alignment
Planning
Brand Brand
Develop Brand Adop=on Development Architecture – Linking
identity & guidelines Brand to Business
for application goals & outcomes
4
6
Employee Positioning
Alignment
Link to culture 5 Naming & attribute
& values definition
Identity Development

For advice on unlocking the value of your
brand contact:
Dean Harris – Director
dean.harris@brandnavigator.com.au
Cecile Thornley – Director
Cecile.thornley@brandnavigator.com.au
Or visit:
www.brandnavigator.com.au