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Brand story craig harries

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Brand story craig harries

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An approach to unearthing the magic within your brand through a holistic approach that looks outside and inside the brand, to develop a rich and genuine articulation of it.

An approach to unearthing the magic within your brand through a holistic approach that looks outside and inside the brand, to develop a rich and genuine articulation of it.

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Brand story craig harries

  1. 1. FINDING YOUR BRAND’S STORY Craig Harries Head of Planning July 2011 craig.harries@gmail.com
  2. 2. Why a Brand Story? A Brand Story gives the brand a point of view It provides a common belief, direction and understanding of ‘where’ the business wants to get to, and ‘what’ it needs to focus on to get there A good one can inspire all stakeholders to get behind the brand: • Employees • Customers • Business partners etc. Brand Stories have credibility because they are founded on brand truths They can organise the development of the whole business, not merely communications
  3. 3. Stories make a brand ‘sticky’ Aristotle used The stories we learn A good story has stories to sway as children provide universal appeal crowds lessons for life
  4. 4. A Brand Story can come from a number of places 1. Origins & History BRAND 4. Quest 2. Fans STORY 3. Experience
  5. 5. Every business started due to a unique set of circumstances 1. Origins & History A brand’s origins might have been because of frustration or spotting an untapped opportunity e.g. Steve Jobs discovered There are also events in a brands history a love of Calligraphy and that have shaped what it is and how that shaped Apple as a people relate to it creative tool rather than a Looking here can reveal a brands processing machine essence and provide a source of energy
  6. 6. We can learn the most from the people closest to the brand Fans outside and inside the business are a goldmine of insight and ideas and give you a true reflection of the brand’s strengths and what makes it special Exploring their relationship with the brand will help define it and generate ideas to help it grow A brand with a strong fan base has high levels of loyalty and advocacy and can charge a premium 2. Fans
  7. 7. The things that define people’s experience of the brand Often this is the only thing that separates brands in a category What is the journey? How is the brand experience different? Unique? Or special? How does the brand make people feel? What opportunities are there to extend into new channels? 3. Experience
  8. 8. The ambitions and goals of the business 4. Quest What is the brand’s point of view on the world? What is it fighting for? How does it seek to make people’s lives better?
  9. 9. The Brand Story approach provides a rich, complete and genuine picture of a brand 1. Origins & Brand Memories History Brand Truths BRAND 4. Quest 2. Fans STORY Brand Emotions Brand Meaning 3. Experience
  10. 10. How to find your brand’s story
  11. 11. Stage 1 – Identifying your brand’s story Developing the brand story - a vivid expression of the essence of the brand, its positioning and vision Mining the brand’s Origins & History Fans – social media monitoring, create a community, online and face-to-face workshops Experience – interviews with users and product and customer services personnel and business partners, trial amongst non-users, and customer journey research Quest – depth interviews with key stakeholders
  12. 12. Stage 2 – Activating your brand story Activating the story in the most compelling way Identifying the opportunities for the brand to stand out and connect with its audience • Workshop with marketing dept & agencies • Analysis of competition’s comms equities • War gaming • Turning objectives into a comms strategy (business, marketing, advertising, behaviour) • Identifying opportunities • Develop an activation plan
  13. 13. FINDING YOUR BRAND’S STORY Craig Harries Head of Planning July 2011 craig.harries@gmail.com

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