Copyright © Heavenly 2010
The Seven Habits of Highly Effective brands July 14 th, 2010
Copyright © Heavenly 2010 What is a brand?
Copyright © Heavenly 2010 What is a brand? Reputation Intangible asset Symbol Vision Product experience Customer service Identity Promise Values Logo Advertising Big idea Personality Work culture Truth Image Relationship Community Investment Signpost Shield Status
Copyright © Heavenly 2010 What is a brand? “Your brand is what people say about you when you are not in the room.” Jeff Bezos, founder of Amazon
Copyright © Heavenly 2010 Why are brands important?
Copyright © Heavenly 2010 Why are brands important? 185,000 charities currently registered in the UK 5,000 new charities register every year Cluttered, busy marketplace Organisations need to be sharp to survive
Copyright © Heavenly Have a clear vision
Copyright © Heavenly Have a clear vision Vision: Know what you want to be
Copyright © Heavenly Have a clear vision Vision: Know what you want to be “Preventing cruelty to children”
Copyright © Heavenly Have a clear vision Vision: Know what you want to be “Preventing cruelty to children” Be simple, understandable, short and memorable Mission: How you’re going to get there
Copyright © Heavenly Make sure you’re servicing a need
Copyright © Heavenly Make sure you’re servicing a need Know your target audience 1. Consumer insight 2. Market need 3. Product benefit Is there any opportunity in the market? Make sure it’s different from other organisations?
Copyright © Heavenly 2010 Know who you’re going after Get under the skin of your audience Keep a constant dialogue Research Consumer insights can be visionary 2. Make sure you’re servicing a need 1. Consumer insight
Copyright © Heavenly Make sure you’re servicing a need Consumers fed up ‘Beige box’ restrictive Creative types not satisfied ‘Creative tool for creative minds’ 1. Consumer insight
Copyright © Heavenly Make sure you’re servicing a need Adults like to indulge too! Ice cream previously only targeted kids First grown up ice cream ‘Adult indulgence’ 1. Consumer insight
Copyright © Heavenly Missing People charity World can be a scary, unstable place Relationships give modern life meaning Life would be empty without family and friends Vision for the charity is ‘Togetherness’ 1. Consumer insight
Copyright © Heavenly 2010 Keep your competition close Are you offering something new? What’s the market opportunity 2. Market need 2. Make sure you’re servicing a need
Copyright © Heavenly Market need Absolut spotted an opportunity in the market Vodka brands sold themselves on provenance Absolut could stand for something new Purity 2. Make sure you’re servicing a need
Copyright © Heavenly 2010 If you’re service doesn’t have a marketplace then you need to change it You should be first (unique) in your category Offer a solution to your cause that’s unique 2. Make sure you’re servicing a need
Copyright © Heavenly Offer a lifestyle badge
Copyright © Heavenly Offer a lifestyle badge Put an emotional idea at the heart of your brand Make your brand make a lifestyle statement
Copyright © Heavenly Stand for one thing well
Copyright © Heavenly Stand for one thing well
Copyright © Heavenly Stand for one thing well Do less, mean more Brands need a focused point of view on life Powerful brands own a thought or vision in the mind of their prospects
Copyright © Heavenly Stand for one thing well
Copyright © Heavenly 2010 ‘SAFETY’
Copyright © Heavenly Stand for one thing well
Copyright © Heavenly 2010 ‘VICTORY’
Copyright © Heavenly Stand for one thing well
Copyright © Heavenly 2010 ‘CREATIVITY’
Copyright © Heavenly Stand for one thing well
Copyright © Heavenly 2010 ‘INTERNATIONAL JUSTICE’
Copyright © Heavenly Heavenly brand map 3 characteristics that define how the brand acts and communicates. 3 values that define the key benefits offered by the products and services of the brand. The single word or phrase which the brand seeks to own in the mind of the consumer.
Copyright © Heavenly Signpost your brand
Copyright © Heavenly Signpost your brand Speak-able, spell-able, memorable, shorter the better Own-able and differentiated versus the competition Shorter, punchier brand names make for stronger logotypes Is it credible? Does it reflect your vision? Will it appeal to your audience?
Copyright © Heavenly Signpost your brand National Missing Persons Helpline
Copyright © Heavenly 2010 Redundant elements? National Missing Persons Helpline Truly national brands do not prefix their brands with the title
Copyright © Heavenly 2010 Redundant elements? National Missing Persons Helpline Third person not very warm or friendly
Copyright © Heavenly 2010 Redundant elements? National Missing Persons Helpline The charity has now evolved to be more than just a helpline
Copyright © Heavenly 2010 New name Retains equity with existing brand Friendly, softer hook An explicit, down-to-earth name that says what it does on the tin ‘Missing People’
Copyright © Heavenly Make sure your visual identity performs
Copyright © Heavenly Make sure your visual identity performs
Copyright © Heavenly Make sure your visual identity performs Don’t try to say everything in your logo Strong brands own a visual kit of parts Signpost to consumers A competitive shield for your organisation
Copyright © Heavenly Make sure your visual identity performs Burger King symbolised the colours in a hamburger Not differentiated from the leaders Vs.
Copyright © Heavenly Make sure your visual identity performs
Copyright © Heavenly Make sure your visual identity performs
Copyright © Heavenly Make sure your visual identity performs
Copyright © Heavenly Make sure your visual identity performs
Copyright © Heavenly Make sure your visual identity performs
Copyright © Heavenly Make sure your visual identity performs
Copyright © Heavenly Make sure your visual identity performs
Copyright © Heavenly Be consistent
Copyright © Heavenly Be consistent The core idea should be reflected in all communications Strong internal glue, a united front Apply your visual identity consistently across any medium Creating a guaranteed customer experience at every touch point
Copyright © Heavenly 2010 How to implement the 7 habits Missing People case study
Copyright © Heavenly 2010 Missing People case study 1. Have a clear vision To create more togetherness in the UK 2. Servicing a need Only charity dedicated to Missing People 3. Offer a lifestyle badge Togetherness is a big, emotional idea 4. Stand for one thing well Togetherness 5. Signpost your brand Missing People 6. Strong visual identityUnique, strong & ownable kit of parts 7. Be consistent
Copyright © Heavenly 2010 Missing People case study
Copyright © Heavenly 2010 Missing People case study
Copyright © Heavenly 2010 Missing People The delivery:
Copyright © Heavenly 2010 Missing People case study 1. Have a clear vision (coke – to be more ubiquitous than water/ authenticity) – Vision – what you want to be, Mission – how we are going to get there – having concensus – brand audit – what would the world be missing? Simple, understandable, short and memorable 2. Be first in your category -Make sure your product appeals (market need, product benefit, know your customer research dialogue) 3. Offer a lifestyle badge (economist, intelligence, guardian newspaper, nike trainers) 4. Stand for one thing well (USP brand maps etc core thoughts) 5. Signpost your brand (the dark art of brand naming and strapline development) 6. Be iconic (visual ID kit of parts versus logotype – also offers a competitive shied, colour, iconography etc) 7. Be consistent (apply core idea and visual ID across every touchpoint – create a guaranteed customer experience across any medium) - Keep talking (strong internal glue/ communications and agreement is essential
Copyright © Heavenly 2010