Branding for Bucks: Your Brand Story

October 23, 2008Branding Platformbrand story, Branding, Branding PlatformMartin Jelsema

Yesterday, after taking eight blog posts to explain the branding platform and the brand vow, I said I�d address naming today. But I forgot a branding activity that really should be tackled before naming your business or product.

That element is your brand story.

It should precede naming because quite often the brand story can trigger name ideas.

So what is a brand story?

For a new business, it probably hinges on why the founders are gung ho about starting up. Continue reading Branding for Bucks: Your Brand Story →

Branding for Bucks: the brand promise

October 22, 2008Branding PlatformAl Ries, brand management, Brand Positioning, brand promise, Branding, Branding Platform, Jack Trout, positioning statement, Rosser Reeves, USPMartin Jelsema

Okay, we�ve gone through the process of creating a brand platform � check out the series starting with Branding for Bucks: what entrepreneurs should know � so now we�re ready to fashion the first externally oriented branding element, the brand promise.

I really feel it�s more than a promise, though. That�s what most branding experts call it, but I think it�s stronger than a promise. I would rather it be know as the branding vow – as in marriage vow. Continue reading Branding for Bucks: the brand promise →

Branding for Bucks: assembling the planks into a brand platform

October 15, 2008Branding PlatformBrand Positioning, Branding, Branding Platform, market segmentation, Mission Statement, vision statementMartin Jelsema

In previous post I�ve identified the �planks� in a branding platform, that base structure required to develop meaningful, consistent and relation-building brands.

Just to summarize, I�ve listed the planks with links back to the original posts.

Identification and exploration of the market segments to be served.
Identification and exploration of competitors serving those same segments.
Creation of your vision statement, mission statement and value statement.
Your business characteristics: model, strengths, FAB and goals
Your company/product differentiators and brand position
Creation of a map of your customer(s) �brand journey�

Once each of these planks is fleshed out, you and your creative team can begin the first step in the branding process � creating your brand promise.

I promise to speak to that in tomorrow�s blog.

Branding for Bucks: mapping the customer journey

October 14, 2008Branding Platformbrand mapping, brand platform, Branding, touchpointsMartin Jelsema

There�s one last major element to the branding platform.

Remember, the platform contains the basis for brand development and growth over time. And this last plank in the platform helps you focus on what�s important to stakeholders, especially prospects and customers.

That element is mapping prospects by means of �touchpoints� with your brand. Here you identify the various ways your brand can be exposed to prospects, and where along the path from no awareness to loyal customer. This may not be a linear path, and it may have many branches. Continue reading Branding for Bucks: mapping the customer journey →

Branding for Bucks: the human side of branding

October 13, 2008Branding Platformbrand personality, Branding, Branding Platform, market segmentationMartin Jelsema

There�s one more plank in the branding platform I haven�t mentioned before that�s really important to a successful brand. It�s the human side of the equation.

It�s defining the market segments you will serve. But not just defining them: understanding what motivates the members of those segments as well.

The platform is a good place to set down on paper market needs, desires and triggers. And if different market segments have different needs and triggers, be sure to identify those differences.

It may be that market research will be required, or you may have already performed this function while conceptualizing the business or product. Just be sure you�re appealing to the segments with meaningful and compelling messaging. Continue reading Branding for Bucks: the human side of branding →

Branding for Bucks: defining your vision, mission and values

October 12, 2008Branding Platformbrand platform, Branding, Mission Statement, values statement, vision statementMartin Jelsema

Three statements convey the essence of brand

These statements are, perhaps, resident in your business plan. They need to be repeated in the brand platform we are building to act as a foundation for all the brand development to follow. They are particularly valuable when developing a corporate brand. A product may or may not require them as they are covered under the corporate brand/identity.

The brand platform should contain your corporate vision statement, your mission statement and your value statement. If they do not already exist, here are some guidelines to help you develop them, as well as reasons to develop them. Continue reading Branding for Bucks: defining your vision, mission and values →