BRAND THE UNBREAKABLE FRAME
UnbreakableFrame UnbreakableFrame
SECTION I AN AUTHENTIC POINT OF VIEW True differentiation, and understanding what that means, is key to client identification, loyalty and a proper flow of brand equity. So how do you find that unique point of view that is interesting and differentiated enough to define your brand in a productive way? We find it helpful to continue thinking in terms of frameworks. The segment for whom the positioning is focused on. The category of services in the competitive set. What the brand delivers to the market that is credible, differentiated and relevant. Activities, technologies and capabilities that prove the brand is capable of delivering. Target Audience Frame of Reference Key Benefit Reasons to Believe For who are looking for there is , the because only is . This positioning framework can help evaluate the language your organization uses to describe its point of view. Overly common descriptors like collaboration or innovation can be understood in this framework as the “reasons to believe” in your organization. They help prove your brand is capable of delivering. Here, the key benefit of your organization is your differentiator; what you bring to the market that is unique, ownable and interesting. 6
THE BRAND PLAN PYRAMID SECTION I Starting with a strongly differentiated brand essence and purpose and working downward, we find this diagram helpful when understanding and prioritizing the key components of your Brand Plan. 1 DEFINE A PLATFORM BRAND IDEA BRAND PERSONA 2 MAKE A PLAN BRAND STRATEGY COMMUNICATIONS STRATEGY 3 EXECUTE THE STRATEGY TACTICS 4 CREATE THE EXPERIENCE OVERALL CUSTOMER EXPERIENCE 1 Your Essence and Purpose define why you do what you do, and what makes you inherently you. This is what requires true differentiation. Your Brand Persona is what your company is doing and saying about what they do. These building blocks uncover true Corporate Character and help set the stage for the meat of your Brand Plan. 2 Next, we have Brand Strategy. This is about bringing your persona to life in order to achieve a set of goals or specified outcome. Your Communications Strategy covers what you want to say, and how your company should say it. These are fundamental to ensure you are aligning Brand building blocks with the capabilities, goals and needs of your company. 3 The logistics and the requirements to execute the strategy are your Tactics. There is often great pressure put on marketing departments to think tactically; and to make matters worse, most organizations are really good at doing so. The result is that they often jump straight to this step. Without understanding how your brand is defined at every stage of the pyramid, the resulting tactics will often feel as though they are coming from many different brands instead of one. It’s important to ensure your Brand Idea, Brand Persona, Brand Strategy and Communications Strategy are all building upon each other and working to inform your overall tactics. 4 The only thing that really matters is the experience your clients and customers have with your brand. If there is misalignment between who think you are and the way your clients are feeling, your brand will only crumble. Allow everyone within your organization to tell a different story, and you’ve just made matters much worse. Proper flow of brand equity relies on a central narrative that is played out across every single touchpoint. 7
- Page 1 and 2: BRAND: THE UNBREAKABLE FRAME BY RYA
- Page 3 and 4: SO THE INEVITABLE QUESTION THAT IS
- Page 5: DEFINING BRAND & TRUE DIFFERENTIATI
- Page 9 and 10: THINKING DIGITALLY SECTION II When
- Page 11 and 12: MARKETING TECHNOLOGY FOR BRAND MARK
- Page 13 and 14: DEFINE YOUR DIRECTION (CONT.) SECTI
- Page 15 and 16: EXPRESS YOUR ORGANIZATIONAL CHARACT
- Page 17 and 18: CONCLUSION BRAND is no longer simpl
- Page 19: ABOUT One North is a digital agency
SECTION I<br />
AN AU<strong>THE</strong>NTIC POINT<br />
OF VIEW<br />
True differentiation, and understanding what that means, is key to client<br />
identification, loyalty and a proper flow of brand equity. So how do you find<br />
that unique point of view that is interesting and differentiated enough to define<br />
your brand in a productive way? We find it helpful to continue thinking in terms<br />
of frameworks.<br />
The segment for whom the<br />
positioning is focused on.<br />
The category of services in<br />
the competitive set.<br />
What the brand delivers to<br />
the market that is credible,<br />
differentiated and relevant.<br />
Activities, technologies and<br />
capabilities that prove the<br />
brand is capable of delivering.<br />
Target Audience<br />
Frame of Reference<br />
Key Benefit<br />
Reasons to Believe<br />
For<br />
who are looking for<br />
there is ,<br />
the<br />
because only<br />
is .<br />
This positioning framework can<br />
help evaluate the language your<br />
organization uses to describe its<br />
point of view. Overly common<br />
descriptors like collaboration or<br />
innovation can be understood in<br />
this framework as the “reasons to<br />
believe” in your organization. They<br />
help prove your brand is capable of<br />
delivering.<br />
Here, the key benefit of your<br />
organization is your differentiator;<br />
what you bring to the market that is<br />
unique, ownable and interesting.<br />
6
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