how to decode a brand’s dna? by tanisstho

18
How to decode a brand’s DNA? A presentation by Tannistho [email protected]

Upload: tika-sylvia

Post on 17-Jul-2015

72 views

Category:

Business


2 download

TRANSCRIPT

Page 1: How to decode a brand’s DNA? by tanisstho

How to decode a

brand’s DNA?

A presentation by [email protected]

Page 2: How to decode a brand’s DNA? by tanisstho

Who is this presentation for?

If you are a seasoned marketer, you can happily skip the slides. This presentation will be of use to small business owners, independent professionals and students who are

taking up marketing as a field of study or practice.

Page 3: How to decode a brand’s DNA? by tanisstho

What is a Brand DNA

Brand DNA refers to the distinctiveness, novelty and attributes of a brand. It is what helps the brand stand out, create its own set of brand communities, and drive emotional attachments in a crowded marketplace.

Page 4: How to decode a brand’s DNA? by tanisstho

Why do you need a brand DNA

• As a marketer your intention is to reach out to the people who will benefit from your product or services the most and to create an emotional connection with them.

• Your brand DNA will help you create your strategy for making this connection possible.

Page 5: How to decode a brand’s DNA? by tanisstho

So, how do you go about identifying

the DNA of your brand?

Page 6: How to decode a brand’s DNA? by tanisstho

When you started out…

• … your product or service had a mission. You did not just want to create another product… you wanted that product or service to solve a human problem or create a human impact.

Page 7: How to decode a brand’s DNA? by tanisstho

For instance…

• Starbucks had the mission ‘ to inspire and nurture the human spirit, one person, one cup and one neighbourhood at a time’.

Page 8: How to decode a brand’s DNA? by tanisstho

For instance…

• Coca Cola wants to ‘refresh the world, inspire optimism and happiness, create value and make a difference…”

Page 9: How to decode a brand’s DNA? by tanisstho

For instance…

• BMW wants to provide, ‘sheer driving pleasure, sporting and dynamic performance combined with superb design and exclusive quality’.

Page 10: How to decode a brand’s DNA? by tanisstho

So, what’s your mission for your

service/product?

You can answer this by asking:

a. What do you want to change in the world?

b. How do you want your product/service to help you change it?

Page 11: How to decode a brand’s DNA? by tanisstho

Ok, so you’ve created your

mission… now what?

Page 12: How to decode a brand’s DNA? by tanisstho

Take a piece of paper and create the

following columns

ATTRIBUTES DISTINCTIVENESS NOVELTY

Page 13: How to decode a brand’s DNA? by tanisstho

Once, you are done

• Write down the key attributes of your product/service under the attributes column. For example, on-time delivery, competitive pricing, superb packaging, personalised message with each package, etc.

• Your attributes should support your mission.

• Your attributes should be detailed and exhaustive. It is a list of ‘what does your product or service do’ and ‘how does your product or service do it’.

Page 14: How to decode a brand’s DNA? by tanisstho

What’s distinctive about your

attributes?

• When you list your attributes you will realise that you are not the only one who’s offering these services. Your competitors are also doing the same. So, what’s distinctive about your product/service?

• You might re-look at your product/service now and see if you can add something that’s distinctive. For example, instead of on-time delivery you probably reach five minutes before. So you actually do before time delivery. This is an example of distinctiveness.

Page 15: How to decode a brand’s DNA? by tanisstho

Now, you go about creating your

novelty…

• So, you have listed your distinctiveness.

• So to arrive at your novelty, you rank each of your distinctive characteristics in a rank. Rank from 10 to 1. The least distinctive gets a 10, the most distinctive gets a 1.

• List out the 1, 2 and 3 characteristics in your novelty column.,

Page 16: How to decode a brand’s DNA? by tanisstho

So, now with your listed novelty you

have created your brand’s DNA.

Now, test out the points 1, 2 and 3 that you have arrived at with test users of your product and service. Test users will be representative

Not all 3 might be accepted in the same way, but this test will tell you how your brand is going to work with the consumers and what are the changes

that you might need to do.

Page 17: How to decode a brand’s DNA? by tanisstho

You can now…

Create your brand communication around the novelties that you have

listed on your DNA structure.

Page 18: How to decode a brand’s DNA? by tanisstho

Hope it helps folks!