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What does your brand stand for?
I’m going to share a 3-step process….
This slideshow is from a presentation at the M2 Marketing & Media eventsin Ho Chi Minh City, Vietnam organized by ITV-Asia.com and VietnamBusiness.TV
To see videos from the events, interviews with speakers andto get information on upcoming M2 - Marketing & Media Network events
Please visit VietnamBusiness.TV
We are a multi-national branding consultancy & marketing agency teaminspired by the colour of prosperity, passion and love
Since 2004 we create & shapeunique brand personalities to connect with customersin the digital age
Connect with us at red.vn/team…
Ha TranChief Accountant
Dung HuynhBrand Strategy
Consultant
Uyen NguyenClient Representative
Director
Chris ElkinManaging Director
Marc GoughChairman
Lennart SchabergCreative Director
Tra NguyenSenior Designer Dammy Abdulkadri
Digital Art Director
Proposal Name & Date
How to create a distinctive Brand Personality
to build long-term emotional connection with
customers?
How to consistently communicate your Brand
Personality to break through the clutter and
connect with your customer in the digital age?
Let’s get started…
Consumers are rapidly evolving
their approach to choosing brands
& purchase-behavior decisions
We live in a brand-conscious & ‘digital age’ –
that’s influencing every step in the
consumer’s path-to-purchase
Our customer’s path to purchase… (it used to be so simple)
Shopper Mass media In store purchase
Our customer’s path to purchase… (the ‘digital age’ now interrupts everything…)
Shopper Mass media In store purchase
Brand site
Search site
Social networks
YOUTUBE
In-store sales people
In-store media
Blogs
Online purchase
Mobile
Family + Friends
Your competition is growing… your bosses got more demanding
copy your products
imitate your sales promotions
cut prices
target the same customers…
Competitors can…
- Copy your products
- Imitate your sales promotions
- Cut prices
- Target the same customers…
But there is an extra way to…
Compete more strategically…
Brand asset
GROWTH…
Brand choice Price premium
Greater ROI
Your bonus! :-)
A brand lives in the
hearts and minds of
consumers and is the
sum total of what they
experience & feel
about a product &
service
What is a brand?
Proposal
We believe people choose brands on their perception of it's reputation and it's unique ability:
To understand and satisfytheir desires on a functional &emotional level
To express their personality
Brands with
strong personalities
+ emotional connection
= succeed
Brand Personalities
that have a clear
understanding of
what they stand for, with
focus & consistency - succeed
So, how can you
create and shape your own
Brand Personality?
A 3-step process…
Step One
Our proprietary 3-Step brand building approach
Understand your
Brandscape Insights
We observe, meet, question &
listen to your target customers,
competitors and market place to
gain insights into your brands
drivers and barriers.
Develop your
Brand Personality
We analyse and define why your
Brand exists, what your brand will
stand for and how it will build an
emotional connection with
your target.
Create your
Brand Expression
We define how your brand
personality will be expressed,
consistently to appeal to your
target at ‘touch points’ that
Matter most to them.
Target Audience segmentation
?
??
?
?
?
?
Consumer-first: Demographic Geographic Psychographic Life-Stage Path-to-purchase
Target Audience segmentation – trade or end consumer
aged
30-36
Female-primary target- with 1-2
Children
Married
Director
Universitygraduate
A-A+Vy Nguyen Living & working in HCMC
“ I am always striving to improve myself and my family’s lifestyle.
I am looking for…”
Competitor trends
How will your brand stand out from the competition?
View our full services at: red.tm/services
Team work-shoping - collate, document and analyze everything your team have learned…
Collate document & analyze
Proposal Name & Date
Step Two
Our proprietary 3-Step brand building approach
Understand your
Brandscape Insights
We observe, meet, question &
listen to your target customers,
competitors and market place to
gain insights into your brands
drivers and barriers.
Develop your
Brand Personality
We analyse and define why your
Brand exists, what your brand will
stand for and how it will build an
emotional connection with
your target.
Create your
Brand Expression
We define how your brand
personality will be expressed,
consistently to appeal to your
target at ‘touch points’ that
Matter most to them.
If your audience can’t identify what your brand stands for, they won’t consider it.
“You can’t sell a secret.”
View our full services at: red.tm/services
All strong brands need to create a Brand Personality Framework
to allow your team to align and designaround a shared “Brand Proposition”
The Brand Personality Framework is the written foundation of your future brand
React – Creating a Brand Personality Framework
7. Core Reasons to Believe
Why should your customers believe what you
say?
5. Core Brand ValuesWhat does your brand value
the most? 9. Your Brand Proposition
6. Core Brand
Personality
What personality
characteristics does your
unique brand have?
8. Your Brand Discriminators
How is your brand distinctive from its
competitors?
1. Competitive Environment
How does your brand/ services fit
in the market – what are the
drivers and barriers to your brand
success?
2. Target Customer
Segments
Who is going to buy or influence
the choice of your brand?
3. Target Customer Insights
What’s the most valuable insight(s) we
know about the target customers
behavior?
4. Core Brand Benefits
How will your brand/ services benefit
target customers, partners and
shareholders?
React – Creating a Brand Personality Framework – 9 key questions
Proposal Name & Date
Step Three
Our proprietary 3-Step brand building approach
Understand your
Brandscape Insights
We observe, meet, question &
listen to your target customers,
competitors and market place to
gain insights into your brands
drivers and barriers.
Develop your
Brand Personality
We analyse and define why your
Brand exists, what your brand will
stand for and how it will build an
emotional connection with
your target.
Create your
Brand Expression
We define how your brand
personality will be expressed,
consistently to appeal to your
target at ‘touch points’ that
Matter most to them.
Remember your audience are hardwiredonly to notice what is different
What grabs yourcustomers attention?
The Top 4 brand attention grabbers…
1. Colour
2. Pack shape/ graphic shapes
3. Imagery/ symbols
4. Wording/ typography/ numbers
View our full services at: red.tm/services
Logo Treatments
This may include stacked, horizontal, small and large versions. It may also cover
different colour amounts.
Do’s and Dont’s
Treatments such as logo rotation, embossing, colour variation and glow effects
are example of what you may want to avoid.
The Brand Colours
Supply PANTONE, CMYK, RGB and Hexadecimal values of the intended house
colours. Consider what their associative colours are too.
House Typefaces
You may give examples of header fonts, secondary fonts and body fonts along
with possible leading and tracking properties.
The Brand Imagery
Giving examples of styles of imagery is crucial to maintaining brand
consistency too. Remember to allow flexibility for brand evolution.
Create your Brand Identity Guidelines
View our full services at: red.tm/services
Connecting with your customerswhere they really are every day…
Large shift to digital media across Vietnam
Increasingly connected on the go
Smartphone ownership in Urban
has gone from 30% in 2012 to 55% in 2014
Time spent online…
VIETNAMESE SPEND
15,5HOURS
A WEEK TO ONLINE MEDIA
40-49 yrs50 & above
Spend MORE TIME online each week
16- 20 yrs&
21-29 yrs
Spend LESS TIME online each week
2 IN 3 Online Vietnamese
79% WATCH
BROADCAST TV
WATCH ONLINE VIDEO
Peer recommendations carry
10 times more weight than
recommendations from
salespeople…. social media
could be 22% of marketing
budgets by 2019 – U.K.”
Source: McKinsey
“
ProposalProposal
CRM
content
Brand site
event
mobilecontentsocial
Licensed brand
paid searchOOH
radio
tv sponsorship
UGC
PR
blogsreviewsocial
news
mobile
content
ownedbrand
earnedconsumer
paidmedia owners
camera
Proposal
Media touch points
Read case studies at red.tm/work
Some case studies…
Credentials
Read case studies at red.tm/work
Big CBrand re-positioning
“Bigger than simply the best price”
Credentials
before
before
before
before
afterbefore
after
Read case studies at red.tm/work
Fristi
“Re-gaining Fristi’s super-power
Read case studies at red.tm/work
Marine Boy
“Bringing Marine Boy to life –on-pack & on-line”
So, in summary…
Understand your
Brandscape Insights
We observe, meet, question &
listen to your target customers,
competitors and market place to
gain insights into your brands
drivers and barriers.
Develop your
Brand Personality
We analyse and define why your
brand exists, what your brand will
stand for and how it will build an
emotional connection, trust and
choice with your target.
Create your
Brand Expression
We define how your brand
personality will be expressed,
consistently to appeal to your
target at ‘touch points’ that
matter most to them.
Our proprietary 3-Step brand building approach
Credentials
View our full services at: red.tm/services
Give your brand impact™
From first impression to action…
Checklist…
- Know WHAT your brand stands for first
(Create your Brand Framework)
- Have a clear FOCUS
- CONSISTENTLY
- CONNECT within customers at touch-
points where your target audience
really EXPERIENCE, discover and SHARE
your brand to drive sales
Thank you,we’d love to help you add impact™ to your brand
www.red.vn
Please visit: red.tm
Chris Elkin Managing Director
A UK Chartered Marketer and based in S.E. Asia for 14 years, Chris has helped to build many famous brands throughout the U.K., S.E. Asia and Vietnam.
Based initially in London, New York and then Singapore, Chris has held a number of big agency regional Asia-Pacific roles, with in-market experience ranging from Japan and Hong Kong to Singapore, Malaysia, Indonesia and Vietnam with brands including Tiger Beer, Levi Strauss, Citibank, Credit Suisse, Malaysia Airlines, Volkswagen and L’Oreal.
Chris came to Vietnam in 2005 managing the largest FMCG account in Vietnam. As partner and Managing Director of red, his active clients include a broad range of brands in the FMCG, Retail, Education, Personal Care, Healthcare, Real Estate and Financial Services categories, including partnerships with Unilever, VinaCapital, Viet Capital, VinaMilk, Friesland Campina, Diageo, Phu My Hung, LG Cosmetics, Kimberly-Clarke, Dulux, Big C, Commonwealth Bank, Liberty Insurance, Apollo English and Budweiser.
Connect with us at: red.tm/team
This slideshow is from a presentation at the M2 Marketing & Media eventsin Ho Chi Minh City, Vietnam organized by ITV-Asia.com and VietnamBusiness.TV
To see videos from the events, interviews with speakers andto get information on upcoming M2 - Marketing & Media Network events
Please visit VietnamBusiness.TV