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Brand Management
Presented by You Exec
 AAKER’S BRAND PERSONALITY SCALE

Sincerity Excitement Competence Sophistication Ruggedness

Down-to-earth Daring Reliable Upper Class Outdoorsy

• Family-oriented • Trendy • Reliable • Upper-class • Outdoorsy

• Small-town • Daring • Hard working • Glamorous • Masculine
• Down-to-earth • Exciting • Secure • Good-looking • Western

Honest Spirited Intelligent Charming Tough

• Sincere • Cool • Intelligence • Charming

• Tough
• Honest • Spirited • Technical • Feminine
• Rugged
• Real • Young • Corporate • Smooth

Cheerful Imaginative Successful

• Cheerful • Successful
• Unique
• Sentimental • Leader
• Imaginative
• Friendly • Confident

Wholesome Up-to-date

• Up-to-date
• Original
• Independent
• Wholesome
• Contemporary
 BRAND POSITIONING STRATEGY

PURPOSE Provide source of wealth-generation for retail investors

BRAND ATTRIBUTES Innovative Tech driven Empathetic Open-minded Lasting

Company XYZ is the leader in financial technology. We provide breakthrough and easy-to-use digital products to service and empower retail investors with
CORPORATE BRAND information transparency, community unity, and ease of trades

POSITIONING
Personalized data Excellence in technology Community oriented Sustainable value for all

Value propositions
GUIDANCE FOR
STAKEHOLDER SPECIFIC
Topic priorities
MESSAGE
DEVELOPMENT Business priorities/stakeholder research
 BRAND ANATOMY
• Name
SURFACE

•
BRAND

Logo
• Brand identity
Iconic Capital
• Packaging
• Social presence

• Strategic plan
• Research
• Brand values
• Management structure
Financial Capital • Culture (outbound)
• Investor relations
• Marketing strategy
EXPERIENTIAL BRAND

• Sales strategy BRAND EQUITY

• Engagement
• NPS
• Customer relations
Emotional Capital • Loyalty clubs
• Knowledge management
• Database/CRM

• Human resource
• Culture (inward)
• Staff motivation
Human Capital
• Recruitment programs
• BOH environments
 BRAND VISION, PURPOSE, & GOALS

VISION PURPOSE
To be the first health-conscious brand to generate the craving, At our company, our purpose is to give people what they want
popularity and sales of a mainstream brand. Make ourselves a to consume without feeling guilty. We are confident that health
$100 million brand by 20XX. doesn’t have to feel ”boring”.

GOALS

Goal Year 1 Year 2 Comments

Sales $27.5M $30.38M 11% growth rate

Share 0.8% 1.2% New triple chocolate 0.5% share

Distribution 62% 72% Increase coming mainly from fixing specialty.

Awareness 33% 42% Below norm, 80% among niche, 42% overall.

Penetration % 10% 12% Brand promise & sampling helps drive trial

Repeat % 4% 5% High quality taste converts high repeat

 WHAT ARE WE SELLING/CONSUMER BENEFIT

Emotional
EMOTIONAL
“So, how does that make
BENEFITS
me feel?”

Functional FUNCTIONAL
“So, what do I get?” BENEFITS

Features
PRODUCT
Product-focused strengths,
FEATURES
claims, differences

Consumers
TARGET AND
Define target, need states,
INSIGHTS
enemies and insights
 Good
Gets information I Information
want Flat
Source of
Functional
contacts
Fast
Saves me
time Dull
Database of up-to-date
Logo/identity
information Easy to use

Keeps me up to
date Functional design Touch of fun
Fun & functional
content
Cold
Gets me
Personal content Facts & Interesting people

BRAND ESSENCE answers

symbol
Professional

Brand
WHEEL Knowledgeable Exclusive
personality Honest/straight
talking
Hard-nosed

No bullshits
Professional Pragmatic
Professional
With it/ in
Informed Current the know

Well connected
Sharp Ascetic
Going
places/leading
Clear cut
Respected
Achiever
Sharp
Ambitious A thinker
 BRAND ARCHITECTURE BRAND PORTFOLIO

• A depiction of the optimal relationship between any two brands • An articulation of how a company should define its
within the portfolio portfolio to drive profitability

• Dictates both whether and how brands should be related to on another • Specifies the optimal number, scope, and role for every
brand in the portfolio

MASTER
BRAND Product A Product A
High-End
Product A Product A
STRATEGIC
OPPORTUNIT
Y
Product A Product A
Mid-Range
Product A Product A
PRODUCT PRODUCT PRODUCT PRODUCT
01 02 03 04

Product A Product A Product A

Product 1.1 Product 2.1 Product 3.1 Product 4.1 Entry-Level
Product A Product A Product A
Product 1.2 Product 2.2 Product 3.2 Product 4.2
Product 1.3 Product 2.3 Product 3.3 Product 4.3

Segment 1 Segment 2 Segment 3

BRAND GROWTH QUESTIONNAIRE
10 QUESTIONS TO ASK

1. Know the value of your content now – and its future value 2. Know your area of greatest opportunity

Where do your customers spend time? What are your greatest pain points around content creation and distribution?

What’s the number one challenge that stands in the way of scaling? The number one challenge
What do you hope to achieve with your content?
that stands in the way of creating greater efficiency

What content and assets does your customer need? What provides value to them? What are the small wins that can snowball into bigger wins for your team?
3. Know your brand vision 4. Future-proof your brand

What is your vision for content? How often does your organization evaluate its brand identity?

What are your strategies for content creation and distribution? Are your operations capable of expanding and evolving alongside your business?

How well is your content organized, defined and executed upon? Do you have the right technologies in place in order to meet business goals?

5. Get your brand operations in order 6. Forego handcrafted for automated

Who owns the content production and content governance for your brand? How many of your current processes are manual? Which ones?

How efficient are your content creation and distribution processes? What opportunities are there for automating current processes without sacrificing quality?
7. Gather stakeholder requirements for tech 8. Validate

What functions within your brands will these solutions be servicing: brand, product, campaign,
What is your vision for what your content needs to achieve in the future?
sales, demand generation, communications?

What will make life easier for your internal team and external partners?
Is there significant stakeholder support to achieve this vision?

What will get your content to market faster and to more channels/markets?

What will a successful outcome look like for your team?

10. Invest

Do you have a plan for how your content, processes, and strategies will impact business?

9. Pitch Stakeholder requirements back to them, leading with benefits

Are stakeholders aware of specific benefits that new automations & technologies can provide? Have you envisioned the road ahead and how automation will get you to the next growth phase?

Have you answered “what’s in it for me?” For stakeholders when trying to change the current Do you fully understand stakeholder needs and user journeys?
state?
 BRANDING COMPONENTS CANVAS

STORY SYMBOLS STRATEGY

Brand personality
Typography Awareness
Persona 6 words that describe your brand Name The arrangement of type (typeface, size, length, The channels, methods and materials you will use to
personality, voice & value (use the
A description summary of your
Your business or product name spacing, etc.) That best helps convey your brands help your target customer become aware of your
target customer (using the buyer brand personality adjective board
story brand.
persona template) for this)

Brand description Color palette

Sale
Describe what this brand The 2-5 colors that represent your brand personality
Unique value proposition The channels, methods and materials in your brand
personality adjective means for you and help communicate your brand story to your target
will present itself at the time of sale.
& your organization For: (target customer) customers.
Who: (statement of the need or opportunity)
Our (product/service name) is: (product category)
Hero journey Brand adjective Logo Delivery
That (statement of benefit):
The heart and soul of your brand - Do use the brand adjective like The primary symbol used to embody and How your branding and brand promise will be
the story of how your solution this… communicate the brand. incorporated at the time of delivery
helps your target customer achieve
their deepest held aspirations
(using the hero’s journey template)
Promise Imagery
Brand adjective don’t Use or post-delivery
The promise your brand makes is a to-the-point and an way to Example images and guidelines used to ensure the
Don’t use the brand adjective like The ways in which your customers will interact with
remember version of your positioning statement or unique value images used in conjunction with your brand are
this… and share your brand with others.
proposition. The bumper sticker for your brand (2-5 words) consistent with brand story
 BRAND STATEMENT FORMULA

When you want to compare yourself to a competitor

For Your target audience that need Audience need your product addresses & name of your product/service

is a Define product category that How does your product solve the customer’s needs in a sentence?

unlike Competitor , our product How is your product different from the competitor?

When you want to focus on your customers

For Target customer/audience, name of your product/service is the Define problem category

that will Problem your product solve for your customers so they can Benefit your product brings to your customer
 BRAND MESSAGING MAP

Experiential learning
An inclusive
A commitment to Collaboration among that’s engrained in the Distinguished faculty A midsized campus Thriving in a region
environment that
embedding an & throughout the curriculum through who are responsible for a more effective that’s at the forefront Access to diverse Drawing on the
Cutting-edge high- An authentic, facilitates complex, Ideal weather for an
interdisciplinary schools and colleges research, for delivering quality approach to of film, performing cultural experiences, vigorous
quality programs entrepreneurial and critical, and creative active and balanced
curriculum for through dynamic performance, curriculums and who developing innovative arts, health care, and internships, and job entrepreneurial spirit
within all disciplines creative culture thinking and respects lifestyle
undergraduates in all pairings of majors and internships, and are committed to programs and biotechnological prospects of the West Coast
the expression of all
majors and minors minors study-abroad student success exploring ideas innovations.
perspectives
programs

A rigorous interdisciplinary approach A supportive and empowering community The entrepreneurial mindset of Southern California

Attributes We offer a forward-looking and personalized approach to each customer’s journey

(Our Offer)
Core value
Benefits Proposition
So that they can rise to challenges and be the catalyst for impact
(The Outcome)

Embrace opportunities to learn in concert with practice Consider and contribute to diverse perspectives Collaborate to solve problems creatively

Active citizens in local,

The flexibility to apply
Self-sufficient and flexible An entrepreneurial and The ability to connect their actional, and global Access to a global network of Broadened real-work An agile and inquisitive
thinking and communicate The ability to think critically
lifelong learners innovative mindset skills to action communities through social successful alumni perspectives approach to finding solutions
across various disciplines
engagement
 BRAND STYLE GUIDE

TYPOGRAPHY COLOR GUIDE LOGO VARIATIONS

FONT SPECIMEN #1B53EB #5FDDEC

Century Gothic
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
1234567890

Header Text Weight

Century Gothic

Sub-Header Text Weight

Century Gothic

Body Text Weight

Century Gothic
 BRAND AUDIT:
BRAND MIND MAP
Free Basic Package Competitor Analysis

Twitter Support Product Differentiators Purpose Increase Fanbase

Affordable Premium Accounts Social Media Management

Quintly Small Businesses

EdgeRank Checker Brands

Socialbakers Competitors
Our Target Market SEOs
brand
Clickable Marketers

PageLeveler Celebrities

Relatively New In-depth Analytics

Product Weaknesses Product Strengths

Monotonous Graphs User-friendly interface
 BRAND AUDIT:
TRAFFIC ANALYSIS

Visits Pages Per Visit Avg. Visit Duration % New Visits Bounce Rate

23,898 1.35 00:01:05 85.40% 81.91%

%of Total: 83.29% Site Average: 2.35 (25%) Site Avg: 00:02:33 Site Avg: 75.88% Site Avg: 92%

Country/Territory Visits Page Per Visit Avg. Visit Duration % New Visits Bounce Rate

United States 6833 1.33 00:00:52 89.49% 10%

Unite Kingdom 2128 1.25 00:00:46 79.14% 11%

Germany 1229 1.28 00:00:53 89.29% 02%

India 1014 1.32 00:00:58 88.07% 50%

Canada 892 1.26 00:00:48 92.60% 35%

France 798 1.26 00:00:51 85.59% 11%

Taiwan 625 3.29 00:00:51 23.52% 11%

Australia 599 1.18 00:00:59 91.65% 13%

Netherlands 565 1.31 00:00:46 92.74% 15%

Italy 548 1.38 00:00:56 88.69% 10%

 BRAND AUDIT:
CUSTOMER SURVEY

1. How would you rate the value for money?

0 1 2 3 4 5 6 7 8 9 10

Not at all Satisfied Extremely Satisfied

2. How likely is it that you would recommend this company to a friend or colleague?

0 1 2 3 4 5 6 7 8 9 10

Not at all Likely Extremely Likely

3. Overall, how satisfied or dissatisfied are you with our company?

Very Dissatisfied Somewhat Dissatisfied Neither Satisfied Somewhat Satisfied Very Satisfied
nor Dissatisfied
BRAND AUDIT: NET PROMOTER SCORE (NPS)

40 DETRACTORS 93 PASSIVES 212 PROMOTERS

(11.6%) (26.9%) (61.5%)

12 8 1 0 6 12 1 37 56 115 97

11.60%

NPS = Promoter % – Detractor%

26.90%
NPS
= 61.5% - 11.6% 50
61.50%

= 50%
 BRAND AUDIT:
ACTION & MONITOR
Issues Highlighted Action Plan Expected Results Timeline

Do more discussions and updates in relevant groups on

LinkedIn engagement is 3% down Increase in LinkedIn engagement 1-2 months
LinkedIn

15% visitors don't know how to use the website Prepare detailed video tutorials to explain the process Increase in customer awareness & usability 1 week

One of the main keyword customer surveys' has disappeared Focus more on optimizing the keyword "customer survey'
Get website back in search results on the desired keyword 1-2 months
from the top 5 search results via guest blogging

Bounce Rate is over 70% Check for usability issues on the landing pages Less visitors leaving after visiting one page 1-2 days

10% customers not able to download software Check for errors on download page More software downloads 1-2 days

Only 20% visitors are from the targeted countries Promote site on platforms relevant to target country(s) Increase in users from targeted countries 1-2 months

Generate automatic abandoned cart emails to bring back

Shopping cart abandonment is up 10% Users returning to the shopping cart 3-4 days
users

Check for cross-browser compatibility and resolve the

30% of people cannot access website properly using Safari An increase in overall visitors on the website 3 days
issue
 BUYER Bio Goals/Challenges

PERSONA Jason is a Regional Director who travels 4-8 times each month for work. He has a
specific region in which she travels, and he often visits the same cities and stays at What does this person struggle with in relation to meeting goals? What serves as a
the same hotel. He is frustrated by the fact that no matter how frequently she takes roadblock for this person’s success?
similar trips, he spends hours of her day booking travel.

Real Quotes What can we do?

To help our persona achieve their goals? To help our persona overcome their
About goals, challenges etc.
challenges?

Jason Smith
The Frequent Flyer

Demographic
Identifiers Marketing Messages
AGE 35

WORK Regional Director

FAMILY Married, 1 child

LOCATION Austin, TX Communication preferences? Social media platforms? How can you describe your solution to have the biggest impact on your persona?

ARCHETYPE The Frequent Flyer

CUSTOMER ATTITUDE
Strongly Disagree Strongly Agree

SURVEY
I think we are not doing enough to save scant natural resources from being used up. 1 2 3 4 5

Natural resources must be preserved even if people must do without some products. 1 2 3 4 5

I feel sorry that the government does not do more to help control pollution of the environment 1 2 3 4 5

Much fuss is being made about air and water pollution than is really justified. 1 2 3 4 5

I feel angry and frustrated when I think about the harm being done to plant and animal life by pollution. 1 2 3 4 5

I think the government should devote more money toward supporting conservation and environmental programs. 1 2 3 4 5

Consumers should be interested in the environmental consequences of the products that they purchase. 1 2 3 4 5

Consumers should pay higher prices for the products which pollute the environment. 1 2 3 4 5

Non-recyclable containers should be taxed to reduce waste. 1 2 3 4 5

 OMNICHANNEL OVERVIEW
CAPABILITI
ES & Commerce Personalization Ecosystem
ENABLERS

Data and Data, decisioning, content management, Integrated cross-channel data, content management, 360° view of customer, including third-party data and
analytics predominantly aligned by channel measurement, and decisioning, with strong automation dynamic usage of predictive models/machine learning

Fully omnichannel inventory and delivery with

Stores and Cross-channel visibility of inventory, ability to offer Integrated inventory and delivery (eg, digital
ability to optimize for cost, speed, and
supply chain buy online for in-store pickup fulfillment through stores)
experience

Strong e-commerce site (desktop and mobile web) Flexible site and app infrastructure with versioning,
Digital Best-in-class ecosystem and UX/UI across multiple
driving conversion effectively, robust (and growing) A/B testing, and ability to readily deliver dynamic
properties apps, platforms, and content providers
app user base content and experiences

Customer-centric, channel- agnostic

People and Significant coordination across teams (eg, Cross-functional teams with strong access to data and organizational structure with omnichannel KPls
processes e-commerce, stores, marketing) but discrete KPIs. shared/ integrated KPIs (eg, catchment area view) (eg, loan-to-value) and strong op model across
teams and partners
 PERCEPTUAL
MAP
HIGH QUALITY

Brand E
Brand A
Brand C

Brand D

Brand B
Our Brand

EXPENSIVE
CHEAP

Brand H

Brand F

Brand G

Brand I

LOW QUALITY
 30

70
28
20

72 20

80
80
United Kingdom
$0.21 Trillion
22
United States
$1.32 Trillion Germany 78
$0.09 Trillion Japan
$0.17 Trillion

India
$1.30 Trillion

Global Online Sales account for 19% of Total Retail Sales

$25 Trillion $13 Trillion

5 20 1 13 GLOBAL MARKET
Online Sales Non-Online Sales TRENDS
 BRAND COMPETITORS
Our Company Competitor 01 Competitor 02 Competitor 03

PRODUCT
93 69 88 57
QUALITY

PRODUCT
86 86 54 74
FIDELITY

AFTER SALES
75 70 79 58
SERVICE

CUSTOMER
93 73 83 63
SERVICE

PRICE 49 93 58 74

SHIPPING SPEED 79 82 65 78
 BRAND POSITIONING STRATEGY

WINNING Your brand’s clear difference

A matter to the consumers
ZONE

What customers A What your brand

want does best
Competitors meet consumers needs
B LOSING ZONE
better than you

D
B C
Competitive battle where
C DUMB ZONE
consumers doesn’t care at all

What your competitor does

best

Equally meet consumer needs. You win through speed,

D RISKY ZONE
innovation & emotional connection
 BRAND POSITIONING CANVAS

For the Target audience Who has this Problem , our Company provides this Solution

Different from the Market competitors , you have this Advantage by providing this Reason to believe

UNFAIR ADVANTAGE
TARGET AUDIENCE SOLUTIONS
How do you stand out from your competitors? Why
Who can you help? Identify 3 to 4 user personas you What is your solution to your consumers’ problems?
should consumers have confidence in your service above
envision turning to you for solution Present the defining elements of your service
others?

REASON TO BELIEVE MARKET LANDSCAPE

PROBLEM
How will you deliver on your advantage for consumers? How would you evaluate the market for your brand
What is the crucial problem your consumers face?
Hone in on the most compelling evidence to support this product or service? Consider the alternatives customers
Succinctly capture their frustration.
message. may have
 COST TABLE

Rebranding element Team lead Cost estimation Start date Complete date

Brand audit James Flintstone $10,000 January 1st, 20XX January 8th, 20XX

Customer research James Flintstone $4,000 January 8th, 20XX January 31st, 20XX

Corporate stationary Beatrice Smith $50,000 June 1st, 20XX June 15th, 20XX

Photography and video Caroline Shaw $20,000 March 12th, 20XX April 15th, 20XX

Brand architecture James Flintstone $10,000 February 14th, 20XX March 2nd, 20XX

Brand strategy Ashley Richardson $20,000 April 16th, 20XX May 6th, 20XX

Copywriting Jonathan Goldsmith $3,000 April 13th, 20XX April 20th, 20XX

Website Oscar Davidson $7,000 July 2nd, 20XX July 15th, 20XX

Brand identity Ashley Richardson $7,000 February 3rd, 20XX February 10th, 20XX

Marketing collateral Patrick Jones $20,000 May 10th, 20XX July 10th, 20XX

Internal brand research James Flintstone $5,000 February 1st, 20XX February 18th, 20XX

Naming and tagline Jonathan Goldsmith $6,000 April 21st, 20XX May 2nd, 20XX

Brand guidelines Caroline Shaw $3,000 July 18th, 20XX July 21st, 20XX

Rollout Ashley Richardson $100,000 July 30th, 20XX August 30th, 20XX
BRAND HEALTH TRACKING 80+ Good Brand Health 70-79: Average Brand Health 70<: Poor Brand Health 50<: Very Poor Brand Health

% that would consider your brand How strongly is your brand associated with the
if re-evaluating market’s top 3 desired

73
How strongly are you seen to be
Your unprompted awareness ranking
differentiated from other businesses in
within the market
the market

Overall satisfaction with your Likelihood to recommend your

business (1-10) business
 BRAND HEALTH DASHBOARD
ENROLLMENT DATA SOCIAL MEDIA - ENGAGEMENT INDEX

110683247
100187228 4,932,000
Reach
93119796
85188432 The total number of brand impressions, or number of
people who saw our post in their timelines (All social

Total Reach
media timelines combined)
2,655,000
8.1%
Engagement Engagement
4.7%
The total number of clicks shares and comments
Engagement
(Engagement activity), the content influenced to
happen, shown as a % of the number of people
Jan-18 Jan-19 Jan-20 Jan-21 January-March 2020 April-July 2021 reached.

CONSUMER EXPERIENCE

100
81 Brand D 45%
78 78

Brand C 52%

50
Brand B 56%

Brand A 62%
0
Industry A Industry B Industry C 0% 10% 20% 30% 40% 50% 60% 70%

Consumer Brand Index Member Recommendations

 BRAND EQUITY KEY BRAND ATTRIBUTES

D 16% D 4% 60%

C 33% C 4% 40% 36%

32% 30% 30%

20%
B 26% B 7%

0%
A 68% A 43% A B C D

0% 10% 20% 30% 40% 50% 60% 70% 80% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Attribute A

Unaided Awareness Preference

60% 53%
45% 44% 43%
40%

20%
BRAND POSTITIONING
0%
A B C D

BRAND ATTRIBUTE A
Attribute B
Reaching 17% of members

17% 60%
48%
43% 40% 40%
46% BRAND ATTRIBUTE C 40%
Reaching 46% of members
38% 20%

BRAND ATTRIBUTE B
0%
Reaching 38% of members A B C D

Attribute C
 IMPACT - TRENDING

Media Cost Revenue Visits Mentions Page Likes

6 The trending data indicates that in November and December
5 there’s a correlation between paid spend and owned &
4 earned media, as shown by the spikes in all in December.
3 However, in January, there’s no change on paid media but a
2 decline in site visits and page likes, suggesting there’s
1 something inefficient in paid media in December.
0
9 3 7 1 5 9 2 6 0 4 8 2 5 9 3 7 1 5 8 2 6 0 4 8 1 5 9 3 7 1 4 8
-9 -0 -0 -1 -1 -1 -2 -2 -3 -3 -3 -4 -4 -4 -5 -5 -6 -6 -6 -7 -7 -8 -8 -8 -9 -9 -9 -0 -0 -1 -1 -1
ec ct g n p r b ec ct g n p r b ec ct g n p r b ec ct g n p r b ec ct g n p r b ec ct
D O Au Ju A Fe D O Au Ju A Fe D O Au Ju A Fe D O Au Ju A Fe D O Au Ju A Fe D O

SHARE OF VOICE - ENGAGEMENT SHARE OF VOICE – ONLINE ACTIVITY SHARE OF VOICE – SPEND

Series 1 Series 2 Series 3 Series 4 Series 1 Series 2 Series 3 Series 4 Series 1 Series 2 Series 3 Series 4

50% 50% 50%

25% 25% 25%

0% 0% 0%
Oct Nov Dec Oct Nov Dec Oct Nov Dec
 ENGAGEMENT BY REGION

100 k
Region Mentions Spend Cost Per Engagement

Illinois 11,791 $1,542,190 $131

Social Engagement

New York 31,811 $3,268,814 $103

50 k Florida 16,026 $1,396,528 $87

Ohio 5,524 $440,439 $80

Nevada 4,863 $365,343 $75

Total 105,403 $11,704,749 $111

0k

WEBSITE ENGAGEMENTS ORGANIC VS PAID SEARCH

INSIGHT Series 1 Series 2 Series 3 Series 4

50%
Underperforming “Age Segment” Insight: 40.40%
• MEN 20-30
Organic
• California
• December 25%

59.60%
31% Reduction Paid
in Social Engagement
0%
Oct Nov Dec
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