Copyright © Heavenly 2010. The Seven Habits of Highly Effective brands July 14 th, 2010.


The Seven Habits of Highly Effective brands

July 14th, 2010


What is a brand?


What is a brand?

“Your brand is what people say about you when you are not in the room.”

Jeff Bezos, founder of Amazon


Why are brands important?


Why are brands important?

• 185,000 charities currently registered in the UK

• 5,000 new charities register every year

• Cluttered, busy marketplace

• Organisations need to be sharp to survive


1. Have a clear vision



• Vision: Know what you want to be




“Preventing cruelty to children”




“Preventing cruelty to children”

• Be simple, understandable, short and memorable

• Mission: How you’re going to get there


2. Make sure you’re servicing a need



• Know your target audience1. Consumer insight

2. Market need

3. Product benefit

• Is there any opportunity in the market?

• Make sure it’s different from other organisations?


• Know who you’re going after

• Get under the skin of your audience

• Keep a constant dialogue

• Research

• Consumer insights can be visionary


1. Consumer insight



• Consumers fed up

• ‘Beige box’ restrictive

• Creative types not satisfied

• ‘Creative tool for creative minds’

1. Consumer insight



• Adults like to indulge too!

• Ice cream previously only targeted kids

• First grown up ice cream

• ‘Adult indulgence’

1. Consumer insight


2. Missing People charity

• World can be a scary, unstable place

• Relationships give modern life meaning

• Life would be empty without family and friends

• Vision for the charity is ‘Togetherness’

1. Consumer insight


• Keep your competition close

• Are you offering something new?

• What’s the market opportunity

2. Market need



2. Market need • Absolut spotted an opportunity in the market

• Vodka brands sold themselves on provenance

• Absolut could stand for something new

• Purity



• If you’re service doesn’t have a marketplace then you need to change it

• You should be first (unique) in your category

• Offer a solution to your cause that’s unique



3. Offer a lifestyle badge


3. Offer a lifestyle badge

• Put an emotional idea at the heart of your brand

• Make your brand make a lifestyle statement


4. Stand for one thing well



• Do less, mean more

• Brands need a focused point of view on life

• Powerful brands own a thought or vision in the mind of their prospects


‘SAFETY’


‘VICTORY’


‘CREATIVITY’


‘INTERNATIONAL JUSTICE’


4. Heavenly brand map

3 characteristics that define how the brand acts and communicates.

3 values that define the key benefits offered by the products and services of the brand.

The single word or phrase which the brand seeks to own in the mind of the consumer.


5. Signpost your brand



• Speak-able, spell-able, memorable, shorter the better

• Own-able and differentiated versus the competition

• Shorter, punchier brand names make for stronger logotypes

• Is it credible? Does it reflect your vision?

• Will it appeal to your audience?



National Missing Persons Helpline


Redundant elements?


Truly national brands do not

prefix their brands with

the title


Redundant elements?


Third person not very warm

or friendly


Redundant elements?


The charity has now

evolved to be more than just

a helpline


New name

Retains equity with existing brand

Friendly, softer hook

An explicit, down-to-earth name that says what it does on the tin

‘Missing People’


6. Make sure your visual identity performs



• Don’t try to say everything in your logo

• Strong brands own a visual kit of parts

• Signpost to consumers

• A competitive shield for your organisation



• Burger King symbolised the colours in a hamburger

• Not differentiated from the leaders

Vs.


7. Be consistent


7. Be consistent

• The core idea should be reflected in all communications

• Strong internal glue, a united front

• Apply your visual identity consistently across any medium

• Creating a guaranteed customer experience at every touch point


How to implement the 7 habits

Missing People case study



1. Have a clear vision To create more togetherness in the UK

2. Servicing a need Only charity dedicated to Missing People

3. Offer a lifestyle badge Togetherness is a big, emotional idea

4. Stand for one thing well Togetherness

5. Signpost your brand Missing People

6. Strong visual identity Unique, strong & ownable kit of parts

7. Be consistent


Missing People

The delivery:



1. Have a clear vision (coke – to be more ubiquitous than water/ authenticity) – Vision – what you want to be, Mission – how we are going to get there – having concensus – brand audit – what would the world be missing? Simple, understandable, short and memorable

2. Be first in your category -Make sure your product appeals (market need, product benefit, know your customer research dialogue)

3. Offer a lifestyle badge (economist, intelligence, guardian newspaper, nike trainers)

4. Stand for one thing well (USP brand maps etc core thoughts)5. Signpost your brand (the dark art of brand naming and strapline

development)6. Be iconic (visual ID kit of parts versus logotype – also offers a competitive

shied, colour, iconography etc)7. Be consistent (apply core idea and visual ID across every touchpoint – create a

guaranteed customer experience across any medium) - Keep talking (strong internal glue/ communications and agreement is essential

Copyright © Heavenly 2010. The Seven Habits of Highly Effective brands July 14 th, 2010.

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