IF YOU WANT TO WIN, DEFINE YOUR OWN RULES.
I developed this product over the years because many clients would come to me for campaigns or copy, but didn’t have any form of brand architecture to work with. It was like trying to build a house without cement.
So, I started helping companies to define things about themselves that would lend some structure to their communication and breathe life into their brand, give it the right personality and character.
Think of a brand like a person. How many of your friends have no character and zero personality traits that you share? I’m willing to bet that you know roughly what values your friends hold dear and they probably sync up pretty well with your own. It’s the same with a product.
Through my brand framework process, I create a clearly defined set of rules that explain how you look, talk and act as a brand – in accordance with the needs of your ideal client. So that it’s clear to yourself, your creative agencies and your customers. So that all your activities work together to build a consistent brand over time and that you get the most out of your marketing efforts.
WHERE DOES YOUR BRAND SIT ON THE PYRAMID OF VALUE?
Let’s see how well you know your brand. Have a look at the pyramid below. This is a great illustration of the underlying needs that influence most customers depending on their social status, their life stage and many other factors. They range from very functional and rational to very esoteric and emotional. Do you know which values apply to your product or service? Are you expressing this adequately through your communication? If you’re not quite sure, a brand framework is the place to start.