10 Steps to an irresistible brand
My methodology of crafting brand strategies, defines ten steps on the “yellow brick road” to an irresistible brand, each complete with its own tools, and all composing a comprehensive and well structured work process. Using my ten not so easy, but sure-fire steps, you can create truly amazing brands.
The marketing scenario: your marketing strategy in a nutshell.
The marketing scenario helps you summarise your marketing strategy in just four sentences (and while you’re at it, make sure that you’ve got one). It is also the transition point from seeing things from the point of view of the marketer to understanding the consumer’s perspective.
What kind of brand are you about to develop? Some basic choices and definitions.
What is it exactly that you are going to brand? Is it a product or service? Is it a product line? A company? There are more options than you ever thought possible. So, when in doubt – how do you choose? Is your brand a stand-alone or a part of an architecture of brands? And if it is a part of an architecture – then what? Is it a long-term brand or a short term-brand?
The ‘ripeness of will’ analysis: are your target consumers ready for what you are about to offer them?
What do they want right now and what are the implications for your branding process?
Understanding your target consumers’ motivation in the ‘before’ situation (that is, before they are exposed to your branding efforts)
Why do they behave in the present as they do (rather than as you want them to)? What might prevent them from behaving in the manner consistent with your marketing plan?
Characterising of the required brand’s promise
What kind of motivation do you need to instill in your target consumers, in order to effect the desired behaviour al change? In what way will the brand be instrumental? What level of branding (out of the seven options) will be appropriate?
Bringing out and examining optional promises
Which promises (of the Means-End kind) could you make to your target consumers?
This text is excerpted from Dr. Dan Herman’s book: Precision Tools for Emotional Branding – Masterly Strategising for Powerful Feel-Appeal,
Originally published in the MAANZ eNewsletter – MEtr@ – free subscription – http://www.marketing.org.au