10 Steps to an irresistible brand
Bringing out and examining optional promises
Which promises (of the Means-End kind) could you make to your target consumers?
Choosing the brand’s promise – that is – the ‘Brand Strategy’
All aspects being considered, which one of the alternatives that you came up with will be the most attractive, motivating and believable brand promise?
The ‘before & after analysis’: What kind of mental shift is necessary in order to achieve the desired psychological change?
What is the meaning of the desired motivational change? How do you effectuate the conversion from the present motivational situation to the desired one?
Diagnosing the consumers’ psychological and communicational accessibility
To what extent are our potential customers open-minded and interested? What are the difficulties we should expect during the change-making process?
Choosing the presentation style – that is – the ‘Branding Strategy’
How should we operate in order to increase the likelihood that our promise will become their belief?
Must one always use such an orderly process? What if you simply have a brilliant idea for a brand? Well, it makes no difference to me where you get your ideas for brands or how. The same goes for products and for marketing strategies. In all cases, you can go top-down in a systematic manner, or bottom-up to turn a random idea or an unplanned success into a manageable well-devised strategy. Sometimes, a wild idea suggested by a copywriter or by a sales person, could be the beginning of a new product, a new competitive strategy or a new brand.
Let’s get back to our focus on brands. As I already said, where the idea for a brand came from doesn’t matter. However, what you do with it once you’ve got it – does. You must turn your insight or intuition into a strategy. That includes pinpointing the ‘active ingredient’ (perhaps a new benefit in the product category, e.g. the cellphone as a means for distance parenting) and then using the methodical process to develop the strategy.
How will the branding means achieve the marketing goals?
Once you had finished the work process, established your ‘Brand Strategy’ and ‘Branding Strategy’, and put together your branding mix, you could then apply this tool to perform a plausibility test, a procedure which requires more than a little intellectual integrity. A bit of intelligent consumer research could base the test further.
The branding mix – could it reasonably effectuate the desired psychological processes? Will they affect a large enough share of our target consumer?
The psychological processes – would they motivate the desired target behaviour ?
The target behaviour , if executed by a large enough proportion of the target consumer – will it realise the marketing goals?
A convincing causal sequence between the four levels indicates that our branding efforts are on track to effectiveness. It helps ensure that the branding actions taken will in fact achieve our marketing goals. You can at least know that there is sound logic in your branding process. Research will minimise the level of uncertainty and reinforce your conclusions. This ‘continuum of branding effectiveness’ also serves to check the coordination between the activities of the marketing team on the one hand, performing on the marketing level, and on the other hand – the activities of the people creating the brand’s drama and executing it in all five dimensions of brand realisation, working on the level of experiential, psychological and social effects.
At this stage you must be asking yourselves, what the hell is an “irresistible brand”? I will explain. This term is derived from my point of view about the objectives of branding. The goal of a branding process is not just to be preferred over the competitors. Intentions should be much more pretentious than that. The objective is to make at least a nucleus of your target consumers strongly feel that there is absolutely no other brand that could substitute for yours, and that any other brand would be a terrible compromise, unworthy of consideration. Fascination. Lure. Craving. An impulse purchase. That’s what I’m going for when I develop a brand. Are you joining in?
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