Why do we do it?
1. Phenomenally expensive to create and promote a new brand name (at least 100 – 150 million dollars)
2. Too many brands out there,
3. Increase productivity of current marketing programs
A well-crafted brand positioning has three primary components:
1. A definition of the target market you wish to pursue
2. A definition of the business your company is in or the industry or category it competes in
3. A statement of your point of difference and key benefits
The brand personality is the chosen character that best communicates the brand proposition to the target audience. It is not the personality of the target audience, it is the personality that is most likely to draw their attention, interest them, and encourage them to take action and buy the brand. A single brand proposition could be expressed through many variants of a brand personality to present a different voice to the consumer; it is important to choose the one that is most suitable from these possibilities.
The best way to generate a successful brand personality is when all the elements combine to create a total brand experience. This means choreographing a performance of brand identity, in a branded space, with branded service and resulting in a branded memory. By creating a memorable experience, something that has actually touched the consumer’s heart and mind, a brand moves on to a level of deep brand satisfaction for the consumer. The interaction of time and space in creating this memory is crucial since it places the consumer at the center of an event in a specific time and specific place, not a generic activity that they may forget. They provide branded moments that can be captured as an activity that only one brand can provide or fulfill.
The key to defining successful brand experiences is to create a story that will satisfy the consumers’ desires, without resorting to the tired clichés of current market thinking. New concepts of people moving in spaces and enjoying the submersion in a total brand environment can be created, that break the mold of traditional service provision, retailing and communication channels. Brand experiences help to generate the brand mythology that a brand needs to develop its personality beyond the two-dimensional.
Successful brands develop their personality over time, they do not remain static. Their brand proposition may remain constant, but its expression as a personality needs to be updated to remain contemporary in a changing competitive environment. A narrative is the story that a brand personality follows as its flows through consumer culture. As a story, the brand personality then belongs to a chain of events that can be traced backwards to the past, in the present and forward to the future. This helps consumers to align themselves with the brand as it reflects changes in consumer culture. Some brands rely on the narrative of their founder, such as Bill Gates of Microsoft, to personify the changes in the brand; as his focus and personality matures, so does the brand’s.
The energy of a story is that the brand identity can likewise look forward and in reverse in a nostalgic or amusing way or look forward with a hopeful feeling. This sense of time nearly identifies with how we witness our own development, creating joint memories at distinctive points of the narrative between the brand and us.. This implies we relate particular occasions in our lives with the outflow of the brand identity around then, making a more profound feeling of relationship and in this manner unwavering to the brand. We remember our enjoyment of our first bike brand, car brand, the first beer brand we drank, the first hotel brand we stayed at. These all form pivotal moments in our lives and the memory is intrinsically associated with the brand.. These all frame essential minutes in our lives and the memory is inherently connected with the brand.
Creating Brand Promise
A brand is a promise. It tells consumers what you promise to do for them. That’s why every organization, whether online or off-line, should start its brand development process by answering the question “We promise to deliver what to you?” Victoria’s Secret promises consumers that they will get quality fashions that make them (or recipients) feel and look good. It goes on to promise that they will receive what they order in a reasonable time, and if for some reason they are not satisfied, consumers can return items and receive refunds (both in stores and through catalog and online outlets).
At Aristocrat we mold your strategy based on your brand and develop your Brand Personality in a short period of time.