Powerful Brand Characteristics
“A cluster of functional and emotional values which enable an organisation to make a promise about a unique and welcomed experience.”
Source: Leslie de Chernatony, Malcolm McDonald, Elaine Wallace
Brand as promise is distinctive, valued, consistently delivered and kept over time.
For Implementing Brand Essence, central ideas manifest through product, environment, behaviour and communication.
- Pre- purchase touchpoints
Those factors that influence whether a prospect will put brand into purchase consideration set
- Purchase touchpoints
Those factors that move a customer from consideration to purchase
- Post purchase touchpoints
All those factors after the purchase that influence satisfaction
What is my Brand?
1. Differentiation- Logo Shorthand
2. Positioning- Functionalism Integrated strategy
3. Personality- Emotion Values Self or culture
4. Visionary- Promise
5. Added value- Identity (image), Relationship, Risk reducer, Financial
- Excel delivering desired benefits
- Stay relevant
- Price on perceived value
- Effectively positioned
- Portfolio and hierarchy make sense
- Has co- ordinated support activities
- Understand what brand means to consumers
- Have long term support
- Monitor sources of equity
- Who are your customers?
- What journey do they make when they deal with you?
- Do they get conflicting messages on the journey?
- How do the messages they encounter on their journey relate to the 3 key reasons for doing business with you?
- Where do staff make a difference on customers’ journeys?
- How good are staff at problem recovery during the journey?