Introduction to Brand Strategy

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EVERYTHING… Derives From the Brand Structure

THE BRAND STRUCTURE

Vision and Values

Key Audience

SetsPositioning Brand

PillarsBrand

PromiseBrand

Personality

Why do you do this

work? What do you care

about achieving?

What are you? What makes you

unique?

Who are you for?

What do you do?

Are you believable?

How do your

customers benefit?

Target Audience:Wants and

Needs

Competitors:

Weaknesses

THE MOST IMPORTANT THING

Available Positionings

Customer Wants and Needs

• Great Taste• Electrolytes• Low calorie• Low sugar

Competitor’s Weaknesses

• Great Taste• Electrolytes• Low calorie• Low sugar

Example: Gatorade vs. Powerade

Case Study: GIVN Water

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TODAY OVER 100 MILLION BOTTLES OF SINGLE SERVE WATER WILL BE SOLD…

… AND WE BELIEVE THERE ISN’T A BOTTLE OF WATER YOU CAN FEEL GOOD ABOUT DRINKING...

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Bottled Responsibly

PackagedResponsibly

1 Bottle = 1 Day

WHY DO WE DO THIS?

WHAT ARE WE? WHAT DO WE DO?

WHO ARE WE FOR?

WHAT WILL MAKE US…US?

HOW SHOULD WE BE SEEN SO THAT WE ARE BELIEVABLE?

WHAT DO OUR CUSTOMERS GET?

are  you?

do  you  deliver  on  this?

THE GOLDEN CIRCLE – START WITH WHY

A bottled water that you can feel good about drinking

BRAND PROMISE / CUSTOMER MAIN BENEFIT

Messaging & Visually

BRING THE BRAND TO LIFE

BRAND MESSAGING

Messaging Framework

Messaging Properties

What part of the brand should each message showcase?

• Slogan• Tagline(s)• Key Message(s)• Positioning

Statement(s)• Mission Statement• Vision Statement• Keywords• Call to actions

Awareness

Interest

Desire

Action

A

I

D

A

RETAILER & DISTRIBUTOR PARTNERS

BRAND AMBASSADORS

Thank You!

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