Brand Gyan

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Copyright 2007, Brand DNA. Not to be used, copied, or reproduced without express written permission

The DNA of regional branding

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Branding is the art of emotional connection and trust creation

The way we want customers to perceive,

think, and feel about our brand versus competitive entries.

Brand positioning asserts the reason-for-beingfor the brand among select customers versus

competitive products or services.

-R Czernianski and M Maloney

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What people typically reference as branding

The name

The logo

The identity system colour used, font, layout etc

These simply communicate an identity, a presence they provide a label that

meaning can be attached to. They provide a useful rallying point, but it is the

meaning and associations that you attach to these that is the brand

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Branding is the art of trust creation andemotional connection

Trust Drivers

Awareness

Ability of potential buyer to recogniseor recall a brand as a member of acertain product category.

Brand AttributeStrength

Relevant Functional and EmotionalAttributes associated with the brand.

Credibility A belief that a brand will fulfil its promise.

Fairness A belief that there is something in itfor the customer as well as the brand.

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What is the meaning wrapped around thisbrand?

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Branding plays a variety of roles

It makes life easier for consumers time, effort, risk

It defines us

says something about who we are

It enables us to create and protect brand equity

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A brand is a living entity, itis enriched or underminedcumulatively over time, theproduct of a thousandsmall gestures

Michael EisnerDisney

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The Limestone Coast

The Limestone Coast is a culinary delight, and the relaxed,

friendly lifestyle ensures plenty of time to savour the region'ssensational food and wine. Few places boast such home-grownvariety and world-class quality, ensuring award-winning menus atlocal bistros, cafes, coffee shops and restaurants are not to bemissed.

As home to Australia's Rock Lobster Capital, the Limestone

Coast sensational crayfish harvested from the cold waters of theSouthern Ocean is a sought-after delicacy. But inland, there arejust as many attractions, from grain-fed beef to spring waterbarramundi, and succulent lamb.

Local wines for all occasions are suggested as an accompanimentto meals, or else visitors can take the opportunity to discover themfor themselves on a cellar door tasting tour of Australia's premiumwine-producing region.

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You cant build areputation on whatyou are going to do

Henry Ford

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Every powerful brand has at its core a substancethat gives it strength. You have to understand it

before you can grow it

You need a belief system

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Apples Brand Belief System

Apple Computers founding sacred

belief survives to this day- thatcomputers and technology shouldenable us to do things that canchange the world by being radicallyeasy to use and overlay thiswith standout design

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Virgins Brand Belief System

Virgins sacred beliefs:

We look for opportunities where wecan offer something better, fresherand more valuable, and we seizethem. We often move into areaswhere the customer hastraditionally received a poor deal,and where the competition iscomplacent and overlay this witha cheeky and youthful personality

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Dysons Brand Belief System

Leverage a fiercely independent

and innovative organisation tocreate products that are categorydissimilar they strive to bedifferent overlay this within-your-face flamboyant design

The brand plan make Dyson a

global brand, synonymous withinnovative, premium-pricedproducts

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Brand DNAEssence or Code

BrandValues

BrandStorybook

Determines desired

brand positioning

Brand Management Process

BrandM

anagem

entView

inside/o

ut

Client/CustomerView

outside/in

Determines perceivedbrand positioning

How theyfeel about

the brandbased on

contact withthe brand

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Strategic Branding

Brand Strategy should always

start with a definition of whatyou want your brand/s to standfor- there needs to be enoughlayers of definition to guide allkey brand decisions.


Brand PromiseValue proposition

Brand ValuesBrand attributes

Brand DriversMarketing mix

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Nike Essence / DNA

Authentic Athletic

Performance

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Brand DNA - Essence / DNA

Cracking Potent Brand

Codes that Connect

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King Island Dairy - Essence/DNA

Tradition and Indulgencefrom an Isolated Island

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Melbourne Business School - Essence / DNA

Opening Minds & Changing Lives(through Lifelong Learning & Association)

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RIP Curl

The Search ( Web site)

Rip Curl will never lose touch withits roots and we will always be onThe Search.

And yes, 34 years on, Rip Curloffices around the world are stilldead empty on some days. When

it's clear and cold. When there's abrisk, but mild, wind coming straightoff the land. When a 6ft swell,made clean and straight by its longmarch, is rolling in. On days likethose, desks don't matter. Thosedays are special.

On those kind of days only onetype of work needs doing...

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Nikes possible Brand Values

Cutting EdgeTechnological Superiority

Elevated PerformanceInnovation Its in our Nature

StylishDesign Driven

CoolStandout

Self ExpressiveIf you have a body, youre an athlete

We are on the offence, alwaysHaving a go

ActiveCompetitive

Real McCoyElite Athletes

World Class PerformanceQuality

Competitive

AuthenticAthleticPerformance

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Rich & CreamyFull of butter fat

Full of flavourDecadent

PleasurableIndulgent

King Island Dairy - Example

Tradition and

Indulgence from anIsolated Island

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Emotion and reason are intertwined,but when they are in conflict,

emotion wins every time

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You cant make an emotional connection with acustomer without using some form of emotion

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Strong Brands think relationshipsnot transactions

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A Brand that wants to be a little of everythingwill eventually amount to a lot of nothing

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So you have to make choices what will be the primary drivers of your fame?

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Identify where 20% of effortgives you 80% of returns think skewness

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Focus,in everything that you do think 80:20

Remember not all customers are born equal you cannot be all things to all people

Remember that not all brand contacts are of equal value

Remember not all $s of marketing spend provide the samereturn rather have a few big bold strokes than a myriad of

little bitsy activitiesMake a deliberate effort to do more of the 20% things that give you80% return liberate yourself and create a world famous brand

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Breakthroughs come from breakwiths.

What do you have to let go of to move up

to the next level in your branding?

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Brand Drivers

Defining how the brands core

values will be manifested in themarketing mix or key functions ofthe business

Fundamental to providing ablueprint for shaping brand strategyand behaviours





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Brand Essence Bold GesturesTo Bring TheBrand Alive

Brand Values

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Brand Promise

Your Brand Promise

Describe your brands primary targetmarket and what is important to them

Describe the category that the brandwill compete in

Describe the benefits that you willdeliver to your customers andidentify those that will drive your

competitive advantage

State the proof points - what does thebrand do that makes the statedbenefits possible/believable?

Determine what price customers mustpay for the benefits





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Brand Storybook


Brand ValuesBrand Attributes

Brand PromiseValue Proposition

Brand DriversMarketing Mix

BrandStorybook

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Brand StorybookBrand Personality

Personality traitsBrand analogy

Persona

Brand tonal values

Brand Identity

Look & feel of the brand

Name

Logo/mark

Graphics

Colour, texture

Collateral design

Tag/strap line

Visual and sensory elements

Brand Story Line

Key themes to be communicated

Linkage of tactical comms of the brand

A big idea that integrates and iscampaignable & enduring

Brand Gestures

Identify a number of bold gestures tobring the brand alive

Determine if there are relevant ritualsthat can be introduced into the life of thebrand or the customer

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Brand Essence/DNA = Landscape. New Pacific Freedom

Brand Story Book

Tagline 100% Pure New Zealand

New Zealand - Example

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100% Pure New Zealand

The brand essence and positioning should not be confused with

the campaign tagline 100 per cent Pure New Zealand

The logo incorporates an image of the countries two islands whilethe strapline seeks to qualify a number of experiences and scenesas being typically or 100 per cent Pure New Zealand

The tagline represents the brand position (or communication goals)

and its function is to communicate with the external audiences.Conversely, the function of the brand essence is to communicateand energise those inside the organisation

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What is that you want to own in the market place?

What is the you want to be obsessive about?

What is the personality you are going to wrap around your offer?

What is going to be your system for delivering it?

BRAND DEFINITION AT ITS MOSTFUNDAMENTAL IS KNOWING:

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Industry/business and Relationship with theRegional Brand

Hand and Glove Relationship they worktogether

A strong regional brand imbues individualbusiness brands with immediate appeal positivedisposition for your product

The region is the sum of all its parts, particularly

its lead or defining characteristics it needs thesupport of business it should be win/win

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How do individualbusinesses and the

region work together ina branding sense?

You have to actively

work at building theconnection

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Some Connections Can Work AgainstYour Region

We also tried Herbert Adams' new King Island BeefPremium Pie which had chunks of real beef, nay, KingIsland Beef, in a very flaky pastry. It was goooooood.

Good Food Show 2006

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What is pivotal to your offering? What do youbuild the regional brand around that willdeliver a very positive halo effect over all theactivities of the region?

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Case Studies

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It decided that

The Eyre Peninsula Brand does not wish to be likeany other Regional Brand

The Eyre Peninsula Brand does not need to belike any other Regional Brand

Eyre Peninsula Regional Brand

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The Eyre Peninsula recognised that

Nature gifted the Eyre Peninsula withsomething unique. Something powerful.

Sharply defined. Highly sought after.


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A coastal region that is loaded with positive brand

attributes:


Entrepreneurial People

Untamed

RawPure

Rugged

Abundance

Seafood to Kill ForNatures Definition ofIndulgence

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Advertising Tag Line

Australias Seafood Frontier


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An Essence driven by the brand values of the

Eyre Peninsula

PridePassionateEnergetic

World ClassCommunity DrivenExpertLifestyle champions


Genuinely excitedabout what they do

Actively share theirknowledge andenthusiasm

Strive for best practice

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ExciteAmazeInspireImmerseSurprise

FestiveMemorable

Creatively celebrating

Bold and imaginative

Participative

Mouth watering culinary delights

A virtual theatre nothing shortof memorable


Brand Values

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Environmentally Conscious

As-nature-intended Pure Sustainable

Respectful Saavy Balanced

Championingecologically sound fishing

Sustainability is a key

driver

Complimented by athriving environmentallyfriendly aquacultureIndustry


Brand Values

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Luxurious

Indulgent Full-in-flavour Taste sensation

Highest quality Discerning Aspirational

Premium

Talked about

One of lifes true delights A sense of expectationalways


Brand Values

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Pioneering

Innovative Visionary Self-Belief

Entrepreneurial Leadership At-the-cutting-edge

Smacks of self belief

Used to making thingshappen

Enterprising,entrepreneurial

Exploring the frontier ofpossibilities


Brand Values

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Brand Essence Brand ValuesBold Gestures Bringing

The Brand Alive

Celebrating theDelights of NaturesSeafood Harvest

Excite

Pioneering

Luxurious

Environmentally

Conscious

Pride


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The Experience Economytheory suggests that..companiesmust realise that they make memories, not goods.Meaning the

following:

Economic Function: Stage

Nature of Offering: Memorable

Key Attribute: Personal

Method of Supply: Revealed over a duration

Seller: Stager

Buyer: Guest

Attributes sought: Sensations

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Coffin Bay Oysters

A key expression of the region

A great example of transitioning from an

entrepreneurial mindset to brand mindset

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King Prawn Industry

A key expression of the region

Shifted to a brand mindset

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If you want your regional food brand to flourishyou need three things

!Collaboration and a well defined and understoodbelief system for the regional brand that resonateswith your target market

!Creation of on-going towering presence with an

up-to-date contemporary image and consistentdelivery of the promise a distinctive personality

! Self belief that you can deliver somethingamazingly special if you want to be mediocre youwill be if you want to be great you significantly

increase the possibility that you will be

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King Island DairyCurrently commands a market share of

approx 10% of the specialty cheesemarket and an average price per kilo of

$A33.90. King Island Dairys majorcompetitor has a similar market share but

is only able to command $A25.20 per kilo.

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King Island Dairy Brand Journey

Critical to build awareness and relevant brandassociations/meaning

!Led with food service quality restaurantmenu listings

!Strong opinion leader strategy (chefs, foodwriters)

!Awards

!Presence at foodie gatherings

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Build an emotional connection Being a story teller, from shipwrecks to cows withdoonas

Generating Island Lifestyle Stories for the media

Promoting the personality and passion of thecheese maker the wine industry has taught usmany lessons

Using the Island as a theatre for stagingmemorable experiences for key opinion leaders

King Island Brand Journey

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If nothing changes, nothing changes.

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You cant be a leader by following.

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Whenever you see a successful business,someone once made a courageous

decision

Peter Drucker

Brand Gyan

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