Crafting a Branding Plan in 3 Steps
It worked for Snickers. Snickers laid a beautiful, simple, and extremely strong brand foundation with this Positioning Statement: SNICKERS is the brand of CANDY BAR that SATISFIES YOUR HUNGER because IT’S PACKED WITH PEANUTS.
Step 2: Brand Architecture – 'The Floorplan'
With the foundation put down, the brand story has a place to start and be built upon. In previous articles I wrote about creating the five words that help describe a brand, and a description if your brand were a person, and those exercises come into play here. By using descriptive words and personality types, you place the shape and boundaries of what your brand is and is not.
Think of it as creating the rooms, angles, steps, roofing, landscaping and more when planning how a home will be built. What will the "house" will be? Will it be a cute and funky urban 1-bedroom, a fabricated suburban McMansion, or a minimalist Haus in grey and black?
For example, Warby Parker made an intentional decision to begin with an online experience (in 2010), and then expand into retail locations. They now have 100 locations, and the question would be, what would those retail experiences be like? The Brand Expression (Step 3) follows from that. Since personalization is the position of the Warby Parker online and instore experience, they made the logical decision to have unique stores in each city. Every store — San Diego to Pittsburgh — looks different. It’s really cool and personal. That’s a natural Brand Architecture to sit on top of their Brand Position.
Step 3: Marketing Expression – 'The Paint, Furniture and Fixtures'
The “Marketing Expression” is finally what the customer sees. It’s the messaging, the actual words and images, the YouTube videos, etc. Continuing the analogy, the Expression is the choice of furniture, the armoire, the wall color, the decorative touches, etc., in a house.
Chris Foster has been teaching Brand Strategy and Positioning at UCSD Extension since 2009. He has lead professional workshops and presented at numerous San Diego Marketing Association events as well as national events for the Direct Marketing Association; been guest lecturer at SDSU Marketing Courses; and participated in numerous professional panels.
For the past 20 years he has worked in all aspects of marketing and creative direction for start-up, growing, and established business environments. He has a passion for helping any-sized business transform their brand so they can more authentically connect with their audience.