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INTRODUCING BRAND ESSENTIALS
Inspired by Nature. Delivered through Experience.
WHAT IS BRAND ESSENTIALS?
WHAT IT IS
A short ,sharp and focused commercial, strategic and creative investigation of brands and defining characteristics.
WHAT IT DOES
Provides both positioning and (if required) creative output to inform and assist future development and investment decisions.
WHY IT WORKS
An essential distillation of 45 years marketing & advertising experience, 15 as a business owner. For full details of Chris King's experience
WHY INSPIRED BY NATURE?
YOUR BUSINESS IS LIKE A TREE
Brand Essentials views your business as a tree. Consider the parallels in how they both grow and develop.Trees needs a strong foundation.They requires a strong trunk and structure. A business will branch out into new markets or products. Just like a tree, a business needs consistent nourishment, adaptation, and sometimes pruning to thrive.
YOUR BUSINESS IS LIKE A TREE
ROOTS
These are found in the story of the company's founders and history. They are the enduring company values and principles.The corporate culture and purpose.
THE GROUND ON WHICH IT GROWS
The dynamics of the market you operate within, its growth trends and gaps.The competitive landscape. The regulatory climate. It is the customer group you serve.
A SOLID TRUNK
The heart of the business.The things you do exceptionally well and the areas of competitive advantage that you exploit. It is also the core equity you have built in your brands.
STRONG BRANCHES
The pillars of the business, your products & services, your Brands. It is also your Distribution and channel presence. and your key personnel and stakeholders
LEAVES
These are your customers ( yes they may fall but will return again in the future if your tree is healthy) They are also your staff & workforce. Promotional campaigns & sales drives.
FRUIT
Profitability, shareholder value and other key financial metrics. These are the fruits of your labour and some maybe left on the ground to nourish and enrich the roots and the trunk.
THE ELEMENTS OF BRAND ESSENTIALS
DISCOVERS
DISTINGUISHES
DISTINGUISHES
Essentials Discovers then defines the essential meaning or essence of a business and it’s brands– it’s DNA and it’s unique place in the minds of its customers
DISTINGUISHES
DISTINGUISHES
DISTINGUISHES
Essentials Distinguishes between the core characteristics of the business to preserve and the areas to stimulate progress a key characteristic go companies Built to last
DELIVERS
DISTINGUISHES
DELIVERS
Essentials Delivers essential information without the expensive trappings of detail overload or marketing-speak irrelevance
THE BENEFITS TO YOUR BUSINESS
CLARITY
CONSISTENCY
COHESION
You can't escape the inefficient muddle of ideas and actions, without clear and well-defined understanding of your company's purpose, values, goals, and operations It fosters effective communication and leads to informed decisions to drive growth and sustainability.
COHESION
CONSISTENCY
COHESION
Alignment and consistency of your company's strategy, operations, and culture, ensures that everyone works together harmoniously to achieve its goals.
CONSISTENCY
CONSISTENCY
INDEPENDENCE
The profitable habit of maintaining uniformity and predictability in various aspects of operations, from internal processes to customer interactions. It's a strategy that fosters trust, builds brand recognition, and enables businesses to operate efficiently and profitably.
INDEPENDENCE
INDEPENDENCE
No Agency network, no business model leading to a particular strategic or creative solution. No hidden agenda, no need to impress senior management. Empowered to be open, honest and totally transparent.
EXPERIENCE
With over 45 years of experience,15 of which as a business owner Chris has worked in creative hotshots and global networks. From household names to start-ups in kitchens, the principles of a good brand remain the same.
WHO WOULD BENEFIT FROM BRAND ESSENTIALS?
START-UP'S & SME'S
START-UP'S & SME'S
START-UP'S & SME'S
Smaller businesses who are often looking to grow quickly, progressively and efficiently.
PERSONAL BRANDS
START-UP'S & SME'S
START-UP'S & SME'S
Sole traders and entrepreneurs can have access to a variety of resources who need help you grow your skills, knowledge and personal brand. This includes workshops, webinars, meetups, and networking events.
LARGE BUSINESSES
START-UP'S & SME'S
LARGE BUSINESSES
We can take a look at smaller, often unassigned or forgotten brands within a portfolio that offer opportunity for reinvigoration
THE ESSENTIALS TOOLKIT
STELLAR® Brand Architecture
This architecture model has been particularly useful for fast growing and rapidly evolving SME business wanting to make sure they keep doing what's working yet still innovate and expand.
THE BRAND FINGERPRINT
Brand fingerprinting uncovers these characteristics. Fingerprinting helps to illuminate consumer attitudes, prejudices or expectations either across time or between categories.
BRAND ARCHYPES
Walt Disney meets Carl Jung to uncover the character of your brand. The character recognised by your customers so it may be different to what you think it is !
THE BRAND PRYAMID
A simple amalgamation of all the key attributes of a fully functioning brand.Distilled from 45 years of experience..
ESSENTIALS TOOLKIT
The Stellar® Brand Architecture Model
Stellar® organises the 12 essential insights of a company or brand precisely arranged co-ordinates on a circle that together make a complete picture of the brand or organisation.
Many of these insights have relevance to marketing & sales other insights have value to HR, finance , manufacturing and customer service. Stellar has proved valuable for the whole organisation.
This architecture model has been particularly useful for fast growing and rapidly evolving SME business wanting to make sure the keep doing what's working yet still innovate and expand.
Like to Know More?
Interested in a full introduction to the Stellar® model? Click below to register now.
ESSENTIALS TOOLKIT
BRAND FINGERPRINTING
Every market and every brand is unique.Every market and every brand has a unique set of characteristics in the mind of consumers.
Brand fingerprinting uncovers these characteristics. Fingerprinting helps to illuminate consumer attitudes, prejudices or expectations either across time or between categories.
Fingerprinting is a useful tool to put marketing strategy into a true consumer perspective.
Want more information?
If you would like a few examples of how fingerprinting works and how it could benefit your business.Sign up now
ESSENTIALS TOOLKIT
BRAND ARCHETYPES
Jung developed the idea of archetypes as patterns of meaning to help us understand the world.They are great starting points to assess new information.
Walt Disney brilliantly bought them to life as characters in his films. Look at any strong brand (Fairy Liquid) and you'll find an archetype (Snow White) behind it.
Want to find out more?
If you would like a few examples of how an Archetype workshop could benefit your business . Arrange a meeting now
ESSENTIALS TOOLKIT
THE BRAND PYRAMID
I have worked with many organisations over the years who have used various models to build , evaluate and extend their brands.They all believed their model was the best.We observed that every one of these models shared some common characteristics which we integrated into one simple architecture, the pryamid
Interested in a Brand Pyramid workshop?