Brand Identity

Brand Identity is a unique set of brand

associations that the brand strategist aspires
to create or maintain.
These associations represent what the brand
stands for and imply a promise to customers
from the organization member.
 Brand Identity
What are my core values?

What do I stand for?

How do I want to be perceived?

What Personality Traits do I want to project?

What are the important relationships in my life?

 Brand Identity: Core Identity
What is the Soul of the Brand?

What are the fundamental beliefs and values

that drive the brand?

What are the competencies of the organization

behind the brand?

What does the organization behind the brand

stand for?
Value Offering : Mc Donald’s Provide value as defined by the
product, special offers, and buying experience given the price.

Food Quality : Consistently hot, good-taste at any McDonald’s in

the world

Service: Fast, accurate, friendly and hassle free

Cleanliness: The operation are always spotless on both sides of

the counter

User : Families and kids are a focus but serves a wide clientele.
EXTERNAL IDENTITY– AAKER MODEL

Brand as a
Product

Brand
Brand as Brand as
Symbol Identity Organization
System

Brand
as
Person
BRAND IDENTITY STRUCTURE
Brand as a PRODUCT

Product Scope
Product Attributes
Quality/Value
Uses
Users
Country of Origin
Brand as a ORGANIZATION

Organization Attributes
Innovation,
Consumer concern,
Trustworthiness

Local vs. Global

 Brand as a PERSON

Personality
(eg. Genuine, energetic, rugged)

Brand Customer Relationship

(e.g. friend, adviser)
Brand as a SYMBOL

Visual Imagery and Metaphors

Brand Heritage
Convenience : McDonald’s is the most convenient
quick-service restaurant –located close to where people
live, work and gather; feature efficient, time saving
service; and serve easy to eat food
Product Scope : Fast food, Hamburgers, children’s
entertainment,
Sub- brands: Big Mac, Egg Mcmuffin, Happy Meal,
Extra Value Meals and others
Corporate Citizenship: Ronald McDonald Children’s
Charities, Ronald McDonald House
Brand Personality: Family oriented, all-American,
genuine, wholesome, cheerful, fun

Relationship: The Ronald McDonald Children’s Charities

engender respect, liking and admiration

Logo: Golden Arches

Character: Ronald McDonald; McDonald’s dolls & Toy’s

Value Proposition

Functional Benefit
Emotional Benefit
Self Expressive Benefit
 Brand Value Proposition

Value proposition is a statement

used by a brand to tell consumers
why they should buy from them
and not from their competitors.
 Brand Value Proposition

This statement convinces a potential

consumer that one particular product or
service will add more value or better
solve a problem than other similar
offerings will..
 Brand Value Proposition
Value proposition is a statement that
explains how your product solves
customers' problems or improves their
situation (relevancy), delivers specific
benefits (quantified value), tells the
ideal customer why they should buy
from you and not from the competition
(unique differentiation)
 Brand Value Proposition

• How your product fills a need.

• Benefits that are better than those
found with your competitors.
• Why your brand is the best choice.
How to create your value proposition

• Define your target audience. You need to figure

out who your customers are.
• Know your competitors.
• Define the needs your product or business meets.
• Dispel myths.
• Create a clear mission and message.
• Bring it to life.
 A Good Value Proposition..

Explains who you work with

and the value you provide

Many companies have a poorly

developed value proposition because
they try to be everything to everyone.
 A Good Value Proposition..

Tells your audience what makes you

uniquely different

It’s not just the product or service you sell

but the perceived value in your offering that
encompasses the entire customer
experience.
A Good Value Proposition..

Aligns with what your target audience

wants or needs

This shows that you understand their

challenges which will entice them to
find out more.
 No value proposition is better than
an ineffective one
Business Consultant:

“I will confidentially work with you to find the

answers to the questions that will build your
organization by raising performance levels. Through
a process of understanding you and your business, I
will focus on strategy development and partner with
you to bring about a disciplined process to execute
your business plan. You will move your performance
and that of your organization to a higher level.”
 value proposition re-worded

Business Consultant:

“We work with home improvement contractors

on increasing sales and decreasing costs.

Typically our clients grow their business by a

minimum of 20-40% over the year while reducing
costs by 30%.”
A re-look at making a value proposition
Who specifically do we work with?
The better you understand who you work with, the more you
can define their wants, needs and challenges.

What do they want and why? What do they value

the most?
What you offer needs to be relevant to what they need and
what they are willing to pay for.

What do we do that is unique to our company?

This is what will distinguish you from your competition.
The value proposition for iPhone X is
pretty simple and short:
“Say hello to the future.”
UBER