Events Dec 04, 2019

The Partech Shaker welcomed back Fabernovel to tackle one of the most important aspects in the life of a business: constructing and giving life to your brand. Maryem Triqui & Simon Allain dispelled some prevalent stereotypes surrounding branding and its usefulness as well as revealing how you can become a true expert in creating a successful brand.

 

Let’s start with some stereotypes:

“Branding is not my priority. I’ll take care of it later.”

 

- What you have to remember is that branding is just as important as creating your product. It’s so crucial for the success of your business.
- All of the evolutions and goals of your product are part of your branding.
- Products can be lost without brands.

 

Example of La Poste - “simplify everyone's everyday”. They offer:

- Services offering assistance to the elderly
- Services for people in rural areas

 

These products reflect their core branding message. It’s a great example of the necessity for homogeneity between your branding and your product.

 

“What is interesting about a brand? My product is already revolutionary.”

- It’s more difficult to copy the brand preference than the product
- There are thousands of startups that share the same concept, idea, business model, technology and functionality.
- If you aren’t unique in your branding it's hard to protect yourself from a copycat product.
- Your branding allows you to differentiate your offer from your competitors. Think about Nike vs. Adidas.

 

Example of WIMDU vs. Airbnb

- Offered the same real product.
- WIMDU massively outperformed Airbnb in SEO searches and rankings.
- This was only until Airbnb began focusing on their branding. WIMDU now no longer exists.

“Branding is throwing money out the window”

- Branding determines an important part of your value.
- Although it is an intangible asset, it quickly carries value with VCs, Investors and customers.
- It's a true investment for the evolution of your product or service.
- Branding and creativity have major impact on the sales results of a campaign
- xROI + 63% purchase intent

 

 

=> What is a brand?

- Which pair of shoes would you buy for more than 50 euros? Unbranded or branded? Branded products carry value.

A brand is a logo, an assembly of colors, a tonality, a story that transforms a company into an entity which people attach themselves to, at the expense of all rationality and objectivity, beyond offers, products or promo codes.

 

=> A brand is not an advertisement

- Very important, don’t confuse this. At the start, people often say ‘brand’ as synonymous with an advertisement/advertising. But advertising is a follow on from branding, merely just a part of it.
First construct a brand, then focus on advertising.

A brand is the sum of all interactions with its target, on all touch points.

- Your brand lives across your user’s experience. From a conversation with a call centre to a website. From a business card to a TV advert.

 

=> Positioning

The ABC of branding

A - Brand message - a clear cut, reaching and triggering message which echoes your audience’s needs within your business category. This is what makes you noticeably different.

B - Brand identity - logo, colors, visual guidelines. Make your brand recognizable.

C - Brand tone of voice - 3 or 4 values which define your brand character and help with your communication

 

To define the positioning of your brand, you need to take into account all of these three things:

- What your competitors say about you

- Important to define your competitor category.

- Start by identifying your competitors, which is not always easy to define.

 

For example, with Evian, it’s a bit different. Other stuff you wouldn’t really think about influences what you purchase, cost of food, whether you’re on a diet etc., the competitors are not just those selling water.

 

Another example, Mon Cheri, the 8th most sold chocolate brand in the world. They have a good customer base who carry it but a lot of people really don’t like it as learnt from studied feedback. After studying the brand hard, Mon Cheri realized that their competitors were not other chocolate brands, they are after dinner drinks like cognac, after dinner aperitifs and treats. The study revealed a side of the brand that is so crucial and had to be defined.

- Study closely your competitor’s discourse: landing page, applications, social media accounts, previous campaigns etc. You have so many resources to study these messages.
- Just keep an eye on how your competitor’s branding develops, the language being used, the style etc.
- Identify similarities and differences.

 

Similarities are the generic messages that everyone is using. They are very representative of the category that you are in. You must include them in your communication.

Differences are the messages that only your competitors are saying. Analyze their effectiveness.

 

=> What your customers really want

“People don’t want a quarter inch drill, they want a quarter inch hole” - Theodore Levitt

You have to break down what your customers really want.

 

The hunt for insights.

- An insight is a surprising truth, new point of view, that reveals important motivations that are hidden behind your targets.
- The best insights create a connection between the brand and the user.
- Example - People who own a dog live longer or most young renters have an administrative phobia. Brands should harness this information and use it to their advantage.

 

=> You have to regularly ask “why?”

Forget the cliches

- Look for tension early, where is the complexity? People are complex, if we want to create a link with them, on an emotional level, we need to know their complexities, what affects them, subjects which animate them.

 

Use your best features to seduce customers

- Identify the strengths of your branding, which will allow you to use insights.
- The strengths of your brand can be tangible (technical, product etc.).
- Intangible strengths (Creation story, product history, company journey).

With these three aspects, you can find your ideal branding. Use positioning to echo your value proposition

 

=>  Example of Romy Paris

Value Proposition

- A range of fresh and instant treatments that provide all those who care about the well-being of their skin with a protection adapted to their needs and lifestyles.

 

Positioning

Romy is the care brand that defends the rights of the skin, as a living being.

=> Example of Waze

Value proposition

- Waze for brands is an advertising channel on the Waze app that helps brands promote offers and products to a highly qualified audience.

 

Positioning

- Waze lets advertisers take a seat in their user’s car..

 

Brand identity

- Name
- Logo
- Typography
- Colors

 

These elements must reflect the brand, the sector but also its personality and its style.

Find a balance, don’t use colours that are used by everyone but don’t use colours that are not used by anyone. Stand out while identifying yourself within the sector.

 

=> How to protect my brand?

Your first visual identity must be proprietary.

 

=> International vision

Cultural aspects of countries that you wish to enter the markets of are absolutely vital and have to be taken into account. Incorporate them into your brand identity.

 

=> Other pillars of branding (once positioning is defined)

3 guidelines to keep in mind for the graphic identity. It must be:

- Proprietary
- Simple
- Scalable

 

Bear in mind the tone of voice, which is the expression of the brand through words and will convey the brand’s personality through all published content (advertisements, e-mails, website, etc.).

 

=> To define it:

Select 3-4 tone values - adjectives that will describe how the brand should interact with its target audience.

These values should serve as a checklist to ensure consistency and impact.

 

 

 

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