The same leaders who use the phrase: “Let’s all get on the same page”, then send out 110 slide Powerpoint presentations. We take it serious enough to create a Brand Strategy Roadmap that you can use to frame the next 5 years of your brand strategy, and fit it on one page. This way, you really can get everyone on the same page.
The master brand strategy roadmap
Having the brand road map on one page can help align everyone that works on a brand. This is especially useful when managing a Branded House or Master Brand where there are various people in your organization that each run a small part of the brand. The road map helps guide everyone and keep them aligned.
Here’s the one I use that has all the key elements that help define the brand
Start with the Brand’s Big Idea
Brand’s Big Idea: A Beloved Brand is an idea that’s worth Loving. As brands become more loved, they go beyond being just a product and they become an idea that fulfills consumers’ emotional needs in the consumers life. Below is the Tool I use to figure out a Brand’s Big Idea revolves around four areas that help define the Brand 1) Brand’s personality 2) Products and Services the brand provides 3) Internal Beacons that people internally rally around when thinking about the brand and 4) Consumer Views of the Brand. What we normally do is brainstorm 3-4 words in each of the four section and then looking collectively begin to frame the Brand’s Big Idea with a few words or a phrase to which the brand can stand behind.
The five connectors with the consumer: Under the Brand Idea are 5 Sources of Connectivity that help connect the brand with consumers and drive Brand Love, including 1) the brand promise 2) the strategic choices you make 3) the brand’s ability to tell their story 4) the freshness of the product or service and 5) the overall experience and impressions it leaves with you.
As an example Apple’s Big Idea is about “taking the complexity and make everything simple enough, so that everyone will be part of the future”. Accordingly, everything in the organization should line up to delivering a simple experience whether that’s the day they turn on the product, installing an App on an iPhone or when they show up at the store to ask questions from the Genius Bar.Once you have your Big Idea, you should then use it to frame the 5 different connectors needed to set up a very strong bond between your brand and your consumers.
Brand values should come from the Big Idea, and act as guideposts to ensure that the behavior of everyone in the organization is set to deliver upon the Brand’s promise. How do you want your people to show up? What type of service do you want? How much emphasis on innovation? What type of people do you want to hire? What behavior should be rewarded and what behavior is off-side. Having the right Brand Values will help you answer these questions. The Brand Values become an extension of what the Brand Leader wants the brand to stand for. To read more this subject read the following: Brand = Culture
Worksheet Strategy Summary
The 5 year road map should combine the elements of a long range brand plan with the mapping of the brand’s big idea. We recommend you do up a worksheet summary, that allows your team to brainstorm and continue to modify before you go the final road map.
With this format, having it all on one page forces focus and allows you to keep a tight control over those that will be working under the Master Brand.
- Vision: What do you want your brand to be in the next 5-10 years? Vision gives everyone on the brand a clear direction, it should be measurable (quantitative) and motivating (qualitative). It should push you so much that it scares you a little, but excites you a lot.
- Purpose: Why does your brand exist? Keep asking yourself why you do this, to find the personal motivation hidden in the brand. Articulating your purpose can be a very powerful way to connect with both employees and consumers, giving your brand a soul.
- Goals: What do you need to achieve? Specific measures of brand health and wealth, related to consumer/customer behavioral changes, metrics of key programs, performance targets or milestones on the pathway to the vision. It’s the brand scoreboard.
- Financial Forecasts: sales, A&P spending, margins, profits, market share.
- Key Issues: What is getting the way from achieving your vision/goals? Deep analysis highlights what’s driving and holding brand back, as well as future risks and untapped opportunities. Issues are asked as a question to provide the problem to which strategies become the solution.
- Strategies: How can we get there? Strategies are the “How” you will win the market. Choices based on market opportunities, using consumers, competitors or situational. Strategies should have a pin-pointed focus providing a breakthrough on the pathway to the brand vision.
- Tactics: What do we need to do to execute the strategy? Framed completely by strategy, tactical choices deploy your limited resources against brand projects in the most efficient way to drive a high ROI.
- Marketing Budget to achieve Results: broken out by trade spend, communication, consumer promo, new products, research.
Putting the plan and big idea togther to create the 5 year road map
How it all comes together is you take the summary elements of the brand plan and the big idea brand map together into the Brand Strategy Roadmap.
Get everyone on One Page with a Brand Strategy Roadmap that everyone can follow
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We offer Brand Coaching, where we promise to make your Brand better by listening to the issues, providing advice that challenges you, and coaching you along a strategic pathway to reaching your Brand’s full potential. For our Brand Leader Training, we promise to make your team of Brand Leaders better, by teaching sound marketing fundamentals and challenging to push for greatness so that they can unleash their full potential. Feel free to add me on Linked In, or follow me on Twitter at @belovedbrands If you need to contact me, email me at email@example.com or phone me at 416 885 3911