The Volvo brand in one word: Safety">The Volvo Brand in one word: Safety

The Volvo brand in one word: Safety

Posted on Leave a commentPosted in Beloved Brands in the Market

When I am giving speeches on Marketing, I always use  the Volvo brand as a great case study. I tell the audience that I am going to do a magic trick where I predict what word they will shout back at me. I write “Safety” down on a piece of paper. I then say “what is the one word that describes the Volvo brand” and the audience yells back “SAFETY” without hesitation. 

I went to see Al Ries speak a few years ago and he challenged all marketers to get your brand down to one word. It sounded great, until I went back to my desk and started trying it out on my brands. At best I was able to get it down to a few words or a quick catch phrase. As I sat there frustrated, I realized that the effort to try to get it down to one word is a great catalyst that gets you down to a few words.  That’s a hell of a lot better than the excessively long-winded 5-page briefs or the long list of RTB’s (Reason to Believe) people want to jam in a TV ad.

“If you want to build a brand, you must focus your efforts on owning a word in the prospects’ mind. A word nobody else owns” – Al Ries

 

With today’s consumers being bombarded with 5,000 brand messages a day, the first 7 seconds that a consumer is exposed to a brand is a make-or-break moment. The brand must captivate the consumer’s mind quickly or the consumer will move on. The brand must be able to entice consumers to find out more and then motivate consumers to see, think, feel or act in positive ways that benefit the brand. I will show you how to develop a big idea that serves as the brand’s 7-second sales pitch. The Big Idea must be interesting, simple, unique, inspiring, motivating and own-able. The backbone of the Big Idea is the brand positioning that speaks to whom your brand will serve and what consumer benefits the brand will provide. To stand out within the clutter, smart brand positioning must establish your brand as better, different or cheaper. Otherwise, your brand will not be around for long.

How to find your brand's big idea

As much as people have a hard time matching up their inner motivations with their outward projection of their own personal reputation, a brand faces a similar challenge in matching up the inner thoughts inside the brain of the organization behind the brand with the outward brand reputation owned within the minds of their consumers. In psychology, there are three constructs to the brand personality, the ego, the id and the super ego. In our brand apparatus, the brand soul is used to express the inner thoughts of the brand that defines ‘what you want your brand to be’. The brand reputation is ‘what consumers think of you’ which is the outward view of the brand that resides within the minds of consumers. As the ego of the human mind works to regulate the id and super ego, the brand’s big idea serves as the stabilizer between the inner motivations of those behind the brand and the outward projection. In a stabilizer role, the big idea must adjust to the actual reputation, yet send signals to steer the consumer’s mind towards a desired reputation that exists within the brand soul. A brand finds its equilibrium when the brand soul, brand reputation and big idea are the same.

I have created a tool that helps define your brand down to the seven second brand pitch.

Seven Second Brand Pitch

From there, you should be able to narrow down to a 1-second brand pitch.

One Second Brand Pitch

For a long time, we’ve thought that brands just exist to convey a degree of consistency in the consumers mind. Yes, that helps to own a position in the marketplace. But more and more, we are also starting to realize that consistency of message acts as an internal beacon for everyone in the organization to follow.

Big Idea

I am always pushing everyone to focus:  focus on a tight target,  own one main benefit area that no one else can own and then shout it from the mountain top. The challenge here of getting what your brand stands down to one word would be the ultimate. I’d encourage you to take this on a test run and see where you get.  But the bigger point is to, learn from how obsessed Volvo is around safety.

I am yet to see any other brand that is so focused against one word like Volvo is with safety. For Volvo safety is not just a claim or demo in their TV ads, but is everything they do. But the real beauty for Volvo is their obsession with safety.

  • Volvo was long ahead of the marketplace. Volvo first started the safety angle in the 1940s and became completely obsessed in through the 1960s long before consumers cared about safety when no one was even wearing seat belts. But the market place has since caught up. This year, Car and Driver reports safety as the #1 benefit that consumers are looking for in a new car.
  • Volvo’s purpose in making safety a priority. In 1958, Volvo came up with the 3-point seat belt. Even with a patent they could have enforced and made millions, Volvo decided to share the technology with all the other car manufacturers because they believed so strongly in it. That really speaks to Volvo’s conviction and authenticity.
  • Volvo has always been way ahead of car safety regulations.  In fact, as safety became a priority with consumers, regulators looked at what Volvo was doing as the standard and then made Volvo’s advancements mandatory across other companies. In the 1990s, Volvo was ahead of the curve on the introduction of air bags and side-air bags.
    In TV ads, we got so used to seeing the crash test dummy ads re-enforcing Volvo’s ownership over safety.
  • Volvo continues to set the standard for safety today. The 2012 IIHS (Insurance Institute of Highway Safety) had 3 Volvo models in the 10 Top Safety Picks, the most of any car brand. The Euro NCAP collision test has recognize 2012 Volvo V40 as the best car they’ve ever tested, giving it the top rating of five stars in the Euro NCAP collision test.

Safety in Action

Most impressive to me that highlights Volvo’s obsession with safety is to look internally at the long list of R&D advancements over the past 70 years.

  • 1944 Safety cage
  • 1944 Laminated windscreen
  • 1957 Anchor points for 2–point safety belts front
  • 1958 Anchor points for 2–point safety belts rear
  • 1959 3–point front safety belts standard
  • 1964 First rearward–facing child safety seat prototype tested
  • 1966 Crumple zones front and rear
  • 1966 Safety door–locks
  • 1969 Inertia reel safety belts
  • 1971 Reminder safety belt
  • 1972 3–point safety belts – rear
  • 1972 Rearward–facing child safety seat
  • 1974 Multi-stage impact absorbing steering column
  • 1974 Bulb integrity sensor
  • 1975 Braking system with stepped bore master cylinder
  • 1978 Child safety booster cushion
  • 1982 “Anti–submarining” protection
  • 1986 Three–point safety belt centre rear seat
  • 1990 Integrated child safety cushion in centre rear seat
  • 1991 Side Impact Protection System
  • 1991 Automatic height adjusting safety belt
  • 1992 Reinforced rear seats in estate models
  • 1995 Integrated child safety cushion outer rear seats
  • 1997 Roll Over Protection System
  • 1998 Whiplash Protection System
  • 1998 Inflatable Curtain
  • 2001 Volvo Safety Concept Car
  • 2002 Roll Stability Control
  • 2003 New Front Structure called Volvo Intelligent Vehicle Architecture
  • 2003 Rear seat belt reminders
  • 2003 Intelligent Driver Information System
  • 2003 Inauguration of Volvo’s Traffic Accident Research Team in Bangkok
  • 2004 Blind Spot Information System
  • 2005 Door Mounted Inflatable Curtain
  • 2006 Personal Car Communicator
  • 2006 Collision Warning with Brake Support
  • 2007 Power Park Brake
  • 2007 Driver Alert Control
  • 2009 City Safety – Automatically stop car at speeds below 19 mph (31 km/h) if obstruction is detected in front of car
  • 2010 Pedestrian Detection with auto brake
  • 2012 Pedestrian airbag

True leader push themselves by attacking the brand even before competitors have a chance. Volvo is continuing to push themselves with a very visionary challenge for the year 2020 that’s squarely directed internally within Volvo.  Sure Volvo had some wiggling going on when they were bought by GM a few years ago. But since re-gaining control of the brand, they are back standing behind the word: SAFETY.

The Volvo vision statement: “Nobody should die or be seriously injured in a Volvo.”  

That speaks volumes to the obsession they’ve had for the past 70 years and to the obsessive focus for the future of Volvo!

Here’s a powerpoint presentation on how to define your brand, including the Big Idea tool.

 

Beloved Brands: Who are we?

At Beloved Brands, we promise that we will make your brand stronger and your brand leaders smarter. We can help you come up with your brand’s Brand Positioning, Big Idea and Brand Concept. We also can help create Brand Plans that everyone in your organization can follow and helps to focus your Marketing Execution. We provide a new way to look at Brand Management, that uses a provocative approach to align your brand to the sound fundamentals of brand management. 

We will make your team of Brand Leaders smarter so they can produce exceptional work that drives stronger brand results. We offer brand training on every subject in marketing, related to strategic thinking, analytics, brand planning, positioning, creative briefs, customer marketing and marketing execution. 

To contact us, email us at graham@beloved-brands.com or call us at 416-885-3911. You can also find us on Twitter @belovedbrands

 Graham Robertson Bio Brand Training Coach Consultant

The Volvo brand in one word: Safety

Posted on Leave a commentPosted in Beloved Brands in the Market

 

“If you want to build a brand, you must focus your efforts on owning a word in the prospects’ mind. A word nobody else owns” – Al Ries

 

I went to see Al Ries speak a few years ago and he challenged all marketers to get your brand down to one word. It sounded great, until I went back to my desk and started trying it out on my brands. At best I was able to get it down to a few words or a quick catch phrase. As I sat there frustrated, I realized that the effort to try to get it down to one word is a great catalyst that gets you down to a few words.  That’s a hell of a lot better than the excessively long-winded 5-page briefs or the long list of RTB’s (Reason to Believe) people want to jam in a TV ad.

For a long time, we’ve thought that brands just exist to convey a degree of consistency in the consumers mind. Yes, that helps to own a position in the marketplace. But more and more, we are also starting to realize that consistency of message acts as an internal beacon for everyone in the organization to follow.

I am always pushing everyone to focus:  focus on a tight target,  own one main benefit area that no one else can own and then shout it from the mountain top. The challenge here of getting what your brand stands down to one word would be the ultimate. I’d encourage you to take this on a test run and see where you get.  But the bigger point is to, learn from how obsessed Volvo is around safety.

When you ask consumers one word to describe Volvo, without hesitation they say “Safety”.  

I am yet to see any other brand that is so focused against one word like Volvo is with safety. For Volvo safety is not just a claim or demo in their TV ads, but is everything they do. But the real beauty for Volvo is their obsession with safety.

  • Volvo was long ahead of the marketplace. Volvo first started the safety angle in the 1940s and became completely obsessed in through the 1960s long before consumers cared about safety when no one was even wearing seat belts. But the market place has since caught up. This year, Car and Driver reports safety as the #1 benefit that consumers are looking for in a new car.
  • Volvo’s purpose in making safety a priority. In 1958, Volvo came up with the 3-point seat belt. Even with a patent they could have enforced and made millions, Volvo decided to share the technology with all the other car manufacturers because they believed so strongly in it. That really speaks to Volvo’s conviction and authenticity.
  • Volvo has always been way ahead of car safety regulations.  In fact, as safety became a priority with consumers, regulators looked at what Volvo was doing as the standard and then made Volvo’s advancements mandatory across other companies. In the 1990s, Volvo was ahead of the curve on the introduction of air bags and side-air bags. In TV ads, we got so used to seeing the crash test dummy ads re-enforcing Volvo’s ownership over safety.
  • Volvo continues to set the standard for safety today. The 2012 IIHS (Insurance Institute of Highway Safety) had 3 Volvo models in the 10 Top Safety Picks, the most of any car brand. The Euro NCAP collision test has recognize 2012 Volvo V40 as the best car they’ve ever tested, giving it the top rating of five stars in the Euro NCAP collision test.

Most impressive to me that highlights Volvo’s obsession with safety is to look internally at the long list of R&D advancements over the past 70 years.

  • 1944 Safety cage
  • 1944 Laminated windscreen
  • 1957 Anchor points for 2–point safety belts front
  • 1958 Anchor points for 2–point safety belts rear
  • 1959 3–point front safety belts standard
  • 1964 First rearward–facing child safety seat prototype tested
  • 1966 Crumple zones front and rear
  • 1966 Safety door–locks
  • 1969 Inertia reel safety belts
  • 1971 Reminder safety belt
  • 1972 3–point safety belts – rear
  • 1972 Rearward–facing child safety seat
  • 1974 Multi-stage impact absorbing steering column
  • 1974 Bulb integrity sensor
  • 1975 Braking system with stepped bore master cylinder
  • 1978 Child safety booster cushion
  • 1982 “Anti–submarining” protection
  • 1986 Three–point safety belt centre rear seat
  • 1990 Integrated child safety cushion in centre rear seat
  • 1991 Side Impact Protection System
  • 1991 Automatic height adjusting safety belt
  • 1992 Reinforced rear seats in estate models
  • 1995 Integrated child safety cushion outer rear seats
  • 1997 Roll Over Protection System
  • 1998 Whiplash Protection System
  • 1998 Inflatable Curtain
  • 2001 Volvo Safety Concept Car
  • 2002 Roll Stability Control
  • 2003 New Front Structure called Volvo Intelligent Vehicle Architecture
  • 2003 Rear seat belt reminders
  • 2003 Intelligent Driver Information System
  • 2003 Inauguration of Volvo’s Traffic Accident Research Team in Bangkok
  • 2004 Blind Spot Information System
  • 2005 Door Mounted Inflatable Curtain
  • 2006 Personal Car Communicator
  • 2006 Collision Warning with Brake Support
  • 2007 Power Park Brake
  • 2007 Driver Alert Control
  • 2009 City Safety – Automatically stop car at speeds below 19 mph (31 km/h) if obstruction is detected in front of car
  • 2010 Pedestrian Detection with auto brake
  • 2012 Pedestrian airbag

True leader push themselves by attacking the brand even before competitors have a chance. Volvo is continuing to push themselves with a very visionary challenge for the year 2020 that’s squarely directed internally within Volvo. 

Nobody should die or be seriously injured in a Volvo.  

That speaks volumes to the obsession they’ve had for the past 70 years and to the obsessive focus for the future of Volvo!

What can you learn from this for your brand?

 

How to build a winning Brand Positioning Statement">how to write a brand positioning statement

How to build a winning Brand Positioning Statement

Posted on 17 CommentsPosted in How to Guide for Marketers

The role of Brand Positioning Statement is to make focused decisions as to who the brand will serve and what the brand will stand for.

 

Brand Positioning Statement

 

A smart brand positioning statement should narrow the target to those consumers who are most capable of loving what the brand does. The brand positioning should find the ideal balance between functional and emotional benefits.

There are 4 elements that make up a Brand Positioning Statement, including who will you serve, where you play, where will you win and why consumers should believe you. These are the consumer target, category, main consumer benefit and support points:

  1. Who is the consumer target? What slice of the population is the most motivated by what your brand offers? Do not just think about who you want, but rather who wants your brand.
  2. Where will you play? What is the competitive set that defines the space in the market your brand competes in? Positioning is always relative to who you compete against. For instance, a brand is never fast, it is faster.
  3. Where will you win? What is the main promise you will make to the consumer target, that will make your brand stand out as interesting, simple, unique, motivating and own-able? Do not talk about what you do (features). Talk about what the consumer gets (functional benefits), and how the brand makes them feel (emotional benefits).
  4. Why should they believe us? Understand what support points and features are needed to back up the main promise. These support points should close any potential doubts, questions or concerns the consumer has after hearing the main promise.

Classic Brand Positioning Statement

Before you just randomly write out a brand positioning statement based on your intuition, I will force you to think deeper to focus your decisions on the best possible space for your brand to win and own.

 

Who is the consumer target market?

The 7 key questions to define the consumer target market:

  1. What is the description of the consumer target market?
  2. What are the consumer’s main needs?
  3. Who is the consumer’s enemy that torments them everyday?
  4. What are the insights we know about the consumer?
  5. What does the consumer think now?
  6. How does the consumer buy?
  7. What do we want them to see, think, do, feel or whisper to their friends?

One of the biggest mistakes I see Marketers make is when they pick too big of a target market. A smart target market not only decides who is in the target but who is not in the target. There is this myth that a bigger target will make the brand bigger, so the scared Marketer targets ‘everyone’. There seems to be an irrational fear of leaving someone out. Spreading your brand’s limited resources across an entire population is completely cost-prohibitive. While targeting everyone “just in case” might feel safe at first, it is actually riskier because you are spreading your resources so broadly, that you never see the full impact you want to see. This gives your brand a lower return on investment and eventually will drain your brand’s limited resources. Please focus.

Consumer or Customer Profile

The Consumer Benefits Ladder

The Consumer Benefits Ladder helps turn your brand’s features into consumer benefits. You should stop thinking about what your brand does and start thinking about what your consumer gets. This will help your brand positioning statement come alive.

 

Consumer Benefits Ladder The 4 steps to build a Consumer Benefits Ladder:

  1. Leverage all available research to brief the team, helping define the Consumer Target Profile with consumer insights, need states and the consumer enemy.
  2. Brainstorm all the possible Brand Features that your brand offers, plus any brand assets. Make sure that these features give your brand a competitive advantage.
  3. Move up to the Functional Benefits by putting yourself in the shoes of the consumer and for each feature on your list, ask “so if I am the consumer, what do I get from that?” Challenge yourself to come up with better benefits by asking the question up to 5 times, pushing the answers into a richer zone.
  4. Then move up to the Emotional Benefits by looking at each functional benefit and then ask “so if I am the consumer, how does that make me feel?” As you did in step 3, keep asking the question until you see a deeper emotional space that you can play in and own.

What are the functional benefits?

To help Brand Leaders, I have taken the 9 functional need state zones shown earlier in this chapter and expanded the list to over 50 potential functional benefits that you can build your brand around. As you look through the list, gravitate to the functional benefits you think will fit the needs of your consumers, and where your brand can do it better than competitors. Start with my words and layer in your own creative language with specific category or consumer language.

Functional Benefits

 

What are the emotional benefits?

Below you will find a list of 40 potential emotional benefits. From my experience, Marketers are better at the rational benefits than they are at the emotional benefits. I swear every brand thinks their brand should be the trusted, reliable and yet like-able. As a brand, you want to own one emotional space in the consumer’s heart as much as you own the rational space in the consumer’s mind. When I push Brand Managers to get emotional, they struggle and opt for what they view as obvious emotions, even if they do not fit with their brand. I have used Hotspex research methodology to create a ‘cheat sheet’ with 8 major Emotional Consumer Benefits, that includes optimism, freedom, being noticed, being liked, comfort, be myself, be in control and knowledge. To own a space in the consumer’s heart, brands should own and dominate one of these zones, always thinking relative to what zone your competitor may own. Do not choose a list of emotions from all over the map, or you will confuse your consumer. Use the supporting words to add flavor to your brand positioning.

How to write brand positioning statement Emotional Benefits

 

Start by building your brands around clusters of benefits

I recommend you start by looking at potential clusters of the functional and emotional benefits, that you believe match up with what consumers want and what your brand does better than other competitor.

Looking at the example, I have mapped out benefit clusters for two distinct car brands (Volvo and Ferrari) to showcase how different the functional and emotional benefits should be.

  • Volvo is notorious for safety, part of works better. Volvo makes you smarter and helps your family. Volvo plays in the control and knowledge zones.
  • Ferrari is built around speed and performance, part of the works better. It delivers against experience and sensory appeal. Emotionally, Ferrari plays in ‘get noticed’ and ‘feel free’.

Sorting through the benefits

When you conduct the benefits brainstorm on your brand, use the Consumer Benefits Ladder worksheet to focus the team’s thinking. Like any brainstorm, you will end up more choices than you can use. Here is an example of the output of a Consumer Benefits Ladder worksheet for Gray’s Cookies.How to write brand positioning statement Consumer Benefits ladder

 

Narrow down the list by sorting through the benefits to find those that are the most motivating to consumers and own-able for your brand.

Market Research Benefit claim sort

Support points to the main benefit

I took one logic class at University and the only thing I learned was ‘premise-premise conclusion’. Easy class, but the lesson has stuck with me:

  • All fish live in water (premise)
  • Tuna are fish (premise)
  • Therefore, tuna live in the water (conclusion)

In a positioning statement, the main consumer benefit is the conclusion, with a need for two support points as the premises. The reason to believe (RTB) should never be the conclusion. If pure logic teaches us that two premises are enough to draw any conclusion, then you only need two RTBs. Brands that build concepts with a laundry list of RTBs are not doing their job in making focused decisions on what support points are needed. With consumers seeing 7,000 brand messages per day, having a long list of support points, risks having a cluttered mess in their brand communications. Claims can be an effective tool in helping to support your Reason to believe. How to write brand positioning statement Consultant

There are 4 types of claims you can use on your brand: process, product, third person and behavioral.

Process Support

  • How your product works differently
  • Showcase what you do differently within the production process
  • What added service/details do you provide in the value chain

Product Claims

  • Usage of an ingredient that makes you better
  • Process or ingredient that makes you safer

Third person endorsement

  • Experts in the field who can speak on the brand’s behalf.
  • Past users/clients with proof support of their stories.

Behavioral Results

  • Clinical tests
  • In market usage study
  • Before and after studies

How to write a Brand Positioning statement

After doing all the homework, now you can put together a winning Brand Positioning Statement that addresses:

  1. Who is your consumer target? Keep the target focused. Do not be vague in your definition. Never go after two segments at the same time. Bring the target to life with need states, consumer insights and a consumer enemy.
  2. Where will you play? Define the space you play in, against those brands you compete against. Which competitor do you fight against for the same dollars?
  3. Where will you win? Narrow your benefit down to one thing. Never try to stand for too many things at once—whether too many functional benefits or too many emotional benefits. You cannot be all things to all people. Make sure you talk benefits, not features. Find the ideal space that is unique and motivating to the consumers, while being own-able for your brand.
  4. Why should they believe us? The role of support points is to close off any potential doubts the consumer might have when they see the main benefit. Watch out that these are not just random claims or features that you want to jam into your brand message. They should support and fit with the main benefit.

How to write brand positioning statement classic fundamentals

If you need help facilitating a workshop on finding your brand positioning, feel free to reach out to graham@beloved-brands.com. We lead workshops to help teams build their Brand Positioning Statement, helping the team find the consumer target market, main consumer benefits, reason to believe and a Big Idea that summarizes everything.  Click on the Powerpoint file below to view:

Beloved Brands: Who are we?

At Beloved Brands, we promise that we will make your brand stronger and your brand leaders smarter. We can help you come up with your brand’s Brand Positioning, Big Idea and Brand Concept. We also can help create Brand Plans that everyone in your organization can follow and helps to focus your Marketing Execution. We provide a new way to look at Brand Management, that uses a provocative approach to align your brand to the sound fundamentals of brand management.

 

 

We will make your team of Brand Leaders smarter so they can produce exceptional work that drives stronger brand results. We offer brand training on every subject in marketing, related to strategic thinking, analytics, brand planning, positioning, creative briefs, customer marketing and marketing execution.

To contact us, email us at graham@beloved-brands.com or call us at 416-885-3911. You can also find us on Twitter @belovedbrands.

How to write brand positioning statement brand consultant