Many non-marketers believe marketing is all about logos and advertising. They don’t realize is that when marketing is done right, the brand leader should drive everything in the company. The brand idea should drive the brand positioning, strategic plan, consumer experience, product innovation, brand story, channel management, and business results. While we don’t do any of the work surrounding the brand, we should be involved in every decision.
There are some companies who are sales led. The problem is when each sales rep uses their own message to sell. There’s no consistency in building a reputation you can own. You should use a brand idea to steer your sales team with a consistent message.
There are some companies who are product led. The problem is they start with the product and then try to make it work with consumers. It’s better to make what consumers want, rather than make consumers want what you make. The brand idea should steer those in product development on what fits with the brand and consumers.
Some days in marketing it is hard to figure out whether if we don’t do anything, or we do everything. Yes, there is always an expert covering off every aspect of that specific task. However, you have to inspire that expert and then make every decision for that expert.
It is the brand idea that should steer everyone who works behind the scenes of the brand.
Brand leaders must manage the consistent delivery of the brand idea over every consumer touchpoint. Everyone should be looking to the brand idea to guide and focus their decisions.
Your brand idea should drive all consumer touchpoints
There are five main touchpoints that reach consumers, including the brand promise, brand story, innovation, purchase moment, and consumer experience. Regardless of the order, they reach the consumer; if the brand does not deliver a consistent message, the consumer will be confused and likely shut out that brand.
How the brand idea stretches across the five consumer touchpoints
- Brand promise: Use the brand idea to inspire a simple brand promise that separates your brand from competitors, and projects your brand as better, different, or cheaper, based on your brand positioning.
- Brand story: The brand story must come to life to motivate consumers to think, feel, or act while establishes the ideal brand’s reputation to be held in the minds and hearts of the consumer. The brand story should align all brand communications across all media options.
- Innovation: Build a fundamentally sound product, staying at the forefront of trends and technology to deliver innovation. Steer the product development teams to ensure they remain true to the brand idea.
- Purchase moment: The brand idea must move consumers along the purchase journey to the final purchase decision. The brand idea helps steer the sales team and sets up retail channels to close the sale.
- Consumer experience: Turn usage into a consumer experience that becomes a ritual and favorite part of the consumer’s day. The brand idea guides everyone who works on the brand to deliver great experiences.
Use your brand idea to steer everything you do
As the brand leader, you are the custodian of that brand idea and need to make sure everyone in the organization is following and use it to drive every major element of your brand. As the owner of that brand idea, your role as the marketer sits at the center of this hub and spoke structure and you must drive each element of the brand:
The brand leader should manage the brand strategy
The brand leader must manage the strategic plan that will steer your business, in both the short and long term outlook. Use an annual brand plan to make decisions for the upcoming year and a brand strategy roadmap to guide the longer term choices for the next 5 years. Always write the plan in a way that everyone can follow. We show you how to build your brand vision, purpose and values that should last 5-10 years. We then show how to map out the key issues, strategies, and tactics. Click this link to learn how to write the brand strategy roadmap: How to write your brand strategy roadmap And, to read more on how to build your annual brand plan, click: How to write your brand plan
Figure out the brand positioning
Your role as a brand leader is to figure out a brand positioning statement that will motivate consumers and be ownable for your brand. Start by defining your consumer target, then use our cheat sheets to figure out the functional and emotional benefits you deliver, and the reasons to believe that support the brand positioning. To read more on brand positioning, click: How to build your brand positioning statement
As the marketer, you have to take responsibility for staying in touch and maintaining the relationship with consumers. Invest in market research to find ways to listen and observe so you can adjust to the changing needs of consumers. You should be listening for the voice of the consumer, to use their own words within your work. Continue to invest in tracking consumers and gathering consumer insights. It is crucial to building a consumer profile: Building your ideal consumer profile
Build a culture behind the brand
Use your internal brand communications tools to drive a shared definition of the brand idea, as well as getting everyone to articulate how their role delivers that brand idea. Give the external and internal brand story equal importance to the consumer experience you create for your brand.
Everyone who works on the brand should use the brand idea as inspiration, and to guide decisions and activities across every function of your organization. It is the people within the brand organization who will deliver the brand idea to the consumer. Everyone needs a common understanding of and talking points for the brand.
When you work on a brand that leads to the customer experience, your operations people will be responsible for the face-to-face delivery of your brand to the consumer. Develop a list of service values, behaviors, and processes to deliver the brand idea throughout your organization.
Drive the innovation
As the brand leader, you need to work with the product development team to push and steer the innovation process. The brand idea must drive the innovation, and stay on strategy with the long-range brand strategy roadmap. The innovation will be driven by brainstorming to identify new opportunities to get a continuous pipeline of ideas, then an assessment tool to make a go/no-go decision, followed by go-to-market planning and execution. It’s crucial the brand leader oversees the entire process, and be involved to move things along throughout each stage.
Many times, the product people will be much more technical than you. Use your advantage of knowing your customer, to work with them to determine how their ideas can be translated into more consumer-focused ideation.
Run the business performance
As the brand leader, you own the P&L and should be doing everything you can to drive revenue and profit. You should be continuously tracking the in-market performance including market share, brand funnel performance, and the individual execution performance tracking. Internally, the brand leader should own the sales forecasting, cost management, and pricing. You have to understand every component of the P&L because you own it. Here’s a link to an article I wrote on how to do a quick dissection of your brand’s profit statement. How to manage your brand’s profitability
A bad marketer hangs onto their budget just for the sake of it; while the best brand leaders make investment decisions thinking of both the short-term and long-term performance of the brand. Here’s a good story for you on how to create a monthly report to track your brand consumption and brand shipments: Monthly Brand Report
Partner with the sales team on channel management
Brand leaders should work side-by-side with the sales team to manage the consumer through the purchase moment. The brand plan should guide the sales team on specific strategy and goals. Given sales owns the selling execution, you must gain the sales team’s alignment and buy-in on the best ways to execute your brand’s strategy through direct selling, retailer management, and e-commerce options. The programs include pricing, distribution focus, shelf management, promotional spending, customer marketing, customer analytics, and specific promotional tools.
Use a “triple win” to find the ideal retail programs, which match up with wins for your channel customer, your shared consumer, and your brand. Marketers must understand that sales leaders work through relationships, and need to balance the strategies of their customer with the desired strategies of your brand. Your channel customers are trying to win in their market, satisfying a base of their own consumers through your brands, while battling competitors who you may also be going through that customer. Your most successful programs will provide a win for your channel customer, as you will get much more support for your program.
The brand leader decides on pricing
- Price increase: Simply put, brands can execute a price increase when the market or consumers allow the brand to do so. A beloved brand will have an easier time pushing through a price increase as it can use the power of its brand versus consumers, competitors, or channels. When pushing a price increase through retail channel partners, brands usually require proof it will work or that costs have gone up. Factors that help the brand story include the health of the brand and market.
- Price decrease: Use this tactic when battling a competitor, in reaction to sluggish economic conditions or retail channel pressure. You can also use an aggressive price decrease when you have a cost advantage, whether that’s manufacturing, materials or distribution. When you have that cost advantage, it may make sense to deploy a lower price to deplete the resources of your competitor.
The brand leader manages the advertising process
While most non-marketers believe the marketer’s job is all about advertising, I would estimate that advertising usually takes up only 10-20% of a given marketing role. It would be good for advertising agencies to know this, which could explain a lot of what their client is going through. Aside from launching a new product, running an advertising campaign is one of the more complex projects you manage. Here’s an article on how to manage the entire advertising process from start to finish: Advertising process
Challenge yourself to get better at advertising
If you realized that how you show up as a client was the most significant factor in getting better advertising, do you think you would show up differently? If so, then show up right.
Be one of your agency’s favorite clients. Bring a positive spirit that inspires everyone to want to work on your brand and never treat them like they have to work on your business.
Stay focused on one target, one strategy, one benefit behind one brand idea. Avoid the “just in case list” where you add “one more thing.” The best advertising is like a bullhorn in a crowd. The worst advertising is like a cluttered bulletin board where you can’t read anything.
When building a creative brief or providing feedback, resist the temptation to provide your own creative ideas or recommend changes. When you are dealing with an expert, give them your problems, not your solutions.
Here’s an article on how to make advertising decisions.
You will find this type of thinking in my book, Beloved Brands.
I wrote my book, Beloved Brands, as the playbook for how to build a brand your consumers will love.
Beloved Brands has everything you need to run your brand. You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a marketing plan everyone can follow, inspire smart and creative marketing execution and analyze the performance of your brand through a deep-dive business review.
- How to think strategically
- Write a brand positioning statement
- Come up with a brand idea
- Write a brand plan everyone can follow
- Write an inspiring creative brief
- Make decisions on marketing execution
- Conduct a deep-dive business review
- Learn finance 101 for marketers
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At Beloved Brands, we help build brands that consumers love and we make brand leaders smarter.
Help create a brand positioning statement that motivates consumers to buy and gives your brand an ownable competitive advantage.
Build a marketing plan that forces smart focused decisions to help organize, steer, and inspire your team towards higher growth
Align your marketing execution behind a brand idea that tightens our bond with consumers and moves them through their buying journey
Use a deep-dive 360-degree assessment of your brand’s performance to trigger richer thinking before you write your brand plan
Our brand training program will help realize the full potential of your brand leaders, so they are ready to grow your brand.
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You have my personal promise to help you solve your brand building challenges. Above all, I will give you new thinking, so you can unlock future growth for your brand.
If you need our help, email me at firstname.lastname@example.org or call me at 416 885 3911