How to build a purpose-driven beloved brand that connects with consumers

Posted on Posted in How to Guide for Marketers

There is a lot of talk about purpose-driven brands. Finding your brand purpose answers the big question of “Why does your brand exist?” It should force you to explore the underlying personal and honest motivation for why you do what you do. The brand purpose can be a very powerful way to connect with both employees and consumers, helping to give your brand a soul. However, be careful, because you should only use your brand purpose publicly when consumers actually care about your brand purpose.

How to build a purpose-driven beloved brand

While this Venn diagram looks somewhat crazy at first, trust me, it works as an excellent tool for building your brand’s purpose. This Venn diagram has four significant factors, which match up: 

1. Does it fit with what consumers need or want?

2. Does it demonstrate the core values of your team?

3. Does it deliver against your passion in loving what you do?

4. Building a beloved and successful branded business.

 

Your brand purpose will come to life at the intersection that meets the consumer needs, fulfills your passion, stands behind your values, and yet still builds a successful branded business.

The how-to model helps find your brand purpose

While the Venn diagram creates the purpose with the intersection of all four circles, you can find your own brand purpose by defining each combination of circles, one at a time, which expresses the four pillars that will deliver your brand purpose

A. Focus your passion on building a tight emotional bond with your most cherished consumers

Combines consumer needs (1) with loving what you do (2). All the passion you put into your work should focus on becoming a favorite brand of your consumers. You should love what you do and love what it does for your consumers. How your consumers react should drive your inner motivations.

B. Build your branded business around a unique, ownable, and motivating the brand idea

Combines consumer needs (1) with building a successful branded business (4). Build a brand idea to organize everything you do to deliver a consistent brand that will move consumers through their customer journey and become a beloved, high-growth, powerful and profitable branded business. How tight you build a bond should drive your business success.

C. Inspire a values-driven culture to provide happy consumer experiences

Combines living the values of the team (3) with creating a successful branded business (4). Your people are the “difference-makers” in delivering an incredible brand. They create a brand worthy of being loved to drive higher prices, lower costs, enter new markets, and create new uses. Link your people to driving the power and profits of your brand.

D. Use exceptional execution to become your consumer’s favorite brand

Combines loving what you do (2) with the values of the team (3). Your values provide the backbone of your company, a set of beliefs and motivations linked with how people want to work. The values encourage your people to demonstrate their passion and create a culture where your people will never settle for OK when greatness is attainable. Allow them to put their passion into the brand; they can share in the pride of the team when the brand is successful.

Example of brand purpose for Gray’s Cookies

Take the work of the four pillars to build up the brand purpose. The final purpose statement is, “Our purpose is to give people the cookie they will never feel guilty about eating. We know healthy can taste great.”

Brand values

The values form the backbone of your organization. They may come from your background, how you grew up, rules you identify with or how you see your priorities in life.

Your beliefs come from your experience, helping explain why and how you choose to do business, how you treat your people, and how you conduct yourself as a leader and as a person in the community. These beliefs should be personal, ethical, or rooted in frustration for how you see things happening in the world.

Your inspirations should excite the team members who work behind the scenes of the brand. Inspirations should stimulate your people to go beyond the norms of effort, or passion.

For organizations, I believe it works best when your people have input into creating and building your values. Maybe that is one of my own core values in a bottom-up approach to building brands. However, the closer your values reflect the realities of what your people believe in, the more successful you will be in using those values to inspire greatness.

My book, Beloved Brands, has everything you need to be successful with your brand. 

 

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 brand plan everyone can follow, inspire smart and creative marketing execution and analyze the performance of your brand through a deep-dive business review.

Available on Amazon, Apple Books or Kobo

We have the paperback and e-book version on Amazon. Click here to order: https://lnkd.in/eF-mYPe  

We are also on Apple Books, which you can click here to order: https://lnkd.in/e6UFisF

If you use Kobo, you can find Beloved Brands in over 30 markets using this link: https://lnkd.in/g7SzEh4

 

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 brand 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.

 

To learn more about our coaching, click on this link: Beloved Brands Strategic Coaching

To learn more about our training programs, click on this link: Beloved Brands Training

About Graham Robertson

As the founder of Beloved Brands, Graham has been an advisor to the NFL Players Association, Shell, Reebok, Acura, Jack Links, Miller beer, Earls restaurants and Pfizer. He’s helped train some of the best marketing teams on strategy, brand positioning, brand plans, and advertising.Graham Robertson

In his marketing career, Graham led some of the world’s most beloved brands at Johnson and Johnson, Coke, General Mills, and Pfizer, rising up to VP Marketing. He has won numerous awards including Marketing Magazine’s “Marketer of the Year”, Businessweek’s best new product award and four Effie advertising awards. His book, Beloved Brands, is the playbook for how to build a brand consumers will love.

We live by the beliefs that guide us

We believe the best answers are inside you already. My role is to get those answers out, and make your answers even smarter. I never give you the answer. I will ask more questions that challenge your answers to be better.

We believe investing in your people pays off. With my training program, I know I will make your people smarter, so they make the right choices, and produce exceptional work that will lead to higher brand growth.

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 graham@beloved-brands.com or call me at 416 885 3911

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McDonald’s is about to make the biggest brand strategy blunder of all time: fight two battles at once.

Posted on Posted in How to Guide for Marketers

As of 2017, it is hard to really define what McDonald’s stands for anymore. Hamburgers or coffee? Or both? Whenever you try to do both options, you just picked the worst possible strategy.

The one thing I can safely say, is they are no longer “Fast”. On a cold Canadian winter, I called home and asked my son if he wanted a coffee on my way home. He said “sure”. So I got in the McDonald’s drive through line, behind only about 4 other cars. And after 20 minutes, I finally had my coffee. I was in complete shock. Does anyone do fast anymore? You would think in this day of hyper need states, someone would do fast.

Is all-day breakfast really a strategy?

The only success McDonald’s has had in the past 18 months has their all day breakfast, basically taking their normal breakfast foods and making it available 24/7. I guess for the next move they could make their fries available 24/7. And now McDonald’s has added bacon to their Big Mac Hamburgers and talking about it on TV like it is an “Oh my god, why didn’t I think of that” type of innovation.

Strategy choices: Hamburgers or Coffee?

A few days later, I read that McDonald’s was going to invest billions in 2017 to revamp the insides of their McCafe’s around the world. OK, so you want to take on Starbucks. Sure you have a great coffee, but plastic seats, fake fireplaces, annoying toddlers screaming on the floor, and the teenagers lurking around certainly does not make up for the great coffee. That will sure be expensive to replicate the appeal of Starbucks.

By the way, can anyone answer my question: how does Starbucks manage to keep toddlers out of their restaurants?

Then a week later, I read that McDonald’s was going to invest billions in 2017 to revamp their entire kitchens to be able to serve high quality and fresh meat in their hamburgers. Wow. I am big fan of Five Guys, In-N-Out burger, Shake Shack and Big Smoke Hamburgers. But, they are never fast. They each say they won’t start cooking your hamburgers until you order it. At Five Guys, you can see them even pull the hamburgers out and placed on the grill.

McDonald’s is about to commit the worst mistake a brand can do. They are about to fight a war on two fronts.

In the history of warfare, this is the most common mistake of every great general who has eventually gone down in flames. From the third century BC in the First Macedonian War to Napoleon to World War II, the war of two fronts never works.

By trying to be everything to anyone McDonald’s has ended up nothing to everyone. Despite all their efforts the past 5 years, McDonald’s is not perceived as the ‘best’ in coffee. Starbucks is. They don’t have the best burger. Five Guys does. They don’t have the best chicken, best shakes or best sandwiches. McDonald’s does not have the best anything. They aren’t even that fast, that cheap or have that great of service anymore. Getting a McDonald’s employee to say thank you is nearly impossible.

Strategy Myths

The biggest myth of marketing is to believe that a bigger target market is the path to being a bigger brand. Too many Marketers are willing to target anyone. The second myth is believing that if you stand for everything, it will make your brand stronger. There are brands that say they are faster, longer-lasting, better-tasting, stronger, cheaper and have a better experience. They mistakenly think that whatever the competitor does best, they will try to do it better. They are willing to say everything, hoping the consumer hears something.

Hope is never a strategy. The third myth is trying to be everywhere, whether that means being in every channel of distribution or being on every possible media option. The worst Marketers lack focus because of their fear of missing out on someone or something. By trying to be everything to anyone, the brand will end up nothing to everyone. By trying to be everywhere, the brand will eventually end up being no where. Strategy should never be random.

Every brand faces limited resources

Every brand is constrained by limited resources, whether financial, time, people or partnership resources. Yet Marketers always face the temptation of an unlimited array of choices, whether those choices are in the possible target market, brand messages, strategies or tactics. The smartest Brand Leaders are able to limit their choices to match up to their limited resources. They focus on those choices that will deliver the greatest return. I always joke that strategic thinkers share one similar trait with lazy people. Both spend a lot of effort to figure out how to get the most back, by doing the least possible.

The best Brand Leaders never divide and conquer out of fear. Force yourself to focus and conquer with the confidence of strategic thinking. The smartest Brand Leaders use the word “or” more often than they use the word “and”. If you come to a decision point, and you try to rationalize in your own brain that it is okay to do a little of both, then you are not strategic. You are not even a decision-maker.

Trying to both at the same time means you will lose at both. I can no longer tell you what McDonald’s stands for. Can you?

So if you were McDonald’s, would you choose to win the burger war or the coffee war? I’d pick burgers.

 

McDonald's Story Starbucks turnaround

 

To read about how to create a beloved brand, here is our workshop we run:

Beloved Brands: Who are we?

Beloved Brands is a brand strategy and marketing training firm that is focused on the future growth of your brand and your people.

It is our fundamental belief that the more loved your brand is by your most cherished consumers, the more powerful and profitable your brand will be. We also believe that better marketing people will lead to smarter strategy choices and tightly focused marketing execution that will higher growth for your brands.

With our workshops, we use our unique tools force you to think differently and help unleash new strategy solutions to build around. I believe the best solutions lay deep inside you already, but struggle to come out. In every discussion, I bring a challenging yet understanding voice to bring out the best in you and help you craft an amazing strategy.

We will help you find a unique and own-able Big Idea that will help you stand out from the clutter of today’s marketplace. The Big Idea must serve to motivate consumers to engage, buy and build a loyal connection with your brand. Equally, the Big Idea must work inside your organization, to inspire all employees who work behind the scenes to deliver happy experiences for consumers.

We will help build a brand plan everyone can follow. It starts with an inspiring vision to push your team. We then force strategy choices on where to allocate your limited resources. With our advice on brand execution, we can steer the brand towards brand love and brand growth.

To learn more about our coaching, click on this link: Beloved Brands Strategic Coaching

At Beloved Brands, we deliver brand training programs that make brand leaders smarter so they are able to drive added growth on your brands. 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 learn more about our training programs, click on this link: Beloved Brands Training

If you need our help, email me at graham@beloved-brands.com or call me at 416 885 3911

Graham Robertson Beloved Brands

The impact that smart, creative advertising has on your brand

Posted on Posted in How to Guide for Marketers

People always ask me, “so what is it that makes a brand leader good at creative advertising. I used to think they must be more creative. Or they are more in touch with creative people. Or better yet, they are a visionary. I never really thought these answers satisfied me. Advertising is so much more than that. In fact there are many things around advertising that have nothing to do with the creative. There needs to be a great brand plan that inspires great strategy, the creative brief should be tight, yet rich with insight. Brand leaders have to manage the process and stay on strategy and they should have an ability to select the right media. They should take risks. They have to be able to handle the stress of ambiguity against deadlines, and the pressure to make the numbers in the face of art. Advertising is half art, half science. They have to be able to give some freedom of execution, yet maintain a tight control on the strategy.

The thinking behind smart and creative advertising

The best advertising must balance being creatively different and strategically smart. 

When ads are smart but not different, they get lost in the clutter. It is natural for marketers to tense up when the creative work ends up being “too different.” In all parts of the business, marketers are trained to look for past proof as a sign something will work. However, when it comes to advertising if the ads start too similar to what other brands have already done, then the advertising will be at risk of boring your consumers, so you never stand out enough to capture their attention. Push your comfort with creativity and take a chance to ensure your ad breaks through. 

When ads are different but not smart, they will entertain consumers, but do nothing for your brand. Your advertising must be smart enough to trigger the desired consumer response to match your brand strategy.

Be a better client

Brand Leaders must be good at giving good feedback, maybe even a bit fussy about details. Be nice though.  They have to love the work and bring that emotion to the table. What about motivating the team?  Not just motivating the creatives, but the planners, the account people, the editors and even the directors. Someone who is great at Advertising has to make decisions. They have to be able to walk in the shoes of the consumer, yet still, live at the desk of the brand. The best brand leaders must have the ability to gain alignment with their own team and yet gain approval from the senior management of the company. They have to be able to sell the work.  At all stages. The list goes on and on. There are just so many things that are required to get good advertising. Being creative is a great start. But it is more.

The best brand leaders must consistently get good creative advertising into the market, and they can keep bad creative advertising out of the market.

It’s such a simple yet complicated answer. Almost as simple and complicated as David Ogilvy’s line “Clients get the work they deserve”. I always ask Brand Leaders, “if you knew that how you showed up actually impacts the advertising, do you think you might show up differently?” I hope the answer is yes. But I’m not sure they do. Those great at advertising get it.

Sadly, there is an equally long list of things that make Brand Leaders bad at advertising. These days, there is so much learning on the job that people end up as the decision-maker in the room, sitting there trying to lead the advertising when they haven’t even properly trained on how to do it. Malcolm Gladwell says you’re an expert when you’ve had 10,000 hours. And yet, there are Brand Leaders are thrust into leading an Ad Campaign with 20, 30 or maybe 100 hours. And no training. Even those who are supposed to teach you haven’t been trained.  So you are both learning. How can you consistently get good advertising on the air, managing such a complicated process when you’re still learning. On the job.

What great creative advertising must do for your brand

Creative advertising that is different enough to drive engagement. 

To gain attention among the 5,000 ads consumers see each day, you have to make what you do interesting enough to get noticed. 

1. Let the visuals do the talking. 

Need a visual to capture attention, link to your brand and communicate your message. ‘See-say’ advertising helps consumers brain to engage, follow along and remember.

2. Set your brand apart from the competition. 

The more different the execution and positioning message, the more different it will make the brand seem.

3. Connect using consumer Insight. 

Insights enable consumers to see themselves in the situation and once you do that, the consumers will see that the brand must be for them. Focus on mattering the most to those consumers who care the most.

4. Keep the idea and communication focused and very simple. 

Focused target, focused message, focused strategy and a focused media. If you try to shout too many messages, consumer just ends up hearing a confusing mess 

5. Sell the benefit, not the problem or your features. 

Focus more on the solution than the problem. And it is not what you do, but what consumers get, and how it makes them feel. 

6. Tell the story behind the brand. 

Talk about your brand’s purpose and your story about why you started this brand, what do you hope the brand really does to help people.

7. Use creative advertising to build up your brand idea. 

Brand Ideas drive consistency, aligning your thinking over time, across mediums (paid, earned, social, store) and across the entire brand line up.

 

The ABC'S of creative advertising

Another way to rephrase this list is through the ABC’S: Attention Branding Communication and Stickiness.  

  • Attention: You have to get noticed in a crowded world of advertising. Consumers see 6000 ads per day, and will likely only engage in a few. If your brand doesn’t draw attention naturally, then you’ll have to force it into the limelight.
  • Brand Link: Ads that tell the story of the relationship between the consumer and the brand will link best. Even more powerful are ads that are from the consumer’s view of the brand. It’s not how much branding there is, but how close the brand fits the climax of the ad.
  • Communication: Tapping into the truths of the consumer and the brand, helps you to tell the brand’s life story. Keep your story easy to understand. Communication is not just about what you say, but how you say it—because that says just as much.
  • Stickiness: Sticky ads help to build a consistent brand/consumer experience over time. In the end, brands are really about “consistency” of the promise you want to own. Brands have to exist in the minds of the consumer.

Show up the right way

If how you show up to the agency will produce better creative advertising work  Then show up right. 

Agencies should be treated like trusted partners, not suppliers. Engage them early asking for advice, not just telling them what to do and when. If you tell an agency what to do, there will only be one answer “YES”. But if you ask them what to do, there are three answers: yes, no or maybe. Seek their advice beyond advertising. Build a relationship directly with the creative teams. Be more than “just another client”.

Getting great creative advertising is a balance between freedom and control. Most Marketers allow too much FREEDOM on the strategy but want to exhibit CONTROL on the creative. It should be the reverse, you should control the strategy and give freedom to creative. Don’t go into a creative meeting with a pre-conceived notion as to what the ad should look like. Creative people are “in the box” problem solvers. What they don’t want a) blank canvas b) unclear problem and c) your solutions to the problem. Let them be in the box and find the solution for you. That’s what motivates them the most.

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Our playbooks will show you new ways for how to think, define, plan, execute and analyze your brand

  1. You will find new strategic thinking models and examples for each of the four strategic thinking methods, looking at core strength, competitive, consumer, and situational strategies. 
  2. To define the brand, I provide a tool for writing a brand positioning statement as well as a consumer profile and a consumer benefits ladder. I have created lists of potential functional and emotional benefits to kickstart your thinking on brand positioning. We show a step-by-step process to come up with your brand idea and bring it all together with a tool for writing the ideal brand concept. 
  3. For brand plans, I provide formats for a long-range brand strategy roadmap and the annual brand plan with definitions for each planning element. From there, I show how to build a brand execution plan that includes the marketing communications plan, innovation process, and sales plan. 
  4. To grow your brand, I show how to make smart decisions on marketing execution with chapters on how to write a creative brief, how to make decisions on creative advertising and how to lead the media choices. 
  5. When it comes time for analyzing the performance of your brand, I provide all the analytical tools you need to lead a deep-dive business review, looking at the marketplace, consumer, channels, competitors and the brand.  

You will learn everything you need to know so you can run your brand and be successful in your marketing career.

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