8 STEPS TO A NEW IDENTITY

Transcription

1 8 STEPS TO A NEW IDENTITY HOW TO POSITION & REPOSITION BRANDS INTELLIGENCE

2 8 STEPS TO A NEW IDENTITY HOW TO POSITION & REPOSITION BRANDS Stakeholder insight Create a map of the category Use archetypes to give more colour & personality Map the brands Identify areas of focus Ladder up to emotional connections Bring brand world to life Translate to compelling identity INTELLIGENCE 8 STEPS TO A NEW IDENTITY 1

3 1 MEASURE THE BRAND PERSONALITY THROUGH STAKEHOLDER LISTENING As well as providing vital insight into management priorities and perceptions, early stakeholder listening can gather valuable insight into personality and behaviour Quick-fire questionnaire Beginning to map perceptions INTELLIGENCE 8 STEPS TO A NEW IDENTITY 2

4 2 CREATE A MAP OF THE CATEGORY BASED ON THE NEEDS THAT EXIST WITHIN IT EXTROVERT A NEED TO MAKE PROGRESS & FULFILL AMBITION RECOGNITION AMBITION ENJOYMENT AFFILIATION A NEED FOR PARTNERSHIP & SOCIABILITY SELF SERVICE & SELF IMAGE NEEDS OTHERS A NEED TO FEEL ORGANISED & UNDER CONTROL INTELLECT CONTROL SUPPORT HARMONY A NEED TO FEEL SECURE & SUPPORTED Generic map for service brands INTROVERT INTELLIGENCE 8 STEPS TO A NEW IDENTITY 3

5 3 USE ARCHETYPES TO DEFINE CHARACTER AND BRIDGE INTO BRAND SOLUTIONS Archetypes are believed to represent universal human traits. They are the symbolic manifestation of deep seated aspirations and fears. Evidence for their significance can be found in storytelling and culture throughout human history. For a brand, they can be used to piece together a personality. EXPLORER innovative, free thinking, rule breaker EVERYMAN regular guy, everyday, dependable SAGE steady, rational, intelligent CREATOR imaginative, colourful, flamboyant, inspiring CAREGIVER nurturing, gentle, safe and trustworthy RULER authoritative, powerful, status oriented HERO dynamic, driven, brave LOVER friendly, affectionate, intimate INTELLIGENCE 8 STEPS TO A NEW IDENTITY 4

6 3 HYPOTHESISED NEEDMAP TM FREE THINKER EXPLORER EXTROVERT CREATOR IDEALIST STRIVER a self improvement seeker open to innovation & a new approach HERO RECOGNITION AMBITION ENJOYMENT AFFILIATION a drive to idealise solutions LOVER NETWORKER a sociability & community seeker SELF SERVICE & SELF IMAGE NEEDS OTHERS RULER EVERYMAN ELITIST a recognition & social superiority seeker INTELLECT CONTROL SUPPORT HARMONY INCLUSION SEEKER a desire to be connected & part of something PRAGMATIST a rational & practical thinker SAGE INTROVERT C A R EGIV E R SUPPORT SEEKER a desire to be nurtured & supported INTELLIGENCE 8 STEPS TO A NEW IDENTITY 5

7 3 ARCHETYPAL BRANDS FREE THINKER EXPLORER EXTROVERT CREATOR IDEALIST STRIVER HERO RECOGNITION AMBITION ENJOYMENT AFFILIATION LOVER NETWORKER ELITIST SELF SERVICE & SELF IMAGE NEEDS OTHERS INCLUSION SEEKER RULER EVERYMAN PRAGMATIST INTELLECT CONTROL SUPPORT HARMONY SUPPORT SEEKER SAGE INTROVERT C A R EGIV E R INTELLIGENCE 8 STEPS TO A NEW IDENTITY 6

8 4 MAP YOUR OWN BRAND AS WELL AS THE COMPETITION FREE THINKER EXPLORER EXTROVERT CREATOR IDEALIST STRIVER a self improvement seeker open to innovation & a new approach HERO RECOGNITION AMBITION YOUR BRAND a drive to idealise solutions LOVER NETWORKER a sociability & community seeker SELF SERVICE & SELF IMAGE NEEDS OTHERS RULER EVERYMAN ELITIST a recognition & social superiority seeker INTELLECT CONTROL SUPPORT HARMONY PRAGMATIST a rational & practical thinker SAGE INTROVERT C A R EGIV E R SUPPORT SEEKER a desire to be nurtured & supported INTELLIGENCE 8 STEPS TO A NEW IDENTITY 7

9 5 IDENTIFY AREAS TO FOCUS ON FREE THINKER EXPLORER EXTROVERT CREATOR IDEALIST STRIVER a self improvement seeker open to innovation & a new approach HERO RECOGNITION AMBITION ENJOYMENT AFFILIATION a drive to idealise solutions LOVER NETWORKER a sociability & community seeker SELF SERVICE & SELF IMAGE NEEDS OTHERS RULER EVERYMAN ELITIST a recognition & social superiority seeker INTELLECT CONTROL SUPPORT HARMONY INCLUSION SEEKER a desire to be connected & part of something PRAGMATIST a rational & practical thinker SAGE INTROVERT C A R EGIV E R SUPPORT SEEKER a desire to be nurtured & supported INTELLIGENCE 8 STEPS TO A NEW IDENTITY 8

10 6 USE LADDERING TECHNIQUES TO MOVE FROM RATIONAL TRUTHS TO MORE COMPELLING, EMOTIONAL CONNECTIONS ULTIMATE EMOTIONAL GRATIFICATION SOCIAL & EMOTIONAL BENEFIT CONSEQUENCE FUNCTIONAL BENEFIT FACT, CLAIM, PERCEPTION INTELLIGENCE 8 STEPS TO A NEW IDENTITY 9

11 7 USE IMAGERY TO CREATE A VIVID PICTURE OF THE BRAND PERSONIFICATION WORLD SYMBOLS PALETTE INTELLIGENCE 8 STEPS TO A NEW IDENTITY 10

12 8 TRANSLATE BRAND POSITIONING INTO A VIVID ENGAGING IDENTITY Haines McGregor have developed and worked on some of the biggest consumer brands in the world. We are now applying our capabilities to the business to business sector. Here are some examples of work we have undertaken and the results achieved. They can frequently have dramatic commercial benefits.... INTELLIGENCE 8 STEPS TO A NEW IDENTITY 11

13 MAERSK POSITIONING AND IDENTITY DEVELOPMENT CLIENT: MAERSK LINE WHAT WE DID Worked with a diverse management team to develop their positioning and purpose and create a distinctive new identity. WHAT THE CLIENT SAID worked Haines McGregor, through genuine curiosity, exploration and collaboration, played a pivotal role in unlocking another growth dimension to a brand which had lived for more than a hundred years. I am pleased to have with them on this. Louisa Loran, Global head of brand and customer insight, Maersk Line WHAT WE ACHIEVED Strong alignment behind the brand positioning and internal commitment. Changes to perceptual measures under investigation. INTELLIGENCE 8 STEPS TO A NEW IDENTITY 12

14 INTELLIGENCE 8 STEPS TO A NEW IDENTITY 13

15 MAERSK COMMUNICATIONS MATERIALS INTELLIGENCE 8 STEPS TO A NEW IDENTITY 14

16 KC POSITIONING AND IDENTITY DEVELOPMENT CLIENT: KCOMM WHAT WE DID Re-established the reputation of Kingston Communication as a much loved local brand. The project included brand positioning, identity and guidelines, and embedding the values of the brand throughout the organisation. WHAT THE CLIENT SAID deliverables In all my experience I have never worked with anyone who has fused strategic rationale with creative as effectively as Haines McGregor Kevin Walsh, CEO Kcom WHAT WE ACHIEVED Initially viewed locally as a monopoly, our rebrand helped transform KC and helped consumers fall in love with them all over again. INTELLIGENCE 8 STEPS TO A NEW IDENTITY 15

17 INTELLIGENCE 8 STEPS TO A NEW IDENTITY 16

18 hello KC COMMUNICATIONS MATERIALS HAINESMCGREGOR CREATIVE INTELLIGENCE 8 STEPS TO A NEW IDENTITY 17

19 HOW CAN WE HELP? OUR TOOLS & TECHNIQUES Cultural & consumer insight Brand positioning Brand innovation Brand identity & guidelines Brand character Brand world Archetype and personality mapping Brand world and character visualisation Brand story building Brand manifestos Brand tensions WHO TO CALL? Hayley Roe Marketing Director Tel. +44 (0) Mob. +44 (0) Haines McGregor Worlds End Studios, Lots Road, London SW10 0RJ, United Kingdom INTELLIGENCE