Marketing

Brand Strategy
Brand Strategy Jonathan Poland

Brand strategy is the plan that a company has for building and managing its brand over time. It involves defining the target audience, identifying the brand’s unique value proposition, and developing a positioning statement that distinguishes the brand from its competitors.

There are several key elements of brand strategy:

  1. Target audience: A brand’s target audience is the group of consumers that the brand is trying to reach and appeal to. Defining the target audience is an important first step in developing a brand strategy, as it helps to determine the messaging and marketing efforts that will be most effective.
  2. Unique value proposition: A brand’s unique value proposition is the benefit or value that the brand offers to its customers. It should be clear, concise, and differentiate the brand from its competitors.
  3. Positioning statement: A positioning statement is a brief statement that defines the brand’s target audience and unique value proposition. It should be carefully crafted to differentiate the brand from its competitors and appeal to the target audience.
  4. Brand pillars: Brand pillars are the key themes or values that underpin a brand’s identity and messaging. They should be aligned with the brand’s unique value proposition and positioning statement.
  5. Marketing and branding efforts: Once the brand strategy is in place, the next step is to develop a plan for implementing it through marketing and branding efforts. This may include advertising, public relations, social media, and other efforts to promote the brand and build awareness.

Overall, brand strategy is the plan that a company has for building and managing its brand over time. It involves defining the target audience, identifying the brand’s unique value

Brand Image
Brand Image Jonathan Poland

Brand image is the overall perception that consumers and the public have of a brand. It is the way that the brand is actually perceived, as opposed to brand identity, which is the way that a firm plans to be perceived. Brand image is shaped by a range of factors including the brand’s products, messaging, and customer interactions, and it can have a significant impact on a brand’s ability to attract and retain customers. A strong brand image can drive customer loyalty and increase the perceived value of a brand’s products or services.

Recognition
Brand recognition is a customer’s ability to recognize a brand from its name or visual symbols. Without recognition, brand image essentially doesn’t exist.

Awareness
Brand awareness is a customer’s ability to recall basic attributes of a brand. For example, a customer who knows that a particular brand is a luxury hotel. This is important because with awareness, a customer might search for your name when they need a luxury hotel.

Visual Symbols
The ability of customers to recognize your symbols such as logos or packaging. This can influence consumer choice as people tend to pick products they recognize, even if they have no information beyond a vague feeling of familiarity.

Concept
Branding initiatives tend to be kept simple as it is difficult to get customers to remember complex information about your brand. If they can identify your brand name and visual symbols you are doing well. Beyond this, advertising and other promotions may attempt to communicate a basic concept such as a slogan. These are designed to be remarkably short and memorable. For example, Nike’s “Just do it.”

Reputation
Customer opinions and feelings about your behavior, quality and performance as a firm. This is influenced by the customer journey, word of mouth and media coverage.

Culture
The culture that emerges around your brand. This includes norms, behaviors and expectations of customers, employees and stakeholders that are largely beyond your control. For example, a brand of warm socks that is spontaneous adopted by snowboarding culture such that the brand becomes associated with the sport.

Quality
The perceived quality of your products. Quality is how well your products and services meet customer needs and suit customer preferences.

Experience
The end-to-end customer experience. For example, a single unusually positive or negative customer service interaction can completely change a customer’s perception of a brand.

Status
The perceived social status of a brand. For example, a brand that is perceived as youthful, stylish, luxurious, intelligent or altruistic.

Legacy
The history of a brand that remains in the minds of customers. For example, a brand that is associated with antiquated and unpopular technologies.

Meaning
A mission, vision or epic meaning behind a brand. For example, a brand that has reduced environmental damage with more responsible products and practices than the competition.

Change
A sense that a brand is at the forefront of change such as a trendy fashion brand or an innovative technology company. Some customers have a strong motive to be involved in the change of the day due to a fear of missing out.

Relationships
Relationships between your employees and customers. For example, a salesperson who represents your brand with hundreds of customers.

Trust
A sense that a brand is authentic and trustworthy versus the perception that its identity is made-up. Marketing tends to go wild in representing a brand in ways that differ from the realities of the firm behind the brand. Customers can often see through this.

Visual Branding
Visual Branding Jonathan Poland

Visual branding is the use of visual elements, such as color, typography, imagery, and design, to create a cohesive and consistent brand identity. It is an important aspect of branding, as it helps to create a visual representation of a brand that can be easily recognized and remembered by consumers.

There are several key elements of visual branding:

  1. Logo: A logo is a visual symbol that represents a brand. It is often the most recognizable element of a brand’s visual identity, and it should be simple, memorable, and consistent across all marketing materials.
  2. Color palette: A brand’s color palette should be consistent and carefully chosen, as it can have a significant impact on how a brand is perceived. Different colors can evoke different emotions and associations, and it is important to choose colors that align with a brand’s values and personality.
  3. Typography: The font and style of text used in a brand’s marketing materials should be consistent and appropriate for the brand’s audience and industry.
  4. Imagery: The images used in a brand’s marketing materials should be consistent and align with the brand’s values and personality.
  5. Design: The overall design of a brand’s marketing materials, including the layout and use of white space, should be cohesive and consistent.

Overall, visual branding is the use of visual elements to create a cohesive and consistent brand identity. It is an important aspect of branding, as it helps to create a visual representation of a brand that can be easily recognized and remembered by consumers. A strong visual branding strategy can help to differentiate a brand from its competitors and drive business success. The following are common types of visual branding.

Logo
The primary visual symbol of a brand.

Typography
The style and appearance of text. In many cases, a brand uses a different font for its brand name and text that is meant to be highly readable such as marketing copy.

Shapes
Distinctive shapes of products and packaging.

Symbols
Abstract symbols that represent a brand such as an emblem on the grill of an automobile.

Colors
Brands typically adopt a color scheme meant to convey identity with techniques such as color symbolism, color harmony and color temperature.

Materials
Materials used in products, packaging and environments.

Finish
Finish such as a glossy shine to products.

Composition
Composition such as the layout of advertisements.

Personalities & Characters
Faces and mascots that represent a brand such as the founder of a company or a fictional character.

Architecture
Distinctive architecture such as a flagship location.

Interiors
Interior designs such as a chain of restaurants styled to look like an American diner from the 1950s.

Product Styling
A recognizable style that comes through in products such as a fashion designer that people can recognize without seeing a label.

Promotional Styling
A distinctive visual style related to marketing communications such as advertisements. Just as a filmmaker can have a style that allows fans to instantly recognize her work, advertisements can have a consistent style that people recognize.

Brand Implementation
Brand Implementation Jonathan Poland

Brand implementation involves the use of project management techniques to plan and execute brand strategy. It is the practical application of brand strategy, and involves the rollout of new brands, rebranding efforts, and marketing campaigns in a structured and organized manner. While the development of brand strategy is often seen as the creative or “magical” aspect of marketing, brand implementation is the logical and systematic side that ensures the successful execution of that strategy. Brand implementation may touch on a number of areas including:

Business Alignment
Achieving buy-in amongst business units for the strategy.

Distribution
Engaging distribution partners.

Visual Branding
Visual branding of things like uniforms, locations, information, web sites, media, business cards, vehicles, marketing collaterals, architecture and interiors.

Storytelling
Communicating information such as a mission statement in a compelling way.

Advertising & Promotion
Generating brand awareness.

Product Design
Designing and launching products.

Customer Experience
Implementing the intangible elements of the brand such as customer service.

Locations
The design of locations such as retail locations, restaurants or showrooms including visual merchandising.

Brand Loyalty
Brand Loyalty Jonathan Poland

Brand loyalty refers to the degree to which a consumer consistently prefers one brand over others in a particular product or service category. It is a key goal for many brands, as loyal customers are more likely to purchase from a brand, recommend it to others, and remain loyal even in the face of competitive offerings. There are several ways that brands can build loyalty among their customers:

  1. Provide high-quality products and services: A key factor in building brand loyalty is offering products and services that consistently meet or exceed customer expectations.
  2. Foster a sense of community: Creating a sense of community among customers can be a powerful way to build loyalty. This can be done through social media groups, events, or other forms of engagement that allow customers to connect with each other and the brand.
  3. Offer personalized experiences: Personalization can be a powerful tool for building loyalty. This can include personalized recommendations, targeted marketing messages, and other forms of customized interactions that show customers that the brand values their individual needs and preferences.
  4. Reward loyalty: Many brands offer loyalty programs that provide rewards or incentives for customers who consistently purchase from the brand. These programs can be an effective way to build loyalty by giving customers a reason to continue choosing the brand.
  5. Foster trust and credibility: Trust and credibility are key factors in building brand loyalty. Brands can establish trust by being transparent about their business practices, offering high-quality products and services, and responding promptly to customer needs.

Overall, brand loyalty is about building a long-term relationship with customers based on trust, credibility, and a consistently positive experience. By focusing on these factors, brands can build a loyal customer base that is more likely to remain loyal over time. The following are illustrative examples of brand loyalty.

Predictability
A middle-aged man always buys the same brand of formal shoes as the brand has the styles he’s seeking and he has found them to be reliable.

Nostalgia
Parents of a toddler always check a favorite brand before all others when looking for a particular toy. They have had good experiences with the brand and have a nostalgia for it rooted in childhood experiences.

Identity
A snowboarder always buys the same brand of snowboarding equipment and fashions. She identifies with the brand, its image and the culture surrounding it.

Quality
A consumer with unusually sensitive skin has tried dozens of cosmetics brands that she didn’t like or that irritated her skin. When she finds a brand that works, she sticks with it and recommends it to friends out of a sense of appreciation for its quality.

Comfort
A construction company has a close relationship with a particular technology brand. People at the firm are comfortable with the brand’s products and consultants. The company is uninterested in technology trends and sticks with the brand even when stronger competitors challenge its products or offer lower prices.

Loyalty Programs
A business traveler collects air miles from a particular airline and finds that the company gives her perks such as upgrades due to her status. She actively looks for flights on the airline and rarely flies with a competitor.

Values
A customer prefers a particular brand of organic food products and beverages because he has read good things about them. The customer values a sustainable approach to production that minimizes harm to people and planet.

Reliability
A customer has found a particular brand of electronics to be reliable based on multiple purchases that lasted an unusually long time despite tough conditions. The customer eventually becomes brand loyal and won’t buy other brands of electronics.

Familiarity
A musician has always played a particular brand of instrument since she was a beginning student. This somehow feels like a tradition that is worth maintaining.

Brand Authenticity
Brand Authenticity Jonathan Poland

Brand authenticity is the degree to which a brand accurately represents itself and its values to consumers. It is the quality of being genuine, real, and sincere, and it can be a powerful tool for building trust and loyalty with consumers.

Examples of ways that brands can establish and maintain authenticity:

  1. Be transparent: Be open and honest about your products, services, and business practices. This includes disclosing any relevant information about your ingredients, sourcing, manufacturing processes, and more.
  2. Be consistent: Consistency in messaging, branding, and product quality is key to building trust with consumers. Make sure that your brand’s values and personality are consistently reflected in all of your marketing efforts.
  3. Tell a story: A brand’s story is a key part of its authenticity. Sharing the history and values behind your brand can help consumers connect with you on a deeper level.
  4. Practice what you preach: It’s important for brands to align their actions with their values. If you claim to be environmentally friendly, for example, make sure that your business practices reflect that.
  5. Be responsive: Show that you care about your customers and their needs by responding promptly to questions, concerns, and feedback.

Overall, authenticity is about being genuine and transparent in all aspects of your business. By consistently conveying your brand’s values and personality, and practicing what you preach, you can build trust and loyalty with consumers. The following are common types of brand authenticity.

Sustainability
A firm built from the ground up with sustainable values such as a small organic cosmetics company that puts significant effort into responsible practices and sourcing of ingredients.

Culture
Embracing the culture surrounding your products. For example, a company that sells snowboards that is filled with avid snowboarders who know the sport inside out.

Customer
A brand that has a culture of respect for the customer.

Product
An authentic approach to product design such as art for art’s sake or an obsession with solving customer problems.

Quality
Designing quality into products, processes and services with techniques such as reliability engineering.

Local
Respecting and contributing to the communities in a firm operates. For example, designing coffee shops to match the local architecture and contributing to local causes.

Micromarketing
Micromarketing Jonathan Poland

Micromarketing is a marketing strategy that involves targeting a small, highly specific group of customers with tailored products, prices, and promotions. This approach is often used by small businesses that have limited resources and need to make the most of their marketing efforts. By focusing on a small, highly targeted group of customers, these businesses can more effectively reach and engage with their target market, even if they have limited resources.

Micromarketing is also sometimes used by larger firms that want to develop fine segments within their customer base. For example, a large company might use micromarketing to target a specific subset of its customer base, such as young professionals in a particular city, with tailored products and promotions. This allows the company to better understand the needs and preferences of this segment and to develop marketing efforts that are more likely to be successful with this group.

There are several ways that businesses can use micromarketing to reach their target market. For example, they can:

  1. Use personalization: By using personalization techniques such as customized emails, targeted ads, and personalized product recommendations, businesses can create a more personalized experience for their customers and better meet their needs.
  2. Use local marketing: By focusing on local marketing efforts, such as local ads, in-store promotions, and community events, businesses can more effectively reach and engage with customers in specific geographic areas.
  3. Use social media marketing: By using social media platforms such as Facebook, Instagram, and Twitter, businesses can target specific groups of customers with tailored messages and promotions.

Overall, micromarketing is a useful marketing strategy for businesses that want to reach a small, highly targeted group of customers with tailored products, prices, and promotions. By focusing on a specific segment of their customer base, businesses can more effectively reach and engage with their target market and drive sales. The following are common types of micro-marketing.

Local
A business that markets to people in a particular city or neighborhood.

Relationships
Marketing to people you know. For example, a consultant may market services to professional contacts established over the course a career.

Job Title
It is common for business-to-business sales to target a specific job title such as CIO or CMO.

Industry
Selling to businesses in a particular industry. For example, an insurance company that designs a product for commercial fishing boats.

Size
Targeting firms of a particular size. For example, an large business software package may only be affordable to a few hundred firms in each region.

Customer Needs
Offering products and services to customers with unique needs. For example, an insurance product for extreme sports enthusiasts.

Brand Loyalty
Targeting the loyal fans of a particular brand, product or service with special offers.

Customer Recovery
Attempting to win back unhappy or lost customers with special offers.

Price Sensitivity
Targeting customers who are unusually insensitive or sensitive to price. For example, a cutting edge solar panel system may seek out customers with an unusual enthusiasm for solar panels and a healthy budget.

What is Maker Culture?
What is Maker Culture? Jonathan Poland

Maker culture refers to a collection of subcultures that are centered around the creation and customization of technology and other objects. It can be seen as the technology-focused counterpart to the do-it-yourself (DIY) movement, which encourages individuals to create or repair things on their own rather than relying on mass-produced products.

Within maker culture, there is a wide range of activities and interests that people may be involved in, including computing hardware, robotics, 3D printing, scientific equipment, digital music composition, media production, digital art, animation, and vehicle customization. In some cases, traditional crafts such as woodworking may also be a part of maker culture.

One of the key characteristics of maker culture is a focus on experimentation, innovation, and creativity. Many makers are driven by a desire to explore new technologies and techniques, and to find new ways of using existing technologies. They often take a hands-on approach to learning and problem-solving, and are willing to take risks and try new things in order to create something new and unique.

In addition to the personal satisfaction that many makers get from creating and customizing technology and other objects, there are also social and community aspects to maker culture. Many makers are part of online or offline communities where they can share their experiences, ask for advice, and collaborate with others on projects. These communities can provide a sense of belonging and support for makers, as well as opportunities for learning and growth.

Maker culture is a diverse and vibrant movement that brings together people with a wide range of interests and skills. It is characterized by a focus on creativity, experimentation, and innovation, and it has the potential to inspire and empower individuals to create and customize technology and other objects in new and innovative ways.

Here are some examples that might be considered part of maker culture:

  1. Computing hardware: Makers who are interested in computing hardware may focus on building and customizing their own computers, or they may be involved in developing new hardware or software products.
  2. Robotics: Makers who are interested in robotics may build and customize their own robots, or they may work on developing new robotics technologies and applications.
  3. 3D printing: Makers who are interested in 3D printing may create and customize their own 3D printers, or they may use 3D printing technology to create a wide range of objects and products.
  4. Scientific equipment: Makers who are interested in scientific equipment may build and customize their own scientific instruments, or they may use existing equipment to conduct experiments and research.
  5. Digital music composition: Makers who are interested in digital music composition may create and customize their own music software, or they may use existing software to create and produce music.
  6. Media production: Makers who are interested in media production may create and customize their own video, audio, or photo equipment, or they may use existing equipment to produce and edit media content.
  7. Digital art and animation: Makers who are interested in digital art and animation may create and customize their own digital art and animation software, or they may use existing software to create and produce digital art and animation.
  8. Vehicle customization: Makers who are interested in vehicle customization may customize and modify their own vehicles, or they may work on customizing vehicles for others.
  9. Traditional arts and crafts: Makers who are interested in traditional arts and crafts may build and customize their own woodworking or metalworking tools, or they may use these tools to create a wide range of handmade objects and products.

These are just a few examples of the many activities and interests that might be considered part of maker culture. Makers come from a wide range of backgrounds and have a wide range of interests, and the activities that are considered part of maker culture are constantly evolving and changing as new technologies and techniques emerge.

What is a Lifestyle Brand?
What is a Lifestyle Brand? Jonathan Poland

A lifestyle brand is a type of brand that is designed to appeal to a particular way of life or set of values. Lifestyle brands often focus on creating a cohesive image and experience for their customers, rather than just selling individual products. These brands seek to embody a particular lifestyle or set of values, and they often use marketing and branding strategies that align with these values in order to appeal to their target market.

For example, a lifestyle brand might focus on promoting a healthy, active lifestyle, and its products and marketing materials may reflect this focus. The brand might use imagery and messaging that promotes wellness, fitness, and outdoor activities, and it might offer products such as athletic clothing, sports equipment, or health supplements.

In contrast to other types of brands, which may focus primarily on selling specific products, lifestyle brands often aim to create a deeper connection with their customers by aligning with their values and lifestyle choices. These brands may also offer a range of products and services that are designed to support their customers’ lifestyles, such as fitness classes, wellness retreats, or online communities.

Lifestyle brands are a powerful marketing strategy for businesses that want to create a strong emotional connection with their customers and build a loyal customer base. By focusing on a particular way of life or set of values, these brands can create a cohesive brand experience that resonates with their target market and helps to differentiate them from competitors. The following are common types of lifestyle brand.

Values
Appealing to a set of values such as a line of cleaning products designed to be environmentally friendly.

Family
Brands that appeal to a particular family situation. For example, busy working parents might appreciate a brand of easy to prepare meals that are healthy but tasty from the perspective of children.

Safety
Brands that embody a sense of safety and security such as a car manufacturer who builds a reputation and image for safe cars.

Community
Associating with a sense of community and belonging such as a regional bank that emphasizes its local contributions to employment and worthy causes.

Style
A fashion brand that appeals to a particular sense of style.

City vs County
Brands that appeal to a city lifestyle such as an chain of urban coffee shops or a country lifestyle such as a brand of pickup trucks.

Profession
Targeting a profession such as headphones that appeal to musicians.

Life Stage
An age group such as students or retirees.

Ambitions
A particular set of goals such individuals who are ambitious in their careers.

Economic
Economic circumstances and choices such as customers on a tight budget.

Natural
Some customers strongly prefer natural ingredients or materials as opposed to things that sound like chemicals in products such as food, cosmetics and clothing.

Interests
Brands based on interests & hobbies such as hiking or surfing.

Culture
Brands that exemplify a culture such as a chain of American style dinners in Japan.

Subculture
Appealing to a subculture such as surfers or football fans.

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