Based on popular courses taught at UC Berkeley and The University of Notre Dame

The Brand Strategy Toolkit

Workbook & Templates

Just What You Need to Create, Refresh and Manage Your Brand

By Judy Hopelain & Carol Phillips

2012 Brand Amplitude, LLC All Rights Reserved May Not Be Duplicated or Reproduced Without Permission

Contents
Page
2. Why A Workbook?
3. Brand Assessment Framework 4. Customer Targeting Matrix 5. Primary Decision Pathways 6. Brand Equity Pyramid 7. Brand Identity Model 8. Brand Identity Model Template 9. Brand Expression Assessment 10. Positioning & Long-Term Identity Model

11. Positioning Framework

12. Positioning Development Matrix 13. Positioning Option Description 14. Positioning Option Evaluation 15. Internal Alignment Matrix

Copyright: This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivs 3.0 United States License. To view a copy of this license, visit http://creativecommons.org/licenses/by-ncnd/3.0/us/ or send a letter to Creative Commons, 444 Castro Street, Suite 900, Mountain View, California, 94041, USA.

16. Brand Activation Touch Point Map

17. About Us
2012 Brand Amplitude, LLC All Rights Reserved May Not Be Duplicated or Reproduced Without Permission
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Why a Workbook?
Welcome! This workbook is intended to serve as a companion to The Brand Strategy Toolkit. In the book, we describe how to define and create a brand strategy based on the leading theories and frameworks, and provide many real life illustrations. The book is divided into nine chapters, starting with brand audit, targeting and brand identity and ending with internal branding and brand activation. At the end of each of each chapter, we invite readers to practice using the tools themselves. The goal of this workbook is to make it easier to practice using the frameworks presented in the book. It is not a replacement for the book and does not explain how to use the tools. Rather, it is a compilation of the templates in a larger size and in PowerPoint format. To get the most out of this workbook, check out The Brand Strategy Toolkit. It is available on lulu.com in two formats: Downloadable ebook:
http://www.lulu.com/product/ebook/the-brand-strategy-toolkit/18874022

Full-color hardcover:
http://www.lulu.com/product/hardcover/the-brand-strategy-toolkit-hardcover/18879666
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Brand Assessment Framework

Potential Brand Differences Consumer Wants & Needs

Potential Differentiators

Brand Strengths
Tablestakes

Consumer Needs

Our Vulnerabilities

Competitive Brand Differences

Points of Parity (Category Benefits)

Competitor Strengths

Adapted from : Urbany, Joel E. and James H. Davis (2010), Grow by Focusing on What Matters: Strategy in 3-Circles, New York, NY: Business Expert Press

2012 Brand Amplitude, LLC All Rights Reserved May Not Be Duplicated or Reproduced Without Permission

Customer Targeting Matrix

Current Customers
SEGMENT PRIORITY Size/Priority Decision Criteria or Motivators Usage Behavior

Competitor Customers (Prospects)

Category Non-Users

Lapsed Customers

Decision Process Barriers/Concerns Information Sources & Influences Brand Importance Role of price Satisfaction
Note: Adjust title and combine cells to suit your category and brand

2012 Brand Amplitude, LLC All Rights Reserved May Not Be Duplicated or Reproduced Without Permission

Primary Decision Pathways

Pathway 1 Pathway 2 Pathway 3

Attributes Consequences

Outcomes

Values

2012 Brand Amplitude, LLC All Rights Reserved May Not Be Duplicated or Reproduced Without Permission

Brand Promise

Brand Equity Pyramid

Resonance

Whats our relationship?

How do I respond?

Judgments

Feelings

What do you do for me?

Performance

Imagery

What Are You?

Category

Based on CBBE Pyramid by Kevin Keller, Strategic Brand Management 4e page 61

2012 Brand Amplitude, LLC All Rights Reserved May Not Be Duplicated or Reproduced Without Permission

Brand Identity Model

Capabilities
What the brand does (may not be distinctive) How well it performs Quality or performance standards

Personality
The way the brand delivers its capabilities Style or tone Often expressed as human traits

Internal Culture & Values

Core beliefs What the brand will never compromise on

Rallying Cry
Summarizes vision Heart and soul of the brand

Shared Values & Community

Ideas that both the customer and brand agree are important Passions and affinities

Noble Purpose
Larger goal or cause the brand aspires to serve Ambition, what the brand wants to change in peoples lives

Aspirational SelfImage
What using the brand tells others about the customer How customers want to be seen

Adapted from the Brand Identity Prism by Jean-Noel Kapferer, The New Strategic Brand Management, 2012, p.156

2012 Brand Amplitude, LLC All Rights Reserved May Not Be Duplicated or Reproduced Without Permission

Brand Identity Model Template

Capabilities

Personality

Internal Culture & Values

Shared Values & Community Rallying Cry

Noble Purpose

Aspirational SelfImage

Adapted from the Brand Identity Prism by Jean-Noel Kapferer, The New Strategic Brand Management, 2012, p.156

2012 Brand Amplitude, LLC All Rights Reserved May Not Be Duplicated or Reproduced Without Permission

Brand Expression Assessment

Visual Brand Element Logo/Trademarks Typeface Primary Colors Secondary Colors Slogans & Taglines Characters & other primary images Other Visual Elements
2012 Brand Amplitude, LLC All Rights Reserved May Not Be Duplicated or Reproduced Without Permission

Assessment (Memorability, Meaning, Likeability, Transferability, Adaptability)

Positioning & Long-Term Identity

Future

Brand Identity:

Rallying Cry Brand Equity

Positioning:
Credible, Relevant, Differentiated

Starting Point:
Today Current Brand Image Today 5-7 Years

Time

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10

Positioning Framework
Target The specific customer segment for whom the positioning is intended Frame of Reference The category of products/services or competitive set

Target

Brand Positioning Statement For (target/mindset), (brand) is (frame of reference) that (key benefit) because

Frame of Reference

Key Benefit What the brand delivers to the target that is credible, differentiated and relevant
Reasons to Believe Activities, technologies, and capabilities (proof points) that prove the brand can deliver on the key benefit

Key Benefit

Reasons to Believe

(reasons to believe).

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Positioning Development Matrix

Option 1 Target Option 2 Option 3

Frame of Reference Point of Difference (Key Benefit) Reason to Believe #1 Reason to Believe #2
Note: May require additional Reasons to Believe

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Positioning Option Description

Option 1
Target Customers
Core Aspirational

Frame of Reference
Product Category:

Competitors:

Points of Difference
1. 2. 3. 4.

Reasons to Believe
1. 2. 3. 4.

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Positioning Option Evaluation

Evaluation Criteria Option 1 # Option 2 # Option 3 #

Consumer Resonance

Strategic Fit

Differentiation

Credibility

Avg. Score

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Internal Alignment Matrix

What
Launch 1. Clarity & Comprehension Refresh & Renew

How

Inspiration 2. Employee Engagement & Identification

Customer Policies & Procedures

Delivery Tools Leadership & Values 3. Company Culture

Rewards & Recognition Employee Recruiting, Hiring & Evaluation

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Brand Activation Touch Point Map

Need Recognition Customer Service

Search

BEFORE AFTER
Usage

DURING

Shopping

Moment of Purchase

Evaluation

2012 Brand Amplitude, LLC All Rights Reserved May Not Be Duplicated or Reproduced Without Permission

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About Us
Carol Phillips and Judy Hopelain are partners at Brand Amplitude, LLC, an insights and strategy consulting firm focused on building stronger brands and stronger businesses. Since our beginning, we have helped over one hundred client organizations in consumer products, healthcare, B2B, not-for-profit, and higher education better understand their customers and design effective brand and marketing strategies. In addition to her client work, Carol Phillips teaches an MBA-level course on Brand Strategy at the Mendoza College of Business at The University of Notre Dame. Judy Hopelain teaches a similar undergraduate course at the Haas School of Business at UC Berkeley. Learn more about brands and brand strategy and gain access other toolkits and How-Tos on our web site www.brandamplitude.com. Carol Phillips and Judy Hopelain
We hope you find this Toolkit and Workbook useful. Strong brands make for strong businesses. We are pleased that an earlier version of The Brand Strategy Toolkit has been downloaded over 12,000 times and hope that it will help you define and strengthen your brand and your business.

2012 Brand Amplitude, LLC All Rights Reserved May Not Be Duplicated or Reproduced Without Permission

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