IN THREE WEEKS YOU CAN BE ON TOP OF BUILDING BRAND DISTINCTIVENESS

(OR YOU CAN KEEP LEAVING IT TO GUESSWORK AND OPINION)

 

With our distinctive brand assets diagnosis you’ll find out:

  • Which of your brand assets are strong enough to drive recall

  • Which assets you should prioritise to build further distinctiveness

  • Which assets prompt competitors more than you

  • How to track progress and document brand equity contribution​


Without a distinctive brand, even the most creative and best-planned marketing campaigns will lack effectiveness because people won’t remember what brand it was for. Worse, it can increase the salience of competing brands.

Improving brand distinctiveness directly affects long term brand building and short term sales activation. The more distinctive your brand is, the better your marketing effectiveness.

But simply increasing your logo’s presence will soon enough get in the way of the creative work’s ability to grab attention, get the message across and spark an emotional response. 

 

Build distinctive brand assets to increase share of mind

The other elements you can use to cue your brand in people’s minds is your palette of distinctive brand assets. Symbols, colours, sounds, music, characters, taglines, shapes and so on, can all be used to supplement and even substitute a logo. 


With a rich set of distinctive brand assets you’ll have more tools to drive brand recall within ads, and to bridge recognition across campaigns, executions and channels with different sensory constraints. But to build them you must first know their current strength.


If you’re not measuring your brand assets in an evidence-based and systematic way, you don’t know to what extent they drive recognition and recall for your brand. Or for your competitors … 

Then you are leaving valuable parts of your brand to guesswork and opinion. Which would be a shame, because they can be managed and reported with clarity and accountability. 

 
distinctive brand assets map.png

Distinctive brand assets map:

Sample diagnosis for hypothetical juice brand

Placed in the upper right-hand quadrant,  this brand has two assets that are recognised by most people as representing the brand. They are “famous” assets. Those two assets also have little spillover to competitor brands — they are uniquely invoking associations to the brand in question. 

In other words, these two assets are distinct and will help increase brand recall, and can be used to invoke the brand even when the logo is not yet present. The brand character has the potential to replace the logo altogether if needed in certain channels, as it close to 100 % in both fame and uniqueness.

 

What about the other brand assets in the other three quadrants? How should they be dealt with to maximise their potential and mitigate risk?


We’ll be happy to walk you through this and explore what other evidence-based insights you can glean from this research at no cost and no commitment for you. Grab a 30 minute spot in our calendar for a one-on-one online meeting in the link below.

 

Set an evidence-based strategy for distinctiveness with our brand asset map

Building distinctive brand assets take creativity and consistency. But measuring them is a refreshingly simple process. 


Even though the research is not complex, there are critical pitfalls to avoid. Our approach is based on a scientifically validated methodology developed by The Ehrenberg-Bass Institute for Marketing Science and used on several of the world’s biggest brands. 

Once we’ve met in an initial discovery call, the process to your own distinctive brand assets map is as follows: 

  1. Collect and submit potential brand assets for research

  2. Field survey (in partnership with certified local data provider)

  3. Analyse results

  4. Report with distinctiveness diagnoses and strategic recommendations

Depending on the timelines of local fieldwork providers, you could have a brand asset map like the one above in your possession within three weeks.

 

Track progress and catch competitors trying to edge into your territory

There is more information to be found through this research than the map itself. The distribution of competitor spillover matters too, and will be covered in your report. Does a brand asset lower in uniqueness invoke many other competitors, or does one specific competitor enjoy most of the spills? This matters for your strategic decisions going forward.

When you have prioritised which brand assets to defend and which to build, you can track and report progress to management and peers with graphs like this:

 

 Fame, uniqueness and distribution of competitor spillover for a distinctive brand asset being built (successfully). 

At the 12 month mark, the tagline for this brand was increasingly being attributed to two of the brand’s competitors. The CMO then decided to consistently use their tagline verbally in addition to text in channels with audio. This increased the total amount of people who attributed the written tagline to the correct brand and diminished competitor spillover. 

 

Book yourself into our calendar this week or next and find out how you can make evidence-based decisions for your next campaign brief, in setting hard brand KPIs or in your 2020 budget.

 

Tel.: +47 97 15 93 93

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