Master Brand Strategy Road Map
Having the brand road map on one page can help align everyone that works on a brand. This is especially useful when managing a Branded House or Master Brand where there are various people in your organization that each run a small part of the brand. The road map helps guide everyone and keep them aligned.
Here’s the one I use that has all the key elements that help define the brand:
Key Elements
- Brand Vision: It’s the End in Mind Achievement. What do you want the brand to become? Think 10 years out: if you became this one thing, you would know that you are successful. Ideally it is Qualitative (yet grounded in something) and quantitative (measurable) It should be motivating and enticing to get people focused.
- Purpose: Start with what’s in you: Why do you exist? Why do you wake up in the morning? What’s your purpose or cause behind your brand? Very personal and connects to your own story. In the spirit of Simon Sinek: “People don’t buy what you do, they buy why you do it”.
- Brand Idea: A Beloved Brand is an idea that’s worth Loving. As Brands become more loved, they go beyond being just a product and they become an idea that fulfills consumers’ emotional needs in the consumers life.
- Five Connectors With the Consumer: Under the Brand Idea are 5 Sources of Connectivity that help connect the brand with consumers and drive Brand Love, including 1) the brand promise 2) the strategic choices you make 3) the brand’s ability to tell their story 4) the freshness of the product or service and 5) the overall experience and impressions it leaves with you. Here’s an example of how these 5 connections would look for the Special K brand.
- Brand Values should come from the DNA, and act as guideposts to ensure that the behavior of everyone in the organization is set to deliver upon the Brand’s promise. How do you want your people to show up? What type of service do you want? How much emphasis on innovation? What type of people do you want to hire? What behavior should be rewarded and what behavior is off-side. Having the right Brand Values will help you answer these questions. The Brand Values become an extension of what the Brand Leader wants the brand to stand for. To read more this subject read the following: Brand = Culture
- Goals: While the vision serves as a 10 year big goal, it’s also important to have annual goals to push and challenge everyone in the organization. It’s a great way to ensure milestones on the pathway to the vision are being hit. Goals should be S.M.A.R.T. which means they should be specific, measurable, attainable,relevant and time-sensitive.
- Strategies: These are potential choices you must make in HOW to get to the vision. Good strategy has focus, early win, leverage and a gateway to something even bigger. Strategic Thinkers see “what if” questions before they see solutions. They map out a range of decision trees that intersect and connect by imagining how events will play out. They reflect and plan before they act. They are thinkers and planners who can see connections. There are four main types of strategy: 1) consumer oriented 2) competitive oriented 3) operational and 4) financial. My recommendation is that Master Brands have 3-5 key strategies, but never more. This forces you to focus.
- Tactics: Activities and executions that fit under the strategies. This could be advertising, media, sales, events, social media and professional influence. I recommend focusing on 3 key tactical areas per strategy, continuing to ensure focus.
With this format, having it all on one page forces focus and allows you to keep a tight control over those that will be working under the Master Brand.
Here is an another example of the 5 connectors using Apple:
House of Brands
When working with a house of brands, where you have multiple brand names under one corporate name (P&G, Kraft, General Mills and Johnson and Johnson) the brand plan would look different. The big differences are the teams are smaller and the culture of each team usually follows that of the corporate name.
Here’s a good example of a Brand Plan that would fit within the House of Brands and here is the related story on How to Write a Brand Plan
Use your Brand Plan to keep everyone on the same page
Do you want to be an amazing Brand Leader? We can help you.
Read more on how to utilize our Brand Leadership Learning Center where you will receive training in all aspects of marketing whether that’s strategic thinking, brand plans, creative briefs, brand positioning, analytical skills or how to judge advertising. We can customize a program that is right for you or your team. We can work in person, over the phone or through Skype. Ask us how we can help you.
At Beloved Brands, we love to see Brand Leaders reach their full potential. Here are the most popular article “How to” articles. We can offer specific training programs dedicated to each topic. Click on any of these most read articles:
- How to Write a Brand Positioning Statement
- How to Write a Brand Plan
- How to Write a Creative Brief
- How to create a Brand Strategy Road Map
- How to Judge Advertising
- How to write a Mini Creative Brief
- How to Think Strategically
- How to Build a Media Strategy
- Brand Love = Power = Profit
- How to Have a Successful Marketing Career
Great post Graham. As always, you distill even the most complex concepts and tasks into steps that are doable for all.
Pingback: How to create a Brand Strategy Road Map | Brand...
Graham, you just keep the hits coming. This is a wonderful explanation of how simple brand development and support could be, if clients could just open up to it. I still contend that the creativity went out of the marketing world with the rise of the MBA in the 80’s. Too much over analysis and pondering for surety, and not enough risk taking.
Pingback: How to create a Brand Strategy Road Map | YOUni...
Graham, this is the best explanation I have seen on the subject. Thank you for sharing this.
Reblogged this on MY B*S* IS BOSS.
This is a great post. I’m working with a client now that is in the position to really take some of this to heart. Great way to hit the reset button on a brand. Thanks for the help Graham.
Great work on the ‘brand strategy on a page’ approach. Of course it’s not as easy as it looks to do this well. But there are a lot of FMCG marketers out there that would benefit from the discipline of trying this.
Thanks for taking a topic and deconstructing it so that anyone can adapt it to their company’s situation/need. This was a big help for me and how to present my ideas to my CEO and Board.
Graham – great stuff, very clear, practical and useful. I would like to refer to this in my branding course at NYU next semester. I use the same content, albeit with slight changes in terminology (e.g. “purpose” or “brand mission”), but emphasize that the principles remain the same. Jay
Reblogged this on theblackbeargroup and commented:
An excellent example of a brand roadmap & one that can effectively be used with your clients to direct the discussion.
Thanks for this great and usefull tools
Nice Article to understand more about Brand building.
Pingback: How to Get Fired as a Brand Manager « Beloved Brands
Pingback: How to Write a Brand Positioning Statement « Beloved Brands
Pingback: How to Write a Brand Plan « Beloved Brands
Pingback: How to write an Effective Creative Brief « Beloved Brands
Pingback: How to write a “MINI” creative brief? « Beloved Brands
Pingback: How to work the Five types of Media to your advantage « Beloved Brands
Pingback: 10 Annoying Things that give Marketers a Bad Reputation. STOP IT! « Beloved Brands
Pingback: The Microsoft Tablet Disaster was so easy to Predict « Beloved Brands
Pingback: How to Judge Advertising Copy: Approve the Good. Reject the Bad. « Beloved Brands
Pingback: How to Think Strategically « Beloved Brands
Pingback: How to Build Your Media Strategy « Beloved Brands
Pingback: How to Be a Successful Brand Manager « Beloved Brands
Pingback: Love = Power = Profit « Beloved Brands
Pingback: What gets in the way of you loving the work you do? « Beloved Brands
Pingback: How to create a Brand Strategy Road Map | brand...
Pingback: How to run a Marketing Team « Beloved Brands
Pingback: Best Tourism Ads on the Planet « Beloved Brands
Pingback: Ten Nike Ads that Will Inspire You « Beloved Brands
Pingback: 5 Ads that Will Make You Burst Out Laughing « Beloved Brands
Pingback: 5 Ads that will Give you Goose Bumps « Beloved Brands
Pingback: What comes first, the media choice or the creative idea? « Beloved Brands
Pingback: Why Can’t Brand Leaders Focus? « Beloved Brands
Pingback: Emotional Advertising must start with an Emotional Brief « Beloved Brands
Pingback: How to Analyze What’s Happening on Your Brand « Beloved Brands
Pingback: Six Key Principles of Good Analytics for Brand Leaders to Follow « Beloved Brands
Pingback: “Wow Apple, that Sucked!” Now you are just talking to yourselves. « Beloved Brands
Pingback: How to give Feedback on Advertising Copy « Beloved Brands
Pingback: How to Prioritize your Portfolio of Brands « Beloved Brands
Pingback: How Brand Leaders can get great Advertising: the ABC’s of Good Copy « Beloved Brands
Pingback: Is Samsung a beloved brand? Not quite, but it’s really likeable. « Beloved Brands
Pingback: When it comes to Social Media, here’s why most Brand Leaders still don’t get it « Beloved Brands
Pingback: AMC: Transformation from a sleepy Movie Channel to brilliant Production House « Beloved Brands
Pingback: Better Brand Leaders, make Better Work and drive Better Results « Beloved Brands
Pingback: 10 Laws of Forecasting to help Brand Leaders be better managing their business « Beloved Brands
Pingback: Five Ads that connect powerfully by getting on the side of consumers « Beloved Brands
Pingback: How to write a winning Brand Concept statement « Beloved Brands
Pingback: How good do your Brand Plans look for next year? « Beloved Brands
Pingback: While CPG led the way on TV advertising, they trail dramatically on Social Media « Beloved Brands
Pingback: New John Lewis Christmas Ad (2013), from the company that does the Best Christmas ads « Beloved Brands
Pingback: Everything Starts and Ends with the Consumer in Mind « Beloved Brands
Pingback: How to uncover and frame amazing Consumer Insights to help your brand « Beloved Brands
Pingback: New Google Ad will make you cry, without understanding a word that is said « Beloved Brands
Pingback: How generating more Love for your brand will make You More Money « Beloved Brands
Pingback: Have your say: Is this Holiday ad cute or offensive? « Beloved Brands
Pingback: Are retailers messing up “Black Friday”? « Beloved Brands
Pingback: The most Beloved Ads of 2013, with story-telling dominating the list. « Beloved Brands
Pingback: Captivating Ad about Working Women rivals Dove’s “Real Beauty” « Beloved Brands
Pingback: The love and tradition behind the Starbucks Red Cups « Beloved Brands
Pingback: 10 Things Brand Leaders should be do this week before the Holiday Break « Beloved Brands
Pingback: New holiday ad from Apple will bring a sweet tear to your eye « Beloved Brands
Pingback: How to lead a motivating Year End Review for Brand Leaders « Beloved Brands
Pingback: Is your Brand Team good enough to achieve your 2014 goals? « Beloved Brands
Pingback: So…what is a Brand? « Beloved Brands
Pingback: Here are resolutions for 2014 that will Challenge you to be a better Brand Leader « Beloved Brands
I have found this information and video on http://www.brandingprofit.com about how the most successful people, companies and products are building their brands online and offline too. http://www.brandingprofit.com
Pingback: Brand = Culture: How Culture can Help Your Brand Win « Beloved Brands
Pingback: Is Bose High Quality or Low Quality? Is Bose a Beloved or Hated Brand? « Beloved Brands
Pingback: The Top 10 worst types of Advertising clients. Don’t be one of these? « Beloved Brands
Pingback: Brand Co-Creation: Brands and Consumers get equal say in developing a Brand « Beloved Brands
Pingback: Why CMO’s are demanding more Creativity « Beloved Brands
Pingback: Miley Cyrus six months later: If you’re over 22 you’re not the target « Beloved Brands
Pingback: RETURN ON LOVE (R.O.L.): A new way to look at the power of Brands « Beloved Brands
Pingback: Ten Best Super Bowl Ads of All Time « Beloved Brands
Dax, you’ve lost it haven’t you. It was a nice speech, but save it for someone else. Your arrogance in talking down to your audience suggests an inferiority complex. Your bitterness suggests maybe some mental issues. Please avoid my board at all costs. Thank you.
Pingback: That was not the Best Super Bowl…for ads either « Beloved Brands
Pingback: 10 Ads that just might make you Cry « Beloved Brands
Pingback: Confession: I Killed Two Doctors in 2006 « Beloved Brands
Pingback: How to Win by Linking into the Consumers’ Need for A Life Change « Beloved Brands