Question

Topic: Branding

Leading A Brand Architecture Exercise

Posted by Anonymous on 12/27/2008 at 10:53 AM ET 125 Points
I have a branding assignment from a mid-sized national trucking company. They specialize in time-sensitive marketing materials. The company, call them Ajax, provides superior transport services and has strong technical capabilities to support their operations.

Ajax has a good reputation with warehouse managers and “people on the dock” who often make the determination of a carrier. Their desire is to leverage this reputation and have it reflected in the brand and new marketing efforts to grow volume. Currently Ajax’ marketing program is pretty much non-existent. With a stronger brand and some marketing support they also hope to work their way up the customer food chain and develop some awareness among higher level executives at companies whose materials they are transporting. The hope being that these executives could be persuaded to direct warehouse and doc people to use Ajax as a carrier.

Now, to my question. I want to run a branding exercise with executives and employees of Ajax. I want to talk about the target, benefits, develop a brand essence and personality. Could you Profs please offer me your thoughts on the components of brand architecture and any suggestions you have to tease out from them expressions of benefit and essence, etc. that are rich and emotional and not simply a dull recitation of the obvious. Also, any tactical thoughts about getting Ajax communicated and up the food chain would be most welcome.

Thanks a truckload.
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RESPONSES

  • Posted by Jay Hamilton-Roth on 1/2/2009 at 7:44 PM Accepted
    Instead of trying to get them to come up with branding thoughts, have them tell stories of things that they are proud of, or were told by others, or how a bad situation turned around. By analyzing the stories worth repeating you'll get the emotional core of your branding/personality.
  • Posted by Jonas_2.0 on 1/4/2009 at 1:35 AM Accepted
    Getting "Rich and Emotional" expressions are driven by probing their answers and asking them to expand on them. That said, you'll usually find the best nuggets by seeking input from more than just executives. Talk to customers, suppliers, lower level employees, middle managers, etc.

    Below are some thought starters I have used in brand workshops.

    1) Who do you view as your top 5 competitors? Who do you admire most? Why?

    2) What makes you better than your competition?

    3) Please select 5 traits that best describe AJAX (provide 20-30 terms like: Customer focused, Innovative, Friendly, Professional, Friendly etc etc)

    4) Please select 5 traits that best describe AJAX Employees (can be same list as #3)

    5) How would customers describe Ajax?

    6) Ask, where would you like Ajax to be in 5 years?

    Ask 10 people about the key elements of Brand Architecture you'll likely get 10 different answers. For me it boils down to the Brand Promise (your promise to your customers) and your Brand Pillars (the reasons to believe your promise). The Brand Promise is typically the central message in your marketing materials and the Pillars are all your proof points or benefits that appear in copy.

    Hope this helps.

    Jonas
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