Like a snowflake, every brand is unique. At Frejz we have developed our own simple model – the 7 Es of Brand – that helps you to develop your unique brand strategy. In our workshops we help you to work through the following 7 interconnecting elements that help you explore the vital building blocks of a brand that will endure and evolve.
Essence
The essence of your brand is its enduring soul – it is the single idea that fuses the key emotional and functional roles of the core value proposition – the raison d’être for the consumer. Your essence should consist of a short statement summarising the heart and soul of the brand.
Getting clear on the essence of your brand will advise the rest of your brand strategy.
Experience
The brand experience is the complete range of associations, direct and indirect, a person has with a brand, before, during and after the purchase.
What are the key brand touchpoints on your customer’s journey? Does every experience a client have with you reflect the essence of your brand?
Emotion
Creating an emotional connection with your clients/prospects is what will lock your customers into a loyalty loop and motivate them to take action (ie buy from you).
If they feel connected to your brand they will keep coming back for more and recommend you to others. This emotional connection is what will differentiate you from other brands offering similar services or products.
Evolution
Your brand must be able to evolve and adapt over time – to sense and respond to changing client needs, to combat and anticipate competitor activity and to reflect/embrace changing environmental concerns.
Although you obviously can’t know what the future will bring you need to allow time in your strategy to consider whether you are still best serving your clients’ needs. In this way your brand strategy itself is ever evolving – you don’t just set and forget, you need to be regularly reviewing both your strategy and your brand.
Enduring
The brand proposition must have enduring appeal. Attracting new customers is simply more expensive than keeping your current customers.
By creating brand loyalty in your customers your customer has a lifetime value that is worth a lot more than just one transaction.
Execute
To execute your strategy you need to take the first five elements and integrate them into all company activities, not just make them the foundation for your marketing strategy.
It is vital these elements become part of the company culture and operations. When recruiting, seeking investment or suppliers these need to be front of mind.
Equity
You are now at the point where your “brand” has value.
Consumer based brand equity is made up of 3 pillars:
1. Differential effect
2. Brand knowledge
3. Consumer response to marketing
If you are interested in getting started with your brand strategy why not check out our free diagnostic tool and one of our directors will get back to you with their initial findings.
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