The 3 Corner Stones of a Strategic - Morgenbooster

Sara Alvad, 1508 Aarhus
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Aarhus office / Vesterbro Torv 1-3, 4th floor

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1508 Aarhus. The People.

If these two had a love child.
Who then moved to Jutland
Added some color to the wardrobe
Smiled with more teeth
…….
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What is a brand and
what is brand(ing)?
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The 3 P brand
framework
Inspiration
and cases
Shared understanding How to approach it Get your geek on
Today’s purpose

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Brand
Branding
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vs.

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I believe branding
can work magic

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Everytime someone says they
don’t believe in branding,
a brand strategist dies

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A brand is not a name
a product
a logo
a tagline
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A brand is not
a name
a product
a logo
a tagline
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A brand is something intangible,
yet extremely powerful at the same time
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“Your brand is what other people say about you
when you’re not in the room”
Jeff Bezos
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“a person's gut feeling about a product,
service, or organization”
Marty Neumeier
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“Products are made in a factory,
But brands are created in the mind”
Walter Landor
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Everything you do, will shape other
people’s perception of you
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Brands are perceptions
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Perceptions dictate beliefs
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Perceptions dictate beliefs
Belief drives behaviour
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Back to the love child
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Make a promise
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Keep the Promise
Brand Experience

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BX CX UX
Brand Experience Customer Experience User Experience

There is no such thing as
branding
non-
Either you define your brand - or someone else will do it for you

Companies with strong brands show a 74% higher return on their
brand marketing investment, and hold a 46% larger market share,
than weaker brands.
Boston Consulting Group, ‘Why marketing matters’, 2021
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Brand
Brand Strategy
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vs.

The goal of brand strategy is to shape
the perceptions of a brand’s audience so
that ultimately we can influence them
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A brand strategy may look like a butterfly
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An onion
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A wheel-ish?
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A prism
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No matter the shape,
a brand strategy always
includes three core pillars
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Purpose Position Persona
Heart and mind of
our brand. Our
guiding principles.
The place in our
audiences minds, we
desire to ‘own’.
Characteristics that
define the organisations
style and personality.
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• The Big Why
• Brand Vision
• Core values
• Audience
• Market
• Strengths
• Archetypes
• Traits
• Motto
Core narrative Positioning statement Brand personality
A set of visible and non-visible elements used to shape the brand image
Brand identity
Verbal
Name
Tagline
Key messages
Visual
Logo, Colorpalette,
Typography, 5. element
Image- and/or
illustration style
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• The Big Why
• Brand Vision
• Core values
Application & Experience
Verbal
Name
Tagline
Key messages
Visual
Logo, Colorpalette,
Image- and/or
illustration style
• Audience
• Market
• Strengths
• Archetypes
• Traits
• Motto
Brand identity
S
om
e call this
“brand”

Craft the 3 P’s of your
Organisation
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C3PO
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Purpose
• The Big Why
• Brand Vision
• Core values
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The Big Why
A brand purpose is essentially
a brand's reason for being. A brand’s
passion and purpose
What
How
Why
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Why
To so that
Contribution Impact
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Why
To
so that
connect millions of people in real life all over
the world, through a community marketplace
you can belong anywhere
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you can belong anywhere
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What if… Your
company ceased to
exist. Now write the
company obituary
Imagine… your company as
a superhero. Who is your
arch nemesis and what
evils are you trying to
save the world from?
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1. Why was the company/product/service created in the first place?
2. What does the brand fight for?
3. Who/what is the enemy?
5. Why do people love to work for the brand?
6. What should never ever change about the brand?
7. What is the epicenter of the brands passion?
8. Why would people give a damn if the brand ceased to exist tomorrow?
9. How does the brand behave during rocky times?
10. What keeps the brand up at night?

Vision
Brand vision refers to the trajectory of a
brand and what it hopes to achieve in the
future.
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Ideal
What is your desired end-destination
for the company
Aspiration
What drives us?
What do we want to achieve?
How would the world look, if we
succeeded?
Category
In what field are we competing ?
Where are we making a difference ?
Ask yourselves.
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Vision
To be of
Aspiration Category
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Nike Tesla Disney
To be the world’s leading
producer and provider of
entertainment and information
To create the most compelling
electric car company of the
21st century.
To bring inspiration and
innovation to every athlete in
the world.
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Purpose
• The Big Why
• Brand Vision
• Core values
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Core narrative

Purpose
• The Big Why
• Brand Vision
• Core values
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Core narrative
A core narrative is one way of
taking the elements from the
Brand Essence and turning them
into a more coherent Story.

• The Big Why
• Brand Vision
• Core values
• Audience
• Market
• Strengths
• Archetypes
• Traits
• Motto
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Position
Promise
• Audience
• Market
• Strengths
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Brand position is the place in
our customers’ mind that we
wish to “own”.

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The brand position takes into
account both the context the
brand operates (the market), the
target group(s) and the brand
essence itself that we just covered.

Customer Market
Brand
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Customer Market
Brand
Sweetspot
Relevant Distinct
Credible
relevant and
attractive to our
target groups..
offer something
that’s unique in the
market or at least
distinct in it’s
approach
true to our brand
purpose and authentic
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For who need , is
a that .
Unlike , our product .
When you want to compare yourself to a competitor
Target customer Job to be done Name of your product/service
Define product category How does your product solve your customers needs in a sentence?
Competitor How is your products different from competitor?

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To sum up the unique position in a
more sexy way that can (but not
necessarily should) be used
externally, we craft a brand promise.

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To sum up the unique position in a
more sexy way that can (but not
necessarily should) be used
externally, we craft a brand promise.
This is the promise we give to our
surroundings.
The promise we must at all times live
up to – in any touchpoint at any time
to make sure that we constantly do
what we say and say what we do.

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This is the promise we give to our
surroundings.
The promise we must at all times live
up to – in any touchpoint at any time
to make sure that we constantly do
what we say and say what we do.
This builds trust.
And trust builds brands.

Let’s take the most generic
product of all time
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H2O

Feminine youthfulness,
yoga/fitness, waterfall,
springs, sunshine, lush
forests and just boring.
Is everyone who drinks water
motivated by fitness goals?
Couldn’t you just be thirsty?
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The dark side of blue
More than 171 trillion pieces of plastic
are now estimated to be floating in the
world's oceans, according to scientists.

• More than 50% Americans don’t
drink enough water. (USDA)
• 41% drinks other fluids at work,
instead of water (Quench)
• US have seen an 10x increase in
hospital-related emergency room
visits due to energy drink
consumption
Consumer insights (US)
Customer Market
Brand
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Market considerations
Market
Customer
Brand
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Aluminium has a 92.6% higher
reuseability vs plastics (26.8%)
Not everyone wants to signal purity,
health and innocence.

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DEATH TO PLASTIC
MURDER YOUR THIRST
[Purpose]
[Tagline]

Position
Promise
• Audience
• Market
• Strengths
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Purpose
• The Big Why
• Brand Vision
• Core values
Core narrative
Persona
Brand personality
• Archetypes
• Traits
• Motto

Position
Positioning statement
• Audience
• Market
• Strengths
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Purpose
• The Big Why
• Brand Vision
• Core values
Core narrative
Persona
Brand personality
• Archetypes
• Traits
• Motto

No one builds emotional
relationships with companies
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People bond with people.
To create mental bonds - we should view our
brand as a person.

Stories are a powerful thing
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Stories are an essential part of
how we create meaning
According to Jung, All “big” stories
typically revolve around the same
archetype roles.

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REBEL WITH A TWIST OF JESTER

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X % Hero because
X % Creator because
What is the strongest
desire in your audience?
And how does your brand
play a role in their lives?

We will need to refine our personality and
define the unique human traits of our brand.
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Modern Consvervative
Serious Carefree
For all For a select few
Ballsy Safe
Cocky Humble

Be careful not to end up in the middle of
everything… Dare to Matter !
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Position
Positioning statement
• Audience
• Market
• Strengths
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Purpose
• The Big Why
• Brand Vision
• Core values
Core narrative
Persona
Brand personality
• Archetypes
• Traits
• Motto/Attitude

Attitude
As a brand I love
As a brand I hate
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• The Big Why
• Brand Vision
• Core values
Verbal
Name
Tagline
Key messages
Visual
Logo, Colorpalette,
Image- and/or
illustration style
• Audience
• Market
• Strengths
• Archetypes
• Traits
• Motto
Brand identity
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Put the Brand Purpose into words - the
vision, values and what you’re here for
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Identify the position you wish to own and
articulate it.
Create a brand persona / character.
Why? Because this is the very core of your existence.
Don’t leave it up to people to guess.
Why? Because you want to differentiate and stand out.
Why? Because people build relationships with people,
not companies.

Using the 3 Ps to
craft an identity
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A marketplace for the
sustainable industry
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Client: Vestas

A marketplace for the
sustainable industry
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Problem
Not getting the most
out the wind investment
due to cumbersome
processes in the
aftermarket of the
sustainable energy
Solution
A digital market place that
makes it easier for buyers to
order spare parts in just one
click…. And for sellers to
approach a bigger market
through a high functioning
commerce platform

Basically, like Amazon for the
renewable spare part industry
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Product features
• Easier to do streamlined and time-
efficient business with best-in-class
digital infrastructure
• Full transparency of prices, services and
products
• All sellers and buyers are vetted by Vestas
high standards to secure compliance,
financial security and the world’s biggest
selection of premium quality products
• Empower your short-term and long-term
procurement goals through efficient sales
process and a large variety of buyers and
sellers
• The marketplace is fully endorsed by
Vestas
Emotional gain
• Help shape and impact a sustainable
future
• Gain access to a partner network with
ambitions within procurement
• Connect with innovative and pioneering
mindsets from renewable businesses
across the entire energy value chain
• Do business based on trust, security and
reliability

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Define
problem
Ideal
state
How we solve
the problem
Proof

Verbal
Name
Tagline
Key messages
Visual
Logo, Colorpalette,
Image- and/or
illustration style
Brand identity
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The set of tangible and intangible elements
used by a company to form a brand image

Finding the
right name
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Co
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ventoTM

Co
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vento
Connect (By the force)
of wind in latin

Co
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vento
An assembly
A gathering
TM

Co
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vento
A clear connection and resemblance to
existing product family names.
TM
EnVentus
UTOPUS
TM
TM

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CoventoTM
MARKETPLACE
ENDORSER By

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Gamechanger
• Movement
• Forward
• Dark/Light = Premium
• Large imagery
Visionary. Pioneer. Transformative.

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Connector
• 1+1 = 3
• Multiple players in the field
• Unity
Connecting. Empowering. Facilitator.

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A good host
• Visual feedback
• Visual guidance
• Warmer colors
• Mascot or illustration
Inclusive. Guiding. Helpful.
Customer service

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Trustworthy
• Simplicity
• Clean lines
• Guidance
• Consistency
Professional. Influential. Reliable.
Customer service

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Confident
• Large text/statements
• Clean/minimalistic
• Strong colors
Powerful. Clear. Concise.
Customer service

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Visual
identity

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VIOLACK
#020921
VIBRANT BLUEPLE
#4F60FC
CLEAR WHITE
#ffffff
VIBRANT BLUEPLE
#5667fc
80 %
60 %
40 %
10 %
80 %
60 %
40 %
10 %

VIOLACK
#020921
VIBRANT BLUEPLE
#4F60FC
CLEAR WHITE
#ffffff
VIBRANT BLUEPLE
#5667fc
80 %
60 %
40 %
10 %
80 %
60 %
40 %
10 %

Logo symbol
Point of departure in the hexagon
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“ T H E L I N K ”
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• The Big Why
• Brand Vision
• Core values
• Audience
• Market
• Strengths
• Archetypes
• Traits
• Motto
Brand identity
Verbal
Name
Tagline
Key messages
Visual
Logo, Colorpalette,
Image- and/or
illustration style
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Getting it out there

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The most valuable part of the process
Organisational Alignment & Unity
An even stronger sense of purpose
A Guiding Star

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Brands do not exist in a vacuum.
They are a product of the context
they exist in.
So as the context changes,
perception will change.

Raise your hand if
you’ve watched
Barbie the Movie?
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Like it or not.
Barbie’s journey from toy to cultural icon
– is a masterclass in repositioning
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From Wife to Woke
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Not only keeping up with the new wave of
feminism, but taking the driver’s seat

(How) does she get away with it?
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Beliefs
Facts What
you
see
Confirmation Bias
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Horns
Revamped Design
Inclusive product line
Science and Research
and collaborations
Donations
Twisted body ideal
Stereotype
Halos
Hetero-normative
Plastic
Low intelligence
Conservative
Consumerism
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They’ve been
building proof for
60 years

From Baby
Dolls
To young
adults
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Inspire the limitless potential in every girl
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I like to go
shopping
1968
1959 1964
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As the role of women (fortunately) was changing
rapidly, Barbie tried to pursue their purpose and
keep up with new societal norms
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2017
African
American
Barbie
Hispanic
Barbie
Hijarbie
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Despite efforts…
Mattel was still too slow to change and keep up
with the fast-evolving world of its buyers.
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By 2015, Mattel had experienced ten
straight quarters of declining sales
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2016
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Empowerment
We're working to create a world where equal opportunity is the
norm, not the exception.
Representation
The most inclusive doll line in the world with more than 175
ethnicities,
Inspire the limitless potential in every girl
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For a lot of us, brand perception
suffered from previous history
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Nostalgia Humour
Breaks down our advertising barriers Self-Irony disarms our prejudice

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Create an arch nemesis !

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Create an arch nemesis !
The patriarchy

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Make a
promise
Keep the
promise

Purpose
Position
Personality
( C )ThreePio
3 PS
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Thank
you!

The 3 Corner Stones of a Strategic - Morgenbooster

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