Building a premium brand

The premium branding MasterClass is the first step in BrandOvation's systematic and proven branding process. It is built on the premise that the best brands are built from the inside-out by the management team and the core branding team.

The premium branding MasterClass will show participants how to create and use brand identity to most effectively position and communicate the benefits of their brand.

MasterClass outline

The premium branding MasterClass is designed to provide your team with a systematic way to:

• Brand your company and its key products and/or services.
• Clearly define the brand so that it is compelling and credible to your key target audiences.
• Create a brand identity that all key internal constituencies can agree on and work from.
• Increase the reputation, image, perceived value and brand awareness of your company

Introduction to premium branding - presentation

• What is a brand?
• Why is it important?
• What is a premium brand?
• The drivers of brand loyalty
• The role of employee commitment
• The drivers of motivational intelligence™
• The golden rules of premium branding
• The ten stages of premium branding: The hero's journey

What questions need to be answered? - interactive session

• Who are your target audiences/stakeholders?
• How do you clearly describe your brand and its benefits in 10 words or less?
• What are the most important purchase factors?
• Why are those top-ranked purchase factors important to customers? What are the key benefits?
• What are your organisation's top shared values? Based on those values, discover your brand archetype.
• What is the brand's category descriptor? What is the cultural archetype for your brand's category?
• What is the best position for your brand relative to competitive brands?

Brand identity map

• Brand identity session: develop your brand identity map
• The premium branding™ workshop is also an excellent forum for strategic planning. This workshop will show participants how to create and use brand identity and create a compelling story for your brand.

Step one: Discover your brand identity

• Where does your passion lie?
• What is your brand archetype?
• Where do you have the most credibility?
• Where do you have the most experience?

Outcome:
• Brand archetype (personality type)
• Brand success metrics
• Brand position

Step two: Determine your brand promise

• What is your "call to adventure"?
• What do you want to accomplish in five to ten years?
• How can you make this Vision palpable and exciting?
• How will you know when you're done?

Outcome:
• Brand promise
• Brand cause
• Brand targets

Step three: Determine your 'brandvantage'

• What is your unfair competitive advantage?
• What makes you unique?
• What existing brand elements are undermining your onliness?
• What new brand elements could strengthen your onliness?

Outcome:
• Unfair competitive advantage
• Sustainable competitive advantage

Step four: Decipher your clients' motivational drivers

• How motivational intelligence™ determines human behaviour
• Which motivational needs does your product/service fulfill?
• Which motivational needs are your clients buying from you?
• How can you build a "sense of community" around your brand?

Outcome:
• Motivational intelligence GAP analysis: clients
• Net promoter score: clients

Step five: Analyse your competitors

• Where are your primary competitors?
• What are they doing better than you?
• What can you learn from them?
• Who or what is your brand's archenemy?
• How do (or can) you draw strength from your enemy?

Outcome:
• Motivational intelligence GAP analysis: competitors
• Competitive intelligence: best global practice
• Net promoter score: competitors

Step six: Diagnose your brandscape

• Who else competes in your category?
• Who comes first, second and third in customers' minds?
• How does your brand rank with customers?
• How can you become the number one brand in your category?

Outcome:
• Motivational intelligence GAP analysis: industry
• Brand leadership: strategic plan

Step seven: Ride the brand wave

• What are the rules that are running your industry?
• How can you disrupt the balance of power and break those rules?
• Which trends are currently powering your industry?
• Which future trends can put your brand on top of your industry?

Outcome:
• Current industry trends analysis
• Future industry trends analysis

Step eight: Sell-in to your internal team

• How to inspire team members to peak performance
• Establish the characteristics of being a brand ambassador
• Create inspiring presentations that capture your audience
• Bring your brand to life by communicating the brand successes

Outcome:
• Employee commitment survey
• Motivational intelligence GAP analysis: employees
• Net promoter score: employees

Step nine: Evaluate your key brand touch-points

• Understand your brand dimension: client touch-points
• Rank each touch-point's importance and frequency of use
• Rank how effective you are in implementing each touch-point
• Review the frequency of use and related effectiveness of each touch-point

Outcome:
• Motivational intelligence GAP analysis: client touch-points
• Brand touch-point map
• Brand touch-point ranking

Step ten: Translate your brand map into creative communication

• What does your brand want to communicate to the world?
• What is your brand's attitude? What tone or vibe does your brand convey?
• What images represent the emotional connection you have with your clients?

Outcome:
• Brand creative elements: look, say, feel
• Brand symbols
• Brand attitude

You will leave the premium branding workshop:

• Knowing what "brand" is, how it works and why it's important.
• With a first draft of your brand identity map - a short and compelling description of your organisation and the key benefits/messages.
• With a roadmap for strategically communicating your vision and services in the most persuasive manner to your key target audiences.
• With a foundation for implementing and using your brand identity.
• With the internal input needed to conduct market research with your target audiences in order to validate the brand identity.

The author of the best-selling book "BrandOvation™: How Germany won the World Cup of Nation Branding", and the sequel "Nation of Champions: How Team South Africa won the World Cup of Destination Branding", Dr Nikolaus Eberl holds a PhD from the Free University of Berlin and a postgraduate diploma from The Johns Hopkins University, Baltimore. Dr Nik and Herman Schoonbee headed the Net Promoter Scorecard research project on South Africa's Destination Branding Success Story during the 2010 FIFA World Cup™, and are the co-authors of the FIFA Brand Ambassador Program 'Welcome 2010' and co-founders of the FAN World Cup™ and the African FAN Village™.

Date: 10 May 2013
Time: 09:00 - 16:00
Venue: BrandOvation, Johannesburg
Cost: R2,750

Date: 14 June 2013
Time: 09:00 - 16:00
Venue: BrandOvation, Johannesburg
Cost: R2,750