SAP DESIGN GUILD

Branding Methods

Published April 2000

Disclaimer: Please note that this article was written in 2000. Therefore, statements in the articles, particularly those regarding SAP's products, product strategy, branding stratey, and organizational structure, are no longer valid.

Abstract

An intelligent brand strategy improves much more than brand awareness. It also sets the agenda for the development, design and communications of the entire organization. While the process shouldn't be disregarded as simple or secondary, brand building is within the capabilities of every organization. It requires only a commitment to uncovering the truth – and the courage to act on it.

 

What's in a Brand? Everything.

A company's "brand" is much more than its brand identity – not just a logo or a wordmark, but the verbalized essence and visual embodiment of what the company stands for. As such, a coherent brand strategy makes for a healthy organization. It builds a foundation of reliability and trust that first attracts customers and ultimately leads to more satisfied users. It strengthens the brand, allowing the company to command premium prices for its product. Thus, the company's long-term organizational profit is increased and shareholder value is maximized. Finally, a coherent brand strategy aids in employee recruitment and retention efforts. A strong brand is a source of pride and motivation for employees, helping the company attract top talent and binding workers to their employer.

 

Sounds Great! So Where Can I Find a Strong Brand?

Alas, strong brands don't just fall from the sky. They're the product of intense self-scrutiny, dedication to improvement and an unfaltering commitment to standing by one's decisions – even if doing so requires deep organizational change. Obviously, building a strong brand is no easy task, but the effort is well worth the reward. This document explains the steps and considerations a company should take to develop its own successful brand strategy.

 

Step One: Defining the Brand Mission Statement

As the saying goes, if you don't know where you're going, how will you know when you've arrived? An intelligent brand strategy can only be generated from an articulated organizational mission and a coherent set of core values. In order to create such a brand strategy, a company must first secure a clear vision of what it wants and needs to communicate and articulate that message in a written mission statement.

Separate from a company's business vision statement, the mission reflects how the brand should be perceived in the eye of the public. It states the authentic goals and purpose of the organization in a concise, emotionally powerful manner.

 

To clarify, the SAP brand mission statement is published here as an example.

SAP Brand Mission Statement: "SAP helps make work become a more personally enjoyable and rewarding experience."

The SAP brand mission simply states in plain, straightforward language the goal behind the SAP organization. The SAP brand mission statement was articulated during a branding workshop held in November 1998, which included SAP's management and branding teams.

A company's brand mission statement should act as a gauge by which the company measures everything it does – how products are developed, how the company communicates with the world, how it presents itself in its marketing materials, even how the company answers the phones.

Involving key decision makers ensures the brand strategy will be respected and reinforced consistently throughout the organization. Only if a strategy has the proper support can it set the agenda for the company's development, design and communications.

 

Step Two: Identifying Brand Values and Brand Personality

Next, the company should identify the values and personality behind its brand – these elements become the basis for the brand strategy. The company should ask, "How do we want the world to view our brand?" and "What feelings and qualities are associated with our company?"

Brand values are the qualities that define and differentiate the company. The brand values reflect the fundamental philosophy of the organization.

For example, following is the core set of brand values recognized by SAP.

SAP Brand Values:

Developing and then reinforcing a brand's "personality" is crucial to connecting with the public on an emotional level. Doing so enables customers to begin viewing the company as a living entity, instead of as an unfeeling institution. A brand's personality is created by associating human characteristics with the company.

For example, following is the brand personality list derived by SAP.

SAP Brand Personality:

 

Step Three: Applying the Brand Strategy to Design

Once the foundation has been set, it is necessary to integrate the brand strategy into the visual representation of the company. Everything – brand identity, products, interface, packaging, brochures, trade shows, annual reports and marketing materials – should be executed within the context of the brand mission, brand values and brand personality in order to present the strongest image to the public.

It may help to bring in an outside partner to ensure all of these components reinforce the brand strategy. SAP, for instance, hired frog to create, integrate and coordinate SAP's design efforts for product, media and brand, in order to present a cohesive, stronger brand message and thus ensure brand equity would be maximized.

 

Conclusion: Nothing This Good Is Ever Easy

At face value, developing and implementing a brand strategy seems an arduous and costly undertaking. In all truthfulness, that assumption is not entirely false.

But only if a company is courageous enough to take the risk can it reap the rewards – in the form of a stronger brand, a more loyal customer base, highly dedicated and better performing employees and, last but not least, dramatically improved sales. In addition, the simplification and standardization effort of creating a brand program eventually leads to more efficient operations and better cost effectiveness for the organization. In the end, it appears more costly to not develop a streamlined brand strategy. A healthier, more focused, more profitable organization awaits you.

 

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