Brand Architecture

1
Brand Architecture

• Plain Simple

2
Resonate Create - Motivate

• At RJC we believe that Plain Simple
  communication is the only way to
• have our clients message resonate with consumers
  in order to
• create a strong desire that will in turn
• motivate them to buy our clients product our
  service

3
RJC, The Power to Motivate

• Our ability to provoke action through creating a
  powerful, emotional connection with Plain
  Simple communication.

4
How We Start

• We begin by asking our clients and potential
  clients just three questions
• What is your businesss Mission Statement?
• What is your brands value (perceived or
  otherwise) to your consumer?
• What is it about your brand that makes your
  competitors nervous?

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Why (We Start This Way)

• Because there is nothing (almost) that our
  clients competitors cant duplicate in a matter
  of weeks or months, if they put their minds to
  it. So we need to determine what competitive edge
  you offer your customers that cannot be copied by
  anyone else.
• So while competitors can steal just about any
  idea, service or price point, they cant steal
  your most valuable asset.your Brand. Lets be
  clear here.Your brand is not your tag line. (Tag
  lines come and go).

6
We Build Brand Power

• Brands need to convey a single distinct brand
  virtue, that sets you apart in the category, and
  resonates with your audience (touches them) on
  the subjective emotional level, which translates
  into a powerful sense of motivation.

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What is A Brand Virtue?

• An aspiration or desire directly linked to a
  fervent wish or solution to a problem

• Dependability
• Trust,
• Value,
• Respect,
• Love, etc.

• Hope,
• Consistency,
• Safety,
• Empowerment
• Happiness
• Esteem,

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Examples

• When you think of a (1) retailer, (2) fast food,
  (3)
  safe-automobiles or even (4) a shipping company,
  who and what come to mind?
• Answer
• (1) Wal-Mart (Value)
• (2) McDonalds (Consistency)
• (3) Volvo (Safety) and
• (4) FedEx (Dependability) should come to mind.
• These companies have built consistent rock-solid
  brand identities in their respective competitive
  arenas by creating an emotional connection with
  consumers.

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Electronics
10
Person
11
Athletic Shoe
12
City
13
Greeting Card
14
Gift
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Plain and Simple Definitions
16
Brand

• An emotional connection (FEELING), that serves as
  the bridge between you and your customer.

17
Brand Virtue/ Essence

• A compelling aspiration or desire (we uncover
  through research) that represents a powerful
  sense of motivation to buy a product or service.

18
Motivation

• To provoke a desired action or feeling.

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True

• Conforming to fact, worthy of belief, actual,
  reliable.

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Meaningful

• Important, having great significance.

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Distinctive

• To set apart, differentiate, distinguish from the
  rest.