BrandDNA+The+Brand+Blueprint-branding.pdf

To stand out from the crowd, brand owners and
managers face the difficult challenge of building
and maintaining brands that are authentic,
relevant and distinct.
In the quest to be different, brand guardians must
look to align their brand DNA with the needs of
audiences, creating a unique brand blueprint that
primes and positions for growth.

1. THE BRAND BLUEPRINT.
Your journey to a distinctively different brand.
© BrandDNA Limited 2019

2. Don't just be different.
Bedistinctively different.
To stand out from the crowd, brand owners and
managers face the difficult challenge of building
and maintaining brands that are authentic,
relevant and distinct.
In the quest to be different, brand guardians must
look to align their brand DNA with the needs of
audiences, creating a unique brand blueprint that
primes and positions for growth.
what a brand blueprint is, what it includes and
distinctively
brand.
•What we mean by a brand blueprint
•What we mean by distinctively different
•How to make the distinctively different possible
•The key ingredients of a brand blueprint
•How to start your journey of discovery
WHY READ THIS REPORT
© BrandDNA Limited 2019
This Brand Blueprint remains the intellectual property of BrandDNA Limited
and may not be copied, or used, without their prior written approval.
Use of any material within this report must be accredited to BrandDNA.

3. What do we mean by Brand Blueprint?
A brand blueprint is a detailed plan containing
all the information that is needed to create a
distinctively different brand.
Fusing Brand + Strategy, it will help you to
discover what is, define what could be, develop
what should be and deliver what will be.
What do we mean by distinctively different?
Behind every successful brand is a set of distinctive
characteristics. The fundamental qualities that define
and distinguish. A compelling backstory and a way of
thinking. This DNA is the 'heart and soul' of a brand
and its ability to stand out and be easily recognised.
Distinctiveness is the art of making your brand look
and behave like itself. Without the advantage of
distinction, you leave your brand vulnerable to
insignificance. This is where a brand blueprint comes
in. A brand blueprint helps you build a brand that is
consistently and distinctively different.
BRAND BLUEPRINT
© BrandDNA Limited 2019

4. How can a brand blueprint make the
distinctively different possible?
about being distinctively different. No two
somewhere in the brand story.
Distinctiveness is at the core of a brand
creation, evolution or revolution, a brand
blueprint gives you the power to explore new
possibilities and invent the absolute opposite
of ordinary.
DISTINCTIVELY DIFFERENT
© BrandDNA Limited 2019

5. The key ingredients of a brand blueprint
Follow these four steps to discover everything about your brand
and make the distinctively different possible.
DISCOVER EVERYTHING
DISCOVER
BRAND INSIGHTS
Undertake research to understand
your brand and how it is perceived
in a competitive marketplace
DEFINE
YOUR BRAND DNA
Translate brand insights into a set of
distinctive characteristics that will
DEVELOP
YOUR BRAND STRATEGY
Create a brand positioning strategy that
sets the rules and guidelines on what,
how and why you do what you do
DELIVER
YOUR BRAND PROMISE
Bring your brand language, tone,
personality and messaging to life across
your communications and campaigns
© BrandDNA Limited 2019

6. Observe your competitors get a good picture of
their market positioning, scrutinise their key messaging,
uncover their strategies and understand how you
compare
Identify the market trends recognise any consistent
trends that could be used to map your business strategy
Talk to your stakeholders listen to your employees,
clients, customers, suppliers and wider audiences to gain
deeper perceptions, opinions and emotional responses
to the brand vis-à-vis the competition
Analyse your business undertake a SWOT + PEST
analysis to assess the internal and external factors that
can affect the brand
Audit your communications review all your printed
well and whether messages are clear and effective
DISCOVER BRAND INSIGHTS
© BrandDNA Limited 2019

7. Determine your target audiences identify who you
are trying to talk to internally and externally. Be as
specific and detailed as you can
Explain the benefits describe the functional (what
you offer people) and emotional (how you make
people feel) benefits delivered by the brand
Identity your brand personality describe the set of
human traits and characteristics assigned to the brand
Define your brand USP describe the benefits of the
brand, how it solves a need and what distinguishes it
from the competition
Capture your brand essence
-word distillation of
DEFINE YOUR BRAND DNA
© BrandDNA Limited 2019

8. Review your brand architecture review the way in
which the brands, products and services in your
portfolio are related to, and differentiated from, one
another
Establish your brand positioning strategy develop
a clear understanding of why the brand exists, how it
executes and what it offers the market
Evolve your brand positioning statements establish
and protect the vision, mission and values as the
guiding principles of the brand
Articulate your brand promise describe the unique
value and benefits of doing business with the brand
Create a brand strapline summarise what the brand
stands for in just a few words. The strapline can be
functional, emotional or both, but it should be coherent
with the brand positioning
DEVELOP YOUR BRAND STRATEGY
© BrandDNA Limited 2019

9. Develop a brand messaging toolkit articulate the verbal
elements of the brand by summarising the key terms, key
messages, narratives, proof points, and audience-specific
messaging needed to provide consistency and credibility
across your communications
Create a strategic marketing plan understand your market,
identify business opportunities, set clear, actional objectives,
define the marketing strategy and create a 12-month action plan
Launch a marketing campaign map out the campaign
objectives, strategy, tactics, creative theme, messaging,
plan and roadmap
Build marketing assets create powerful, consistent and
compelling assets that speak to audiences with confidence
Write engaging content create content that communicates
messages clearly and helps to grow the brand
DELIVER YOUR BRAND PROMISE
© BrandDNA Limited 2019

10. Discover more by working with BrandDNA
to apply our brand blueprint to your business.
Already started the brand building process and
want some guidance and support? No problem.
Connect with Rob at BrandDNA:
www.linkedin.com/in/robkingbrandstrategist/
BRANDDNA
Start yourjourney of discovery
inquisitive by instinct. We work with brand
managers, brand owners and marketing/design
agencies to prime and position brands for growth.
Services include:
•Brand research
•Brand analysis
•Brand planning
•Brand identity reviews
•Brand consultancy
•Creative copywriting
•Campaign planning
•Creative concepts
•Content creation
•PowerPoint presentations
•Word document/templates
•Website planning
© BrandDNA Limited 2019

11. BRAND +STRATEGY
Tailored to yourunique objectives
Marketing/Design Agencies
Managing Directors
Client Services Directors
Strategic Planning Directors
Creative Directors
Account Directors
Account Managers
Schools/Independent Schools
Headteachers
Bursars
Director, Marketing & Admissions
Marketing Managers
Marketing Officers
Development Directors
B2B and B2C
Managing Directors
Marketing Directors
Marketing Managers
Brand Managers
Product Managers
Campaign Managers
© BrandDNA Limited 2019

12. BRAND+STRATEGY
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[email protected]
branddna.uk