We narrate unforgettable brand stories that create positive change.
Methodology revolves around building the brand according to our unique methodology called The Eight Ingredients of Branding™. If one of the ingredients is lacking, the brand won't be built. This unique methodology has helped us during the past fourteen years in building strong and unique brands that live in the mind of the consumers. The unique methodology also includes brand testing, brand services and brand name testing. The methodology is a trademark of Anja Bauer Minkara and it has been used on more than a hundred brand strategies.
What is this model all about
The eight ingredients that build the brand™ constitute a checklist of what is needed for the brand to prosper. Without even one of the ingredients, the brand will be weak, destined for failure. The ingredients simplify the brand building process and create a “formula” that when implemented well works wonders. It is useful for everyone who is either checking if their brand needs rebranding and which ingredient needs more work or for strong brands to see what the competition has potentially better then them.
The first ingredient: Relevant emotional associations
Relevant emotional associations make the first ingredient that creates your brand story. For a brand to prosper you have to ensure that it has the right weapons in the form of emotions.
Fueled by freedom
Harley Davidson is a kick-ass bike but without its story or emotional associations that is all it would be. Harley Davidson is synonymous with freedom. It is freedom from the everyday troubles like work and family related problems, traffic jams, annoying bosses, financial worries. By hopping on your bike you are freed from the shackles of the everyday. When you are joined with a lot of like-minded people the experience only gets better and the emotions stronger. Harley Davidson today runs on freedom, and when people get tired of freedom (and I hope they never will), they’ll turn to some other brand. Without emotions, brands are unadorned Christmas trees. They lack the unique emotion that a brand should offer the consumers.
The second ingredient: Differentiation
It is disastrous for a brand to copy another brand and there is nothing as annoying as a copycat, whether a person or a brand. But what if your story and your associations are so strong that copying the brand would be perceived as impossible. What do Nike and adidas have in common? The product, not the brand. The weirdest part of branding is that you can easier copy the product than the brand story.
The third ingredient: Psychographic characteristics and brand positioning
What if you were targeting women who didn’t feel like moving from their couch, have a memory of their strong legs and muscular arms because they used to do sports, they have the drive in them, but their motivation got lost on the way of becoming a mom and/ or satisfying ambitions at work – well, then you need to get them into “JUST DO IT” mood.
The fourth ingredient: A form of self-expression
I have, I wonder if you have. Have you ever thought a brand was created for you, especially for you, and if not for you the way you are, well then for you the way you want to be. Brands inspire us, they make us work, they make us eat/wear/drive/use them. You get the point. We are motivated to want to become a part of their story.
The fifth ingredient: Targeted communication
Let’s say you have an incredible product and good distribution but you don’t have the emotion the brand needs to communicate. Then, I have no idea what you will communicate. I hope you won’t talk about the good quality only, because that’s boring and unoriginal. Boredom is a brand killer. You have to tell people the reasons why they should pick you and not some other brand.
The sixth ingredient: Accessibility
Do we need to say that inaccessibility is the death of the FMCG brand, yet over accessibility is pointless for a luxurious brand? Everyone knows that, and still accessibility, as an ingredient is so not talked about. But in the online era, one wonders about the utility of real stores.
The seventh ingredient: Value
Without value or good quality there’s no brand. If your brand does not have quality, don’t do the branding because branding cannot mask bad quality. Your consumers won’t come back to you if you have disappointed them with bad quality. First work on quality because it is the foundation of the whole brand.
The eight ingredient: Relevant share in the mind of the consumer
What brings about the creation of the relevant share in the minds of the consumers?
A unique and pertinent story invites the consumer to take part in that story. That is why the brand creators have to be great storytellers because without the story the brand is plain boring. What is a brand without a good story? It is not a brand at all. It is not a brand that will create loyal followers or drive sales long-term.