Most brand Doers - marketers - are stuck in answering the "how-to" questions, which means these brands are struggling in the preparation of promotional plans, advertisements and various social media trivia which according to them will have an impact on strengthening brand engagement for the customers. The situation becomes more challenging when the plans do not depart from the brand’ objective and strategy. Brand message and narration then sink into sameness, the difficulty of building distinction to the brand building which only ends up being a gimmick and short-lived popularity. Moreover, brand development only prioritizes product consumption, while customer needs are broader values than that.
According to Aaker, powerful brands are built inside out, which is to build brand strength from the inside. One example is the readiness of the brand blueprint which is also an important part of the business starter pack; along with the business plan. Blueprint brand maturity will determine the strength of the brand strategy. Here are a few things to consider in developing the blueprint of a brand.
1. Brand Blueprint is a Design Thinking
A prototype brand in the form of a brand mindset that will be implanted and in the minds of potential customers along with the process is the final form of a brand blueprint. The formation can be done one of them through 7 steps of design thinking as mixed by Ambrose and Harris, namely: define, research, ideate, prototype, select, implement and learn. The sharpness of design thinking also determines the quality of a brand Doers.
2. Mapping the system of customer needs to be met
Fulfilling the needs of customers does not always stop at the stage of product consumption. Customers satisfaction will be achieved if the system needs can be optimally met by the brand. Foresight and creativity of brand Doers in mapping and managing system needs are very important in building brand propositions that determine customer attractiveness.
3. Building a brand journey for customers
The objective of brand building is to build strong associations with businesses. To achieve this, the customer goes through a process and a journey. There is no shortcut to developing association among the customers, but rather strategic paths through a comprehensive, easy journey and equipping customers with memorable experiences. A good journey is known with certainty of the direction to go and the starting point.
4. Mapping touchpoints, call to action and key performance indicators
Channels and brand communication media are some of the transportation used by customers to have an adventure in meeting the needs while building strong engagement and associations with businesses. Other transportations are taking the form of brand culture, brand people, the atmosphere and services also took the attention of customers. For this reason, brands need to build effective and easily digestible directories through the presence of various touchpoints and call to action (CTA) signs. Presenting touchpoints and CTA needs to be based on key performance indicators so that the brand development process can be monitored and evaluated in order to strengthen the quality of the process because brand development is a lifetime process.
5. Calculating the Brand Budget
The financing problem (budgeting) seems to be a constant challenge faced by brand Doers. Financing efficiency is not merely a matter of minimizing brand activity and branding but is determined by the strategic efficiency of the brand blueprints. By compiling the blueprint brand comprehensively, financing can be determined and avoiding unexpected budgets in the activation process. In addition, with the foundation of key performance indicators, it can also help brand Doers to regularly calculate the brand return of investment (BROI).