The Brand House allows us to analyze and extract the essence of the brand and the motivations of the people who consume its products, in order to build a proposal that is relevant, that matters, interests and excites.
The Brand House takes into consideration the rational and emotional elements and contrasts them with the consumer and with competitor brands, so that the whole process is competitive and differentiating.
In this sense, the Brand House encompasses the definition of the company’s values and the design of the brand strategy. This strategy is contrasted with consumers and weighed against the competition.
In order to study the competition, a positioning map is created, which includes certain competitive axes, i.e. factors and values relevant to a specific sector. In this map, our brand and those of our competitors are located, making sure that the territory we are going to occupy is clear in our market, so that it costs less effort for the consumer to identify us with the values of that territory.
When approaching the consumer, we define a target audience profile. This profile includes geographic location, age and characteristics, but also certain attitudes that interest us to know their perception of the brand and the motivations for consuming a certain product.
In a meeting with consumers (Focus Group), we ask questions about their perceptions of a certain product category, about new consumer trends and about the brand proposition we have previously developed.
Once we have all this information, we develop the brand truths, which allow us to know which rational elements are the most important and the ones that support the brand proposition, and we establish its competitive advantage.
From an emotional point of view, we reflect the brand’s long-term ambition and define the brand essence. Thus, through a more creative approach, the brand’s message (claim) is determined.
When should a company create a Brand House?
When it is looking for a competitive tool that differentiates it in its sector on two levels: on a rational level – territory or differentiating brand positioning – and on an emotional level. Because when we define the Brand Soul, we contrast it with consumers and validate it with the client, so that we will achieve emotional proposals that differentiate us from the competition. Thus, becoming a competitive advantage.
The entire Brand House process takes four to five weeks. Work is carried out in four sessions: the first includes data collection or a meeting in which competitors and target audience are defined; in the second, the Brand Soul is developed; and in the third, the brand proposition is created with the audience and competitors; the fourth is the Focus Group, which allows us to learn about consumers’ motivations.
The closure of the project would be to generate a message (claim). The logical products to work on after completing the Brand House are the communication pieces. For this we can follow two paths: a Brand Manifesto in a video or advertisement format and a Content Strategy. With all this information, we generate a structure of touch points, with the tool of Consumer Journey, specific to all the types of audiences at different times in their relationship with the brand: when they don’t know the brand, when they do know the brand, when they are looking for a solution, when they buy, and when we want them to recommend the brand.
– Competition and target audience analysis.
– Focus Group and in-depth interviews.
– Brand essence session.
– Brand House.