Developing Brand Value Proposition - Methodological or an Intuitive Inference ?

Every product with human centric value addition follows one of the two decisions

A. Clouded under suite of features with no clear brand identity or brand value proposition

B. One singular brand that permeates across product strategy, feature-roll outs, integrations and major activations

Having conscious awareness of understanding the flow process determines how entire product, marketing playbook gets activated in integration with brand playbook

Branding has been seen synonmous to logo, tagline and preliminary brand assets.

Today when time to launch a venture, digital products and creating such assets is extremely low - going all in without a methodological approach creates stupendous downpour of monetary value with no clear path till the end.

Building Brand playbook comprising of brand identity, personality and brand assets is just one phase of activation. Integrating this playbook into core product, marketing and operations verticle unlocks all roll-outs, seamless messaging and appeal

How typical playbooks operate ?

A. Creating Brand Assets

B. Working on Product or Operations Differentiator

C. Rolling out various features, initiatives, innovations in standalone way or silos

D. No Integration of brand value proposition on product or marketing pillar

E. No solid brand communication guidelines and random communication across various channels

F. No thought-process to integrate trends or major events in the brand integration

G. Lack of singular perception across product, marketing and branding

Reaching that relevant brand value proposition is one time process. Integrating it across product and other domains requires continuous improvement.

As depicted in the brand playbook and integration module, the cos. having relevant brand value proposition and integration across other domains go on to create upgrade in the most pressing manner.

However, there is an increased emphasis on what other players are doing in the similar market or parallel market.

This is not at all irrelevant. Having an emphasis on the same is good, letting go of one's core unique identity and shifting domain's playbooks every now and then leads to tremendous downpour across various domains.

Cos. built with increased emphasis on other players will launch similar features, having similar sort of messaging with overlap of their own brand assets. This is good in markets where there is increased focus on tech elements vs human centric value proposition.

World's best cos. and their roll-outs have been created based on their own observation, internal iterations and innate mindset to create pathbreaking innovations

Innovative ventures by default need to overlay or map Brand Playbook and Integration module on top of the innovations they are rolling out.

And that's where it is required to create a brand playbook and integration module.

What are the core benefits of Brand Playbook and Integration Module framework ?

A. Innovations rolled-out are in integration with brand's core value proposition and they are not stand-alone

B. It enables making the most of limited dollars when one is rolling out multiple innovations

C. It de-risks innovation pipeline and allocation of dollars in various initiatives

D. Succint messaging, brand guidelines and communication

E. It goes on to create insignificant value addition for the core target audience

F. Roll-out of product strategy, product features, marketing roll-outs, innovations are in line with the brand playbook

The framework is one of the standard enablers and it will become "must to have" instead of "good to have" in the time to come