Brand Greatness

Branding can be confusing. Jargon tends to hinder rather than help. We demistify the problem by using a model developed by Repubrand®, building on some research originally undertaken by Professor Leslie de Chernatony. We illustrate the use of the model with the British Heart Foundation

In the Repubrand® model, any brand has four basic components that together, form the brand experience

Vision

A statement of what the brand would like to achieve

Positioning

A unique idea which will appeal strongly to stakeholders

Personality

A representation of the emotional characteristics which people will sense and associate with

Presentation

The consistent use of colours, words, voice, pictures and behaviours that bring the essence of the brand to life

In our experience the simplicity and linkages of this model enables the brand to be managed for greatness across complex organisations. To learn more, contact Colin Gruar

The BHF has the following brand components to manage its brand across a diverse community of stakeholders

Vision

To eradicate heart disease within a generation

Positioning

Beating heart disease together

Personality

Vital, Innovative & Caring (e.g. vital research; innovative fundraising and caring support for suffers)

Presentation

A visual language library; A tone of voice library; brand champions who deliver training across the charity

 BHF Repubrand® model


 


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