THE A-Z OF
FRAMEWORKS
Created by Baiba Matisone
HOW TO USE FRAMEWORKS?
#1
THE VENN DIAGRAM
This structure is a useful tool for showing the similarities and differences between two or more sets of data.
It is easy to understand and, due to its in education, it also confers some of the mathematical halo effect.
DIFFERENT
DIFFERENT
SAME
APPLES
ORANGES
GRAPES
JUICE
BRAND
BUILDING
BRAND
PURPOSE
This model is a blend of Brand Purpose-driven frameworks. It's a compilation of the most important aspects of brand building.
In the center of the model, you can see a big question of “WHY” or need to define the purpose of the brand which is the central theme in the whole brand building process. Knowing your “why” — and having integrity — is where authenticity has to start.
The “why/how/ what” questions are adapted from Simon Senek's “The golden circle” model.
Source: David J Carr
WHY/PURPOSE
Clarity: why you choose to exist, beyond financial gain
VISION: The difference you'll
create in customers' lives or the larger
world when you ultimately
realize your Purpose
HOW: Discipline: Specific actions that are taken to realise the WHY
WHAT: Consistency: Tangible proof and manifestations of the Why
MISSION: An ambitious yet achievable position in the market or in your customers' lives
VALUES: The principles and values that will accelerate your progress together
BELIEF: What do we hold to be true? What are the core beliefs of our brand?
MEASURES: Things that you can observe that indicate progress
ACTIVATION: What way do we bring it to life?
Additional information:
BRAND EQUITY
PYRAMID
Brand Equity Pyramid describes the product part of the Brand Core.
It starts with product attributes and transform it into brand benefits with the Benefit Ladder tool. Then it describes the personality of the brand based on the Censydiam or Archetypes model. Then it goes to the upper level and describes values the brand stands for or would like to be associated with based on its attributes (reasons to believe) and benefits it provides.
VALUES
PERSONALITY
BENEFITS
REASONS TO BELIEVE
MARKETING
FUNNEL
The marketing funnel is a visualization for understanding the process of turning leads into customers, as understood from a marketing (and sales) perspective. The idea is that, like a funnel, marketers cast a broad net to capture as many leads as possible, and then slowly nurture prospective customers through the purchasing decision, narrowing down these candidates in each stage of the funnel.
It’s important to note that there is not a single agreed upon version of the funnel; some have many “stages” while others have few, with different names and actions taken by the business and consumer for each. .
Awareness
Interest
Desire
Action
(Retention)
BRAND (ATTITUDINAL) METRICS
ENGAGEMENT METRICS & SALES
Source: Slade-Brooking, C., Creating a Brand Identity, Laurence King Publishing, 2016, UK
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