The road to compelling campaigns, thoughtful branding and successful concepts can be long and crooked, but with Louder Family’s model it becomes clear and easy. Our eminent Art Director & Creative Director Linnea Härjerud orients you in the process behind a brand’s DNA and success.
Hey, Linnea! How are Louder Family’s branding babies born?
We use a strategic positioning model called 4D-Branding that results in a so-called Brand Mind Space.
The model argues that a brand consists of four dimensions of values that coexist as a whole, rather than in a hierarchical order such as in a fire pyramid.
Brand Mind Space then rubs off on the consumer and the target group, who recognize themselves in and want to be associated with the characteristics the brand possesses.
A successful brand consists not only of a product, but of associations, emotions, values, attitudes and lifestyle.
What is the purpose of 4D Branding?
The purpose is to create a DNA for the brand, or change an existing DNA. After that, it is easier and more time-efficient to build coherent strategic and tactical communication at all levels. For example, a new or partially new graphic identity.
Want to tell us about the different dimensions that all brands should befriend?
*Functional dimension: Is about actual physical quality and efficiency of the brand. That is, what a product promises and fulfills physically, for example, that Cola briefly quenchs your thirst and contains caffeine that makes you alert.
But as well as a human being easily becoming quite uninteresting if it is just a body without personality, then a brand becomes the same. The other three dimensions are therefore super important to create the right image around a brand.
*Mental dimension: Every person has an inner self, with thoughts and dreams. The mental dimension is about your feeling in contact with the brand and what it inspires you to do. Ikea’s products, for example, may make you feel a little handy and inspired to further make your home nice and functional.
*Spiritual dimension/Host dimension: It’s about what the brand brings worldly and how it affects the world. In short, it is the perception of global and local responsibility, for example, it can be environmentally friendly choices in production or products that contribute to a more active lifestyle.
*Social dimension: We humans base our purchases on what we feel best conveys or depicts our social identity. For example, Nocco that can be associated with a young, sporty and active person; other people see you as young, active and sporty. Brands increasingly define social status.
How are the different dimensions defined?
I use self-developed methods based on scientific methods and social psychology research. Among other things, I ask the team specific questions according to different methods, exercises and models so that everyone understands the brand, ends up at the same level and agrees on the positioning. After that, we can fill in the dimensions of Brand Mindspace for their particular brand, and start with it when we translate it into visual communication according to all the rules of social psychology.
What is the strength of 4D branding compared to other positioning models?
In many other models, the physical dimension becomes a little too strong evenly against other aspects. The strength of 4D is that the model is dynamic and connects the brand to a whole. Then we as an agency gain much more weight in our strategic communication decisions, regarding the whole of everything from design to channel selection (and a marketing manager has something to base a marketing plan on.)
We also use complementary methods, when it turns out that it is needed, but usually 4D goes a long way as a linchpin and DNA.
What does the work process look like?
I set up a workshop with the customer, where we discuss the brand. I go through the working method with a presentation and explain the purpose of it all. During various workshops, I guide our customers through the positioning process in different steps and exercises until we all agree on where the brand should be moved or how it should be built.
What are the challenges?
It’s surprisingly often a team doesn’t know its brand in and out or even have the same visions. This is evident in the exercises we do together and usually surprises customers more than me perhaps. They all know their product but have different ideas about everything around them; the form of an actual trade mark.
It is important to manage to get everyone on the same course and get everyone to dare to drop their own performances, taste and taste as far as possible. Just because Lasse, who runs a toy store, personally likes black, red velvet and gold doesn’t mean it suits his target audience, that’s not where his brand will succeed.
The methods I work with are great because everyone in the team gets a unanimous view of the brand, which makes it easier for us to work out a clear goal image, positioning and starting point in the branding. In addition, subsequent design and communication work becomes more time-efficient.
Why is it important to have a clear positioning?
In a branding-building process, the goal is to create something that consumers choose over the competitor’s ditto. We find out what a brand should build for the image in the target group’s consciousness and create a unique position in the market.
It is very important that a brand feels alive, like something the target group and demographics want to get to know, befriend and socialize with. And everyone is attracted to different things. We give brands a soul and a personality that the target groups will want to embrace, that is dynamic and can be developed over time.
Finally Linnea, what is your top tip to all the entrepreneurs out there to succeed with their brand?
Partly to create a clear business idea and vision; to be interconnected, but above all: get help. It’s an important process, and it can feel time consuming when you just want to get started quickly and get a logo. But once you have gone through a proper positioning and branding process, you stand with so much valuable insights that the work will then go all the faster, be accurate and the brand will not be watered down.
Enlisting the help of experts makes the whole process really rewarding and more insightful than you might first think. It will help your business achieve new goals, develop and profit for companies.
That’s obvious, isn’t it? If not; let Linnea lead you the way with her exclusive methodology and expertise! Are you ready to strengthen your brand and take it to new heights? Do not hesitate to contact us and tell us more about your needs, and we will find a solution that suits you!
Many thanks for this manual in Branding Linnea!
- Positioning: To give the brand a unique position in consumers’ minds. During a positioning, a company decides which position the company’s offer should reach in the market.
- 4D Branding and Brand Mind Space: A four-dimensional positioning model, also used to understand a brand’s strengths and weaknesses. Can be used to create a new brand, or rework an existing one. The model results in a “Brand Mind Space” i.e. a brand’s DNA. The goal is to identify a clear aspiration and goal with the brand, and to strengthen the brand in all dimensions. Based on this, you can then create relevant branding and successful design and communication.
- Workshops and methods: Self-developed methods, based on social psychology research, are used during workshops to develop answers to the four dimensions and unite the team around positioning.
- Branding: The process of giving meaning to customers by creating and shaping a brand in the consumer mind. A strategy used to help people identify and experience a brand by giving them a reason to choose that particular brand over that of their competitors, by clarifying what the brand is and isn’t.
- Social Psychology: A mixture of psychology and sociology that deals with both the individual’s unique characteristics and characteristics, as well as how the individual’s social environment affects the individual’s social characteristics.