The 4 C’s of Brand Strategy


(upbeat music) – Today we are going to talk brand strategy, this girl’s favorite topic ever. I’m gonna give you my
proprietary four-C method to defining the foundation of your brand that you build everything else on top of. Hello, my name is Kaye Putnam, I’m the psychology-driven
brand strategist. I’m so excited that you’re here. Hit that subscribe button, the little bell will tell you whenever
I publish a new video. Lots of exciting stuff coming up soon. Back in the day I used to work for a traditional media company, a radio group in Tennessee. I went to work for a
digital agency that grew to one million dollars
in just over a year. After that, these days
I help entrepreneurs change the world with what they know. We do this by discovering
their enate brand advantage, so that they can grow their business, and impact more people. So through all of this
experience that I’ve had in the last decade and a half, and then now with working with my students through my Clarity Code
program, one-on-one, or my brand new brand
students, I have worked behind the scenes of over 500 brands, which have given me the
honor and the privilege to see what works and
see what doesn’t work, and what matter and what doesn’t matter. So I’ve developed this four-C process that I now teach to my one on one clients who pay between $10 and
$15 K to work with me, or for a lesser amount,
you can join my brand new brand program, and learn
this exact process as well. But let’s talk about the
steps that you need to take to build an unforgettable brand. (upbeat music) The biggest mistake
that I see people making is they skip straight to the visuals. They’re like design me a
logo, I want me some colors, and some fonts, and I
wanna look really good. But it doesn’t work, or even if it does, even if you have a really
baller brand identity, if it doesn’t speak to
what’s core to your business, if it’s not strategic
you’re gonna outgrow it in a year or two. It leads to this like
constant rebranding process where you’re just redesigning
your business every so often because you haven’t taken the time to figure out what the foundation
of your brand strategy is. I don’t even want to
consider how much money and people’s time that is
wasted on creating brands that just don’t speak
to the ideal clients, whether that’s with
copywriting, or design, because you haven’t done this work. So do the work first, then you
get a brand that is timeless, that works, and that
actually works to attract your ideal clients to you. Okay, let’s get into it. I organized the process into the four-Cs, and the first one is character. (upbeat music) Character is incredibly important. David Ogilvy, the founder
of the Ogilvy Agency which is humongous, and
intensely inspiring to me, he’s quoted that products, like people, need to have a personality
to stand out in the market. And I’m paraphrasing,
so I apologize for that, but essentially you have
to resonate with people on a human level if you want
them to pay attention to you. So the key to figuring
out your brand character is two parts, you have to
know what your personality is. I use brand architects
to help define this, it makes it a lot easier. It just gives us like a common language that we can talk about
your personality with, makes it more concrete and tangible. So are you caring, or are you rebellious, are you entertaining, or
super driven, ambitious? All of these are decisions that make up the character of your brand. And then on the other side of character, you need to define what your
unique point of view is. So what do you believe,
as a brand, that’s going to get people to stand up
and pay attention to you, that’s going to draw in the people that you want to work with, and repel the people that
aren’t a good fit for you? So character is personality
and point of view. (upbeat music) The next C in the four-Cs
is your brand commitment. So literally, what are you
going to be selling to whom? You have to figure this out, you cannot build a
business if you don’t know what you’re going to sell. So you have to start somewhere. You have to decide what
you’re going to sell, whether that’s a product,
a service, course, idea, whatever, non-profit,
whatever you’re selling, and then who is your most ideal market. And picking your ideal
market is kinda like dating in the beginning, like
you don’t really know. You write out that list of
100 different attributes that you hope that that person has, but then once you actually
start dating people you realize that okay, maybe one person doesn’t have my entire list,
but I really like this one. Or I thought I was gonna like this person, they’re really good on paper,
but we just don’t click. So not that type of person, but I do like this type of person. Again, it’s like dating, so
you have to have an ideal list and that you’ll refine that over time. (upbeat music) The third C is your brand credibility. Why should we believe you? What proof of results do you have that your product or
service does something for your ideal clients? Do you have testimonials? Do you have third party reviews? Do you have famous friends? It matters. (laughing) Human psychology, it
matters if you can show up with somebody who’s
famous in your industry. Like oh, that person must know
what they’re talking about because they know so and so. Or maybe you just have
implied credibility. So like your design is impeccable, you know exactly what
you’re talking about, you’re very articulate. And if this is the case than
people just naturally trust you because you seem to know
what you’re talking about. Or maybe you have degrees
or certifications. What are all of those
elements of credibility that build up the logic. So you’re gonna appeal to
people on an emotional level. With your personality and point of view, but you need to back it
up with some credibility on the logic level so
that people feel good about buying from you. (upbeat music) Lastly, the fourth C is the
context that your brand lives in and there’s two levels of
context that I usually focus on. First is the market level context, so who else is serving your
ideal client in this market? Who could be a substitution
for your business? And how are you different, not better, from that market level? And then second, underneath that level, is the cultural context. Think about it this way,
you’re operating your business in a very specific time and place. If our world went to hell
in a hand basket next week, and there was a zombie
apocalypse, chances are you wouldn’t be running the
same business in the same way. So think about the trends, or the forces, like what’s actually changing
in the world right now? What forces effect
things in your business? How do people perceive,
in general, your industry? What role are you playing? That all plays into the cultural context. (upbeat music) To hopefully make this
more clear let me give you three examples of three
very well-known brands and their basic character, commitment, credibility and context. So let’s start with Nike. They’re character is the hero, like they are aspiring everyday athletes to do things that are hard,
to overcome challenges. Their commitment has
changed over the years, but when they first started they were really focused on selling shoes. So they’re selling shoes to joggers or shoes to basketball players. That was their commitment. Their credibility is that
they have celebrities, like Michael Jordan, who are helping them sell their shoes, they’re
representing the brand. They also spent a lot
of time and resources into developing the waffle
soles of their shoes, and making them lighter,
and more technically sound. So those are their credibility elements. And then on the cultural
level, they came to market when jogging was just becoming a thing. It hasn’t always been thing,
it used to be kinda super weird but jogging was kinda taking over as a popular exercise modality. And then also, there was this culture of inner-city kids playing basketball who aspired to get out of
the city and become famous, like they see Michael Jordan
and other athletes doing. Okay, second big brand
example would be Apple. So their character has actually
changed a bit over time. So when they first started
it was more of this maverick. If you remember their 1984 commercial they were revolutionizing the industry, where PCs were like this big garment, or like big brother type of perception. They were the small guys. They were doing really different things. Over time as they become
a massive company, they’ve involved into
more of the magician. So they are paving the
way with new technology, they are the taste makers. They’re literally changing our lives with the things that they’re inventing. So that has shifted overtime. Their commitment is
they’re selling technology, computers, iPads, iPods,
all of those good things. Their credibility is actually design. Now obviously there’s way more depth to all of these case studies,
I’m just trying to give you and overview of examples so
that you can start to see how these four forces have impacted the biggest brands that we know. Okay, so final example, Lululemon. Their character is a mix of
magician and girl next door. So it’s all about building community, and then transformation
through inner power. Their commitment, they’re
selling at leisure clothing, generally to millennials, right? To like young professionals. They started off with yoga, and they’ve now branched
off into other directions. But originally, it was
for this yoga movement, which we’ll talk about
in the culture piece. Interestingly, their
main credibility element is this element of community. So they have been organizing like classes and whenever you see the Lululemon logo on somebody’s lower back it’s reinforcing this idea
that it’s a popular brand, and that it’s chosen by people who are active, who are professional, etc. A lot of their social media
content is user-generated, so it’s all reinforcing this idea of community within their brand. And then lastly,
interestingly, I just listened to an interview with the
CEO on How I Built This, one of my favorite podcasts ever. And he talked about noticing
two things in the market, so one, yoga was becoming
more and more popular, actually three things. Two, there were all of
these women, young women, they were now going to college. So he realized that when
they got outta college they were going to be this group
of young professional women who were waiting longer to
have kids, and have babies, who were making their own
money, who were buying stuff. And then third, at the time,
you wore like your rattiest, grossest 10 year old tshirts to the gym, but chances are, there were some people who maybe wanted to look
better when they’re at the gym. So those three cultural
forces that were changing, or that had the possibility for change, really poised the company for
rapid growth and for success. So I hope this helps you
define what your four Cs are. Like I said in the beginning
if you need any help with this, I walk you through this
process in much more depth, in either My Brand New
Brand group program, or with my one-on-one clients
in the Clarity Code program. And only once you do this
foundational, strategic, core work, then you’ll
be ready to figure out the voice of your brand, your visuals, and you visibility elements. If you skip right to the end
you’re gonna be missing out on a huge opportunity to build a brand that really matters to people, and that they’re naturally attracted to. So happy branding, let me know if you have any questions at all. Please subscribe to the channel, I have more valuable
videos about brand building and business growth coming up soon. See you guys next time. (upbeat music)

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5 thoughts on “The 4 C’s of Brand Strategy

  1. You're amazing! Love all the contents you've put out. Just wondering when you mentioned about finding the character & personality of the brand. What's the difference between the character vs personality in a brand you refer to. Could you please give some examples? Thanks heaps!

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