Brandhome method test® lite edition

STEP 1 – Strategic components:
defining vision, mission, ambition and identity

What is a company’s vision?
What we see in the world around us. What we see in the company. The way we want to evolve in the coming years.
What is a mission?
The goal of one specific campaign. The reason of existence for your brand/company. It’s the brainchild of one man.
How do you define ambition?
It’s what to realise and by when you want to have realised it. It’s the will to be the best. Your different ambitions are the potential paths your company might take.
Where does a company’s identity come from?
It’s the result of interaction between customer and company. You can’t create an identity; identity is fundamentally present at the core of the brand. It’s co-created between the company and the agency.
What’s the difference between a hype, a trend and a rage?
Their presence: a trend and a rage can be found in every part of life, a hype only in a few. Their origin: a trend is rooted in culture; a hype and a rage are made by brands. Their duration: a rage and a hype fade away quickly, a trend lasts longer.
What are the 4 levels of identity?
Company, brand, product/service, customer. Individual, company, brand, product/service. Market, company, brand, product/service.

Using the umbrella brand strategy means?
Promoting your brand by using promotional merchandise, like umbrellas, with your logo printed. Bundling all your products under one brand name. Having a bigger company with multiple daughter companies that have their own brands.
What do we sell to whom? This is also known as:
PDC (Product Distribution Combination). PBC (Product Brand Combination). PMC (Product Market Combination).
What are the first aspects in a brand or product customers notice consciously and subconsciously?
Points-of-difference (POD). Points-of-parity (POP). Emotional selling point (ESP).
What is ‘product architecture’?
The logic and position between different products and product variation in the portfolio. The infrastructure in which a product is made. A schematic portrayal of every KPI that comes into play for one brand.

What’s the difference between who I am and how I’m seen?
The difference between reputation and image. The difference between identity and image. The difference between reputation and vision.
What does the Brandhome periphery mapping^® tool help you with?
Showing you every group that buys your products. Showing you every group that comes into contact with your brand. Showing you every group that works for you in a direct or indirect way.
What is your house style part of?
Corporate communication. Commercial communication. Both.
The Brandhome communication matrix^® defines 3 target groups. Which ones?
A communication, usage and buying target group. Brand lovers, brand haters and a neutral group. Employees, customers and prospects.
Which five elements should be covered in the communication briefing and together form the Brandhome creative tile^®?
Creative, strategic, financial, operational and legal. Creative, financial, operational, legal and implementation. Creative, strategic, financial, operational and implementation.

Brand X is a new player in the market and wants to show that it belongs right there with the market leaders. What’s a good creative direction for the brand?
Show the brand as a leader. Act like you’ve always been a part of that market. Show the brand as a challenger.
Which of the following statements about fear in advertisement is true?
It’s a form of challenger branding. It’s one of the worst ideas ever. It’s a form of emotional branding.
How many creative routes is it best to take?
Only one. Always two. As many as possible.
Which of the following answers is not a type of creative approach in the Brandhome creative matrix^®?
Humour. Minimalism. Futuristic.
Is it possible to combine more than one of the basic types of creative approaches?
Yes, you can combine multiple approaches. No, never use more than one! It only confuses your customers about how to feel. No, you should only combine creative directions.

Should a brand play it nice and safe when talking about creative ideas?
No! Never! A brand should think outside the box. Cautious might be boring, but boring is good. This is a rule to live by! As long as you focus on one type of media you’ll be fine!
Which one is not a characteristic of a good communication briefing?
It inspires the creative. It includes some of the company’s own creative ideas. It leaves no room for interpretation.
Is it smart to use the same advertisement you made for television on a mobile audience?
Yes, that’s a great idea! It’s also a visual medium after all! Yes, otherwise you would just be wasting money. No that’s a terrible idea! Different media have different needs.
What is the most important aspect of today’s technologies?
It makes interaction possible. You can easily send it to as many people as you like. The high quality of digital media helps you show your identity better.

To avoid friction between agency and organization we give 4 guidelines. Which one of the following isn’t one of them?
Build your ambitions as you go. Check back to strategy and identity. Keep talking to each other.
Which of the following will be the most successful?
A huge budget with a mediocre idea. A great idea with a small budget. A great idea with a big budget. 
What’s the most important thing to remember when you work with a third party?
You give them only some basic visual guidelines; otherwise no creative idea will be born. Inform them thoroughly about the brand’s identity. You just let them work, time’s money after all.
What is the best way to decide on a budget?
Decide on a budget at the start of the campaign. Decide anew for every project during the campaign. Don’t use a specific budget but just a price to aim at.

For how long should a pay-off be communicated?
As long as the brand exists. The pay-off should be regularly changed. Per campaign the pay-off is changed.
What makes up the brand premium?
Price premium and service premium. Distribution premium and loyalty premium. All of the above.
What is the last stage of storytelling?
Storybuying. Storyselling. Storytelling.