Step 4: customizing the brand
proposition – the foundation for a
truly desirable brand
The purpose of customizing the brand proposition is to bring it closer to the real life and world of the customer. Making it more relevant, more appropriate and, not least, making the brand more useful for the customer. In this chapter the process to achieve this is explored and explained.
The objective of the process is to develop a brand proposition, which for each customer will differentiate the brand in the mind of that particular customer (or potential customer) so that the brand will be perceived, experienced and accepted as superior and more desirable than other alternatives in the category.
To customize the brand is in one sense a totally straightforward process in that it is simply to adapt and adjust the brand proposition to the conditions of each individual customer. As explained earlier, that is the theory. The practical application of the theory is to adapt the brand proposition to each customer segment.
BRAND AND A SEGMENTATION MODEL
For a successful and effective customization process two things must be in place, a well-defined brand and a segmentation model.