Evolving an International Brand

Evolving an International Brand

Evolving an International Brand

To effectively market and manage your brand you need to articulate what you offer and why this is unique. The same principles apply if you’re focused on the domestic market, exporting, or both. Central to this is having a defined Brand Purpose and Story. In this workshop attendees will be taken through the nuts and bolts of developing a Brand Blueprint. The session will be interactive, giving you the opportunity to develop some draft definition and thinking for your own brand.

Topics covered:

You will be taken through real life Brand Blueprint examples. Individual and group exercises will then be facilitated covering the following:

Situational Analysis – a structured framework for concisely defining your business’s export vision, target audience(s) and competitive brand space etc., as well as the health of your culture (in context of what your brand is aiming to achieve).

Brand Definition – working with a ‘strategy on a page’ framework you will run through sprint exercises covering:

  • Reason for Being
  • Desired Market Perception
  • Values
  • Tone of Voice
  • Story
  • Core Brand Purpose/Promise

Brand Health Check – assessing the performance of your brand in context of the draft definition you’ve developed against its current delivery.

Prior to the session:

It would be good to have a think about the following and jot down a few thoughts.

  • What are the dynamics/challenges of marketing a Kiwi brand in the export context?
  • How would you describe your main B2B and end user customers in a nutshell?
  • What makes your brand any more appealing to them (distributors and/or end customers) than the competition?


Nick Sampson – Strategy Director, Prinicpals

Nick offers over 20 years’ experience working with clients including Kiwibank, BNZ, NZTE, Firestone, Taranaki Region, Tower Insurance, EPIC Beer, Auckland Airport, Trustpower, InterCity Group, Taku Honey, Harrison Grierson, Bean Supreme and Plant & Food Research – to name a few. He believes a pragmatic and consultative approach is required to define the best road map for brand growth. This is structured around skilled facilitation through a proven process with the right people. The outcome focuses business planning, culture and service delivery. It also provides the platform for developing powerful identities, experience design and marketing to maximise business growth.

Steve Main – General Manager, Prinicpals

Steve has worked in advertising, communications and brand for over 20 years, and helped set up Principals’ Auckland office eight years ago. He studied business and politics at The University of Canterbury where he earned a BA in Political Science and a M.Com in Marketing. After university he lived and worked in Japan. He then had a marketing role for the Japan Travel Bureau in Auckland, before moving into advertising/brand where he’s gained experience across a wide range of sectors.

What you’ll come away with:

A good understanding of how a Brand Blueprint is structured, some initial draft brand definition, and thought starters around what you could do to improve it.


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