Shahrazad Esfarjani, after several decades of service in the field of graphic design and packaging, advertising and branding in the private sector and years of learning from world-class professors and schools, finally realized his dream of creating a model to understand the complexities of this field. This model was unveiled on 29 September 1401 during a special ceremony with the presence of experts and activists in the field of branding, advertising, industry and business. The control tower model is designed in three general sections and seven steps (floors); which takes place in each of the actions related to each other. And in that there is an internal staircase that flows the values of the organization to other floors and in a continuous movement between the floors, integration is transferred from the inside to the outside.
The brand guidance tower is the result of combining the knowledge of modern branding in the world and the experience of implementing it in Iranian companies by a team that has faced many challenges many times along the way to taste the good taste of success through correct branding to small and large Iranian organizations. Empiricism, applying modern knowledge of branding and using the data of brand equity assessment (BAV) are effective solutions that can be the baggage of the audience of the “brand steering tower” model. We hope that this model, which is the result of Shahrzad Esfarjani’s years of professional and personal experience, will become a beacon for today and the future of all brands. In the following, you can read additional explanations about the introduction of this tower.
What is the "brand control tower" model?
Introduction:
Since many years ago when I got acquainted with a new concept called brand, many changes have happened in the market, buyers, their lifestyle and the importance of brand for them. Knowing the purchase and consumption market has undergone a great transformation with the growth of technology and has affected all relationships, functions and processes and taken it to another level. Today, we are in a world where buyers have dozens of choices for everything, and on the other hand, organizations face increasing market challenges every day. Based on these facts, achieving fast growth and reliable income is not easy! But in the meantime, some far-sighted people, managers and organizations are looking for new business models to ensure their growth in the future. They are always thinking about reinventing the core of their business. These companies offer new and better ideas, strategies, products and services every day, but today they need deeper strategies to manage brands.
In the business world, branding or branding, creating a fit with the needs of the audience, creating distinction and establishing continuous communication with them, has become one of the main concerns of the owners and senior managers of organizations. In today’s complex world, audiences and consumers are immersed in a world of brands and their similarities, and on the other hand, we see that issues such as economic pressures, the mass of information on the Internet and social networks, have increased the speed of reaction, changing the buying and consumption behavior of the audience. In such a situation, the audience gets confused when choosing between brands, and to get rid of this confusion, he needs distinctive and stable brands to be his guide. Such brands are leaders and aligned with the audience’s values. For this reason, the only way for a brand to survive is to reach the leadership position (Brand Leadership) so that it can be a reliable and distinctive guide for the audience.
The leadership tower of the brand shows a common way to reach the leadership position and the way it deals with the challenges of that way causes the transformation of the brand from the inside to the outside. For such a transformation, it is necessary for managers to identify the things they assumed to be certain and revise them! Because this changed relationship with the brand elements is the origin of their distinct capabilities in leadership! The “Brand Guidance Tower” model is a complete guide that can guide brands to reach this position. In this position, the organization has a continuous commitment to fulfill its promises to all its stakeholders, which is in accordance with their needs and creating favorable distinctions for them. As a result, in the end, the organization can achieve its desired popularity and manifest the brand values. Brands in leadership positions not only react quickly to changes in the market, competitors and audiences, but are also the source and inspiration of changes in the industry and business.
Introduction:
Since many years ago when I got acquainted with a new concept called brand, many changes have happened in the market, buyers, their lifestyle and the importance of brand for them. Knowing the purchase and consumption market has undergone a great transformation with the growth of technology and has affected all relationships, functions and processes and taken it to another level. Today, we are in a world where buyers have dozens of choices for everything, and on the other hand, organizations face increasing market challenges every day. Based on these facts, achieving fast growth and reliable income is not easy! But in the meantime, some far-sighted people, managers and organizations are looking for new business models to ensure their growth in the future. They are always thinking about reinventing the core of their business. These companies offer new and better ideas, strategies, products and services every day, but today they need deeper strategies to manage brands.
In the business world, branding or branding, creating a fit with the needs of the audience, creating distinction and establishing continuous communication with them, has become one of the main concerns of the owners and senior managers of organizations. In today’s complex world, audiences and consumers are immersed in a world of brands and their similarities, and on the other hand, we see that issues such as economic pressures, the mass of information on the Internet and social networks, have increased the speed of reaction, changing the buying and consumption behavior of the audience. In such a situation, the audience gets confused when choosing between brands, and to get rid of this confusion, he needs distinctive and stable brands to be his guide. Such brands are leaders and aligned with the audience’s values. For this reason, the only way for a brand to survive is to reach the leadership position (Brand Leadership) so that it can be a reliable and distinctive guide for the audience.
The leadership tower of the brand shows a common way to reach the leadership position and the way it deals with the challenges of that way causes the transformation of the brand from the inside to the outside. For such a transformation, it is necessary for managers to identify the things they assumed to be certain and revise them! Because this changed relationship with the brand elements is the origin of their distinct capabilities in leadership! The “Brand Guidance Tower” model is a complete guide that can guide brands to reach this position. In this position, the organization has a continuous commitment to fulfill its promises to all its stakeholders, which is in accordance with their needs and creating favorable distinctions for them. As a result, in the end, the organization can achieve its desired popularity and manifest the brand values. Brands in leadership positions not only react quickly to changes in the market, competitors and audiences, but are also the source and inspiration of changes in the industry and business.
The “Brand Guidance Tower” model is a tried-and-tested, integrated and localized experimental model that guides its audience through separate but interconnected steps (classes) like a map to achieve the desired and distinctive reputation of their brand. Such guidance that shows the relationship between classes in brand management is not available in reference books. This model can be used for product and service brands as well as individual and organizational brands. It is made in a special way (Tailor Made) that fits the needs and differences of each organization and brand. It has an internal staircase that flows the organization’s values to other floors, and in a continuous movement between floors, integration is transferred from the inside to the outside. It is designed for today’s world and it answers and solves the complexity and how to publish brand stories in a thousand and one mediaBurj Rahbari is the result of combining the knowledge of branding in the world and the experience of implementing it in Iranian brands by a team that has faced many challenges along the way to taste the good taste of success through correct branding to small and large Iranian organizations. Empiricism, applying modern knowledge of branding, and using brand specific value (BAV) measurement data are efficient solutions that can help the audience of the “brand steering tower” model.
The differences of this model can be summarized as follows:
It is a model that is tailor-made to suit the needs and differences of each organization and brand. The Burj Rahbari model is designed in three general sections and seven steps (floors), in each of which actions related to each other take place, and it has an internal staircase that flows the values of the organization to other floors and in one round trip . Continually between classes, the integrity is transferred from the period to the outside. It is designed for today’s world and it answers and solves the complexity and how to publish brand stories in a thousand and one media. Burj Rahbari is the result of the combination of modern branding knowledge in the world and the experience of implementing it in Iranian companies by a team that has faced many challenges along the way in order to taste the good taste of success through correct branding to small and large Iranian organizations. Empiricism, applying modern knowledge of branding, and using brand specific value (BAV) measurement data are effective solutions that can help the audience of the “brand steering tower” model. And in its construction and processing, the translation and simplification of the complex concepts of the latest and most comprehensive sources and world reference and tested models have been used into fluent Farsi. Three groups of audiences: CEOs, senior and middle managers (especially marketing, sales, brand, financial and human resources managers) and advertising agencies (advertising, content and advertising) are the main audiences of this model. It is noteworthy that without the support of the first two groups, it is not possible to implement these guidelines in the organization. Because this model, in addition to providing a holistic strategy, also specifies the way to implement and operationalize the measures, and in the development path, it pays attention to the internal stakeholders in addition to the external stakeholders. As a result of this model, it becomes possible to create real value for the brand and all the elements of the organization are united on a future.
How is the brand management tower implemented?
It can be said that the control tower model is designed in three general sections and in seven steps (floors), in each of which actions related to each other take place.
These three sections are:
1- Research before strategy
2- Preparation of strategic decisions and documents
3- Compilation of brand narrative and communication
⦁ First part: research before strategy (first and second floor)
The “brand control tower” model, like any huge and powerful building, must be built on a reliable foundation and with sufficient knowledge of that foundation. For this reason, the first stage is excavation, and then the next stages are building the tower with the highest strength. In this model (excavation or the same), knowing the foundation means a deep knowledge of two aspects of the organization. The “brand control tower” model, like any huge and powerful building, must be built on a reliable foundation and with sufficient knowledge of that foundation. For this reason, the first stage is excavation, and then the next stages are building the tower with the highest strength. In this model (excavation or the same), knowing the base means deep knowledge of two aspects of the organization.
The first floor: investigation and recognition within the organization
Examining and recognizing within the organization means recognizing one of the main relevant (and sometimes forgotten) circles, i.e. employees, founders and spinners of the organization and brand. In this class, we deeply examine the reasons for the existence and formation of the organization from its birth to the present moment, and the information obtained from this class has helped to form and record the values, mission, vision of the future, and since it comes from the heart of the organization and the values of the founders. The organization has been achieved, it is distinct and unique and like a lamp, it illuminates the path of the organization.
The second floor: investigation and recognition outside the organization
Reviewing and knowing outside the organization, in short, means deep knowledge of competitors, trends and audiences. The information obtained from competitors and the evaluation of key trends in society (trend) and in the industry, which helps the organization in predicting how the market will change and determine its future competitive strategies, and the information obtained from consumers of the service or product to It means finding their unexpressed need and desire and deeply understanding their vision towards the service or product and the brands that provide it. Planning for all kinds of marketing and branding activities without having the necessary information about these two aspects is like building a building on weak and unstable ground; Therefore, Shahrazad Esfarjani’s leadership tower is built on two fundamental layers based on research and observation (internal and external) and their completion is obligatory and necessary to move to the next steps (layers).
⦁ Second part: Compilation of decisions and strategic documents (third, fourth and fifth floors)
In the second section of the guidance tower, where the three middle floors of the guidance tower (floors three to five) are located, the strategic decisions of the organization will be formulated and approved according to the information obtained in the first two floors.
The third floor: the audience and their insights
Iran is the land of various classes and cultures, and for many reasons, due to the influences derived from ethnic diversity, geographical environment, as well as historical and social developments in the last hundred years, this country cannot be simply classified with classic marketing divisions such as economic classification (A B C D E), generation (Gen X, Y, … and …) made in Western societies, without localizing it. On the other hand, such divisions focus more on the demographic characteristics of the audience and pay attention to the behavioral characteristics of the audience, which are influenced by factors beyond demographic characteristics. For this reason, in Burj Rahbari, Shahrazad Esfarjani proposes a five-column GPA model for audience segmentation. Using this table and GPA from it, the audience can be divided with the help of a set of demographic and behavioral characteristics. In this class, with the help of this Table and referring to the information we obtained in the research, we determine the audience of the brand (service or product) and extract their insights.
Fourth layer: brand positioning statement
Position statement (mother brand, sub-brands, products or services) is written in this class. Writing a position statement means creating a desirable future that we move towards from the present with persistence and commitment. Drawing the position of the brand means specifying the position and the land of our future to which we invite the audience. This statement is the most important document of the organization because it integrates all internal (senior managers) and external (especially audience) executive, development and communication activities.
Fifth floor: brand architecture
Examining in simple language, brand architecture, means to clarify and specify the relationship and the way an organization’s brands interact with each other and with its products and services. Growth and development are two inevitable and interconnected elements in the progress of an organization, which is generally formed through the expansion and development of products / services or the establishment of new companies with the aim of attracting a new group of audiences; In this regard, choosing and using the right architecture is like a key algorithm that gives the organization the assurance that any new product/service or company is in line with the values of the parent company and is directly related to the right audience, and checking and clarifying the architecture The brand creates synergy for the organization and draws a clear path for its future and growth.
⦁ Third part: Compilation of brand narrative and communication (sixth and seventh floor)
In the last part of the second and the last floors of the Rahbari tower (sixth and seventh floors) according to the information obtained from the needs of the organization and market changes and the needs of the audience (taken from the first two floors), communication and marketing goals are clearly defined and then with Relying on the strategies specified in the three middle classes, the desired messages and concepts will be compiled and broadcast in appropriate media to achieve the goals.
Sixth floor: brand narrative
Brand narrative is a narrative of brand values in a way that creates communication and interaction with its audience. The power of narration is in creating interaction with the circle of stakeholders and persuading them. This interaction with the brand creates a positive experience in the audience’s mind and actively engages the audience. This narrative depicts the desired future in an accessible form. This story creates unity in reaching the organization’s internal and external goals. An authentic narrative has a deep connection with brand values and the steering plan behind the story, and a single strategic message includes the brand’s vision, values and commitments, and makes the brand manifest in the minds of the audience and all those who are somehow in communication with the brand. In today’s marketing, the role of the hero has changed. In the past, it was the brand hero and all the stories were told around the success and introduction of the brand, and today the customer and the stakeholders are the brand heroes and they are in the central circle of the brand story. A wise guide helps the hero to decide that this is the role of an authentic brand that wants to be the leader and supporter of the hero wherever he is.
Seventh floor: integrated brand communication
In this section, the main goal is to convert the key values of the brand into a strategic communication plan at different levels and for different stakeholders. The design of the brand’s strategic communication plan should be in accordance with the needs, interests and concerns of stakeholders, short-term and long-term goals, and the organization’s budget. These key values are aligned based on BAVs and the core story of the brand. In this way, the result of this program is strengthening the special value of the brand and improving the brand’s position in the mind of the audience. Every business deals with a diverse and diverse circle of stakeholders with different communication needs. Therefore, in order to integrate communication and create a unified image of brand values in the audience, we need to develop a communication plan in different media to manage key details and determine the result. In this class, after identifying the internal and external stakeholders of the organization, the importance and influence of each of them is determined. The meeting place and the media related to each of them are determined and finally the content frequency is planned in each media. When we talk about the media, we mean every meeting with the underground circle, from face-to-face interaction and communication, promotional and sales actions, events, advertising and information campaigns, public relations, presence in online and mass media, etc. In this part, integrated brand communication deals with the integration of internal stakeholders’ communication on one side and integrates the brand’s external communication on the other side. In this way, for each category of audience, that part of the brand’s gem is reflected that it is necessary for them to learn about it and they are interested in it. The important point in this section is to continue activities based on brand values. Of course, it doesn’t mean that every brand needs to spend huge budgets for advertising, but it is necessary to find a combination of the most effective media according to its audience and manage it considering the budget. In today’s complex world, where every audience is constantly exposed to news and information, and in case of interrupted programs, sales may change temporarily, but it will not be possible to continue it and transfer valuable brand values. The output of this section is a calendar composed of stakeholders, the core of the transmission message for each stakeholder and related media. In this way, the messages transmitted from different channels synergistically create resonance and reputation of the brand, according to the gem and value of that brand.
