What is 4D branding?
4D branding, or branding in four dimensions, is a modern model developed by marketer Thomas Gad, who also created the famous slogan for Nokia "Connecting people". The main focus of this model is on the perception of the brand by consumers, which Gad believes is key to the success of any brand. The goal of 4D branding is to create an image that encourages customers to recommend the product to their close friends and family.
The 4D branding model is based on four parameters, each reflecting different aspects of brand perception: functional, social, mental, and spiritual dimensions. These parameters help marketers not only to shape the positioning of new brands but also to assess existing ones by various criteria. Gad referred to his concept as the "brand mental field," which serves as a foundation for further analysis.
Dimensions in 4D branding
Let's take a closer look at each of the dimensions of 4D branding:
1. Functional Dimension
This dimension focuses on the practical benefits that the brand provides to its consumers. To attract customers, companies emphasize the convenience, reliability, and quality of their products.
- Example: Toyota, which in its commercials claimed high reliability of its cars, still ranks highly in reliability ratings.
- Another example: the restaurant chain "Teremok" emphasizes that their food is as natural as home-cooked.
2. Social Dimension
The social dimension reflects people's need to belong to a group of like-minded individuals and creates a sense of community.
- Example: iPhone and Android users often have different views on their devices, creating certain social groups.
- Nevertheless, brands like "Yandex" with their smart home technology unite technology and innovation enthusiasts.
3. Mental Dimension
This dimension aims to inspire and boost consumers' self-esteem. Brands use various approaches to create a sense of care and support through their products and advertising slogans.
- Example: Pepsi with the slogan "Live for now!" inspires its customers to take action.
- LEGO, in addition to fostering creativity in children, also cares about safety by adding special additives to the plastic of their building blocks.
4. Spiritual Dimension
The spiritual dimension focuses on universal human values and concern for society. Modern brands seek to address global issues rather than just improve their products.
- Example: The Body Shop actively opposes animal cruelty, gathering millions of signatures against animal testing in cosmetics.
- IKKEA sets goals for environmental protection by 2030.
What is a brand code and why is it needed?
The brand code, also conceived by Thomas Gad, is a unique synthesis of all the ideas represented by a product or company. It consists of six main components:
- Product (utility) — a brief description of the benefits of a product or service related to the functional dimension.
- Positioning — unique qualities and characteristics that differentiate the product from competitors.
- Style — the image and visual attributes that create brand recognition.
- Mission — the role of the brand in society, which may not necessarily be related to global issues.
- Vision — plans and goals for the future, the desired market position.
- Values — corporate principles reflecting the ideals of the business creator.
The brand code serves as a guideline for decision-making regarding the brand and can help in the following aspects:
- Creating names and advertising slogans that reflect the company's values.
- Developing communication strategies for customers and employees.
- Formulating recommendations for various departments on using ideas and elements in public materials.
- Expanding the business, including acquiring companies with similar missions and brand codes.