Brand development is the process of taking your business strategy and discovering what makes it unique and distinct.
Our best-practices process is designed to “dig” for the “claim of distinction” that can be developed into a comprehensive plan that outlines the customer value proposition, positioning statement and brand attributes (personality, promise, mission etc.).
Below is a brief description and outline we take to uncover your business’ brand essence:
1. Prepare, Survey and Goal Setting
Your input will lay the foundation on which the success of the brand is built. We seek to understand your goals, culture, competitors, ask questions about your internal initiatives and external marketing objectives and other insights to understand where you are now and where you want to go.
2. Discovery and Development
The second step is the discovery and development of the brand strategy. Here we gather all of what we have learned in Step 1 and divide our information into a comprehensive plan that details the brand’s 20 key points of communication. If more information is required, secondary research is conducted.
3. Create and Execute
The brand strategy is then interpreted and dramatized into a creative platform. Upon approval of the creative platform the brand concept is then executed across designated media touch points that may include: logos, websites, newsletters, stationery, emails, intranets, posters, direct mail, demos, collateral, advertisements, packaging etc.
4. Internal Alignment, Adoption and Delivery
Brand adoption and alignment can only be accomplished by your organizations key stakeholders and employees. Adoption starts from the top down. To be successful the process must include the involvement of the company’s leadership and employees to ensure a successful rollout. We help you designate the brand steward(s) within your company and implement the tools necessary to equip your employees to accurately deliver the brand to your customers. After rollout we provide you with the ongoing tools to maximize your brand through your employer branding and external facing marketing initiatives.