brand development
How do we develop or create a brand?
There are 2 steps in creating a brand
Step 1: Strategy Development
The first of the process is to formulate a strategy
in order to understand the client, the competition
and the consumer. (What we call the 3C Analysis.)
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Client
- Determine what you want to be “famous
for”.
- What is your current overall
position and strategy?
- What are the short and long-term
goals?
- What are some of the hurdles
in achieving these goals?
- What are the threats to the current
way of conducting business?
Competition
- Who is your competition? What
are their strengths, weaknesses,
opportunities and threats?
- Identity peripheral competition
that is currently not in your
radar. What are their strengths,
weaknesses, opportunities and
threats?
Consumer
- Who is the target consumer? (There
can be more than one!)
- How do they perceive the brand
in terms of value, quality and
style?
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The strategy development
sets the stage for our client to gain a total
understanding of their Strengths, Weakness,
Opportunities and Threats from a unique perspective
and ensures that everything they do relative
their brand, ties back to the overall strategic
plan of the organization.
Step 2: Brand Development
The second step is to take our findings from our discovery
phase and rearrange the “old” and create
the new by building on the existing brand to fit
into the strategy of the clients both for today and
for the future state.
The brand should be emotive, representing your company,
your passion, your mission and your vision. The brand
is an extension of your company and should reflect
the same characteristics you want to be known for
with your customers.
As we develop the brand, we validate each step from
positioning, to names, to brand design and logos.
And at each point we measure against the overall
strategic plan to ensure the brand is always supporting
your company strategy.
After all we are creating a brand not for today,
but for tomorrow, and more importantly for the future.
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