Branding Process

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WHO YOU ARE:

  • Defines the character of your brand.
  • Identify your core values, purpose, and vision.
  • Unify your organization through an honest expression of your values, vision and purpose.

POSITIONING:

  • Your brand promise – what do you want to be famous for?
  • Your customers, competitors, differentiation and brand touch points.
  • Don’t try to be everything to everyone.
  • Companies that are brave enough to find a niche are the ones who get remembered.
  • Find your position and build your business plan around it.

BRAND IDENTITY:

  • Reflects who you are and how you are positioned.
  • Your brand name, brand design standards, and key touch points
  • Your brand identity should reflect your vision, purpose and position.
  • Having consistent standards for your brand’s execution will translate your message effectively to the outside world.

COMMUNICATION:

a) Internal (culture)

  • Live the brand you’ve created.
  • Match your outputs (products/service design, systems and procedures) to your values, vision and purpose so that your whole organization lives and breathes your collective brand identity.

b) External (marketing)

  • Initiate meaningful conversations with your potential customers and communicate your purpose and position through a variety of channels.
  • Educate your communities on who you are, what you do, and why it matters in a unique voice that reflects who you are.
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