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Brand Development Brand Loyalty
Brand Management Brand Marketing Brand Marketing Strategy
Brand Positioning Building a Brand Brand Strategy
Global Brand Management
A brand model is really nothing more than what you do, how you do it and how
you relate to others. Follow these simple steps when building a
brand for a company, product, service, person, places, ideas or
processes:
 | Assess Current Brand Image |
| What does your brand currently convey? |
| Ask yourselves |
| Ask customers and prospects |
| Assess competitors |
| Determine Desired Brand Image |
| What do you want your brand to convey? |
| Start with unmet customer needs |
| Decide customer focus |
| Develop and test some brand messages |
| Lock on a Brand Promise! |
| A succinct description that defines the relationship and experience
you expect to achieve with customers |
| Differentiate Yourself |
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How are you/can you be different? |
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Determine gaps in current versus brand promise |
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Think about your capabilities to execute |
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Prioritize the most likely differentiators |
| Consider segment differences |
| Create Action Plans |
| What do you need to do to build your brand? |
| Prioritize a few key actions |
| Target the message |
| Get the entire team involved |
| Integrate into daily behaviour |
| Work the Plan |
| How will we know we’ve increased our brand equity? |
| Focus on people and "talent management" |
| Align business strategies to reinforce brand promise |
| Be consistent |
| Measure |
Brand Development Brand Loyalty
Brand Management Brand Marketing Brand Marketing Strategy
Brand Positioning Building a Brand Brand Strategy
Global Brand Management
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