Building a Brand
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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

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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:

bulletAssess Current Brand Image
bulletWhat does your brand currently convey?
bulletAsk yourselves
bulletAsk customers and prospects
bulletAssess competitors
bulletDetermine Desired Brand Image
bulletWhat do you want your brand to convey?
bulletStart with unmet customer needs
bulletDecide customer focus
bulletDevelop and test some brand messages
bulletLock on a Brand Promise!
bulletA succinct description that defines the relationship and experience you expect to achieve with customers

 

bulletDifferentiate Yourself
bullet

How are you/can you be different?

bullet

Determine gaps in current versus brand promise

bullet

Think about your capabilities to execute

bullet

Prioritize the most likely differentiators

bulletConsider segment differences
bulletCreate Action Plans
bulletWhat do you need to do to build your brand?
bulletPrioritize a few key actions
bulletTarget the message
bulletGet the entire team involved
bulletIntegrate into daily behaviour
bulletWork the Plan
bulletHow will we know we’ve increased our brand equity?
bulletFocus on people and "talent management"
bulletAlign business strategies to reinforce brand promise
bulletBe consistent
bulletMeasure

 

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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Last modified: November 21, 2007