Overview - How it works

Brand development is not a logo or tagline; it’s a comprehensive process with many components.

Here’s how a Certified Brand Strategist can ensure the successful development of your brand. The process shown here represents a comprehensive, full-spectrum program that can extend from four months to as much as a year.

However, limited time frames and limited budgets are a reality today. Clients may select to focus on DISCOVERY – our “Turning the Telescope™” process to uncover their Claim of Distinction. It can be done quickly, for a very reasonable investment, and it’s dramatically effective. However, a comprehensive brand development process is always the most preferred. A Certified Brand Strategist can help you customize a process that meets your individual needs and objectives, budget and time frame.

BRAND DEVELOPMENT PROCESS COMPONENTS

BRAND INSIGHT ASSESSMENT (BIA)
A comprehensive brand development process begins with a Brand Insight Assessment. This is an online survey of company executives, employees and channel partners and/or direct sales. BIA measures alignment of current brand understandings like strategy, structure and execution.

BRAND DISCOVERY
Brand Discovery, or “Turning the Telescope,” is the core component of brand development. This is where we differentiate your brand by looking inside, examining your company, its history, products, people and culture to find your Claim of Distinction and compelling evidence of its truth.

BRAND VALIDATION
Once we’ve discovered the true essence of your brand and have recommended brand strategies, we'll go to the market for their validation.

BRAND RESEARCH AND PLANNING
This is where we get very smart about your audience, your competitors, the category and market trends.  We also recommend a thorough Touch Point Analysis – identifying  every touch point for every public so a plan can be developed to optimize brand delivery at every one of them.

CREATIVE DEVELOPMENT/EXECUTION
Now we can start creating ads, direct mail pieces, a new web presence, sales promotion – all of the marketing and communication tools to claim your new brand position.

BRAND ADOPTION
Every employee counts.  Each must buy into and take ownership in the new brand.  Internalizing the brand – marketing to your own staff – is one of the most critical initiatives you must support – totally.

LAUNCH
Now’s the time to go to market – with complete confidence that success is imminent – with a plan to reinforce the brand message at every touch point.

ROI
We all need to be held accountable – even your brand.  We’ll show you how.