The Branding Process to Decide The Brand Future
Branding process[/b][/b]
Branding is often confused with “corporate identity" or "corporate image." Corporate identity refers to a company's name, logo, tagline — its visual expression or its "look." Corporate image is the public's perception of a company, whether that perception is intended or not. Corporate branding, by contrast, is a business process — one that is planned, strategically-focused and integrated throughout the organization.
The main steps in the branding process are:
Getting the buy-in of your organization and of others who help build and deliver your brand
Assessing the market opportunity
Articulating your brand as a compelling customer experience
Delivering your brand consistently through customer relationship marketing (CRM)
Tracking performance and the value of your brand
Identifying opportunities for obtaining additional revenue by exploiting the equity of your intellectual property to the full
Getting buy-in
Convince yourself & a few fellow activists
Who will deliver the brand experience?
Educate the team in branding principles
Surface current assumptions
Assessing the market opportunity
Define the market
Identify the market structure - channels, opinion leaders and customers
Evaluate the market stability
Assess the growth opportunity
Identify the markets which are most attractive to you where you can win
Articulating your brand
Segmentation - demographics, behaviors, needs & values, situational segmentation
Define your brand experience
Choose your trademark architecture
Develop your brand trademark "look and feel"
Ensure the legal protection of your trademarks
Customer relationship marketing (CRM)
Assess the opportunity for developing new products & services or refreshing old ones
Scenario planning
Identify customer problems
Screen ideas internally
Develop potential winning concepts
Test products/services against concepts
Optimize the marketing mix
Assess alignment to a brand
Track products/services post-launch
Train and motivate all employees, including the sales force
Train and motivate distribution channels and other external agents who can build and deliver your brand
Define the process for remote interactive customer management - eBusiness & call centers
Develop a plan for formal communications
Advertising
Direct marketing/mail/catalogs
Events/exhibitions/fairs
Literature/brochures/data sheets/price pages
Promotions
Public relations
Sponsorships/co-branding/joint ventures
Define your pricing policy
Design your packaging
Develop your store design/layout
Tracking performance and the value of your brand
Track your brand equity
Consider developing a business scorecard
Identify future events & needs
Track the effectiveness of your product portfolio
Track the effectiveness of your service
Track the effectiveness of your communications
Track the effectiveness of your packaging
Track the effectiveness of your pricing strategy
Track the effectiveness of your store design/layout
Exploiting your intellectual property
Identify potential opportunities - e.g. licensing, co-branding, ingredient branding, outright sale
Identify who else could profit from your brand, and to what extent
Identify what impact they would have on your brand
Define the equity management and tracking process
Negotiate the terms and conditions of the deal
Branding Process Phases + Deliverables [/b][/b]
Conducting Research
Clarifying Strategy
Designing Identity
Creating Touchpoints
Managing Assets
What factors are important in building brand value?
Quality
Positioning
Repositioning
Communications
First-mover advantage
Long-term perspective
Internal marketing
The branding process hence should be given importance and should also be planned carefully.
Branding process[/b][/b]
Branding is often confused with “corporate identity" or "corporate image." Corporate identity refers to a company's name, logo, tagline — its visual expression or its "look." Corporate image is the public's perception of a company, whether that perception is intended or not. Corporate branding, by contrast, is a business process — one that is planned, strategically-focused and integrated throughout the organization.
The main steps in the branding process are:
Getting the buy-in of your organization and of others who help build and deliver your brand
Assessing the market opportunity
Articulating your brand as a compelling customer experience
Delivering your brand consistently through customer relationship marketing (CRM)
Tracking performance and the value of your brand
Identifying opportunities for obtaining additional revenue by exploiting the equity of your intellectual property to the full
Getting buy-in
Convince yourself & a few fellow activists
Who will deliver the brand experience?
Educate the team in branding principles
Surface current assumptions
Assessing the market opportunity
Define the market
Identify the market structure - channels, opinion leaders and customers
Evaluate the market stability
Assess the growth opportunity
Identify the markets which are most attractive to you where you can win
Articulating your brand
Segmentation - demographics, behaviors, needs & values, situational segmentation
Define your brand experience
Choose your trademark architecture
Develop your brand trademark "look and feel"
Ensure the legal protection of your trademarks
Customer relationship marketing (CRM)
Assess the opportunity for developing new products & services or refreshing old ones
Scenario planning
Identify customer problems
Screen ideas internally
Develop potential winning concepts
Test products/services against concepts
Optimize the marketing mix
Assess alignment to a brand
Track products/services post-launch
Train and motivate all employees, including the sales force
Train and motivate distribution channels and other external agents who can build and deliver your brand
Define the process for remote interactive customer management - eBusiness & call centers
Develop a plan for formal communications
Advertising
Direct marketing/mail/catalogs
Events/exhibitions/fairs
Literature/brochures/data sheets/price pages
Promotions
Public relations
Sponsorships/co-branding/joint ventures
Define your pricing policy
Design your packaging
Develop your store design/layout
Tracking performance and the value of your brand
Track your brand equity
Consider developing a business scorecard
Identify future events & needs
Track the effectiveness of your product portfolio
Track the effectiveness of your service
Track the effectiveness of your communications
Track the effectiveness of your packaging
Track the effectiveness of your pricing strategy
Track the effectiveness of your store design/layout
Exploiting your intellectual property
Identify potential opportunities - e.g. licensing, co-branding, ingredient branding, outright sale
Identify who else could profit from your brand, and to what extent
Identify what impact they would have on your brand
Define the equity management and tracking process
Negotiate the terms and conditions of the deal
Branding Process Phases + Deliverables [/b][/b]
Conducting Research
Clarifying Strategy
Designing Identity
Creating Touchpoints
Managing Assets
What factors are important in building brand value?
Quality
Positioning
Repositioning
Communications
First-mover advantage
Long-term perspective
Internal marketing
The branding process hence should be given importance and should also be planned carefully.