Why brand development?
To Increase Customer Loyalty
You know that your brand has grown and as attached with it some attributes that is synonymous with its brand name. Play your cards right, and your customers will start to give you the benefit of the doubt before you’ve even earned it.
To Attract Top Talent
To Justify Premium Pricing
If you do not have strong support from the top a branding effort is worthless and doomed for failure. Rarely can a successful brand strategy be pushed from the bottom up. Take it from experience. It simply does not work. You will earn the support of top execs by introducing the process, expectations and specific deliverables
Specify expectations, deliverables and budget before starting the project. Do not fall into the trap of thinking the brand development process will resolve every issue. Collaboration and coordination with key stakeholders across all levels and departments of the company is critical.
The process should be your best friend. If you’re not using a proven plan of attack that involves internal and external as well as competitive insights, simply stop. A smart process allows you to weed out opinions that are not supported by validated research.
Learn how customers view your brand against the competition. Lastly, it’s imperative you understand what is currently owned by the competition. Creating a brand position that’s currently occupied by a competitor is not a good thing.
Create a positioning statement that clearly demonstrates your differentiation. This is paramount to having your executives agree to deliver brilliant creative. Lack of agreement is just cause to stop moving forward.
Just because you’re a technology company does not mean your brand expression should be boring. This is a time to set the bar for the industry. With solid positioning you can create better brand expression and design
The best technology brands in the world start with a philosophy and process on how they manage the brand. They develop a well thought out management system and standards to guide the brand. The last thing you want is to have people and marketers making arbitrary decisions on how the brand should be represented and managed.