Brand Development Process | Brand | Strategic Management

A 10-Step Brand Development Process

by Meg Asaro, Friday, January 7, 2011, 7:45 AM

Brands are built on cultural DNA and therefore, must evolve with the times and shifting consumer desires. To successfully navigate such turbulent waters, we recommend for marketers to steward brands through a "trend process," recognizing that the brand essence resides in quintessential equities -- visual, sensorial, experiential and personality -- that create truly emotional bonds with consumers. For over more than a decade, we have refined a "Brand Effervescent Trend Forecasting Process" that funnels macro trends into a brand essence. Each higher trend level feeds the one below in a 10-step brand development process. Applying Trends to Brands While every project presents its own challenges, this process can help marketers apply the right trend to a brand's living space. 1. Trend Signals Seek visionaries; stay future focused. Big discoveries can come from the fringe, unfamiliar territory that can even elicit a touch of fear. 2. Benchmark Cultural Signposts Trends are rooted in culture so look to key influencers in architecture, design, media, art, technology, social media, politics, religion, the economy, even healthcare. Aim for signals in at least three disciplines to indicate a trend. Validate whether this trend has "peaked." Nothing is worse than discovering a "new trend" is on its way out. Information overload is the greatest challenge in the search for emerging trends. To cut through the clutter, try these resources: Trendhunter, Trendwatching, Coolhunting (trend sites) Psfk (trend aggregator) Huffington Post, Daily Beast (news aggregators) Marketing Daily (marketing) Ad Age (advertising) The New York Times, USA Today (mass perspective)

BBC (cultural cross-over trends) The Dieline (packaging) Dexigner (design) Daily Candy. S/he. Look Outside Your Industry In London. for instance. 5. taste. RSS Trend Professionals 3. Time Famine.e. This helps you own it and explain it to others. 6. Identify and name the Consumer Group(s) that Embody the Trend Trends need an audience. Future Trends (trade shows) Twitter. In the late '90's. evoking touch.e. Green. This step collapses the senses into a primal experience. (sensorial trends) ICFF. smell. This also adds an emotional element that might otherwise have eluded you. a breakthrough that provided emerging chefs market exposure. Connectivity. Demographic groups are generally too broad so. Authenticity.Guardian. restaurateurs recently co-opted the retail pop-up shop concept to refresh the dining experience. The visual vocabulary of the '80s was masculine. . Goop (fashion) Industry blogs. Global Nomads. It is ultimately consumer interest that sustains or kills a trend. Name It Define the trend. magazines Ffffound. Kidult. structural and hard-edged. Let's look back for an example. dig deep and define their lifestyles and needs. This step requires a visual sweep of the trend but aids in creative translation. the redesign of the VW beetle. 4. Bilbao. a feminine biomorphic aesthetic became in vogue and design responded with colored iMacs. boxy. i. Millennial Hippies etc. Google Alerts. and sounds to enhance the brand experience. Dinks. Visual Incarnation "Visual positioning" ensures that the proper interpretation of a trend storyline is infused into the brand essence. Milan Furniture Fair.

Back then. 9. It was assumed blue = man and pink = woman. Marketers must understand their brand's essence and visual positioning in the consumers' mind or risk arbitrarily translating trends rather than adapting them in a compelling manner.which addressed women's need for pampering and reconnecting with the natural world -. . We recommend using a "birds eye view" to track category trends to remain true to your brand equities. This process translates a business strategy into a brand strategy that serves as the foundation for all marketing communication tactics. By following this roadmap you can be confident that your brand will stay current and deliver results for years. movement were brought to life in a trend-focused way and the product was on track to become the #1 female shaving brand. They can add an element of humanity to the branding process. 10.7. texture. By not chasing others.the visual equities of color. Define Category Trends This is where most research resides. U by Kotex positioned the brand as a fashion accessory and changed the feminine care conversation. But human's relationship with color runs much deeper that that. 8. Market share ballooned from 5% to 8% in six months. we have worked with a major packaged goods manufacturer since 1998. Go Against the Grain Being a game changer is scary business. Apply to your Brand Applying the trend to a brand's living space is the true challenge. For example. Don't Chase With everyone vying to be the first on the scene. you keep your brand front and center. Trends are an exciting territory to explore. there is a desperate nature to trend hunting. Brand Development Process We use a trademarked methodology called 2020 Brand Focus™ to develop brands that build more value into businesses. launching a blue female razor was revolutionary. By melding a mythological story -.

Once we have determined your unique brand franchise.Grant Marketing will assess your company's internal brand perception. research your competitors. . our brilliant creative team will develop positioning statements and images. A strategic focus on brand can and should drive sustainable growth and lasting change. We will review your company's strengths and weaknesses. We believe a company's business strategy should be in alignment with its brand strategy. and then conduct a brand discovery session to uncover your company's brand essence. and review your offline and online marketing materials. We will conduct ROI analysis to assure your company's business growth.

a state. many express their ultimate identities through a subtle combination of their brand choices. We relate because we wear Ralph Lauren. Take the test online or download a copy. Let’s face it—people love their brands. We are our brands. But brand implementation differs vastly from tactical marketing implementations. more loyalty inspiring. a church or a college. or buy Maytag.WHAT IS A BRAND WORTH? » Measure Your Brand Strength With Our Brand Report Card Identify areas of your branding that may need improvement with our simple Brand Report Card. In this modern age. They identify with them. Instead of individuals claiming they are from a town. more subtle and most of all. It is much more holistic. where many rootless corporate drifters wander from place to place. the solidity of brand and what it represents is comforting." . or drive BMW or shop Gap. CLICK HERE FOR OUR BRAND REPORT CARD » Download "The Argument For Branding" White Paper "A company’s brand and its acceptance by its customers is the new marketing tool/weapon. This exercise will stimulate discussion among everyone who participates in your brand management. job to job and town to town.

which keeps them motivated and energized. It allows each employee to see how he or she fits into the grand scheme of delivering the brand vision and promise to its customers and the effect of these efforts on the business goals. It confirms that the customer and the brand are the things to focus on. If your employees are not strong advocates for what your company stands for. your company is in jeopardy of losing business. Our Employees are famous for their warm hearts and giving nature. which is clearly stated on the Southwest website: “Our Culture is unique because of the SOUTHWEST SPIRIT of our Employees.” which is why giving back to the communities we serve and contributing positively to our environment is simply the way we do business.Employee Loyalty is Brand Loyalty by Bob Grant The most important asset of your company’s brand to your customers and prospects is your employees. The Employees of Southwest are committed to “doing the right thing. but one of the important components is an altruistic nature that places others before self. Southwest Airlines is an excellent example of carrying its brand of friendly affordable air carrier service through its employees to its customers. Every company needs to strive to build a brand-based culture. getting your employees to understand the company’s brand promise is an essential part of building a brand driven business that delivers sustainable. profitable growth. The number one reason a person will change vendors is the interaction he/she has with the personnel of your company. Defining SOUTHWEST SPIRIT is difficult.” How do C-level managers keep employees informed and engaged in the brand’s evolving story and what it means to them? Does there exist inside the company an internal marketing effort to increase employees understanding of the brand while eliminating any perceived barriers to embracing it? . The reasons to build a brand-based culture are the following: • • • • • It provides a tangible reason for employees to believe in your company. which is what makes Southwest a Company with a conscience. Whether your business sells to consumers or whether it is a B2B model. It provides a great recruiting tactic as well as a powerful retention tool. It develops a level of pride tied to fulfilling the brand promise.

the brand (core strategy.We propose that a company needs to look inside itself and perform an internal assessment of how employees. then the appropriate communications tools. this leads to crafting our brand positioning statement (the what for whom. the measurement tools. to get to the brand positioning statement and communications strategy. we go through a series of steps called the brand development process. customer needs. and agreeing on how to kick-off the program with employees. and risk factors). the third step is the definition stage. the fourth step is the implementation stage. the market (trends. determining the internal and external communications tactics. media relations. strategic gaps. the differentiators (what are we best at?). including business objectives. and organizational values). this becomes it’s own separate process. the communications strategy. collateral. in which relevant background information is gathered. and the competition (positionings. including management and channel partners perceive of the corporate brand and how it delivers its brand message to its customers. leverageable differentiators. and events can be determined. and the implementation tactics have been developed. it includes developing the communications strategy. where we determine the brand objective (what do we do?). and brand perceptions). below is a schematic of the process: there are five major steps in the process. it is a structured way of thinking that examines the drivers of a business to ensure the relevant information is being considered in the positioning. reviewing or conducting research if required. the second step is to conduct the analysis stage. after the brand positioning statement. and emerging players). looking at current materials from the brand and it’s competitors. and our personality (who are we?). Brand Insight Assessment Download the Brand Insight Assessment description to understand how a Brand Insight Assessment might be conducted. including looking at the major aspects of the business (current and future objectives. . and interviewing the key stakeholders in the organization. the first is the preparation stage. our credibility (why should they believe it?). why). advertising. such as websites.

competitors. Brand development is the process of taking your business strategy and discovering what makes it unique and distinct. demos. Below is a brief description and outline of the process we take to uncover your business' brand essence and how we take the intangible benefits and form those into brand points that are shaped to resonate. ask questions about your internal initiatives and external marketing objectives and other insights to understand where you are now and where you want to go. produce customer loyalty and create a strong reputation that influences the buyer's decision to purchase. culture. newsletters.). Here we gather all of what we have learned in Step 1 and divide our information into a comprehensive plan that details the brand's 20 key points of communication. emails. stationery. If more information is required. intranets. Survey and Goal Setting Your input will lay the foundation on which the success of the brand is built. We seek to understand your goals. Upon approval of the creative platform the brand concept is then executed across the designated media touch points that may include: websites.Brand Development Process Learn more: Brand Process Brand & Marketing Case Studies Brand Glossary Brand Development Case Study: Read how Garrison Everest helped Breakthrough Health & Wellness develop and build a brand that was then sold to Weight Watchers. 2. Create and Execute The brand strategy is then implemented into a creative platform. packaging etc. advertisements. 3. posters. . mission etc. positioning statement and brand attributes (personality. secondary research is conducted. promise. 1. Prepare. direct mail. Discovery and Development The second step is the discovery and development of the brand strategy. Our best-practices process is designed to "dig" for the "claim of distinction" that can be developed into a comprehensive plan that outlines the customer value proposition. collateral.

To be successful the process must include the involvement of the company's leadership to ensure a successful rollout.847. We help you designate the brand steward within your company and implement the tools necessary to equip your employees to accurately deliver the brand to your customers. Contact Garrison Everest for a no obligation brand consultation or call 303.4. Adoption and Delivery Brand adoption and alignment can only be accomplished by your organizations key stakeholders and employees.4981. Internal Alignment. Contact us today to learn more and how we can help your business succeed in today's cluttered marketplace. Name:* þÿ Email Address:* þÿ Phone Number: þÿ Website: þÿ I am interested in:* þÿ How did you find us?* þÿ Tell us about your project: Submit . Adoption starts from the top down.

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