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SERVICES Branding process: audit to

Brand Optimization
Positioning
launch
Messaging
Refresh/Rebrand
Branding Process
Done right, a rebrand is not a simple or quick
New Name/Brand task. Each step outlined below, with potential
actions, is integral to define the direction, build
Audit Blueprint
Online Branding
Websites
Marketing Strategy
the components and then launch a successful
Inbound Marketing branding or rebranding program.
Marketing Mentor
Speaking
Purpose, people,
REVIEWS
positioning
The foundation of an e!ective

“ Since working
with Creative
brand is positioning. Positioning
integrates the purpose of the organization—the reason for being
Company we’ve
—with the expectations of the target audiences and the value
experienced an
they receive from the products and services o!ered.
influx of new
members and An audit of current marketing; a competitive review; research
continual into audience perceptions; and clarifying current positioning;
questions like, coupled with leadership’s vision for the future is the foundation
“who did your for brand positioning.
beautiful
branding?” What’s your core purpose?
From logo
redesign, to key First, why rebrand now? What has changed in the organization
messaging, to and/or in the marketplace? What’s needed to support growth and
incorporating the vision for the future? How is your organization changing to
our core respond to market shifts? Where are audience expectations
competencies changing?
into every
Analyze the inherent values and purpose of the organization.
aspect, Creative
Why was the business founded? Why do your audiences choose
Company’s work
you? What separates you from others in your category? How are
has taken us to
the next level of you known now and how do you want to be known?

marketing Potential actions:

success.
” Planning meeting to discuss the scope of work, future vision,
current market challenges
Gayle Klampe,
President Identify general timeline for development and measurements
Cascade Employers
Association for success
Distribute, discuss and probe answers to brand positioning
questions with leaders or team
Interview leadership and leadership team, include
stakeholders as needed
Conduct brand workshop(s) for leadership and front line sta!
Define the scope of current marketing and areas to address in
branding
Identify roles during the brand process, and how
implementation will be handled

Who are your people?

Who are your target audiences? What do they want and expect
from you? What are they looking for that you provide? What are
perceptions and misperceptions about who you are and what you
o!er? What’s the “trigger” or their reason to look for what you
o!er? How do they choose? What is current market penetration
and what’s the potential? Who are potential new audiences for
current or new services?

Potential actions:

Review current and potential market and audiences

Develop target audience profiles and personas
Identify the triggers, the decision process and who’s involved
Hold workshop with customer service/sales teams, or
interview one-on-one, or conduct customer focus groups

Where do you fit?

Your positioning defines what’s unique from your audiences’
point of view. When your positioning is clear and based on both
your purpose and your people, you’ll have the foundation for a
powerful brand.

Potential actions:

Competitive review and industry definition/framework

Identify and prioritize unique key assets/features/benefits
Integrate feedback from brand workshops and market
research
Consultation with leadership to review and refine vision and
goals

Design the visual and verbal

brand
With positioning outlined and key aspects
summarized, creating the visual and verbal
brand are the next steps in the branding process.

Messaging architecture is the verbal brand

Messaging architecture delivers a hierarchy of key messages
crafted to connect with the target audiences and quickly
communicate the value of what’s provided. Messaging is the
foundation for all communications and establishes the framework
for website content and marketing outreach.

Potential actions:
 Discuss and determine specific audiences for targeted key
messages, additional versions or layers in the messaging
hierarchy
Write and revise three to five progressive drafts, using
positioning concepts already defined
Presentation and review with leadership team and/or
stakeholders
Present messaging to sta! and explain context and use

Design the visual brand

A brand is more than a logo, yet the logo is the thumbprint of a
brand. Logo design or redesign is based on positioning, audiences
and applications. To build the identity system we design the logo
first, then define a color palette, font system and key visual
elements to build the framework for the total identity. A brand
style guide summarizes the components and their use.

Potential actions:

Determine the structure of the logo system and how to

develop sub-brands or related brands
Create presentation including a review of background,
competition, industry design samples
Develop chosen concepts with client feedback, in optional
color palettes
As appropriate, develop an online survey for stakeholder
feedback
Present and review revised concepts, choose one direction
Present revisions to client team for final review and approval
Develop brand guidelines and all digital assets
Create digital book of messaging and brand guidelines
combined

Additional brand components

Essential to all communications are visuals. Our brains process
visuals 60,000 times faster than words. Building a library of
visuals streamlines creating additional communications—from
advertising to social media to website. As part of the branding
process, build a core library of photography and graphics.
Photography can include:

Building and location photos

Photos of leadership and key sta!
Team or group photos
“Working” photos of people, tools, process
Texture or mood photos, depending on the brand

Design elements can include:

A series of icons to distinguish process or products and

services
Visual “trust” symbols from certifications to awards
Additional visual elements or textures to unify materials

Identify and create the central

communication tools and
strategies
This is where the new brand comes to life, in the
tools used every day to speak and present who the organization is
and what it stands for. The visual and verbal brand is supported
by the critical communication tools—from website to in-house
communication to advertising and collateral.

Build the critical brand touchpoints first

Together we will determine which areas to address first, from
applying the new brand system to in-house forms and
communications, to signing, advertising and digital and print
materials and website. We'll focus first on the points of choice ...
where your audiences will take action.

We'll create templates as needed for in-house or freelance

resources to save costs and facilitate ongoing brand management.

In this phase we'll review current marketing strategy and

determine what’s needed now, what's essential for launch, and
how to get the most from the budget.

All expressions of the brand are designed for consistency, to build

recognition and increase response. Consultation with the client
team will identify the most e!ective tactics to fit the budget.

Applications of the brand can include:

Print collateral from brochures to magazine to rack cards and

mailers
Website from the ground up or a reskin of current content
Social media marketing elements and a plan
Signing, interior and exterior
Vehicle graphics
Advertising campaign, print or digital or a combination of all
Trade show displays
Packaging design
Product specific campaigns
Sales kits and sales collateral
PowerPoint format, stationery, forms

Introduce the new brand to all

audiences
The launch phase of the branding process should
include an internal presentation to show sta!
how to support the new brand’s messages and presentation.
Provide items they can “own” such as new business cards,
clothing or gift items to give them a personal connection to the
new brand.

For launch, choose a gradual introduction of the new brand; or a

big splash to replace the old with the new all at once. From events
to signing, to ad campaigns and a "funeral" for the old brand
materials, launch can have many components.

Ongoing management of the brand

Once the brand is implemented and there's a
baseline for SMART goals and KPIs, we
recommend periodic assessment and
measurement. Make course corrections; add new
elements; introduce or replace specific
strategies; all with the goal of growing response and measured
results.
 Ready to rebrand? Talk to us
We’ll bring new vision and an objective point of view, then guide
and collaborate to build a visual and verbal brand to stand the test
of time. Drop us an email to schedule a time to discuss your
rebranding goals and the branding process.

Is a rebrand or brand refresh the right move? Download our free

worksheet.

GET YOUR REBRAND GUIDELINES

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