The Branding Process Explained
You know what drives me nuts? 75-step “proprietary” branding processes that take 75 months to complete *Insert eye roll*
Is the branding process complex and important? Hands down, absolutely. Is your brand the single greatest long-term investment you can make in your business? 100%, indeed it is. Is the process sometimes overcomplicated by snooty agencies looking to make a dollar? Also, yes.
Don’t get me wrong, there is a method to our madness. Here’s our take on the branding process.
#1: connect
Slow down, dig in, and discover. This essential step allows the agency to ascertain foundational knowledge of the business and brand – key objectives, market differentiators, existing challenges, audience parameters, industry insights, offering shifts, and future forecasting. It’s also an opportunity to prime the project for success by establishing team roles and responsibilities and communicating expectations.
#2: Research & Analysis
Informed by the discovery process, it’s necessary to conduct research and analysis to better understand perception, preferences, and positioning. The research methodology will be dictated by the project scope and unique aspects of the business, but could include stakeholder interviews, focus groups, surveys, brand audit, and competitor analysis.
#3: Strategy & Positioning
With a solid understanding of the landscape and audience, the team will develop a SWOT analysis and define a brand strategy that uniquely positions the company among competitors and appropriately leverages differentiators and strengths. In this step, a framework of core principles will be defined to guide branding decisions now and into the future.
#4: Identity Development
Unfortunately, many businesses mistakenly skip straight to this step – the tangible elements of the brand. However, without strategic direction, it’s easy to miss the mark. With a more focused approach, you can develop a brand identity that is resonant, representative, cohesive, and timeless. Deliverables as a part of this step can include a logo, color palette, typography, graphic treatments, imagery, and usage guidelines.
#5 Communications Planning
Once the branding elements are finalized, it’s important to draw a strategic roadmap for how it will be introduced to various constituent groups. While the core principles of the brand will always remain consistent, the strategies should aim to create awareness, encourage excitement, and clearly communicate key brand messages.
#6 Creative Development
Whether developing a new brand or revamping an existing one, there are a number of materials and assets that need to be created or refined to reflect the finalized guidelines. It can be overwhelming to consider all the applications of your brand - collateral, digital platforms, signage, advertising, letterhead, etc. It’s unlikely you can tackle all projects at once. Develop a work plan and prioritize completion based on usage and rollout timeline.
#7 Launch & Activation
Ready, set, go! In the final step, it is time to unveil the new brand and activate the launch tactics set forth in the communications plan.
The truth is the journey should always be tailored to a client’s unique situation and objectives. Let us help you uncover the process and persona that is right for your business.
