The Branding Process
Part of the Branding For Dummies Cheat Sheet
As you think about branding, keep the process in mind. Thinking through the issues in the following list can help you position your brand and your organization for the long term and prevent a host of short-term problems.
Determine what you’re branding.
Decide whether your brand will be your one-and-only or one of several brands in your organization.
Investigate everything there is to know about your product and the market in which it will compete.
Position your brand.
Define what makes your brand unique and how it will slot into an available space in the market and in your customers’ minds.
Define your brand.
State what your brand stands for, what unique benefit it provides, what it promises to consumers and associates, and the image that will permeate everything from your marketing communications to your product design, business character, and consumer experience.
Develop your brand identity.
Include all possible elements in your brand — brand name, logo, tagline, and other brand signature elements.
Launch your brand internally first.
Introduce your brand in-house before announcing it via publicity, advertising, promotions, and presentations.
Manage your brand.
Develop brand champions, deliver a consistent brand experience, understand your brand’s value, leverage your brand’s reputation — with caution, and protect your brand through usage rules and legal rights.
Monitor, evaluate, and update your brand.
Keep your brand relevant and credible in light of changes to your business.