The process of branding or rebranding requires that you carefully think through what you want to achieve with your branding strategy. It eventually results in a branding manual that acts as a guide for the branding. Once you have decided on what branding you want to develop it is time to come up with a strategy that will help you meet your branding objective. Below are the steps you should consider;
i) Understanding and discovery; At this stage, you will be looking at data about your industry and business. A good understanding of your industry will enable you to make informed choices based on what the market will embrace. It is also important to get clear data on your current customers and their experiences, your range of products and services, the organization’s culture, and history. Understanding the markets’ perception of your business, its services, and the product range and how it interacts with these helps you make informed decisions as you proceed with coming up with your branding strategy. The competitor landscape is also important for you to get a good understanding of your market positioning and how you can improve this.
ii) Articulating and clarifying; the information above is key to articulating the brand you want to build moving forward. At this stage, it is important that you clarify what aspects of your business do not meet your brand objectives and exactly how this is not met and what needs to be done. Define your core values, brand attributes, strengths and weaknesses, the opportunities available, and the threats you may face.
Cast a picture of what you want for the future for your brand, your target audience, and the market as well as what differentiates you from your competition and the competitive advantage you have. All this will result in a clear articulation of the story you will be communicating in your branding.
iii) Positioning and differentiating; Your unique value proposition is what your audience will remember, and come to you for. It shows your uniqueness and the value they actually pay for or the reason they choose you as opposed to your competition and this will result in your unique positioning
iv) Identifying and creating; At this stage, you create your brand plan. The brand plan or manual covers your company name, logo, tagline, URL, narrative, personality, voice, and tone, the key messages to be communicated, visual style (color pallets, font, and graphic standards ) as well as products and services. You will need the services of experts at this stage. Keep an open mind to their suggestions.
v) Execution; Here, you execute what you have created in different ways based on standards put in your branding manual that has been created in stage 4 above.;
- Organically; through interviews and events and social interactions.
- In your business environment; through customer experience, employee behavior, and your brand manifesto.
- Online and mobile; through your website, email, video, social media, and mobile Apps.
- Branding of company material; stationery, signage, vehicles, packaging, trade show banners, advertising, ephemera.
- Public relations; this involves what will be communicated in media and during events.
- Training; of staff to ensure they understand and effectively use the brand guidelines and behave in a way that reflects your brand attributes.
The execution of your branding plan will require that you prioritize the actual activities so you move steadily towards executing your goals.
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