How To Grow Your Brand

Understand where you are
Explore your history and where you’ve come from.
Gain a clear consensus of where you are positioned in your market.
By doing this: You ensure everyone involved in the process begins
from the same place, allowing for more focused and effective results.

Study your competition
Evaluate the market position and brand value of all competitors.
By doing this: It helps map the terrain and guides you where to go.

Interview the customer
Question a broad range of clients to learn what they value.
Discover what they think of you.
By doing this: You learn what motivates the actions of your consumers and
gain a fuller understanding of the three key influencers in developing a strategy.

State your brand
Derived from research – define your unique set of characters and values.
Gain buy-in from all levels beginning from top down.
By doing this: It allows the process to transition to the next level
and sets the course for the company’s future.

Create implementation strategy
Propose how to apply the essence of the brand to all aspects of
external and internal communications – from customer service interaction
to advertising and marketing efforts.
By doing this: You can begin to initiate the plan in a precise and controlled manner,
resulting in a consistent focused message to the public.

Begin executing
Include in creative briefs and other job initiation documents a clear set
of values and character the results should emanate.
Create brand guidelines – covering graphic parameters and perceived voice.
By doing this: You begin to move the needle in influencing your customers’ beliefs.

Plan for continuity
Maintain a consistent brand character throughout all areas your culture touches.
Be disciplined but flexible through the long course of maintaining your unique brand.
By doing this: You ensure your branding success and its rewards.

Evaluate and tweak
Be patient to let marketing programs build your brand over time.
Re-interview customers in regards to your brand and its inherent values.
Adjust judicially and sparingly to avoid confusion and disarray.
By doing this: You can ensure greater long term brand growth.