It doesn’t matter how big or small your business is, brand planning is a necessity to bring alive your brand story.
It’s a competitive and crowded market place out there. Not to mention fast moving with new trends and innovations being thrown at you on a daily basis. There is no standing still – you have to sprint to keep up. You need to be tough and focused to really survive the great British high street. And importantly have that little bit of something extra that will make you stand out from the crowd and have customers flocking back to you time and time again.
Lets face it no one wants to be bland. You want a brand that is full of personality and appeal. Truly great brands invest in developing a brand framework to define a clear articulation of who they are and what they offer to set them apart.
I’ve led several major branding projects during my corporate career and each Brand Consultancy I worked with had different methods and terminology. But the end goal was still the same – to create stand out and differentiation that generates customer appeal and interaction at each touchpoint whether that’s in-store or online.
So what does a typical approach to a brand project look like?
1) The Brand Strategy
Questions like “what’s your brand positioning in the marketing place?” “what’s your brand purpose?” “how does this link back to the business objectives?” are asked and worked through. These are the powerful building blocks to define your brand and set the roadmap to future proof and refresh your offer. This will culminate in a clear statement which defines who you are and what you stand for so that it can define every project or initiative you do.
2) Brand Articulation
I always love this stage of a branding project – the brand personality and brand expression. The look and feel and tone of voice, sonic and brand smells that links back to the “who you are”. This can only be done when you have a solid strategy in place.
3) Brand Experience
How the brand is delivered at each and every touchpoint. This is all about having an aligned brand that is co-owned by everyone in your business to ensure consistency.
In a nutshell, a brand that has a strong point of difference doesn’t happen by chance. With so much choice for consumers, what magic will you add to bring your brand to life?