Brand planning usually goes through the following processes:

1. Define the brand: The brand planning company needs to define the brand and clarify the brand's positioning, goals, audience groups, etc. .

2. Brand diagnosis: The planning company needs to diagnose the brand, understand the current situation and problems of the brand, and provide a basis for subsequent planning.

3. Brand positioning: On the basis of defining the brand, the planning company needs to clarify the positioning of the brand, that is, what goals and effects the brand should achieve.

4. Brand strategy: On the basis of clear brand positioning, the planning company needs to formulate a brand strategy, including the brand's market positioning, product line planning, competition strategy, etc.

5. Brand communication: On the basis of the brand strategy, the planning company needs to formulate a brand communication strategy, including brand image, advertising, marketing, etc.

6. Brand image design: On the basis of brand communication, the planning company needs to design a brand image that conforms to the brand positioning and goals, including logos, visual identity systems, etc.

7. Brand management: Based on the brand image design, the planning company needs to formulate a brand management strategy, including brand management system, team building, market feedback, etc.

8. Brand marketing and promotion: On the basis of brand management, the planning company needs to formulate marketing and promotion strategies, including online and offline marketing, marketing activities, etc.

9. Monitoring and adjustment: Planning companies need to monitor the overall performance of the brand, discover problems in a timely manner and make adjustments to ensure the growth and effectiveness of the brand.

The above is the general process of brand planning. The planning process of different industries and different brands may be different. The specific process and content need to be adjusted and improved according to the actual situation and needs.