Step 1: insight
At the beginning of brand creation, we need to know the growth prospect of the brand. Usually, this includes analysis of market and industry trends, competitors, customers and other target audiences. One of the biggest challenges to successfully achieve brand growth in this step is to realize that customers usually can't tell you what products or services they want, and customer research and analysis is only an input to define brand opportunities.
Step 2: Strategy
Once we know the brand image, we should formulate and evaluate the alternative brand strategy for the biggest market opportunity of the brand. At this stage, the main concern is to ensure that brand owners and their marketing partners reach a * * * understanding of brand strategy, and ensure that the final brand strategy meets the core standards related to the target audience, distinguishes it from competitors, and is credible to the organization.
Step 3: Brand Identification and Tools
Once the brand strategy is decided, it is necessary to formulate the name (if it is a new brand), design the brand LOGO (logo, VI, tonality), describe how to use the brand style guide and other useful tools.
Other brand building tools developed at this stage include information blueprint and sensory positioning. The information blueprint provides primary and secondary information for each brand's stakeholder audience, as well as the best format and corresponding supporting information for each piece of information. Sensory position recognition based on the research among target customers can trigger the sensory clues of the target audience's perception of brand expectations, which can be used to create all marketing materials.
Usually, the desire to bring a new brand to the market may induce the brand owner to be stingy with the information blueprint and sensory state. Even if everything we have done so far is of quality, if we don't put the blueprint of information transmission and sensory position together, it will lead to an ordinary brand. Brand information is diluted, and sensory information accounts for 85% of human information processing, which is tactical rather than strategic, and is often based on creative liking rather than the effectiveness of persuading the target audience.
Step 4: Implement
In the last step of the brand building process, it becomes execution, analysis and adjustment. This includes building your website, making marketing communication films, publishing news and advertisements on social media, and so on. In the process of implementation, it is important to adhere to the brand strategy and style, and use oral and sensory brand tools to exert the greatest influence.
Consistency is essential, but it cannot be static. Brand is not a formula, but a collection of developing thoughts, emotions, beliefs and attitudes. In this step, it is very important for large organizations and multinational companies to "integrate" the brand into the whole organization so that everyone representing the brand can understand and make positive contributions to it.
The biggest challenge in the implementation stage of brand promotion is to achieve the sustainability of brand building, rather than thinking that brand promotion has been "completed". Measure your brand awareness among the target audience and compare it with your competitors, so that you can adjust your brand marketing accordingly. Besides, don't be afraid to re-examine your brand strategy if necessary.
Although brands want to enter the market as soon as possible, it is crucial to realize that brand building, such as word-of-mouth building, is a gradual process. There must be a correct foundation, there is no shortcut, and it is very necessary for the long-term development of the brand to correctly understand and do this.