TEMPLATE FOR CREATING A TIMELINE
The following steps for FAST
TRACK BRANDING™ provide an easy
template for creating a timeline for your brand program.
YEOWZAH can help design a process and timeline that best
meets your organization's needs and level of organizational
development.
Phase 1:
Brand Strategy Development
The internal audit is an important step in
identifying key consumer insights for the brand and often
includes the following components.
- Review and synthesis of existing
business, brand strategy, and marketing documents
- Review and synthesis of existing
market research
- Executive Management and Key Stakeholder
interviews (always include Sales)
- Lack of differentiation, any confusion/potential
confusion points, barriers to overcome
- Influence points analysis –
identify/prioritize cross functional contact points with
brand
- Marketing audit to review current
marketing programs and materials
If branding is a new concept for your organization, it's
useful to define branding components and constructs so that
your team, and eventually your entire organization will
have a common language and tools for branding in your company.
Key elements in constructing a brand strategy "strawman"
are:
- Consumer Target(s)
- Source of Volume
- Barriers to Overcome
- Brand Vision/Role
- Reason to Believe
- Brand Essence (Current Product/Service
features and benefits; and potential future products/services)
- Brand Values
- Brand Personality
- Brand Flag and Slogan
Market Research can be used for refinement throughout the
development process, depending on your company's needs and
budget.
Phase 2: Pre-launch Preparation
Once senior managment is aligned on the brand
strategy, pre-launch preparation involves program development.
Any new trademarks or patents should be filed for protection
of these key company assets. Marketing and Communications
strategy and programs can be developed and integrated cross
functionally at key influence points identified in phase
1.
Whereas Market Research in Phase 1 is focused
on brand strategy, positioning and key elements, in Phase
2, the focus moves to development and testing of marketing
program concepts and materials. Measurement and monitoring
systems should be defined and baseline measures established
prior to implementation/launch.
Regardless of the level of development of
your organization, it is sound operating procedure to have
brand identity standards that provide consistent direction.
This is especially important in an organization that is
implementing a branding program for the first time.
Phase 3: Implementation
If building brand loyalty is the basis for
enduring profitable growth, then it follows that branding
needs to be a way of life for an organization...an integral
part of the overall corporate culture. Branding is not a
one time deal. That's why it's important to think about
brand development and brand management as ongoing business
processes. Refinement is imminent as new information (e.g.,
market performance, competitive activity) is available.
This is why at YEOWZAH, we emphasize internal
and external brand launches and ongoing orientations.
Associates can be a brand's best advocates, especially when
they take pride in the brand they represent. A strong brand
is uplifing and inspiring. It's what makes employees, consumers,
and anyone else who is touched by the brand, that much more
passionate about the significant impact that brand has on
the world around them.
At YEOWZAH, we get great joy in experiencing
this transformation and like to be a part of it in any way
we can!
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