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Building your Brand

Your brand is a story unfolding across all customer touch points.

JOnah Sachs
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Branding is more than a logo, website, tag line, social post

your brand is how the world sees & Responds to your product and services.

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Brand Discovery Process

The discovery process allows for the creation of the brand from the consumer’s point of view. Rarely is your brand what you perceive. Understanding your brand internally and externally is an important key to unlocking the tone and style of your brand.

WHAT IS ANALYZED, COLLECTED & REPORTED IN THE DISCOVERY PROCESS:

  • Mission & vision
  • Customer experience
  • Key products & services
  • Research & analysis
  • Culture & history
  • Business strategy and goals
  • Competitor landscape

Brand Strategy
Process

During the strategy process, all the information collected in the discovery phase helps shape the strategy for the brand. The strategy is the framework to allow the brand story to be positioned in an organized structure to achieve consistent message and tone to your current and future consumers.

WHAT IS DEVELOPED IN THE STRATEGY PROCESS:

  • Brand architecture
  • Brand positioning
  • Rebranding
  • Value proposition development
  • Social media strategy
  • SEO strategy
  • Inbound strategies
  • Website strategies

Brand Creative Process

The creative process is where your brand starts development, focusing on its voice and visual tone. Creating your brand’s personality is important to you and your customers.

Are you warm, strong, approachable or technical?

This is the time to explore these options based on what was learned in the discovery and strategy process.

WHAT IS DEVELOPED IN THE CREATIVE PROCESS:

  • Company/product logos
  • Tagline
  • Personality
  • Voice and tone
  • Key messaging
  • Visual mood
  • Brand guidelines
    • Visual style
    • Messaging style

Brand activation
Process

This is where your brand takes off. Activating your brand for internal and external teams through the brand guidelines lets everyone write, speak and create your brand story. This helps clarify the voice and tone for your customers and ensures they are hearing, seeing and responding to the same messaging. Your material should be consistent across all consumer communication channels.

WHAT IS PRODUCED IN THE ACTIVATION PROCESS:

  • Online
    • Website
    • Email
    • Video
    • Blog
    • Social media
    • Interactive content
  • Branding Guidelines
    • How the brand looks
    • How the brand sounds
  • Marketing Collateral
    • Business stationery
    • Trade show
    • Advertising
    • Packaging

Brand Response Process

Your work is not done yet. Now that your brand is being heard and seen by your consumers, it is time to monitor if your brand is being consumed as you thought. Understanding your customers’ response to your brand allows you to modify, shift and refocus your previous efforts.

Remember, branding is an endless cycle of refining how consumers are responding to your services or products.

WHAT IS ANALYZED IN THE RESPONSE PROCESS:

  • Web traffic & conversions
  • Social media feedback
  • Sales team feedback
  • Leadership feedback
  • Consumer Feedback
    • Surveys
    • Testimonials
    • Social postings
    • Sharing or not sharing content
    • Email response pages
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Branding does
not have a
finish line.
it is a
continual
process:

How you look
How you speak
How you are heard
What they say

Ready to take your brand
to the next level?

Schedule a free consultation with one of our inbound
marketing experts.
   
     
What is Digital Branding?
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