A PROVEN PROCESS TO ARTICULATE YOUR BRAND
A rigorous approach that identifies the connection that exists between your business, your product and your customer, to create relevant, engaging experiences.
It’s the means by which we can create a charismatic brand – brands people can form an emotional connection with and genuinely engage & interact with.
There are no hard and fast rules, it’s about understanding the core essence of your business – your short/medium/long term plans (is it about growth or an exit strategy), what your SMART (Specific, Measurable, Achievable, Relevant and Timely) objectives are and what the brand means to both internal and external audiences.
It’s about engaging and motivating senior stakeholders – their thoughts, opinions and visions. It’s about discovering that unique insight, by analysing customer data and reviewing competitors, so we can create innovative creative ideas and write compelling stories. Technology gives you the ability to measure everything. Test, learn, refine, test, can be applied to everything you do, so there's a cycle of continuous improvement.
Finally, it’s about people. Not just your customers, but also your staff and your suppliers. Your brand needs to be all encompassing, because the supply chain is key.
A 6-STEP PROCESS
The business purpose, the brand truth and customer mind set. Identify the emotional connection/s between business, product and customer.
The brand strategy, key insights, brand story, core messages. Identify audience touch points, the customer journey and what constitutes good CX or outcome.
The expression of the brand personality – visually, tonally, environmentally, by action and behaviour. How do your customers experience the brand?
The communication strategy – the creative ‘big idea’, internal cultural alignment, external communication channels, content creation, launch strategy - digital, social & media plan.
The rollout of a campaign, marketing assets, brand experience, interactive opportunities, influencers, storytelling content.
The on-going tracking & measurement: review ROI, refinement and adjustment of brand experiences, messages and content. Implement a test and learn strategy for continuous improvement.
Want to learn more about my services? Get in touch today and see what I can offer you.