Thursday, June 11, 2009

The Strategy Behind Branding

You think your brand is a little tired and you would like to freshen it up. Instead of just changing the logo put a little strategy behind branding.  

One of the first steps to freshening up a brand would be to perform a brand audit. Collect all materials. Look at the logo, messaging and collateral previously used and create an analysis. What worked, why? What didn't, why?  Is there anything you still like? Anything you could rework?  Anything you wish you never used?  

If you want to truly revive your brand, and if your budget allows, you should revamp your identity.  A few things to consider as you take on a new brand identity:
  • What is your mission and how can you incorporate it's values into your brand?
  • What is your purpose?
  • How do you want to position your brand? (marketing and PR opportunities)
  • Do you have a positioning statement?
  • How will you protect your brand? (reputation management)
  • Who will you align your brand with? (association, connection)
  • When you communicate your brand what tone should be used 
  • What is your brand character and personality?
  • Do you or should you incorporate a tag line?
  • What are your visual themes?  (colors, fonts, images)
  • Who is your target audience? (demographic)
  • What is your competition doing? Is it working?
  • Are metrics in place to measure brand performance?
This will take some time, however it should be worth it in the end.  Brand strategy should produce positive results creating an identity that will make a stronger statement, as well as a long-lasting connection.

No comments: