THE PROCESS OF BRAND BUILDING

Posted : 09 March 20224

It's Not That Easy And That Fast

Written by our chairman Kenneth Cato

1. Assess

- The current lay of the land
- Marketspace analysis
- The business opportunities

Processes and tools in this stage may include:

- Brand audit
- Brand assets analysis
- Audience segmentation
- Stakeholder mapping
- Brand engagement mapping
- Brand Anatomy mapping
- Competitor brand analysis
- Brand awareness metrics
- Brand equity metrics
- Research
- Brand valuation

2. Define

- The brand architecture
- How the brand is positioned
- What the brand stands for

Processes and tools in this stage may include:

- Brand architecture
- Vision & mission statements
- Brand attributes
- Brand & corporate values
- Value propositions
- Brand essence
- Brand pace
- Brand positioning
- Personality & tone of voice
- Brand archetypes
- Brand DNA

3. Interpret

- How the brand behaves
- How the brand sounds
- How the brand looks

Processes and tools in this stage may include:

- Naming & taglines
- Brand identity
- Broader Visual Language
- Sensory branding
- Brand stories
- Brand messaging and content
- Marketing & promotion
- Brand ambassadors
- Internal culture programs
- Brand documentation
- Brand education

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4. First green commercial development in Eastern Indonesia
5. Expanding business opportunities through database generation