The Branding Process
To build a brand takes time, a lot of creativity, energy and consultation.
The Process
EVALUATE
What will we be known for?
This is the perception you want customers to have of your brand when they think about it. You will have to expand on this since you know the positioning you want in the market.
It can be something like:
- Leaders in your industry
- Latest technology applied in your industry
- Quick and quality service
- Most innovative solution
We want to sell the solution, not just the product
Theodore Levitt Harvard
What is going on in the market?
This entails market research and is instrumental in planning your market penetration.
STATE
A brand is not a logo, tagline or any tangible item – it is a promise: a unique value that is delivered.
Brand promise
This should define your entire business mission. For example, Nike has had many customer facing slogans including the iconic Just Do It. However, these phrases have been marketing taglines as opposed to their brand promise: To bring inspiration and innovation to every athlete* in the world (which they certainly deliver). The asterisk in their promise then specifies, If you have a body, you’re an athlete. A brand needs to promise to be better, different or cheaper. If you can come up with a sentence or two stating your brand promise, we will polish it to make it look and sound good for publication.
Who are we targeting?
- Location
- Demographic
- Specific distributors
- Unique selling points
- Price strategy: “Top of the line” or “Bargain basement?”
- Distribution and sales strategy
CREATE
This is the fun part in which we specialise:
Brand Name
A brand name should be simple, somewhat descriptive and catchy.
Brand Logo
Colour, font and style plays a big part in your brand. It can set a mood or drive home a point. It can demonstrate strength or compassion, weakness or fear. It is important to consider the message you want to portray when selecting the right colours, fonts and style in your logo design. Choose wisely and half your marketing job is done. Make a poor choice and you will regret the mistake. See our colour, font and style guide to help you make quality logo design decisions.
Brand Tagline
We could develop an embedded tagline in your logo. This will set you apart and is significant for your market positioning. Options for your tagline:
- Your brand promise;
- Specific product/service description;
- Your primary value;
- Your motto
Brand Website
When it comes to your online presence, there is nothing that beats a well-designed, fast and functional website. Technology is advancing rapidly and therefore we implement the latest techniques, templates, design, coding and search engine optimisation. Our websites are optimised for web and mobile device usage. The Content Management System (CMS) we make use of is WordPress. It will provide you with the ability to update any text, pictures, etc. with the click of a button. It is also a very effective administration system and includes e-commerce, online registrations, newsletters, and many more features.
PROMOTE
Promo items
We recommend certain promotional materials based on your industry such as:
- Catalogues
- Vehicle signage: magnet or vinyl
- Video adds or documentaries
- Corporate clothing
- Business card holders
- Corporate gifts: USB flash drive, Calendar, Pens
Social marketing
- Facebook,
- Twitter,
- Google +
- Linked In
Advertising
This will be determined based on your industry:
- Billboards,
- Magazines,
- Newspapers
- Radio
- TV
- Etc.
SUSTAIN
Maintain current branding
- Website maintenance
- Social media maintenance
- Selective advertising
- Quality service ensuring word-of-mouth promotion
Watch latest trends
Monitor what is happening in the market
Keep image fresh
Run campaigns from time to time with tweaks to the brand image to keep the branding fresh.
