Branding Process

the-case-for-b2b-branding-cover-photoFrom The Case For B2B Branding, here are seven easy-to-follow steps to guide you through the sometimes bewildering maze of branding:

Step 1 Effective Teamwork

It starts at the top with the CEO and C-Suite managers, but make sure you have representatives from all employee and customer touch points on your branding team: sales, marketing, human resources, customer service, etc.

Step 2 Brand Architecture

Pick the right branding infrastructure for your organization, and be sure to anticipate future expansions, acquisitions and mergers.

Step 3 Audience Identification

Identify the market segments that are most important to you, and make sure your brand strategy resonates with them. And don’t overlook employees. If they don’t understand and accept your branding approach, it will most certainly fail.

Step 4 Brand Positioning

You can’t be all things to all people. Pick one important attribute that will help differentiate your company and go with that. Don’t try to claim a brand position that doesn’t fit your capabilities, or is already occupied by someone else.

Step 5 Brand Personality

There’s no substitute for good creative work. Invest in it and take the time to create a total brand personality that helps people understand what they should expect from your company. Make it easy for internal and external audiences to remember and play back your brand messages.

Step 6 Consistent Execution

The longer you stay with a branding concept, the better it will work for you. Most people give up on branding programs way too soon.

Step 7 Brand Equity

Brands are among any company’s most valuable assets. Make every effort to quantify your brand strength, and measure progress in building and nurturing that brand.