the branding process chapter 2

8/3/2019 The Branding Process Chapter 2

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THE BRANDING PROCESSTHE BRANDING PROCESS


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THE BRANDING PROCESSTHE BRANDING PROCESS

TheThe brandingbranding processprocess isis aa complicatedcomplicatedone,one, butbut itit cancan bebe brokenbroken downdown intointo fourfour

comprehensiblecomprehensible stagesstages::

a. Strategya. Strategy

b. Conceptb. Conceptc. Applicationsc. Applications

d. Implementationd. Implementation


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a. Brand Strategya. Brand Strategy

TheThe brandsbrands personalitypersonality andand promise,promise,differentiatesdifferentiates thethe brandbrand fromfrom thethe competitioncompetition bybydefiningdefining thethe brandsbrands positioningpositioning andand codifiescodifies thethe

brandbrand essence,essence, itit isis aa conceptualconceptual planplan providingprovidingguidelinesguidelines--forfor bothboth clientclient managementmanagement andandcreativecreative professionalsprofessionals toto drivedrive allall brandbrandapplicationsapplications fromfrom identityidentity andand packagingpackaging totoadvertisingadvertising.. EssentiallyEssentially brandbrand strategystrategy isis howhow

youyou areare conceiving,conceiving, creatingcreating andand positioningpositioningyouryour brandbrand inin thethe marketplacemarketplace toto achieveachievedifferentiation,differentiation, relevancerelevance andand responseresponse..


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Brand Essence and DifferentiationBrand Essence and Differentiation

InIn thethe strategystrategy formationformation stagestage ofof thetheprocess,process, mostmost brandbrand teamsteams solidifysolidify thethe brandbrandessence,essence, ifif itit hashas notnot yetyet beenbeen defineddefined.. TheThebrandbrand essenceessence isis thethe combinationcombination ofof thetheessentialessential pointspoints oror aspectsaspects ofof aa brandbrandcondensedcondensed intointo aa centralcentral corecore conception,conception,

whichwhich isis broughtbrought toto lifelife throughthrough thethe brandingbrandingconceptconcept andand thethe visualvisual articulationarticulation ofof thetheconceptconcept..


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DifferentiationDifferentiationAnother critical goal is to differentiateAnother critical goal is to differentiate--totoestablish a difference between your brandestablish a difference between your brandand the competition, to create a positionand the competition, to create a position

or a niche in the market. For a newor a niche in the market. For a newproduct/ services it is necessary toproduct/ services it is necessary tounderstand a market niche and then carveunderstand a market niche and then carve

it out for a brand. It is important to knowit out for a brand. It is important to knowa brands true assets, strengths,a brands true assets, strengths,weaknesses, as it is to know your own inweaknesses, as it is to know your own inthe workplace.the workplace.


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Develop Brand ArchitectureDevelop Brand Architecture

ItsIts thethe analysisanalysis ofof thethe companyscompanys brandsbrands andandtheirtheir interdependencies,interdependencies, includingincluding structuringstructuringhowhow allall theirtheir valuesvalues cancan bebe maximizedmaximized atat

everyevery levellevel ofof thethe companycompany andand throughoutthroughoutthethe strategicstrategic positioningpositioning ofof thethe brandbrand.. TheThegoalgoal ofof brandbrand architecturearchitecture isis thethe mostmostadvantageousadvantageous relationshiprelationship ofof thethe brandbrand toto

thethe company,company, thethe brandbrand toto otherother companycompanybrandsbrands andand subsub--brands,brands, andand thethe brandbrand toto thethepublicpublic..


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AtAt thisthis pointpoint itit isis vitalvital toto writewrite aa positioningpositioning

statement,statement, alsoalso calledcalled aa strategystrategy statementstatementwhichwhich isis aa writtenwritten statementstatement delineatingdelineating thethestrategicstrategic concept,concept, andand demarcatingdemarcating thethe vitalvitalcharacteristicscharacteristics ofof thethe brandbrand andand thethemarketplacemarketplace.. InIn aa nutshell,nutshell, thethe positioningpositioningstatementstatement definesdefines thethe strategicstrategic planplan:: whatwhatthethe brandbrand is,is, whatwhat isis standsstands for,for, andand wherewhere itit

wantswants toto bebe


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The Creative BriefThe Creative Brief

ItIt isis aa strategicstrategic planplan--aa typetype ofof mapmap--thatthatbothboth thethe clientclient andand designdesign firm,firm, ororadvertisingadvertising agencyagency agreeagree uponupon andand fromfromwhichwhich thethe creativecreative teamteam worksworks asas aa

strategicstrategic springboardspringboard;; itit isis alsoalso calledcalled aadesigndesign briefbrief oror creativecreative workwork planplan.. MostMostcreativecreative briefsbriefs areare mademade upup ofof questionsquestionsandand answers,answers, whichwhich areare usedused inin aa attemptattempt

toto fullyfully understandunderstand thethe brand,brand, thetheobjectivesobjectives ofof thethe branding,branding, thethe brandingbrandingcontextcontext andand thethe audienceaudience.. FinallyFinally thethecreativecreative briefbrief becomesbecomes thethe strategicstrategic planplanforfor implementingimplementing thethe objectivesobjectives..


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b. Conceptb. Concept A A conceptconcept alsoalso calledcalled anan ideaidea inin

advertising,advertising, isis thethe uniqueunique thinkingthinking behindbehindaa brand,brand, settingsetting itsits visualvisual stylestyle andand (often)(often)unitinguniting itsits visualvisual identityidentity andand applicationsapplications

AA corecore conceptconcept usuallyusually communicatescommunicates thethestrategystrategy (creative(creative brief),brief), brandbrand spirit,spirit, ororstylestyle;; itit cancan alsoalso createcreate ofof highlighthighlight ananemotionalemotional oror aa functionalfunctional benefitbenefit thatthat

distinguishesdistinguishes aa brand,brand, endearsendears itit toto thetheaudience,audience, andand motivatesmotivates thethe viewerviewer toto runrunoutout andand buybuy thethe product,product, useuse thethe service,service,oror actact onon behalfbehalf ofof aa socialsocial cause,cause, issueissue oror

aa groupgroup


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The concept is the foundation of the visualThe concept is the foundation of the visualstyle of all brandingstyle of all branding

The concept powers an individualThe concept powers an individualapplicationapplication

The concept should be expressed throughThe concept should be expressed through

the visual style and design of anthe visual style and design of anapplicationapplication


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c. Applicationsc. Applications IdentifyIdentify thethe specificspecific applicationsapplications--name,name,

logo,logo, tagline,tagline, letterhead,letterhead, packaging,packaging,corporatecorporate literature,literature, retailretail environment,environment,interiorinterior andand exteriorexterior design,design, signage,signage,banners,banners, websites,websites, promotionalpromotional design,design,andand advertisingadvertising mediamedia--thatthat areare

appropriateappropriate carrierscarriers ofof thethe contentcontent forfor thethebrandbrand IdentifyIdentify thethe mediamedia thatthat willwill bebe mostmost

focusedfocused andand powerfulpowerful inin carryingcarrying thethebrandbrand messagemessage toto thethe publicpublic andand inininfluencinginfluencing brandbrand perceptionsperceptions

ChoicesChoices ofof mediamedia includeinclude print,print, digitaldigitalmedia,media, broadcastbroadcast televisiontelevision andand radio,radio,directdirect mail,mail, andand advertisingadvertising


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d. Implementationd. Implementation Final designs are now created andFinal designs are now created and

utilizedutilized

Denise Anderson, director of MarketingDenise Anderson, director of MarketingServices for Pershing, developed 5 PsServices for Pershing, developed 5 Ps

model for implementationmodel for implementation1.1. PrioritizePrioritize

-- ImplementImplement thethe mostmost neededneeded itemsitems firstfirst.. ee.. gg..,,identityidentity includingincluding logo,logo, stationery,stationery, businessbusiness

cards,cards, andand brochurebrochure wouldwould bebe thethe mostmost essentialessentialitemsitems forfor aa startstart upup companycompany


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22.. PicturesPictures

DetermineDetermine thethe sourcesource ofof thethe imagesimages forforconceptconcept

Ascertain Ascertain whatwhat willwill bebe thethe bestbest sourcesource ofofimagery,imagery, basedbased onon budgetbudget andand conceptconcept.. ee..

gg..,, clientclient cancan provideprovide imagesimages;; oror youyou cancanhirehire photographerphotographer forfor customcustom imagesimages

33.. ProductionProduction

DetermineDetermine thethe mostmost appropriateappropriate programsprograms

forfor useuse toto mostmost effectivelyeffectively implementimplement thetheprogramprogram

DetermineDetermine howhow clientsclients willwill proofproof thetheprojectsprojects


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DetermineDetermine thethe mostmost manageablemanageable andandcostcost effectiveeffective wayway forfor aa clientclient toto proofproofandand approveapprove successivesuccessive stagesstages ofof eacheachcomponentcomponent ofof brandingbranding

44.. PrintingPrinting andand programmingprogramming

OnceOnce thethe mechanicalsmechanicals forfor brandingbrandingprojectproject areare complete,complete, youyou needneed toto selectselectaa printerprinter oror aa programmerprogrammer

MakeMake suresure thethe printprint oror interactiveinteractive

providerprovider isis knowledgeableknowledgeable inin andand highlyhighlyskilledskilled atat theirtheir craftcraft.. IfIf notnot theythey willwilldiminishdiminish thethe valuevalue ofof thethe conceptconcept andandbrandbrand imageimage


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BeingBeing presentpresent toto supervisesupervise presspress runsrunsandand newnew mediamedia programmingprogramming allowsallowscreativecreative professionalsprofessionals toto havehave controlcontroloverover thethe finalfinal looklook ofof thethe applicationsapplications..DesignDesign changeschanges maymay stillstill bebe occurringoccurringduringduring programmingprogramming.. DuringDuring thisthis stagestageartart directiondirection isis keykey inin judging judging whichwhichprintingprinting oror programmingprogramming techniquetechnique cancanbebe appliedapplied toto enhanceenhance thethe style,style,execution,execution, oror conceptconcept ofof thethe applicationsapplications


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ProtectProtect OnceOnce finalfinal productionproduction ofof thethe applicationsapplications

hashas beenbeen implemented,implemented, thethe creativecreative teamteamshouldshould bebe thethe guardianguardian ofof thethe brandingbranding..ProvidingProviding designdesign andand brandingbranding guidelinesguidelinesandand specificationsspecifications allowsallows thethe creativecreativeteamteam toto aidaid thethe clientclient inin maintainingmaintaining thetheguardianshipguardianship ofof thethe brandingsbrandings valuevalue afterafterrealizationrealization.. ProvidingProviding aa standardsstandards manualmanualisis criticalcritical toto protectingprotecting thethe integrityintegrity ofof thethebrandbrand identityidentity andand thethe valuevalue ofof thethe brandbrand..

the branding process chapter 2

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