 |
|
|
|
|
 |
 |
BRANDING TOOL
REGIS "BRANDING FOR STRENGTH" TOOL TO ESTABLISH OR REDEFINE YOUR GROUP’S BRANDING
Today, it’s not enough if they just know your name; it’s how they feel about you. You must establish a strong impression of the group, its mission and its relative value in the minds of a carefully targeted audience; a "Brand Essence." You must connect with that group. In this climate, only the strong brands survive
Today, your Brand Essence must say: You are solid, adapted, and competitive; that you’re not going to go away. If you’re ready to brand or re-brand your organization, you should take the following six steps:
STEP I: ASSESS CURRENT POSITIONING
- Conduct an assessment of current consumer Perception / Positioning.
- Ask the following questions:
- Do you know what competitive Brands stand for?
- Do you know how your customers feel about your Brand?
- How would you evaluate your brand’s value proposition? Is that important to customers? Are you delivering it?
- Is your brand promise in line with your organization’s core mission?
- How do your employees/members feel about your brand?
- Who is watching over your brand at the company/organization? Do you have a chief brand officer?
STEP II: CREATE A BRANDING CREATIVE BRIEF
- Target:
- Conduct an In-depth analysis of your Target
- Understand their psychology
- Competitive Climate
- What other groups are out there, competing for the time, attention and commitment of your target?
- Principal Idea (Benefit)
- What is the single most important thing that you want your target to know about you?
- Support Points (Why should people accept/believe us?)
- Facts which are an arsenal of proof to back up the principal idea or benefit.
- Tone & Style ("Brand Essence"/"Aura")
- What is our tone of voice?
- Is this message presented in a serious or humorous fashion?
- Desired Action
- What do we want our target to do after they’ve received our message?
STEP III: SOME LEFT & RIGHT BRAIN EXERCISES
- Left Brain (Who are we?)
- Create a concise "elevator speech"
- Examine and update your Mission Statement
- Create a 3-word "Mantra" about your product or organization
- Examples:
- Nike:"Authentic Athletic Performance"
- Disney:"Fun Family Entertainment"
- Starbucks:"Rewarding Everyday Moments"
- Right Brain ("Brand Essence"/"Aura")
- Pick a color palette, typeface, logo, audio signature & tagline consistent with your Brand Essence
- If possible, appeal to all five senses
STEP IV: CREATE BRANDING PACKAGE
- Use the Creative Brief as a road map
- Examine your language
- Check your tagline
- Is it as simple and emotional
- Weed out overt cleverness (puns, etc.)
- Does it precisely express your position and Essence?
- Insist on message development consistency (Integrated Marketing Communication)
- Be certain that all corporate communications (Logo, advertising, promotion pieces, newsletters, letterhead, business cards, PR Releases, interviews, speeches & convention booths) accurately reflect your Branding Brief
- Pay particular attention to your web site; it’s often the all-important first impression of your group
- Establish a style guide and/or Chief Brand Officer ("Style Tsar") to ensure compliance
STEP V: TRADEMARK REGISTRATION
- Be certain key elements are ownable
STEP VI: SCHEDULE A COORDINATED LAUNCH
If you want our help in this process contact TRG
NEW LEADERSHIP TOOL | LEADERSHIP TOOLS ARCHIVE | 5 KEY QUESTIONS | REGIS FORUM
|
 |
|
 |
|
 |
