BRANDING FOR STRENGTH "HOW WILL PEOPLE KNOW WHO WE ARE AND WHAT WE STAND FOR?" TRG BRANDING FOR STRENGTH STEP I: ESTABLISH OR REDEFINE THE GROUP’S BRANDING Establish a strong impression of the group, its mission and its relative value in the minds of a carefully targeted audience. In this climate, only the strong brands survive Effective Branding today goes well beyond a unique benefit. It is a very sophisticated process. It creates an aura around your product, company, or organization. It is an expression of your core values, an almost spiritual component widely called Brand Essence. Today, your Brand Essence must say that you are solid, adapted, and competitive; that you’re not going to go away STEP II: CURRENT POSITIONING Conduct a current assessment of Perception / Positioning Do you understand exactly what your Brand is? Do you know what competitive Brands stand for? Do you know how your customers feel about your Brand? Do you feel your Brand is as strong as it should be? How would you evaluate your brand’s value proposition? Do you understand what your intangible brand characteristics are? Who in your category owns the top value proposition? Who is watching over your brand at the company/organization? Do you have a chief brand officer? What is your brand promise? Is that important to customers? Are you delivering it? How do your employees/members feel about your brand? Is your brand promise in line with your organization’s core mission? Are you competing in the right segment? STEP III: CREATE A BRANDING CREATIVE BRIEF Conduct an In-depth analysis of your target Understand their psychology "Face the Target" (visualize them!) Create an ownable emotional component, a unique Brand Essence Articulate a Tone and Style for all communications Create a response akin to: "That's a club I'd better join" If possible, do qualitative research with your Target STEP IV: SOME LEFT & RIGHT BRAIN EXERCISES Create a concise "elevator speech" (Left Brain) Pick a color palette, typeface, logo & tagline consistent with your Brand Essence (Right Brain) STEP V: CHECK LANGUAGE Examine your tagline Does it pass the "Hammerstein Simple" test (is it as simple and emotional as a Hammerstein lyric?) 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 All must speak with the same voice 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 VI: TRADEMARK REGISTRATION Be certain all elements are ownable STEP VII: SCHEDULE A COORDINATED LAUNCH Internal External STRATEGIC PLANNING   |   LEADERSHIP DEVELOPMENT   |   ASSESSMENT
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