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Insights |
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Strategy
Branding
Above
Below
Digital
PR
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Integrate your brand asset
Your brand is one of your most valuable business assets, which is why you should periodically evaluate your brand asset to ensure it retains its value by remaining relevant, progressive and reinforcing your desired positioning consistently in a brand-centric™ manner.
Consider the following five steps when planning an integrated brand identity program,
Step 1 - Audit
Evaluate your current identity for consistency, continuity and positioning. Identify corporate identity weaknesses. Evaluate your brand architecture, logos, graphics, messages and payoff lines. Evaluate how your brand is implemented internally and externally. Scrutinize all communication collateral, from advertising, sales, stationery, vehicle and building signage, packaging, website and press materials.
Step 2 – Benchmark
Benchmark brand identities both within and out of your category. Brands you admire and respect. What do you most admire about their identities, messaging and positioning? Why do you think it is successful? How does it compare with yours? Importantly, what can you learn from them?
Step 3 - Plan
Using the information gained from step 1 and 2, brainstorm specific identity issues and develop an identity plan complete with objectives, strategies, actions, schedules and estimated costs. The proposed strategy should cover each of the corporate identity issues and problems from Step 1. Integrate each of the proposed identity and messaging applications into a total marketing plan, and create a timetable for implementation. Without a specific timetable, the plan may well wind up on the shelf.
Step 4 - Creative development
Review your existing icons, typography, visual language and colour palette and develop new alternatives with a corporate and branding specialist agency. Test both the new and the old identities amongst internal and selected external people. Refine the concepts based on the results and finalize the new system.
Step 5 - Implementation
Start the production of all identity applications and develop a brand identity manual covering all applications of your corporate. Create a condensed standards handbook for suppliers and other, tertiary stakeholders. Have a series of brand workshops educating stakeholders on how to live their new brand.
The G&G insight
Integrated branding with a brand-centric™ focus is a way of operating, an overall way of doing business, and a way to make certain your brand equity increases in value. |
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