Brand Building Process

Manoj Joshi

mj.frend@gmail.com

Preface…Dear Friends At some point of time,if you decide to build your brand, then

you want to have some road Map with you for your journy.

This is just a Map. It just indicates. You will find Mumbai on a map, but that is not real mumbai.

You need to travel,expirence it, your way.

I am not a expert, whatever I have written is out of my expirence. If it is of any use for you I would be happy. Share it with others then. It’s your journy, so make all those necessary changes in your plan

. Wish you a happy journy.

Manoj

Research

Objective:- What is your Brand Core ? What are your brand words? What is your brand persona?

Action Points:- Talk to BODs,Top officials,exesting customers, past

customers,vendors,middle level management. Design the questinare.get it filled. Analyze it. Present it.

Name & Logo

Objective:- Design the logo

Action Points:- Based on the core, First decide the name. be sure

that it is not generic. Design few alternatives, reflecting the brand core.

Color selection.Graphic style etc.

Stationary

Objective:- Make all stationary reflect brand identity.

Action Points:- List down the items. Standardized the logo

proportion,placement,colour,size etc.

Internal Branding

Objective:- Make the internal team aware of new brand

standards & way to follow it.

Action Points:- Prepare a presentation(Dos &Don'ts) & Deliver it. Formulate Brand Forum activity which will have the

representation from each dept. of Co. Make activity plan for internal Branding. News

leters,compitions based on core,new initiatives based on brand promise etc

External Branding Objective:- Brand identity creation

Action Points:- Decide the media vehicles,budgets,schedules etc. Make the creative ready which talks about Brand

essence.( Press,TV,Broucher,leaflet,visiting Cards,bill books,cd covers,internate signature etc)

Decide on soft launch or a hard launch of new brand identity.

Option1: I behave,so I cliam. Option2: I cliam so I will behave.

Brand Touch points

Objectives:- Identity & ensure that your brand is experienced in

the desired way decided by you & expressed in your promise.

Action Points:- Identity Brand touch points in (a) pre-purchase state (b) purchase state (c) Post purchase state

Brand Touch points( cont.)

Make a plan, base on your observations.

Training,mentoring,rewarding program are to be decided for creation of better brand experience at all touch points.

Keep on reviewing the process monthly.

Generate Reports ,analyze it to create a action plan for a folowing month.

Brand Audit

Objective:- To know, evaluate the effectiveness of your brand

building efforts

Action Points:- Develop the quionare & get it filled. Talk to customers,vendores etc. refer the brand touch points reports. Analyze if any change in consumer buying

behaviour,purchase pattern, sales numbers, created awareness etc.

Brand Audit ( Cont.)

Observe trends, , with respect to location product, specific campaign, promotional scheme etc. Be dynamic. Alter, modify the plan base on the

finding and keep on doing this every quarterly.

One word. If your brand is doing good, there are many reasons for

that. But fundamentally it is due to good thinking behind it.

If it is not doing that well, then You as a brand manager is responsible for it as you do that thinking behind the brand.

If it is not you but some one else is doing that thinking, strategy planning ( CEO,VP etc) in the company without referring to your findings, reports etc

One word( cont.)

Then you and your brand needs the customer support badly & quickly.( you know who is is your internal customer as brand manger. Isn’t it?) so present your views on the ABP with brand stand point. You can do this pro actively.

Do not correct people, correct their thinking.

Thnak You.