How brands are made – branding process, stages, and guidelines
What is branding?
How to communicate a brand?
The branding process goes through the following stages:
- The market – size, trends, market shares
- The competition – most important: points of parity and differentiators
- Your business – which, for existing brands, will include brand analysis or brand audit
- Analyze and translate data into insights.
- Positioning – in connection to everything revealed in step 1. Remember, choose one customer segment to address and be the best choice for them.
- Create brand narrative – emotional
- Define reasons to believe – rational benefits that spring from features
- Define brand personality – if your brand were a person, let’s say a friend, how would it talk, act, dress?
- Messaging – how will your brand speak and what will it say to matter
- Communicate – this is a show-and-tell game to play with your audience, which means it is not a monologue, but very interactive.
Deliverables of the branding process:
name, logo, slogan, color scheme, fonts, specific images, types of communication channels, types of key messages for the entire positioning of the brand, and which, subsequently, will be adjusted for future campaigns.
once accepted, the new brand identity is implemented within the brand's communication channels and its specific materials. Make sure everyone involved understands how to use the newly created resources. This procedure is essential because the specific idea, ie the essence of the brand, is transmitted through the new signals as established, to the target audience.