DIY Outline Strategic brand development process
To begin brand development using the IDEAS framework, you should define your brand’s core purpose, values, positioning, and target audience. Next, translate these concepts into a memorable visual identity and consistent messaging across all platforms, including websites, social media, and packaging. Finally, implement your strategic plan, track its performance, and evolve your brand in response to market changes and customer feedback.
1. Discovery and strategy
- Define brand purpose and values. Go beyond profit and clarify the fundamental “why” behind your brand’s existence. Your mission and core values should resonate with both your employees and customers.
- Conduct market research and competitor analysis. Understand your industry and identify gaps in the market that your brand can fill. Study your competitors’ strengths and weaknesses to inform your unique positioning.
- Determine your target audience. Create detailed buyer personas based on demographics, psychographics, and behaviour. Understanding their needs and pain points is crucial for creating a brand that effectively resonates with them.
- Develop a positioning statement. Create a concise internal statement that defines your unique value proposition. This clarifies what you offer, who it’s for, and how you differ from the competition.
- Create a brand story. Craft a compelling narrative that builds an emotional connection with your audience. This can humanise your brand and foster customer loyalty.
2. Visual and verbal identity
- Choose a memorable name and slogan. Brainstorm a brand name that is unique, easy to remember, and can scale with your business. Your slogan should be a short, catchy phrase that captures your brand’s essence.
- Design a unique logo. Create a scalable and memorable visual that serves as the face of your company. It should incorporate your brand’s personality through elements like shape, color, and typography.
- Establish a visual identity. Select a cohesive color palette and typography that reflect your brand’s personality and evoke the right emotions. You should also define the style for your photography and other visual elements.
- Determine your brand voice and tone. Define how your brand communicates with your audience. Determine whether your tone is playful, serious, formal, or casual, and ensure it remains consistent throughout all content.
- Document brand guidelines. Compile all your visual and verbal identity elements into a comprehensive style guide. This ensures all your teams and external partners maintain consistency across every brand touchpoint.
3. Implementation and evolution
- Apply branding across all touchpoints. Integrate your new brand identity and messaging consistently across your website, social media, advertising, packaging, and physical spaces.
- Develop a growth strategy. Map out how you will promote your brand to increase awareness and reach new customers. This can include content marketing, social media campaigns, and other outreach tactics.
- Measure performance and adapt. Track key metrics, such as brand awareness, customer engagement, and sales growth, to monitor your brand’s health. Regularly gather customer feedback to understand how your brand is perceived in the market and make adjustments as needed.
- Ensure internal alignment. Train employees and foster a company culture that reflects your brand values. Your team members are your best brand ambassadors and must live the brand promise.