Brand Strategy
Step one includes a brand audit, brand narrative and vision, and the development of audience-specific positionings.
Brand Audit
A Brand Audit assesses brand strengths and identifies potential vulnerabilities. It also highlights gaps between what customers want and what the brand and market offer. It is the foundation on which the other steps depend.
Brand Identity Blueprint
The Brand Identity Blueprint establishes the forward-looking vision for building consistent and relevant brand meaning across every customer-facing activity.
It specifies what the brand should mean in the future, guides how it behaves, and
informs what it communicates today to achieve that reputation.
Brand Vision
A Brand Vision explains how your brand will support the company’s overall mission and objectives, and forms a bridge to making decisions across the organization. While there are many different ways to express a brand vision, all brand visions have at least three components: rallying cry, capabilities, and personality.
Brand Positioning
A compelling Brand Positioning doesn’t necessarily have to emphasize functional product benefits. There are many ways for new and existing brands to stand out.