In recent years, it has become more difficult to reach audiences. Advertising mediums have become increasingly fragmented. People are bombarded every day with thousands of advertising messages. With these changes, branding has become a more crucial factor in the success or failure of a business. The following are my list of 10 branding steps that I go through when helping a client brand their business.

1. Determine who the target audience is.
2. Determine the purpose to be achieved. Your purpose will include what you want others to know and say about your products and services.
3. Define other key factors such as the company personality, core competencies, mission, and core values.
4. Determine what sets your company apart from competitors. What is different about this company?
5. Choose colors, fonts, and imagery that will express the company personality and purpose.
6. Create a name and logo that portrays the above.
7. Create a tagline that underscores your differentiation from competitors.
8. Characterize your brand. It is what your company stands for, a promise you make and the personality you convey.
9. Repeat and communicate your brand in multiple ways with frequency and consistency throughout the life of your business.
10. Be sure that all of your processes involved around customer interactions are in alignment with your brand which has been defined in the above steps.

Tags: Branding, marketing-strategy, web design

This entry was posted on Thursday, August 27th, 2009 at 6:07 pm and is filed under Branding. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.