Phase One: Create a Brand
Here are a few key steps to creating a brand for your
Step One: Identify the human side and personality of the
brand. Discover who the brand influencers and advocates are
and how they might impact the brand’s image. This is an appropriate
stage for a focus group.
Step Two: Find the values behind the brand and what they stand
for, as well as the heritage or history of the brand, including stories
and key people associated with the brand. Conducting interviews
of key personnel and employees is appropriate for this stage.
Step Three: Identify the emotional benefits of the brand; e.g.
the promotion of pleasure and the avoidance of failure. Surveys
of former and current consumers are arguably the best way, as
they have believed enough to buy the product or service.
Step Four: Establish a core belief based on the information
and data collected, addressing what ultimately expresses the
brand essence accurately. Create a mission statement to frame
all succeeding steps.
Step Five: Reduce the mission statement into a core oneline
statement. Create a slogan that translates the benefits of
the core belief or mission to customers.
Step Six: Develop the appearance of the brand and its artistic
elements (for more on brand identity, see below). Use the information
from the previous steps to influence the brand identity.
Phase Two: Maintaining Your Brand
When analyzing your website, its product literature
or advertising (Web or print), answer the following
questions to ensure consistency in the quality of your
• Is this material unique (color scheme or logo, for example)
to the brand or is there a chance that it will be confused with
brand elements of the competition?
• Is the material used consistently across all current marketing
and promotion channels?
• Is the material memorable, but in line with the heritage or
history of the brand? People tend to remember things that
are out of the ordinary — do elements exist that can be tied
back to the brand?
• Is the material clear and understandable, and presented in
line with the corporate mission and its core beliefs?
• Is the material honest and truthful, making genuine representations
in line with the promises of the brand?
• Is the material professional, yet personal, and does it
express the values and benefits of the brand?