Current, previous and prospective customers are generally surveyed to assess perceptions of the brand, and reasons for choosing the product/service.


It is important to assess the customer experience to gain insight on the consistency/inconsistency of the brand identity. To assess the customer experience, every customer contact point is commonly evaluated. This includes the moment the customer inquires about a product/service to the moment of purchase and the post-purchase attitude towards the brand.


The brand assessment from the two dimensions derives the brand usefulness. By taking all stakeholder views into consideration, one can determine what overall strengths to focus on and how to better align the brand to these strengths and opportunities.


Step 3. Competitive Assessment


You always have to be aware of your competition. Specifically, it’s important to determine what differentiates you from your competitors. This is done by evaluating differential points which enables you to identify opportunity spaces and strengths/weaknesses relative to the competition. Benchmarking is an excellent process used by organizations to employ new methods and ideas to enhance performance. Branding efforts of competing firms are also generally evaluated.


Step 4. Brand Strategy Planning


At this stage, enough information has been collected to knowledgeably create a strategic plan. Generally, the consultant conducts focus groups with key stakeholders to design the final brand strategy and ensure that it is built around the vision, position, and core competencies of the firm. This is where the expertise of the branding consultant really comes to play. A knowledgeable consultant facilitates the brand development process by asking the right questions, providing key input and ideas, getting key issues to surface, and achieving resolution.


Step 5. Brand Implementation & Sustainability


Great plans do not always result in successful business practices. Organizations often allocate extensive time and resources to develop a brand strategy but do not focus enough energy towards the implementation portion of the plan. In order to execute a strategy successfully, there must be measures in place to ensure compliance and implementation of the strategy. The Balanced Scorecard is an excellent tool that promotes execution of a strategy as it records and measures results. In order to pursue and reach goals, individuals need targets that can be measured and recorded; the balanced scorecard can customize measures specific to various projects. Furthermore, the balanced scorecard facilitates long-term sustainability of the brand. Targets that are not being met will be focused on and improved. The Balanced Scorecard also provides the flexibility to change measures as business factors change in the future.


The Aftermath


Development of a strong brand strategy will bring you noticeable results. A brand is something that can be seen, touched, and heard. It is something that will resonate with customers and all internal stakeholders of the company. Increased revenues, retention of customers and a stronger company image are a few of the benefits of a strong brand identity.


Who develops a Brand Strategy?


Developing and maintaining a brand strategy usually requires a team effort; no individual can do it on their own. Large firms generally bring in brand consultants, strategic marketing firms, or independent authorities. It often takes someone with a different perspective, generally someone outside the company, to help build and maintain a strong brand. Abonar can help you design a successful brand strategy. Get ahead of your competition by making a smart investment in your brand.


< 1 2