Michelle Villasnor: January 2010

http://www.realbranding.com/about_us/methodology.php

Define > Design > Develop > Deploy > Evaluate

Define
Client survey, Goals and objectives outlined, Creative Brief, Project team, Business cases
Design
Extranet, Storyboarding, Design, UI/ Proof of concept, Copywriting, Client review/Approval
Develop
Staging Server Set-up, Visual design, Coding, Backend/Database, QA/QC, Client review/Approval
Deploy
Website, Creative, PR launch, Communication action, Production management, Activity tracking
Evaluate
Media performance analysis, Media optimization, Search engine, Project audit/Reporting, Client review, Updates and ongoing maintenance

Objectified
When people tell them the target market they don’t care. They want to know who are the outliers and the normal people will fall in place anyway.

http://www.collings.co.za/2005/09/my_brand_method.html

Objectives
The methodology starts with establishing and clarifying the client’s objectives to ensure the brand strategy produces the desired results and can be measured. However, clarifying the client’s objectives is more than just metrics it is also about understanding their passion and vision.
Research
The methodology then moves onto the research phase which encompasses both qualitative and quantitative research and covers areas such as valuation of the brand; organizational support for the brand; performance and perception of the brand in the marketplace; market segmentation and demographics; competitor analysis; industry and economic drivers; etc.
Strategy
The next stage of the methodology is the crafting of a brand strategy unique to the needs and aspirations of the individual client. The strategic phase deals with issues such as positioning the brand in the marketplace; developing a brand architecture; building internal and external brand awareness, knowledge and image; aligning the brand and the organization to ensure mutual support; protecting the brand’s intellectual property; etc
Implement
The strategy is then implemented, a multifaceted phase that involves tasks such as designing a visual brand identity; guidelines for the use of the brand; the execution of communication campaigns both above and below the line; organizational roll-out and training; etc.
Monitor
The next phase of the methodology is monitoring execution of the brand strategy and tracking responses to the strategy against the identified objectives. Should it be required, the strategy and execution can be fine-tuned.

Three points to note about the methodology:
1. The methodology is a continuous circle reflecting the reality that strategic brand management is an ongoing process.
2. There can be an overlap between the various subsequent phases of the methodology.
3. It is envisaged that the methodology and its components are performed by various individual and entities with specialist skill sets and experience. The methodology serves as a guide to their collaboration.

What is a Brand?
* Your brand is the feeling people get when they think about your company, the sum total of their experience, both positive and negative
* Branding isn't only about data — it's about understanding how people's lives are changing and why, and reacting to those changes
* The best branding captures the essence of the company's differentiator and communicates that difference to customers in a relevant way

We are certain you may have heard this before, but it bears repeating … A brand is not a slogan. It’s not a logo. Nor is it an ad campaign. There are numerous misconceptions surrounding branding and brand terminology, so for clarification, we offer the following definitions which we use to help focus our discussion of branding as we move forward:

Brand – The relationship with your customer articulated through a powerful set of promises to deliver relevant and distinctive value or a set of services.
Brand Essence – The spirit and soul of the brand that transcends time and campaigns, consisting of function, differentiation, image/personality and source of authority.
Brand Identity – The look, feel and tone of the brand, including the name, delivered consistently across all communications.
Brand Strategy – architecture that connects the customer to the brand.
Brand Values – Those durable beliefs held in common throughout the organization that define who it is and what it stands for.
Competency – Organizational ability to capitalize on a brand’s equity or assets in the marketplace.
Equities – Those perceptual assets delivered through a competency of the organization.
Perceptual Assets – Those factors, real and perceived, that work in favor or against a relationship with the brand.
Positioning – Begins with an understanding of the market in which our client competes and the segments they wish to pursue, creating the key messages that will differentiate their product or service.