Brand Development
To develop a brand and define how it will be perceived.
- Steps
- 14
- Last edited
- Mar 2, 2022
- Created by
- Nova
About this process
Develop your brand and define how people should perceive you. Focus on colors, tone, self-identity and other key characteristics to develop your marketing strategy, internal systems, and external communication. Duration: Between 2 and 18h
The process in detail
14 steps- 1
What does the company do?
- 2
Keywords (optional)
- 3
What is the company’s mission statement, vision and core values?
- 4
Who is your ideal customer?
- 5
What is your competitive advantage? And how does the customer perceive it?
- 6
Who are your major competitors?
- 7
Add your competitors' brand characteristics to the board
- 8
What company / brand inspires you? Why?
- 9
What companies have good brands, websites and marketing strategies?
- 10
Can you name 3 major influencers in the market?
- 11
If your brand was personified as a person, what would it look like?
- 12
Define your tone of voice
- 13
Complete the Board (optional)
- 14
Add any additional information here (optional)
Read the full text
1. What does the company do?
2. Keywords (optional)
Now, describe what the company does using industry categories and keywords.
3. What is the company’s mission statement, vision and core values?
Tip 1: A vision statement is a declaration of an organization’s overarching objective. What are your hopes and dreams? If everything goes the way you want, what is the problem you would be solving for the greater good? The vision statement dictates the mission and is meant to be inspiring, big, and exciting! The vision will provide the company with a direction. Tip 2: A mission statement is a formal summary of the values of an organization. What problems does the company solve? For who? How? It describes how you act and it proclaims for who you are doing whatever you do, what you provide, and how you do it every day. The mission drives the company.
4. Who is your ideal customer?
Does your audience have knowledge on the topic? Are they experts? Why do they need you?
5. What is your competitive advantage? And how does the customer perceive it?
6. Who are your major competitors?
7. Add your competitors' brand characteristics to the board
8. What company / brand inspires you? Why?
9. What companies have good brands, websites and marketing strategies?
You can use different sticky note colors to highlight you favorite brands, or use the star sticker.
10. Can you name 3 major influencers in the market?
11. If your brand was personified as a person, what would it look like?
Think about a famous person that could personify your brand. How do they look? How do they answer questions? Are they analytical, friendly, a doer, or the star of the party? What type of words do they use to communicate? Are their answers short or long? Be as specific as you can. This step will help you to complete the board.
12. Define your tone of voice
Suggest characteristics that define your tone of voice. Use adjectives such as casual, confident, neutral, joyful, optimistic, friendly, urgent, analytical, respectful, formal, etc.
13. Complete the Board (optional)
14. Add any additional information here (optional)
- YOUR BRAND
- COMPETITORS
- ABOUT YOUR BRAND
- Add your logo or a link to your logo here.
- Name
- CULTURE & VALUES
- LOGO
- Core beliefs and ideas that both - the customer and brand agree are important. Passions and affinities - the brand will never compromise on.
- Logo
- TYPOGRAPHY
- COLORS
- Tagline
- COMPETITIVE ADVANTAGE
- PERSONALITY
- Description & Characteristics
- TONE OF VOICE
- KEYWORDS & PHRASES YOU USE
- The way the brand delivers its capabilities(often expressed as human traits)
- Price
- ASPIRATIONAL SELF-IMAGE
- MISSION STATEMENT
- OTHER BRAND CHARACTERISTICS
- How customers want to be seen and what using the brand tells others about your customers.
- Market Share