The methodology of crafting brand strategies, defines ten steps on the “yellow brick road” to an irresistible brand, each complete with its own tools, and all composing a comprehensive and well structured work process. Using the ten not so easy, but sure-fire steps, you can create truly amazing brands.
1. The marketing scenario: your marketing strategy in a nutshell.
The marketing scenario helps you summarize your marketing strategy in just four sentences (and while you’re at it, make sure that you’ve got one). It is also the transition point from seeing things from the point of view of the marketer to understanding the consumer’s perspective.
2. What kind of brand are you about to develop? Some basic choices and definitions.
What is it exactly that you are going to brand? Is it a product or service? Is it a product line? A company? There are more options than you ever thought possible. So, when in doubt – how do you choose? Is your brand a stand-alone or a part of an architecture of brands? And if it is a part of an architecture – then what? Is it a
long-term brand or a short term-brand?
3. The ‘ripeness of will’ analysis: are your target consumers ready for what you are about to offer them?
What do they want right now and what are the implications for your branding process?
4. Understanding your target consumers’ motivation in the ‘before’ situation (that is, before they are exposed to your branding efforts)
Why do they behave in the present as they do (rather than as you want them to)? What might prevent them from behaving in the manner consistent with your marketing plan?
5. Characterizing of the required brand’s promise
What kind of motivation do you need to instill in your target consumers, in order to effect the desired behavioral change? In what way will the brand be instrumental? What level of branding (out of the seven options) will be appropriate?
6. Bringing out and examining optional promises
Which promises (of the Means-End kind) could you make to your target consumers?
7. Choosing the brand’s promise – that is – the ‘Brand Strategy’
All aspects being considered, which one of the alternatives that you came up with will be the most attractive, motivating and believable brand promise?
8. The ‘before & after analysis’: What kind of mental shift is necessary in order to achieve the desired psychological change?
What is the meaning of the desired motivational change? How do you effectuate the conversion from the present motivational situation to the desired one?
9. Diagnosing the consumers’ psychological and communicational accessibility
To what extent are our potential customers open-minded and interested? What are the difficulties we should expect during the change-making process?
10. Choosing the presentation style – that is – the ‘Branding Strategy’
How should we operate in order to increase the likelihood that our promise will become their belief?