ALEXANDER WHITEWAY + BRAND WORK

THE BRANDING PROCESS

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BUILDING A STRATEGY


 

  1. Defining the Target Customer

  2. Is there a Unifying theme?

    • Who do you benefit most?

    • Who benefits you most?

    • Who have you created the business to serve?

    • What is your Brands Mission?

 

  1. Defining the Competitive Frame of Reference
    • Who are the direct competitors?

    • What are you offering that is different?

    • Who is doing concept yoga best today?

 

  1. Primary Research : Initiating Customer Interviews

    1. 1-on-1 interviews

    2. Create Questionnaire Funnel

 

  1. Designing a Customer Profile

    1. Demographics

    2. Psychographics

    3. Behaviors

    4. Beliefs

 

  1. Defining the Uncommon and Common Denominators

    1. Venn Diagram

      1. Brand Strengths

      2. Customer Strengths

      3. Competitor Strengths

 

  1. Designing a Benefits Ladder

    1. Profit Margin

    2. Competitive Moat

    3. Headroom to Grow

      1. Functional Benefit

      2. Emotional Benefit

      3. Lifelong Benefit

 

  1. Writing a Positioning Statement - Your Brand Mantra

    1. Who is the target customer

    2. What is the name of the Brand ( Spicy Hot Yoga )

    3. What is the customers frame of reference

    4. What is the unique promise?

    5. What are your reasons to believe?

    6. What is the customer end reward for having chosen your brand?

 

  1. Defining the Brand Character

    1. Archetype

 

  1. Designating the Brand Personality and Tonality

    1. Phrase

    2. Word

    3. Brand Edges

    4. Dimensionalize

 

  1. Tailoring your Brand

    1. Customer Journey

    2. Messages Each Step

    3. Granularity

    4. Consistency

 

  1.  

THE CREATIVE

( 4 STEP PROCESS )


 

  1. Brand Style Guide

    1. Logo

    2. Colors

    3. Textures

    4. Voice

    5. Personality

    6. Mission

    7. Core Values

 

  1. Internal Brand Communications

    1. Brand Style Guide Introduction

    2. Employee Brand Education

    3. Employee Content Creation Training

 

  1. Brand Marketing

    1. App ( Eventual )

    2. Direct Mail

    3. Email Newsletters

    4. Website Design

      1. Sales

      2. Loyalty Offerings

      3. Blog

    5. Social Media Content Marketing

      1. Editorial Calendar

      2. Facebook

      3. Instagram

      4. Linkedin

      5. Twitter

 

  1. Branded Interior Design / User Experience

    1. Colors

    2. Textures

    3. Amenities

    4. Language ( Greeting / Education / Instruction / Education / Farewell )

    5. Events

    6. Interactivity

    7. Sales