Building the Brand

In order for a brand to stand apart from others it needs to stand for something - preferably for one thing. At the very least, a brand needs to be clearly defined to the point that there is no discrepancy between the reality of the brand and its perception in the marketplace.

At JAN Kelley we use a tried and tested approach to brand development. Our seven-step process is both an art and a science - creative and research driven.

Step 1: Establish Current Brand Image

The goal of this first step is discovery - establishing the current perception of your brand among various customers or customer segments, as well as flagging any barriers that might hinder moving forward. Honesty (brutally so, if necessary) is always the best policy at this stage of the game.

Step 2: Brand Vision and Branding Needs

Knowing where your brand has been and where it is now, here's the next question: What does your brand aspire to be? It's important to think big and think long term, but at the same time be realistic. We'll also use this time together to decide whether or not your brand needs refreshing, revitalizing or reinventing.

Step 3: Determine Brand Position

Now, let's take a look at your key stakeholder groups. Demographically, psychographically and behaviourally, who are these people? Why do they think what they think and do what they do? And then comes yet another important question: What is, or will be, your brand's point of difference? You need one.

Step 4: Identify Brand Pillars

Every brand needs to identify its core attributes that serve as the foundation for its products and services. What are the pillars supporting your brand? How are they brought to life? Can they become more tangible, more relevant to all stakeholders?

Step 5: Identify the Brand Values

As with people, a brand has attributes that go beyond products and services - an internal code of ethics and beliefs, if you will. Brand values are the "added value" qualities that so often separate the great brands from the good ones. It's really about determining how your brand will conduct itself and how it will make your customers feel.

Step 6: Determine Brand Personality

How would you describe your brand? Young or old? Reserved or outgoing? Conformist or irreverent? Authoritative or friendly? Personality can be a valuable differentiator, especially when two or more brands are similar in product attributes, and it can be communicated in a variety of ways, from packaging to advertising to those who work for and represent your brand.

Step 7: Establish the Brand Essence

Now it's time to take all the work and thinking that's been done and distill it down to one word or phrase that you want to own. This is the essence of your brand. Love it and live up to it.

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