Learning, Analysis and Insight
Determining Relevance and Developing Insight
Formulating the Product Persona
and the Brand Promise
Differentiating Your Company/Service/Product
Development and Design
Bringing Your Package to Life
LEARNING, ANALYSIS AND INSIGHT Determining Relevance and Developing Insight
Review the company and the distribution landscape.
Define current and potential customers/audiences.
Collect customer and prospect data as to the current attributes,
aspirational attributes, and benefits of the product.
Review the competitive landscape.
Analyze the company’s strengths, weaknesses, opportunities
and threats against the competitive set.
Establish positioning for the competitive set.
FORMULATING THE BRAND PERSONA & BRAND PROMISE Differentiating Your Brand
Determine your brand's Positioning.
Develop the Positioning Statement and Brand Promise.
Define the Brand Values.
Define the Brand Persona; establish the
verbal and visual vocabularies for the brand.
DEVELOPMENT & DESIGN Bringing Your Brand to Life
Brand Identity Development and Design
Start from the Brand Persona and Brand Promise.
Explore various conceptual avenues with
an eye on the final Positioning.
Refine the explorations, guided by the Brand Persona, Brand Promise and Positioning Statement.
Define the final conceptual direction.
Explore variations in graphic, color and typographic details.
Establish graphic standards.
Finalize design implementation.