An outline of key factors that an organization needs to plan, perform, maintain and control in their strategic goal to build a brand, rebrand, advance brand placement and perception in the market and/or gain greater brand ROI.
Establish brand foundations
Organization
History / Origin
Frame your Story
Vision and Mission
Value Proposition
Health and Stability
Competitors and Rivalries
Differentiators
Core Competencies
Disciplines
Culture
Style Guide: Logo, Colors, Fonts, Symbols and Graphics
Earned, Owned, Shared and Paid Channels
Brand Orientation (inside) and Market Orientation (outside)
DAM (Digital Asset Management) System
Compose brand lens
Audit
SWOT Analysis
Evaluation and Comparison
Equity and Assets
Angle and Perspective
Authenticity
Flow
Tailoring
Points of Parity to distinguish the Brand
Clarity and Presence
Form brand structure
Reputation, Expertise and Authority
Thought Leaders
Intelligence
Esteem and Pride
Trust and Ethical Practices
Nature and Personality
Framework of Expressions
Methods of Contribution
Brand Image
Ways to Cultivate Content
Create brand components
Products
Services
Subscriptions / Memberships
Packaging / Labels / Inserts
Advertising
Social
In-Person
Digital
Mobile
Physical Locations
Collateral and Physical Assets
Visuals
People
Customer Service
Voice and Messaging Style
Platforms
Design brand elements
Logo
Colors and White Space
Fonts and Graphical Messaging
Taglines
Titles and Heading Level
Images, Icons, Symbols
Design Differentiators
Rules, Margins, Borders
Navigation
Frameset
Triggers and Call to Actions
Amplify brand discovery
Awareness
Organic Reach
Rate of Exposure
Tactical Positioning
Ecosystem Penetration
Build brand strategy
Compelling Content Tailored to the Channel
Social Listening and Interaction
Align with Customer Behaviors and Attitude
Boosting and Scaling
Organic Growth (meta, tags and links)
Recognizing and Removing Barriers to Entry
Campaigns, Promotions, Contests, Incentives
Loyalty and Advocacy Rewards
Tying Exposure to Goals
Publishing Cadence, Timing and Frequency
Research and Market Awareness
Industry Trends
Markets and Direct Competition
Insights and Knowledge
Search Terms and Keywords
Brand audience
Mass Markets
B2B, B2C, D2C, C2C, C2B
Professional, Personal, Private
Followers
Advocates
Influencers
Public Attitude and Sentiment
Emotional Triggers
Resonating Factors
Relevancy
Convenience
Value (perceived and real)
Connection
Habits, Modes, Routines
Preferred Touch Points
Cultivate brand relations
Engagement
Responsiveness and Impact
Nurturing and Reinforcement
Intention and Impression
Retention and Repetition
Social and Community
Accessibility
Brand Outreach
Associations and Partnerships
Foster brand reputation
Surveys and Feedback
Reviews, Testimonials, Recommendations
Lines of Communication (internal and external)
Routing Inquiries – Chain of Command
Flow Charts and Diagrams for Points of Contact
Maintain Subject Matter Experts
Avoid Bottlenecks
Prearrange Responses to Common Comments
Escalate Serious and Sensitive Issues
Neutralize Negative Assertions, Claims and Criticism
Action Plan for Response Approvals and Dissemination
Trust Restoration Processes
Monitor for Bots
Prevent Trolls and Harassment
Document and Record Activities
Hold Trainings, Drills and Lessons Learned Exercises
Institute brand management
Who has Brand Ownership and Serves as Leader
Establish Brand Supporters and Champions
Public Relations and Brand Management
Strategy for Poor Performing Touch Points
Monitor and Measure Brand Performance
Identify Potential Vulnerabilities
Prevention of Confidence Erosion
Mitigating Impact of Brand Damage
Prepare for “What If”
Negative Brand Experiences
Diffuse Instances of Letdown
Handle Offensive Incidents
Work Through Setbacks
Overcome Crisis Moments
Remedies for Mistakes
Rectify a Failure
Measure brand goals and performance
Quantify [mentions, requests, visits]
Qualitative [engagement, reviews, advocates]
SOV (share of voice)
SOC (share of communication)
Purchasing Signals
Competitor Intelligence
Track Links and Performance
Actionable Metrics vs Vanity Metrics
Benchmarks and KPIs
Reporting and Analysis
Net Promoter Score
measures customer satisfaction
identifies promoters, neutral, and detractors
ranges from -100 to +100
a score over 0 is considered ‘good’
+50 or higher is ‘excellent’
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