There are three steps to managing your brand lifecycle... 1) Build Brand Identity 2) Launch Brand 3) Grow Brand Image

1. Brand Management
Three Steps
Build Brand Launch Grow Brand
Identity Brand Image
How you WANT Tell the world How you are
to be perceived WHO YOU ARE ACTUALLY perceived
• Clearly define your • Package capabilities • Consistently market,
value proposition into single compelling sell and deliver to your
solution value proposition
• Build capability through
acquisitions and • Implement marketing • Continually solicit
partnerships campaigns to existing feedback from
customers, internal customers, internal
• Offer new capabilities
teams, partners, and teams, and partners
to customers as you
press and make adjustments
grow
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