This document outlines the structural process for brand creation with 5 key steps: 1) One on one meeting with the brand owner, 2) Client and customer interviews, 3) Review findings and present strategy, 4) Present creative concepts, and 5) Present final statement of work and estimate. Each step has a defined purpose and outcomes to gain insights, develop strategies, and ultimately create a plan and budget to begin brand development work.

1. B R A N D C R E AT I O N S T R U C T U R A L O U T L I N E
B R A N D U N D ER S TA N D I N G BRAND EXECUTION
Step 1 Step 2 Step 3 Step 4 Step 5
One on One Meeting Client and Customer Interviews Review Findings and Present Present Creative Present Statement of Work
with Brand Owner Strategy to Stakeholders (point person or group) and Estimate (point person)
Client Interviews
Purpose Purpose Purpose Purpose Purpose
Gain deeper insight into status To hold both group and individual interviews with key stakeholders to establish To gain consensus for developing To gain consensus on design To gain approval to begin work
of brand and assignment the brand process and to uncover vision commonalities, inconsistencies, design and actionable items and positioning on agreed upon terms
direction, points of differentiation...
Things to consider Group Workshop Activities Stakeholder Interviews Discussion Areas Discussion Areas
• Main Business Line • Brand Review • Vision • Review of Findings Review Creative
• Company Vision • Review of Brand Terms • Personality • Messaging Platforms
• Management Team • Interactive Exercise(s) • Hierarchy of Needs • Customer Personas
• Key Players/Partners • Communication Channels • Communication Audit Findings
• Competition & Trends • Opportunities/Challenges • Distribution Channels
• Historical Activities
Customer Interviews
Purpose
To gain understanding in their decision making, buying habits, current
happiness, pain points…To uncover inconsistencies and perceptions
of stakeholders.
Outcomes Next Steps Next Steps Next Steps Final Step
• Clear Understanding • Transcribe Interviews • Confirm direction and • Confi rm design and position • Confi rm statement of
• Methodologies to be used • Write Summary proceed with developing and proceed with developing work terms and costs and
actionable items statement of work and estimate begin development and/or
• Timing • Review and confirm findings with
or revise, review and get production
• Coordination Brand Owner
confirmation
• Needed Resources • Develop Strategy/Tactics
• Initiate Communications Audit