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marketing Identity overview ej3
This document discusses the process of developing and implementing a new brand identity. It outlines key steps including creating urgency, forming a coalition, developing a vision aligned with business objectives, developing the new identity, communicating the vision, empowering others, and institutionalizing the new approaches. It asks key questions about the new identity and discusses translating the brand strategy into tools to communicate what the company does through words, names, colors, logos, and relationships. The process involves 5 key steps: identifying key issues, creating a brand system, evaluating the current assets, exploring extensions, and establishing the new branding system.
marketing Identity overview ej3
- 1. Marketing Identity Strategic Considerationsfor Brand Identity
- 2. • Create aSense of Urgency – Market Realities & Company Position • Form a Powerful Coalition – Executive Team & Project Refresh team • Create a Vision – Align Brand Strategy with Strategic Business Objectives • Develop New Brand Identity – Logos, Words, Colors • Communicate the Vision – All key stakeholders (All levels) • Empower Others to Act – Give employees permission to be GREAT! • Create Short Term Wins – Track progress (Quantitative & Qualitative) • Institutionalize New Approaches – Integrate into everyday activities • Brand Management Managing the Change Process For Our Brand Brand Identity – Change Process *Based on “Leading Change Article” – John P. Kotter HBR, and Rebranding Model developed by James Brown 2
- 3. Key Questions –New Answers to Old Questions 1. What is the relationship between Corporate and the BUs? 2. What are the logos and symbols? 3. What are the primary brand colors? 4. Who We Are ? What We Do? And How We Do It? 5. How do we brand Internationally? 6. Will re-branding be disruptive to operational execution? 3 New Brand Identity System Key Brand Identity Questions A Non-Trivial Challenge!
- 4. Brand Identity –Translation of Brand Strategy • A Founders Mentality • Employee Ownership • Exceptional Customer Care • Long-Term Customer Perspective • Personal Commitment • Practical Innovation • The Superior Way… 4 Brand Strategy • How We Do What We Do… Brand Identity • Tools to Communicate What We DO… • Words & Phrases • Names & Acronyms • Colors & Fonts • Logos & Icons • Roles & Relationships
- 5. Brand Identity Process– 5 Key Steps… Brand Identity 5 Questions Goals EvaluationExploration System 1. Key Issues to Solve 2. Creating a Brand System 3. Brand Asset Portfolio Model4. Base, Reach, Stretch 5. New Branding System
- 6. Brand Asset Portfolio– After Refresh 6 Words & Phrases Names & Acronyms Colors & Fonts Logos & Icons Roles & Relationships BEFORE RATING AFTER RATING 3 5 4 3 4 8 8 8 8 9 Rating 1-10, 10 Highest