In previous post I’ve identified the “planks” in a branding platform, that base structure required to develop meaningful, consistent and relation-building brands.

Just to summarize, I’ve listed the planks with links back to the original posts.

• Identification and exploration of the market segments to be served.
• Identification and exploration of competitors serving those same segments.
• Creation of your vision statement, mission statement and value statement.
• Your business characteristics: model, strengths, FAB and goals
• Your company/product differentiators and brand position
• Creation of a map of your customer(s) “brand journey”

Once each of these planks is fleshed out, you and your creative team can begin the first step in the branding process – creating your brand promise.

I promise to speak to that in tomorrow’s blog.

Related posts:

1. Branding for Bucks: assembling the planks into a brand platform In previous post I’ve identified the “planks” in a branding...

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