Why do you exist as a brand?
A compelling vision of the future for your brand.
The general idea and meaning behind a brand.
Developing an understanding of customers, markets and competition.
Who does the brand serve? Also known as a target market.
Fictional characters that are used to conceptualize your target audience.
What makes your brand valuable to a target audience?
Choosing a memorable and meaningful brand name.
Developing the look and feel of the brand.
Working to build a unique identity for your brand in a competitive market.
A brand that is too niche such that your market is too small to achieve your goals.
A brand that is too broad such that it competes directly with far stronger brands.
Unique Selling Points
Specific, unique and compelling reasons your customers buy your brand.
The social status attached to a brand.
Certification brands that you can put on your products and services by certifying compliance to a standard.
The history of a brand.
The overall personality of your brand.
Developing a story around your brand.
Building up supporters who share positive information about your brand.
The end-to-end customer experience of a brand.
Making a specific commitment to customers.
Moment of Truth
Real world customer reactions to your brand, customer experience and products.
Building a brand from the inside whereby your employees are aware of brand identity and position and work to achieve it.
A document that standardizes the visual and conceptual identity of your brand.
A plan to create and capture value with a brand.
The process of building a brand and realizing value from it.
Setting and delivering a standard of quality across a brand.
The process of getting your brand name and symbols in front of customers so that they recognize it. People buy what they recognize.
Customers that not only recognize a brand but know things about it. For example, a vehicle brand that's associated with safety.
Customers that can name your brand when prompted with a product category.
Top of Mind
Customers name your brand first when prompted with a product category.
The reality of what customers really think about your brand.
The reality of the personality of your brand in the mind of customers.
The process of communicating a brand to build recognition, awareness and image.
A major change to a brand such as a new visual identity.
Using your brand in a new product category.
Using the same brand name within a product line.
Using the same brand for unrelated product lines.
The culture that emerges around your brand. Driven by customers and largely beyond your direct control.
A brand that everyone knows.
Customers who regularly buy from your brand.
A customer prefers your brand if it's available where they shop.
A customer who will only buy your brand in a product category.
The loss of a customer to another brand.
The financial value of a brand to a business. Also known as brand value.