|
| |
Project branding is the use of marketing techniques to create a unique brand for a project. This is typically intended to generate political capital, recognition of achievements and to built momentum for change. The following are branding techniques that can be applied to projects.
Brand NameBrand names are designed to be memorable and to convey an image. For example a project named "bill in an hour" as opposed to "sales to billing process and data enhancements phase II."A short slogan that explains the value of the project such as "save $3 million dollars by making the billing process faster."VisionA vision is an inspirational story about the future that you don't necessarily need to achieve. For example, a project might paint itself as being a step towards completely automated operations.
ValuesEmbracing and communicating a set of values or principles. Associations to the past such as a previously successful project.Establishing a clear identity for the project. Brands are often thought of as taking on a personality and projects can be much the same. Is your project aggressive, controlled and valuable or confused, chaotic and doomed?
Brand PositioningPositioning the value of your project relative to other things that are going on.Brand ConceptAssociating your project with easy to remember concepts such as a trendy new technology or business approach that everyone can intuitively grasp.Visual BrandingVisual symbols of a project such as an simple informational graphic that people can remember.A general emotion associated with a brand. Projects can also be associated with emotions such as change fatigue.
Brand RecognitionPeople are more likely to buy a brand they recognize, even if they have no information about it. Likewise, people may be more willing to cooperate with a project they have heard about.Brand AwarenessAwareness is information that customers can recall about a brand. If people in your organization can remember a few facts about your project, you have brand awareness.
CultureThe culture surrounding your project such as storytelling, norms, behavior, symbols and language.Moment of TruthMoment of truth is a marketing concept that suggests that a customer's first purchase defines their impression of a brand. A project's moment of truth is typically its launch. In many cases, a project that experiences a number of issues is forgiven if in the end it delivers significant value.
Brand ExtensionCapitalizing on the success of a project by extending it with new phases that leverage your brand recognition and awareness.
Project Management
This is the complete list of articles we have written about project management.
If you enjoyed this page, please consider bookmarking Simplicable.
A list of common project risks.
A list of basic project management techniques.
A definition of workaround with examples.
A definition of project stakeholder management with examples.
A definition of action plan with examples.
The primary types of cost overrun.
The definition of document control with examples.
A guide to project oversight.
A definition of design driven development with examples.
A list of steps for building a brand.
An overview of bliss point, a marketing principle.
The difference between brand recognition and awareness explained.
An overview of 20+ common branding techniques.
An overview of a common branding strategy.
A definition of brand diffusion with an example.
A definition of brand loyalty with examples.
A definition of lifestyle brand with examples.
Common types of visual branding.
Common types of brand implementation.
TrendingThe most popular articles on Simplicable in the past day.
Recent posts or updates on Simplicable.
Site Map
© 2010-2023 Simplicable. All Rights Reserved. Reproduction of materials found on this site, in any form, without explicit permission is prohibited.
View credits & copyrights or citation information for this page.
|
