The Branding Process

Branding is a unique combination of art and science. Brands are developed in a creative laboratory of designers and marketing experts. [Process adapted from "Designing Brand Identity," Alina Wheeler, 2006, John Wiley & Sons]

• Conduct Research (Who is the audience and what are their preferences / sensibilities?)
• Clarify Strategy (Who are we and how do we define our organization? What makes us stand out from others?)
• Design Identity (The brand identity assets, logos, taglines, colors etc.)
• Create Touchpoints (Where can we apply this brand, the venues for exposure?)
• Manage Brand Assets (Can we assure that brand is consistent and visible across the organization over time?)

Timeline

We have established the following timeline of milestones and activities for the project:

::2006:: Organizational Phase

• Kick off initiative in July
• Appoint Steering Committee in August
• Steering Committee meets in September and October
• Establish research priorities and approaches
• Solicit firms to assist in research process
• Build brand initiative website

::2007:: Research and Exploration Phase

• Launch brand website
• Conduct focus groups
• Conduct quantitative research survey
• Analyze and present research findings
• Follow-up focus groups
• Solicit firms to develop and implement the brand strategy
• Develop recommendations and positioning statement
• Formulate and finalize Brand Strategy
• Design brand identity
• Explore brand applications
• Present visual strategy

::2008:: Implementation Phase

• Finalize identity design
• Prioritize and design applications of brand
• Develop standards and guidelines
• Develop launch strategy and plan
• Build synergy around new brand
• Launch internally
• Launch externally