4 STAGES OF BRANDING


four stages of branding

Topic: Branding & Creative Advertising

Branding as a process of evolutions we’ve come up with our own belief system of Branding in stages. Here are the four stages of branding…The following process of evolving as a brand is based up on our own definition of Brand as ‘Promise’. We believe that customers perceive and accept a product or service or an organization as a brand in two contexts.

1) Communicating Promise: This is while approaching the customers through various channels such as ads, e-mailers, events, brochures, social media, SEO, SEM, etc.

2) Delivering the Promise: This is while delivering the promise to the customers, such as store experience, after-sales support, performance, durability, precision, speedy, eco-friendly, etc. This is all about customer experiencing the promise that you have communicated.

four stages of branding

Eventually, we found out that to ensure the consistent communication of promise and timely delivery of the promise, organizations needs to go through two more stages:

Eventually, we found out that to ensure the consistent communication of promise and timely delivery of the promise, organizations needs to go through two more stages:

4) Measure the Promise: It is important to keep an eye on customer’s evolving perceptions and behaviour with respect to the organization’s delivered promises. It also takes an immense effort to ensure that the promised quality or performance or support is being delivered to the customer and meet their expectation to earn their trust as a brand.

4 STAGES OF BRANDING

Stage #1: Define the promise: Understand what the organization stands for and define the same in the form of brand name, brand identity and brand strategy. a) Define the purpose of your organization (this reflects the vision of your organization) or you can say what change does your company want to bring in. Your vision gets much stronger if you also obtain the answer for “why did you choose to bring this change through your company?’. b) Identify the unmet consumer’s needs and wants by having direct conversations, online surveys, etc. This will help you in identifying your points of parity and points of differentiation. c) Define the core association that you want your prospects to map with your brand. Identify the differentiation points (how is your product or service is different from others) d) Define the position (Premium or affordable or cheap) of your product with respect to the market offerings. e) Write explicitly the values of your organization and communicate them internally inside the organization in the form of rules, policies and processes.

Stage #2: Communicate the promise: : Convey the value proposition of your product or service in every possible way while staying aligned with your brand values and attitude. a) Design a 3 second message(up to 4 words), 15 second msg(A single line) and 60 second msg(up to three lines). If you are having a portfolio of products ensure that your organization’s core message stays consistent across all the communication. b) Ensure that marketing activities stays holistic while the meaning of the brand is represented consistently. c) Before choosing a marketing program know how to measure success or failure of it. Avoid the temptation to cut back marketing support for the brand in reaction to a downturn in the market or a slump in sales. d) Design a culture to your organization and communicate it internally through environment designing and interactive platforms. e) Being consistent in communication over a selected media increases sales than trying out various mediums randomly. Publish case studies, white papers, anything that exudes your expertise in the industry you’re serving.

Stage #3: Delivering the Promise: Brands are the one who are honest and committed towards delivering the promises to its prospects. a) While recruiting employees ensure that the organization core values are in alignment with theirs. This avoids misalignment of employees with respect to the organization. b) Delivering the promise can involve in multiple stages such as production/execution, pre-sales which comes before the stage 2, communicating the promise. c) Do internal brand auditing (or simply have a candid and detailed talk with your employees) and know the grounds of reality of your organization. 360 degrees feedback inside the organization can nurture a constructive environment and increase productivity. d) Ensure that organization provides a reason for employees to excel. And also ensure that the organization provides a platform for practicing values such as innovation, technology, etc. i.e. R&D department, makerspaces , infrastructure, participation & contribution, access to knowledge, etc.

Stage #4: Measure the promise: It is also important to keep an eye on customer’s evolving perceptions and behavior with respect to the organization’s delivered promises. a) Establish a system in place to listen (collect feedback) from your customers in all the possible contexts and mediums. The feedbacks reflect the consumer needs, market dynamics and changing consumer behaviour. Cross check if your promise is desired by your prospects and if it is being delivered as promised. b) Web Analytics is an another way to measure the performance of your brand marketing activities. Specifically Search Engine Marketing and online advertising can help you understand which message is attracting users (but need not necessarily be that the same message would be appropriate for offline segment as well)