BRANDTREK™

BrandTrek™ is a proprietary 8-step approach to a holistic branding and marketing strategy development process. It helps clients establish value propositions that deliver functional and emotional benefits and build strong brands.

What makes BRAND TREK™ unique is that it is designed as a sys-tematic approach to brand development. We TEACH you the process so that the client develops internal capacity for developing and maintaining sound brand strategy moving forward.You may find it shocking that we want to teach you how to do what we do so you don’t have to pay us long-term to sustain your brand. Certainly, you can pay us for as long as you’d like. But, our philosophy is to “Educate and Exit”.

WHAT HAPPENS FIRST

  • Review the BRAND TREK™ process
  • Agree on what we are branding/re-branding
  • Identify the measurable objectives of the branding project

BENCHMARK

  • Overview of Market Conditions Business Environment and Best Practices for Category
  • Contact SWOT Analysis for key constituents if needed
  • Review any historical consumer research, Field proprietary research if needed
  • Review Product and Services
  • Review Current Communication Strategy

DEFINE

  • Define current and potential constituents, define value propositions and prioritize them.
  • Determine Competitive Point of Difference
  • What do your constituents want and need from your brand?

BRAND PROMISE

  • Identify functional & emotional benefits
  • Write a brand promise from your consumer’s point of view that defines what makes you so special

ARCHITECTURE

  • Create architectural building blocks for the brand communications
  • Develop all components of strong architecture including, The Brand Name, Graphic Representation, Byline and Tag line
  • Ensure consistency with brand strategy desired perceptions
  • Create a Brand Standards Manual

WALK & TALK

  • Develop a marketing and communications strategy for every defined constituent
  • Prepare a fully integrated tactical plan utilizing appropriate marketing, communications and promotional tactics including both traditional and non-traditional platforms

TRAIN

  • Build a culture that empowers all employees to deliver the brand promise everyday
  • Establish policies and procedures for every department to deliver the brand promise.

LEVERAGE

  • Explore ways to partner with others to extend your reach
  • How can you reinforce your image but getting the thumbs-up from others your customers trust?

RETURN

  • Create an Return On Marketing Investment Matrix (ROMI MATRIX)
  • Establish measurable goals and objectives
  • Assure activity is working for the bottom line
  • Set quantifiable goals within established time parameters