- The BRAND PERSONALITY needs to be shaped and projected to appeal to specific groups of purchasing influencers. The brand personality should be consistent with the way in which your customers describe your company and the value that the brand delivers. (If it is out of synch with perception, it will weaken your brand, and cause you to lose market credibility.)
- BRAND ATTRIBUTES are those things your company does well.
- BRAND CHARACTERISTICS are the mannerisms or way in which the brand will act. Brand characteristics set up expectations for inclusion and performance. They guide the brand in determining which opportunities will be developed, and the role the brand will take within each opportunity.
- A CORE VALUE is what your company stands for. A value statement positions your company within the target’s mindset so that your brand is recalled.
- A BRAND DEVELOPMENT STRATEGY creates the Who, What, Where, and Why of your brand. It begins by researching your customers, analyzing competitive market factors, and reviewing internal strengths & capabilities to define the value platform and environment in which your brand will function.
- A BRAND MANAGEMENT STRATEGY keeps pace with a continually changing market by defining the opportunities in which the brand will participate; and then determines the role the brand will play to reach and influence each of the purchasing decision influencers within each market sector.
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