often my work involves strategic planning, so i developed the "brand development process" to explain how it works. the link below outlines the approach. not every company goes through the entire process, but it is a methodology to ensure there is discipline to the thinking.
the objective is to develop a differentiated and sustainable brand platform that allows the organization to grow into new markets, while not abandoning the current clients and history of the brand so far. the outcome of this work is a new or revised brand positioning statement and a communications strategy. these are then used to develop the communications materials needed to help the brand meet the business objectives.
- a relevant, differentiated, and sustainable proposition on which to compete for business.
- alignment throughout the organization on what drives the business and where focus should go to achieve results.
- increased engagement among all employees through understanding of the organizational objectives, and their role in accomplishing them.