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If consumers are more familiar with your brand,
they are more likely to feel more favorable toward your company
and more likely to purchase your products or services in the future.
This will have a positive impact on the bottom line both in the
short and long-term. This is the brand impact.
Communicating a consistent set of messages (who
you are and what you stand for) increases your brand impact.
Conversely, conveying a mixed set of messages
over different media confuses the consumer's perception of your
company and dilutes your brand impact.
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JAkhavan Consulting uses a comprehensive, five-step
process to building brands that is systematic, methodical and
measurable. Our approach is designed to help organizations effectively
build brand recognition and brand equity within the marketplace.
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Research
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- Determine your corporate image vs
your competitors' image
- Determine decision makers' needs
and criteria for choosing your services over your competitors'
- Analyze competition's marketing/advertising
strategies
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| Market Analysis |
- Define your space in the market
- Determine space market is willing
to allow
- Determine space you want to hold,
consistent with corporate strategy and goals
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| Positioning (Attributes and Messaging) |
- Select key positioning attributes
- Develop messages around each attribute
- Develop tagline
- Review corporate mission
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Corporate Visual Identity
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- Select corporate color palette to
communicate attributes and messaging
- Determine use of imagery, visual
style and type font in off-line and on-line collateral
- Review logo and letter heads
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| Rollout |
- Internal Rollout: Employee education
and training
- External Rollout: Through all communications
media, including Web, brochures, presentations, press
kits, press releases, advertising, exhibit booths, etc.
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Senior management is involved in every step
of the process to ensure that a marketing foundation that complements
the corporate vision and strategy for growth is being built.
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