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This PPT will give you a road map to build your brand.
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Preface…Dear Friends At some point of time,if you decide to build your brand, then
you want to have some road Map with you for your journy.
This is just a Map. It just indicates. You will find Mumbai on a map, but that is not real mumbai.
You need to travel,expirence it, your way.
I am not a expert, whatever I have written is out of my expirence. If it is of any use for you I would be happy. Share it with others then. It’s your journy, so make all those necessary changes in your plan
. Wish you a happy journy.
Manoj
Research
Objective:- What is your Brand Core ? What are your brand words? What is your brand persona?
Action Points:- Talk to BODs,Top officials,exesting customers, past
customers,vendors,middle level management. Design the questinare.get it filled. Analyze it. Present it.
Name & Logo
Objective:- Design the logo
Action Points:- Based on the core, First decide the name. be sure
that it is not generic. Design few alternatives, reflecting the brand core.
Color selection.Graphic style etc.
Stationary
Objective:- Make all stationary reflect brand identity.
Action Points:- List down the items. Standardized the logo
proportion,placement,colour,size etc.
Internal Branding
Objective:- Make the internal team aware of new brand
standards & way to follow it.
Action Points:- Prepare a presentation(Dos &Don'ts) & Deliver it. Formulate Brand Forum activity which will have the
representation from each dept. of Co. Make activity plan for internal Branding. News
leters,compitions based on core,new initiatives based on brand promise etc
External Branding Objective:- Brand identity creation
Action Points:- Decide the media vehicles,budgets,schedules etc. Make the creative ready which talks about Brand
essence.( Press,TV,Broucher,leaflet,visiting Cards,bill books,cd covers,internate signature etc)
Decide on soft launch or a hard launch of new brand identity.
Option1: I behave,so I cliam. Option2: I cliam so I will behave.
Brand Touch points
Objectives:- Identity & ensure that your brand is experienced in
the desired way decided by you & expressed in your promise.
Action Points:- Identity Brand touch points in (a) pre-purchase state (b) purchase state (c) Post purchase state
Brand Touch points( cont.)
Make a plan, base on your observations.
Training,mentoring,rewarding program are to be decided for creation of better brand experience at all touch points.
Keep on reviewing the process monthly.
Generate Reports ,analyze it to create a action plan for a folowing month.
Brand Audit
Objective:- To know, evaluate the effectiveness of your brand
building efforts
Action Points:- Develop the quionare & get it filled. Talk to customers,vendores etc. refer the brand touch points reports. Analyze if any change in consumer buying
behaviour,purchase pattern, sales numbers, created awareness etc.
Brand Audit ( Cont.)
Observe trends, , with respect to location product, specific campaign, promotional scheme etc. Be dynamic. Alter, modify the plan base on the
finding and keep on doing this every quarterly.
One word. If your brand is doing good, there are many reasons for
that. But fundamentally it is due to good thinking behind it.
If it is not doing that well, then You as a brand manager is responsible for it as you do that thinking behind the brand.
If it is not you but some one else is doing that thinking, strategy planning ( CEO,VP etc) in the company without referring to your findings, reports etc
One word( cont.)
Then you and your brand needs the customer support badly & quickly.( you know who is is your internal customer as brand manger. Isn’t it?) so present your views on the ABP with brand stand point. You can do this pro actively.
Do not correct people, correct their thinking.
Thnak You.