Visualize the Ideal Brand
This involves synthesizing all the ideas and research, and coming up with a key insight about how the brand can transcend its specific product category or customer needs to stand for something greater. This is often called the “innovation” phase. As we discovered the Cooper Street brand, we identified different areas we could improve to alleviate the brand. We envisioned the brand to be more appealing by emphasizing its health benefits to their customers and bringing out the joy of having these delicious Cooper Street cookies through the rebranding process.
Combine Strategy and Creativity
A successful brand must bring together the people, business processes, technology, marketing and all other areas that might contribute to the outcome. Strategy alone won’t succeed. It must be accompanied by a creative identity that engages the senses appropriately, and advertising to arouse demand for the brand.
Identify and Measure Brand Metrics
Brand measurement is the process of identifying brand metrics for a brand, creating a methodology for taking measurements and then adjusting marketing strategies over time using the insights gathered. They can also be used to put a number on brand equity, helping to prove the value of your brand to internal and external stakeholders.
Advertising and Marketing
Branding is not a one-day effort or a short-term investment. Measuring and monitoring the behavior with tested tools to collect data and create demand driven growth. In other words, branding isn’t simply something you can develop, complete, and then ignore—it’s a never-ending process.