Building A Brand Foundation

A Strategic Approach To Building A Brand Foundation

SHAPE

What’s A Brand Without A Strategic Foundation?

Building A Brand For The People

A Brand Foundation That Drives Revenue

Measuring Brand Success

Brand Management 101

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What’s A Brand Without A Strategic Foundation?

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A strategic approach to building a brand foundation will yield scalable results that save time and money.

Cathleen Mitchell, Chief Brand Strategist

Building a brand without a strategic foundation is like going on an expensive road trip without a map.

Long-term strategy trumps shortsighted tactics every time.

What business goals can I meet with a brand strategy and identity?

What is my core messaging and visual identity?

Who can effectively implement and manage my brand on the daily?

How much can I invest in a strategic approach to building my brand?

What marketing strategies can be utilized to leverage my brand?

5 questions to ask when setting up a digital marketing strategy

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Building A Brand For The People

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Create a brand strategy that includes your vision, mission, values, and positioning in the marketplace. Understand who your ideal customers are and ensure you’re building a brand

that aligns with their wants and needs.

Much like how people base friendships and relationships off of shared values, brands are built on shared values.

Strive to be a brand that your customers can trust and tap into the shared values that exist and solidify a life-long partnership

with your greatest supporters.

An effective brand personality has two sides—a functional value and an emotional value. The

functional side consists of the operating factors and the emotional side is where you establish

trust and differentiation.

Connect with people via both their brains and their hearts.

Brand Foundation That Drives Revenue

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Craft a brand strategy that aligns with your business strategy.

A strong brand strategy plus a unique identity will help your brand build equity right out of the gate. Long-term brand equity converts to loyal customers.

Stay true to your brand standards so you don’t inadvertently become a chameleon company that your customers don’t recognize.

With a solid brand foundation in place that aligns with your business goals, you’ll be able to set up a well-oiled marketing machine that makes your brand known.

ALIGNMENT

BRAND EQUITY

BE CONSISTANT

MARKET YOUR BRAND

Not only will strategically building your brand foundation drive

revenue; it will save you from reinventing the wheel.

Crissy Saint, Communications Strategist

Measuring Brand Success

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It’s important to monitor the success of your brand and its identity so you can use your findings to develop a strategic brand that garners results.

Key Ingredients to Measuring Success

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Find ways to measure how your brand is properly fueling your business strategy. A successful brand foundation will work in tandem with your business goals to

propel you to where you need to be in the marketplace.

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Create a sustainable brand that survives industry changes and business growth. The investment in developing a strategic brand

foundation can be steep, so it’s important that your brand will treat you right for a long time. If your brand can’t keep up with

your operations, it may be time to consider a revamp.

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Think of how you’ll unveil your brand to the world in order to prevent your brand from being tossed aside by your target

audience. A well-planned roll out can give your brand the boost it needs to become a household name.

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Most consumers tend to choose brands they recognize over brand they don’t. Take the time to measure the weight your

logo, name, tagline, and core messaging carry in your industry and with your customers to see if your brand is growing in the

right direction.

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Don’t just measure how your brand is being received by your customers; look at your competitors, stakeholders, and strategic partners as well. If the lights are all green,

then you’re good to go in the brand department.

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Brand Management 101

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Once you have all of the elements that make up a solid brand foundation in hand, don’t just toss them to the wind and expect them to end up in all of the right places. Take the time to ensure

you have the right brand management tools in place so your brand doesn’t morph into an unknown entity.

Brand standards manualA brand shouldn’t be left to its own devices. Once a brand is launched, use a brand standards manual that explains what the brand stands for, how it’s

expressed, and how the creative elements fit together in communication pieces.

BRAND MANAGEMENT TOOLBOX MUST-HAVES

Brand managersEnsure that you have people who are familiar with the brand

standards to look after your brand as it’s rolled out to the public. Too many cooks (and recipes) in the kitchen can be disastrous.


Graphic designers The visual appetite of our world is growing everyday. Satiate the beast by pairing up a stellar content team

with talented graphic designers to ensure your brand is hitting the mark visually across multiple platforms.


Copywriters The voice of your brand should remain consistent from

platform to campaign and back again. Ensure your writers have the information they need to tell your brand story correctly.


PR prosRolling out a new brand or identity is a great opportunity to

connect with the media and get some press. Doing so will let you tell your brand’s story to the public through a channel they trust.


Connect with MM Brand Agency to take a strategic approach to

building your brand’s foundation.

MMBRANDAGENCY.COM [email protected] TEL 917 626 8270

Phoenix | Los Angeles | New York

Marketing

Building A Brand Foundation