The ddm brand strategy process
There's a lot of conversation about branding. For some firms, all they do is create brands. We believe in a more functional approach. You have work to do and while you're doing the work; you need to build your brand.
Phase 1 – Discovery
We take an in-depth look at the essence of your brand; this phase is very introspective, uncovering the attributes as seen by those closest to its core; and then it tests those perspectives with how the brand is perceived more externally.
- Review of all existing and relevant brand information/documentation
- Interview key stakeholders and point-of-view sources
- Review any research/survey information for grounding the above perspectives
Phase 2 – Synthesis/Articulation
We pull together a clear, compacted articulation of all the insight gathered in the discovery process; this phase includes sorting, assigning priority, and creating connections among all the component parts of what comprises our client as an entity.
- Write a brand profile
- Develop a brand positioning statement
- Construct a brand hierarchy
Phase 3 – Alignment
The articulation of the brand is only useful if its primary stakeholders understand and support the articulation of the brand; this phase focuses on clearly explaining the brand and generating enthusiastic endorsement.
- Identify alignment constituents
- Present and engender support
Phase 4 – Implementation Plan
A brand strategy is only as good as its impact in use; this phase will create a clear roadmap for using the brand strategy to create brand equity in the market, including assessing the level of success realized by those efforts.
- Develop steps and schedule
- Create measurement parameters
This entire process is led by ddm staff, but will require availability and participation of our client's key staff.
The Deliverables
In addition to the consultative and analytical services that are part of developing a Brand Strategy Platform, our clients will also receive the following concrete deliverables:
- A Brand Strategy Platform Document — including a situation analysis, brand profile, brand attributes, brand positioning, and brand hierarchy
- An Implementation Plan — a process plan, timeline, and recommended activities for implementing the brand strategy
Additional elements, such as interview notes, research summaries, or analysis of research data may also be included and delivered as part of this initiative.
Upon request, we also would develop and provide a Brand Standards Manual, delivered online for efficiency and maximum flexibility. This Brand Standards Manual will include comprehensive guidelines for verbal and visual presentations of the brand, and it will serve as a download site for distributing relevant files and tools to designated resources.
