Integrated business branding — a 5-step holistic process

Developing a truly powerful business brand that covers all your internal and external marketing needs isn’t easy.  In fact, it’s a lot of work. But when done correctly can really make a huge difference to the success of your brand.  Believe me, I know from experience.

Integrated Business Branding is a holistic, five-step process that builds and expands ordinary brands into powerful business-to-business brands.   Each step is based on the core idea of understanding your customers’ and prospects’ functional and emotional buying criteria as well as their perceptions of their brand choices.

Step 1 — Brand Assessment

The brand assessment process objectively evaluates the brand’s perceived position or open positioning opportunities based on customer and prospect buying criteria.  It also measures the degree of consensus within the organization concerning the brand compared to market perceptions.

Step 2 — Brand Plan

The chief role of the brand plan is to formulate a powerful branding positioning, promise and value proposition.  The brand promise is the essence of both functional and emotional benefits that current and prospective customers can expect to receive from experiencing the brand’s value offering.

Step 3 — Integrated brand communications

The purpose of an integrated brand communications program is to convert all the input from the brand assessment and plan phases into a unique, compelling creative buying concept that unifies all brand communications and moves customers and prospects through all phases of the purchase process.

Step 4 — Brand cultualization

Culturalization addresses two internal communication issues.  It translates the brand story and identity into communications vehicles that explain the meaning of the brand to employees in terms of their everyday actions.  It also gives employees the information, guidance and feedback they need to deliver the brand as customers and prospects understand it.

Step 5 — Brand advantage

The transitional phase of the branding process is the brand advantage.  It links the execution phases of the program back to the planning/revision phases through benchmark metrics that track how the brand is being perceived by its stakeholders.

This holistic approach has helped many clients differentiate their brand in overly crowded markets.  And it helps CMOs “sell” their programs within their organizations.

Read more by downloading the Mobium e-Book called BrandWidth, Increasing the power of your brand to generate sales in the face of business marketing change.

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