As a result, the latest and greatest consulting trend in brand management is the development and distribution of slick, full-color Brand Books. The intent of these books is noble. Educate and inspire associates on how a strong company brand can help achieve sustainable and profitable growth. These books explain that brand is more than a logo and an advertising slogan. A true brand is reflected at every touch point with a customer. These direct and indirect forms of interactions become the moments of truth. Where your brand intent is converted into brand value and brand preference. That’s why brand internalization tools are so important. However, the impact of these books is marginal. Much like the “Successories” posters and materials in the 90’s, employees are left with nothing more than cool words and pictures…and questions. How is this brand stuff relevant to my position? How do I need to interact differently with customers, suppliers and co-workers? What processes and other things do I need to rethink and change? This type of Trickle-Down Branding leaves too much to interpretation, generally resulting in skepticism and further entrenchment in how things have always been done.
At Lunar Strategies, we recognize the challenges inherent in enhancing or altering perceptions, attitudes and behaviors. Our Brand Trajectory process is designed to help executives develop and document an explicit brand direction for their company or product. It gives marketing, sales and operations the tools to align communications, behaviors and processes. And, it provides employees with the information to represent the brand at every customer touch point.
The Brand Trajectory process typically begins with internal and external perception research and level-setting workshops. Then proceeds to the charting of the brand intent/customer reward, brand promise, brand commitments, brand persona/character, and brand attributes. Advances to mapping of the brand voice, language, visualization and standards. Probes into customer segmentation strategies and the crafting of an elevator speech and specific value propositions. Explores positioning or identifier lines and the development of an external brand advertising campaign. Commences with launch-sequence workshops and tailored initiatives to enhance brand internalization and cultural migration.
Each phase considers alignment of various elements and desired behaviors.
managing your
brand, your
competition and
customers will
do it for you.”
