1st GEAR: EVALUATION: Audit your position

The process begins with an audit of existing brand assets and research into what the market wants and needs. You must identify your company’s (or product’s) strategic advantage by evaluating your market needs, company strengths and competitive weaknesses. The point at which all three overlap is the sweet spot where your sustainable competitive advantage will be found.

2nd GEAR: IDENTIFICATION: Your singular distinction

The next challenge is to confirm what it is you have that is uniquely ownable and represents a distinct quality or ability. Your audit may already identify where your company has a strategic and sustainable competitive advantage. Write a clear unique selling position that will serve to define your singular distinction in the market.

3rd GEAR: VISUALIZATION: Build the Image

Pushing the branding process forward requires establishing a strategic vision and tool set with which to execute and exploit your advantage. In this step your visual brand identity should be created or updated. Successful organizations or product lines have a strong and unmistakable visual identity. In addition to logo, color, typestyle and visual attitude, your unique competitive advantage should be integrated into a strong visual identity system.

4th GEAR: INTEGRATION: A SingleVoice System

Brand value is built on one critical idea: integrated communication. Everyone talks about it but few master it. Our SingleVoice strategy ensures that all messages are delivered in “one voice.” We place all communications efforts within the context of the brand, and we create systems and guidelines to unify your messages across all media—from business papers to web site and from advertising to packaging.

5th GEAR: IMPLEMENTATION:

Market your image. Promote your brand aggressively. This is an opportunity to tell the world through press releases, web site, mailings, events and more about what you believe in and why. Live the message. Everyone in your organization must be trained to think from a brand perspective. Your brand’s values are clearly communicated to your market through effective marketing communications. When your entire organization is clear about your brand's values and everyone in your organization works together to build a strong brand, your market will notice.