Branding is the single most important investment an organization can make besides in its people. The brand is the total experience you create for your audiences. Align that experience with your audiences’ values and you will:
- build relationships
- attract and retain customers, supporters and talented employees
- drive your mission and
- achieve your financial goals.
A process learned from the world’s largest branding company
Eightfold Strategy President Karen Saverino was introduced to branding by watching Interbrand redefine brands for several corporate clients in the late 1990s. She learned how to shape a brand and to align the organization’s work to fulfill the brand promise. When she began working with social purpose organizations, she adapted that process to fit the unique needs and budgets of her clients.
Eights Steps to Build Your Best Brand Ever
Every organization has different needs, however you can expect that a credible branding process will include the following:
- Brand research: A review of your existing and research with audiences (maybe a simple survey or interviews or focus groups)
- Brand visioning: A convening of your core team to envision the brand
- Brand position and message development: Outlining your brand’s unique value and messages to engage audiences
- Identity development: Name, logo and other visuals to bring the brand to life
- Brand testing: Checking in with stakeholders on your brand and identity
- Brand integration: Creating a plan to weave the brand into all of your work
- Brand training and launch: Helping your team ”live and breathe” the brand and introducing your brand publicly
- Evaluation: Measuring the impact of the new brand on your organization’s goals
Want to know more about what you can do for your brand? Just give us a call. We promise you’ll leave with several good ideas.