100 Managers Toolbox: Brand Development
A 100 managers tool for brand management. Analyse and plan brand perception and develop a strong relationship with the target market.
When to use: When developing your company’s brand as part of a marketing strategy.
- Identify all of the groups of people who are touched by the branding. Tool 80: Stakeholder Analysis or Tool 4: Brainstorming, would help here. Group the stakeholders into like mindsets..
- Consider what image you want these people to have about the company or product. These include tangible and intangible elements. For example, quality, feel good, environmentally friendly, safe, value. Group the factors into manageable sets.
- Carry out some research in each of the stakeholder groups to understand where the brand currently rates on each of the issues.
- Plot the findings against the ideal brand image that you are looking for from stage 2. Tool 69: Radar chart is good for this.
- Complete the diagram on the page opposite, considering carefully what each of the groups of stakeholders would need to experience to believe that brand you are aiming for. For example, questions like: ‘As a customer, what would prove to me that the company is….?’
- Create an action plan to move the brand towards the desired brand image. (This may require further exploration into what would change the brand image in this area for these people.) Questions to aid the development of an action plan: ‘Who and what is it that projects the brand of the business?’ Who needs to be responsible for changing it?’ ‘is it feasible to move the brand or would it be more beneficial to start up a new business branded differently?’ ‘Is the brand in line with the business strategy?’