Intro to a Step By Step Approach to Building a Brand Identity

August 10, 2010

In my most recent post, I mentioned that one of my most favorite facets of marketing is market research.  A very close second favorite to market research is building a brand identity — using the understanding an organization has about its target customers to craft a unique and meaningful brand and message.  I love bringing the two puzzle pieces of customer understanding and brand positioning together and making them fit.

This year, out of all of the organizations with which I have worked, I’ve had the pleasure of working with three different organizations (two non-profits and one large private company) to help the brand puzzles fit together.  I’ve done this by facilitating some in depth brand strategy sessions for each organization.  Each strategy session has looked a bit different from the others to meet the specific needs of each organization (for instance I’ve facilitated sessions that have lasted a half day, and a process that consisted of hour long meetings every two weeks for 6 months).  Despite these differences, the key topics and brand components that we have discussed are the same.

For all three brands, each one was well-established in its field, and the youngest brand was over ten years old. While each organization had specific challenges that caused it to revisit its brand identity, there were a few common challenges each faced:

  1. Each brand was struggling to be more relevant and top of mind with its target customers
  2. Within each organization, there was some confusion as to what the brand really stood for
  3. Each organization lacked the language to communicate what the brand was about and what it provided to its target customers (the Brand Promise)

The sessions that I facilitated for each organization resulted in resolving these challenges by analyzing and rebuilding their brands one component at a time.  This process, one in which all of the key internal stakeholders participated, led to the development of a new brand identity for each organization that was fully embraced.

Because I have gotten such great feedback from the organizations for whom I have facilitated this process, I thought it might be useful to document this process over the course of the next few posts — just in case anyone else might find this process helpful in solving an brand identity challenges that their organization faces.

With that in mind, this post is my introduction to the series:  A Step By Step Approach to Building a Brand Identity.  The subsequent posts in this series will cover the following topics:

  • Getting Started:  Assembling the right people and target customer research to leverage in the process
  • Establishing the Guidelines:  Aligning to the objectives of the process
  • Diving Into the Brand:  Building the brand essence, benefits, character, and reasons to believe
  • Pulling It All Together:  Developing the Brand Promise

I hope that you find this new series of posts to be interesting and helpful, and as always, if you have any questions or comments along the way, please let me know.  I’d love to hear from you.


The Open Chair

May 4, 2010

This past week, I spent a few days meeting with one of my clients to kick off a new project.  My client had hired me to help them develop an organized marketing strategy for the next 18 months, and our meeting was focused on helping me understand their organization’s overarching objectives and goals, as well as their target customer markets.

While the purpose of the kick off sessions was to give me the proper background and understanding of the direction and challenges facing the company, I knew that the sessions would also be very beneficial to my client.  Many of the key organization leaders participated in the meeting, along with their marketing and sales leaders.   All of them were there to explain their visions of the future and where they needed the organization to focus and grow.  Unfortunately, but realistically, the opportunity to have this type of strategic conversation does not happen frequently in their organization (this is probably the case for many organizations), because the teams are typically too consumed by “fire fighting” and reacting quickly to customer needs or market developments.  It was my presence as an educated but objective outsider who was asking the “who, what, why, and how” questions to understand the background and needs to inform the marketing strategy that got the various team members sharing their plans and rationale. It was my asking these questions that helped the organization uncover some conflicting views as to who were its target customers and realize that perhaps some of the marketing activities that it had been doing for quite some time were not targeted to any of its core customers.  I know that if I hadn’t been asking these questions as an outsider, my client would not have recognized and resolved these critical issues.  My presence helped bring these issues to light.

After the sessions, I thought that it was interesting that an outside perspective helped uncover some strategic issues needing to be addressed, but I did not really think about how this could become a formalized practice.  However, later in the week, I met with a woman who has years of experience in brand management and advertising. In our conversation, she happened to mention that she had just started implementing the “open chair” policy with her current agency — a practice that she had used extensively with other companies over the years.  She explained that the open chair policy was the practice of leaving an “open chair” in key strategic meetings.  This chair could be filled with an external subject matter expert or individual who is not directly involved with the project or issue at hand, but has some experience or perspective that enables him or her to ask thoughtful questions or add ideas to the discussion.  The role of the open chair individual is to provide a different perspective from the rest of the group to help the group come to an optimal decision or resolution.

As my acquaintance explained all of this to me, I realized that I had served as the open chair participant in my client’s discussion earlier in the week, and I recognized the value that this brought to my client.  It got me to thinking that this type of practice could be a very useful tool for all sorts of organizations facing many different issues.  Sometimes the day to day pressures and work load  force teams to make assumptions about what everyone knows, or thinks, or agrees on, and it takes an outsider with a slightly different perspective to question these assumptions.  It is when these assumptions are questioned that significant break-throughs can be made.

Is the open chair policy something that you could try to implement as you face your next decision or challenge?  Is it something you are already doing?  Let me know if you are using it and how it is working.