Princeton Partners Branding Process

Gather information to provide the factual foundation for branding efforts.

PROCESS

• Examine client-provided strategic documents (business plan, vision, VOC, etc.);
• Perform a web-based audit of your competitors and create a competitive positioning analysis;
• Administer a questionnaire to be completed by identified team members;
• Interview five key leaders from across your organization to gain further insight;
• Optional: Conduct qualitative and/or quantitative research with customers, lost customers, prospects and lost prospects, exploring attitudes toward your brand;
• Lead a Discovery Session with your leadership team to review the information gathered and conduct exercises that will provide additional knowledge and insight.

Create the strategic foundation for the brand.

PROCESS

• Develop three UBI options.

A Unifying Brand Idea℠ (UBI) is a one-, two- or three-word platform that simply and clearly differentiates an organization from its competitors. Internally, it serves as a rallying cry that focuses the organization on achieving one overriding deliverable every day. It influences product and service development, acquisition strategy, customer experience, and more.

• Externally, a UBI is the positive spark that engages your target rationally and emotionally with your brand, resulting in new levels of success.
• Develop a 6 P’s strategy for each UBI, which will inspire organizational performance and market appeal:
• Positioning answers what a brand is in relation to its competitors. It must be relevant, credible, and differentiated;
• Promise sets expectations internally and externally;
• Propositions connect brands rationally with decision-makers and end-users. Propositions support the brand promise and make it credible;
• Personality is what connects the brand emotionally with target audiences. The personality is expressed in the tone, “voice,” and style of communications;
• Presentation is the look and feel of the brand, which will be delivered consistently in all media and touch points. This will be developed during Brand Expression;
• Pipeline is your communications delivery system. We develop media-neutral plans to ensure that your delivery system – at every touch point – expresses your brand effectively. This will be developed during Brand Delivery.

PROCESS

Craft, with your collaboration and approval, a comprehensive Creative Brief that will encapsulate the creative direction, target audience, needs and insights, supporting rationale, and desired communications outputs;

Perform a Creative Exploratory that will result in three concepts that express the brand. Based on your needs, these concepts may include:

VISUAL ELEMENTS

• Logo concepts and/or refinements
• Color schemes
• Brand look and feel

MESSAGING ELEMENTS

• Headlines
• Taglines

Present these concepts at a Creative Exploratory meeting where you will provide input or approval of the brand’s creative direction.

DELIVERABLE

A Brand Expression Report that will summarize the key visual and messaging elements of your brand.

Create the strategic foundation for the brand.

PROCESS

• Work with Client to develop strategies and tactics which may include:
• Digital strategy/media
• Data-driven marketing
• Traditional strategy/media
• Adwords (see attached Process/SOW)
• Collateral strategy
• Social media strategy
• Content strategy
• Metrics to define and measure success

DELIVERABLE

An Integrated Marketing Plan that will include budgets, responsibilities, and timelines.