Building a powerful brand is a lot like going on a road trip. By understanding where you want to go you can then plan out the steps needed to take you there.
The following is are a few of the key steps that we use when creating a new brand. It’s a process that we developed over the last 20+ years and it has proven time and time again to be a powerful tool when working with both young start ups as well as large international brands. When creating a powerful brand we spend about 20% of our overall time into the first 4 steps. You will find this time spent to be invaluable as it helps to crystallize your vision for the brand and it ensures that your end creative is on path to get you where you want to go.
1) Start by understanding and communicating your short and long term goals. Years ago when Chip Wilson started lululemon he told me that he wanted his yoga startup brand to be as big a Nike. This meant that we needed to take a much different approach to building his brand than we would have if his goal was to be just the top yoga company at the time. We still needed to be true to the yoga community, but the brand image that we created for lululemon needed to resonate with a much much broader target market than it would have otherwise. At FreeBird Agency we start every project by first coming to understand what our clients short and long term goals are and then we plan our path to achieve those goals accordingly. (more…)