Your brand is the sum of all the experiences your customers have with your company in order to build trust and loyalty. What promise do you intend to keep and consistently deliver to your target audiences? What experiences do you want them to have at all touch points? Therefore, the first step in the process is to identify the brand promise that matters most.
The next step is to communicate the brand promise to all the stakeholders, staff, community and customers. This involves creating relevant targeted messages and graphic images that your target audiences can respond to. A natural next step is the communication plan which is a means to project your message through various online and offline media to create awareness.
Engagement is critical. Your staff needs to fully embrace and live the brand promise consistently. Without their support, it will just live on a piece of paper.
And lastly, ask for feedback along the way to tweak your brand promise so it is vibrant, current and focused.
These four steps involve both strategic and tactical elements but the key is to identify "YOUR" brand promise that sets you apart, that matters and that you can consistenly deliver.
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