| It's true, defining what "branding" is can be all over the place. But the simple way to look at brand is it's the mix of identity(logo) and story(content). Your #1 job is to make the story clear and actively promote it. Over time you'll be able to train your audience to use this story to share with their network. From a Lean POV(not sure that this aligns 100%) I have a couple notes for you on the structures I've used with previous clients. It's the simple path of hypothesis, test, iterate, optimize. The end goal here is to gather real "data" in the form of your users'/target audience's own words to help clearly define a core brand story/positioning statement they can internalize and share with their networks. Hypothesis: Company X is a (what/label) that (why/benefits) by (how/features). I use this as a general guide to get the core keywords of the brand story. Audience Testing: the goal is to test the hypothesis and answer two basic questions. 1) Is this compelling? Do people give a shit about this and would they buy it? 2) Is this clear? Do they quickly understand the statement and internalize it? Or do they have follow-up questions? Data Sources: This is the footwork. Gather feedback on that statement to from random samples of your target demo on the street. Ask them to repeat it back? What words do they use? Do email surveys to your network and contacts, always include an opt-in at the end to note if they're okay with a follow-up call for more direct input. Phone calls/interviews, some paid FB ad testing. I say FB b/c it's generally been cheaper and quicker for feedback for me than AdWords. Note: I try to record as much of this as possible, and have a partner to take notes if I'm on a call or interview. The unfiltered verbatim comments are what to use in your revisions. Iterate: based on the data gathered, make revisions to the core statement and retest. I typically go 3-4 rounds before getting solid on something. Expect about 30-60 days to execute depending on your resources. Core Brand Statement: once you've tested and finalized, you'll have a compelling and clear brand statement that effectively uses your audience's own words. It's time to actively work this into the balance of your marketing across your site content and other channels. Don't just sit back now. Actively tell that story. Use it to share al your marketing, PR, brand-aligned partnerships, etc. And keep testing. New data sources will be A/B LP testing, content metrics, social engagement metrics, etc. If you've got other questions, I'm happy to chat. Email is in my profile. |
Your structure/formula is really valuable, I appreciate you sharing your personal way: Hypothesis, Audience Testing, Data Sources, Iteration / Perpetually Refined Core Statement. That seems to share a lot with The Lean Brand. Where that book goes further though, is into an Ecosystem of integrated aspects of organizations: Culture, Product, and Brand. Culture keeps together the Product and Brand inside the Organization, Product keeps the Culture and Brand ( externalized Organization ) relevant to the Audience, and Brand is the Organization and Audience relationship itself ( interestingly, including Vendors, Competitors, Employees, etc ). I'd be interested in your comments on The Lean Brand once it comes out, so I'd extend to you the same offer I made Bill -- if you'll do a write-up for HN, I'll gladly buy you the book to hear your opinions and learn from your experience.
Your formula/structure sounds very tried and true, but so far the only "standard" of any kind I've found has been The Lean Brand, including all aspects of internal and external thought, action, feelings, etc -- Let me know on Twitter, and I'll follow up with you on this.
By the way, impressive track record!