Branding process planning

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An outline of the Branding process with milestone deliverables that coordinate with the release milestones of the various projects. work-in-progress, format copied from 0.7 planning page

Branding Milestones

This is the list of milestones for the branding process.
(see explanations of each of the milestones at the bottom of the page)

Branding Process Gantt Chart:
Derived from the whiteboard milestone plan in Pieter's office.

Self Assessment

Brand Mission Statement

• Organization goals and objectives for the brand(s)
• Inherited founder brand associations

"All successful brand-building efforts begin with a clear statement of the mission or vision. Unless people inside an organization have an understanding of -and passionate belief in - the overall aim and purpose of the company, it's difficult to put together a coherent brand strategy or make effective tactical decisions along the way." -- ProwerBranding, Brandt & Johnson, p. 38

One of the most important steps we have to take is to agree upon the "architecture" of the brand, are we creating a brand for a "solution" comprised of several components, each of which can be named, or for example are we trying to create a master brand for the solution/ecosystem and separate (sub)-brands for each component? We really need to make that decision, before we can proceed very far in defining our brand associations, positioning, creatives (name, logo, look-and-feel, etc.)

Positioning Statement

(see: PrototypePositioningStatements )

• • Market segments
  • customer profiles
  • Competition

External perceptions and beliefs

• BrandAssociations
• Current brands
• Founder brand

competitive analysis

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branding milestone definitions: