Branding story
A brand begins with a claim and go on with planning, a mind map and actually a futuristic story about where will we go. This story – strangely – starts with its end: where we will be on the next year or decade? This place describes with different criterias:
- Market share
- Number of customers
- Customer’s Satisfaction
- Financial advantages
- …
Or a combination of these criteria’s. We know about the beginning of the story (now) and we have drawn the end. Let’s tell the story and create the process which moves it from start to the end. Like this:
1- We should redefine our customer’s need from X to Y
2- We need a higher quality from B to A
3- We will provide better services from A to Z
4- We change our competitive strategy from 1 to 2
5- Our customers need to know about all this. We provide them an advertisement package.
6- We invite specialists who help us produce better, faster and cheaper.
7- We make money. (X)$ in (T) time.
8- We return (Y)$ to the system as development investment for the next branding program.