Question

Topic: Branding

Creating A New Brand

Posted by Anonymous on 3/14/2008 at 12:29 PM ET 250 Points
I have recently been asked by a client to provide a list of questions that should be considered when creating a new brand. This is not an area that I have much experience as my position is generally to design a package for a product that already has a brand associated to it. However, as I am a supplier of design/concepts of consumer packaged goods and happen to have been in the right place at the wrong time, I have been asked the question. I am familiar with creating design briefs, but these are much farther down the line than the actual brand creation.

I would assume that some sort of defining statement about what the brand should be is a good place to start. I'm sure it's more than a vision or mission statement alone.

Thanks for your help,
Bob
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RESPONSES

  • Posted by L. Duggan on 3/14/2008 at 12:35 PM Accepted
    We have a marketing audit and in it we have a section on branding. Here are the questions we use:

    49. What are your values as a firm?
    1)____________________________

    2)____________________________

    3) ____________________________




    50. What are the perceptions of your brand from others who know you?

    ___________________________________________________


    51. What type of image do you want your brand to project?
    ___________________________________________________



    52.Why does your firm exist? (1 or 2 sentences)

    ___________________________________________________



    53. How are you different from your competitors?

    ___________________________________________________



    54. What is your brand promise to your customers?

    ___________________________________________________



    55. Brand Personality Traits: If your company were a person, how would you describe it?

    ___________________________________________________





    56. What is your brand name?

    ___________________________________________________


    57. Which of the following do you currently have? (Check all that apply)
    __ Company logo
    __ company tag line or slogan

    58. What is your company known for?
    ___________________________________________________

    59. When was your corporate brand identity developed? ____________

    60. When was your corporate brand identity last updated? ____________

    61. Do you think your brand is up to date and relevant and conveys what you want?
    __ Yes
    __ No

    Would be glad to share our thoughts with you on branding. Good luck.
  • Posted on 3/14/2008 at 12:54 PM Author
    Steve,
    I can see the situation covering both of your scenarios. However, at this time I am concentrating on the upcoming task of creating a new brand that will encompass existing products which will carry the new brand mark and message.

    Bob
  • Posted on 3/14/2008 at 2:36 PM Author
    Steve,
    I see where you're going with this. My focus had been purely on developing a new brand and I hadn't thought about the transition from the old one. This is something that I will address.

    Thank you for your insight.

  • Posted on 3/14/2008 at 2:40 PM Author
    Thanks wordofmouthguru.
    The list you provided is on the money. I will need to add some of Steve's concerns to it.

    Best regards,
    Bob
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