Your brand is an integrated part of your business plan. It must resonate with the identified market position.

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Your perceived market position sets the agenda for people's expectations of an organisation. Building the brand to create position is a process of continuous, constant, homogeneous promotion across all media. All elements promoting the brand must relate to the same brand concept to develop the image.

The big questions are:

• What position does your brand own?
• What position do you want it to own?
• What position do the competitors own?
• Who do we have to out do?
• How much money is required to out do them?
• How long will it take?
• Can we get there from here?

Brand Strategy

The Brand Strategy is a map of specifics on how the branding plan is implemented. It examines the present and future markets in terms of their current attitudes, the brand objectives, and the delivery of key messages. It details the use of advertising, direct mail, promotional activities, electronic media, public relations and all other media for each identified audience.

Branding Action Plan

Includes details on values, markets, messages, new brand presentation, media elements and PR action list. This is analysis and distillation of the information gained from the research. It details the emotive qualities required to capture the imagination of the intended audience. It provides a clear statement of the brand’s personality for distribution to all involved in promotion. (This is a description of the brand expressed as a person and allows values and lifestyles to be ascribed to the brand.)