BRAND IDENTITY & INTEGRATED BRANDING
Developing a brand identity is a process that ultimately defines what people will anticipate after they encounter your organization through various forms of communication. A brand is all of the expectations, memories, stories and relationships, that when grouped together, leave a unique impression of who you are to those you serve and to those you will serve.
What is the anticipated experience you need to convey in your literature, videos, social networking, and digital collateral? Chameleon helps to form a brand identity through brand positioning, brand strategy, and brand communication. We call this process integrated branding.
We subscribe to the definition of Brand Positioning as “a marketing strategy that aims to make a brand occupy a distinct position, relative to competing brands, in the mind of the customer.”
- Target Client: A terse description of the demographic/persona being reached.
- Market Segment: Where the brand is competing.
- Brand Promise: What your brand delivers that your competition cannot deliver like you.
- Credibility Stance: The evidence that you can deliver on the brand promise.
An example of a good brand statement is from Charity Water who says, “charity: water is a non-profit organization bringing clean
and safe drinking water to people in developing nations.“
- DEFINE – Identifying the quality of the current brand position and unique brand promise (if established).
- MEASURE – Discovering the target market, persona, and competitive landscape.
- ANALYZE – Compare how your brand measures up to your discovery in the “Measure” phase.
- IMPROVE – Retooling the brand identity to accurately reflect the brand position.
- CREATE – Realizing the new brand identity and creating the brand story via the appropriate communication assets.
The brand auditing helps to identify brand positioning and the target that will be ultimately converted.
- Business Cards
To Color The World With Your Story!