20 STEPS FOR CREATING A BRANDWHAT ARE THESE 20 STEPS FOR? A BRAND CAN ACHIEVE THE BUSINESS OBJECTIVES ‘Our woridis becoming more and more competitive everyday. In order to meat ther ‘groin objectives, bushcsce sre beng totces to ind naw ways to stan cut and ‘Compete. This document has been designed for those companies whose goal is 1 ron, nnovata, ana compete on both a national and intomational ave. Thess 20 STEPS mere created for hose who have ambfticn, “The methodology i designed ta enabie any kind of company to create a new Bloom © been comuteg SL ConsultingCOMPANY'S BRAND IS NOT TS LOGO! BRAND = VISION Fist ofa it important to detine what wo moan by a company’s brend. A brand represents a vision, some values, and a way of baing and of dolng things. A successfull implemented brand becomes an essential too for achieving a Company's busiess objects. ‘Te brand, ints own nght, reprosente the elbal vision of a company and carves 28 a conducting tivaad or epleerter af he company’s erent areas (table 1) ‘Awell applied brand ean maxirize the efcieney of any company, mining the neseceary nvestmants ana strengthening eny acton, 'A.GOQD BRAND CAN ALLOW YOU TO: Fain a large shave ofthe maket Gerve as a base for nernatonslzaton = BRtngulh your compar fom he compestion nerate mote custome yay Create a siang internal culture “ attract tho nocoseary human recourese ‘Generate an increased global worth forthe company Bloom © been comuteg SL ConsultingBRAND = VISION Bloom com Conastng . ConsultingSTEP BY STEP MARKET ANALYSS. ont the target audience ‘Qbiain/absord formation Extract Marke rence Stuay innovatve sactors Greate a competitive branescape GENERATION OF ATIRIBLTES ike Atiioutos Fite ates son the Atributes Iontty Unique Attibutse ‘See the Atvinutes on the brandscape. (CONCEPT DEVELOPVENT entity the common thea ‘Acapt tte eanest ‘Greate the "Moodboir” ‘Greate the postion ‘Check te ignrnent with the comeany/’ objectives. ‘GENES OF THE BRAND Establish the tone of voice ‘Gwe taname Establish avisual style ‘Create 2 slogan EEstablen the sual tye STEP ot STEP oa STEP ca STEP O4 STEP 08. STEP os STEP 07 STEP oa STEP 09 STEP 10 step 11 STEP 12, STEP 13 STEP 14 STEP 15 ster 16 STEP 17 STEP 18 STEP 19 ‘STEP 20 Bloom ConsultingMARKET ANALYSISINTRODUCTION For an SME, developing a brand is not an easy task and it requires Gadieation, but tis one that fs ‘essential fo positioning in an ‘extromelycompatiive markat The brand ison absolute necessity for ‘SMES that want to avord the ‘compete price spiral in which ‘medium sized companies are at 2 isadvantage with rogards to largo ‘or multinational corporations. PRACTICAL EXAMPLE tn general cresting and implementing brand raquies 1. Looking outwards. Analyzing ends, values, astes, andthe neods of the target puble 2, Looking inwards, Analyzingin depth who we are asa company, anc ‘what defines us 2. Linklng the nes ofthe target pute wih the charactrstics that define us as a company inorder to create a diferent and relevant peeitionng. As with any business strategy, we must identity a prio cur business ‘bjectves, What tet we siesta acheve, £0 that the brane can helo ts aan “This space wil be dedicated ta developing a concrete example of brand building miting ourselves tothe development ofa branding concent fora new product. ‘As an ilustratve oxampe, wa wil fosus on the cate study of a winery \whose objective sto compete nthe Intornator.al market. Te dS, 't needs to develop a branding stalegy fos lar product. In this case, the business objective i to htroduce the brand to new international matkels. To export the wine tothe United States, Bloom ConsultingMARKET ANALYSIS i IDENTIFY THE TARGET AUDIENCE Who are ve trying 0 reach? EXAMPLE Bloom ConsultingMARKET ANALYSIS OBTAIN/ABSORB INFORMATION What can ! do to get to know my ‘arget aualionc better? Answer: Look around you. Observe ‘ond underetond the world around ‘us and how it influences us and ‘more importanty our target public. GLOBALIZATION \We Iveln a society that is becoming more and more diverse every day, whore we hav mora things avalacle tous, and we therefore demand, ‘reakerorainalty and authenticity. INFORMATION OVERDOSE We receive so much information on a dally bass through the televsion, taco, mal, iteret..that ts ‘Sometimes too mach, Iti important to have an in-depth understanding of our target audience, ‘what mottos thom and how trey bohava. Therafoe, r tas top wo ite gang a sty te consumer, What ae har kes andl cates, wnat are ther surroundings, what wortes them, and what kind of general Hoste do thoy have? The nal sage & conoredon ying touncerstans what they need i ares be happy ‘This information isnot cifeult to come by. Its enough to read the nevrsnaper,fiptrcaigh some magazines; watch telovsion, and isi plasoe whore people eooalze: bars, parfommances..otc. Evan a ara Eurvey cared cut urthin your ov compary ean prove relevant formation, ‘Aqck way todo this ' by getting together with a group of peaple within the compary to look ata eves of cifterent types of magazines: current event, news, woman's, men's spars, Wavel ete. You shoula en Analy20 an mark al advarsements or atcas that tellus something About what tinge are Important in tho ourant markt The important ting apart from opening oursyes and ea, istornetabolice thi information in sn analeai manner Bloom ConsultingMARKET ANALYSIS OBTAIN/ABSORB INFORMATION INSECURITY ‘Given the potica and economic Ccreumstances surrounding us today ‘thor i a general conse ot naaeurty ‘ae uncertinty. PARADIGMS OF SUCCESS Due to the economic fuctuations of the recent post and changes inthe Classifeatons for professional ‘Based en the segment that we ientfiog ee the teget pubic for aur bran (mon betnean the ages of 21-0), we bagi te obearve toe world around us, detennnng a ses of observations we have focused on ‘our but there could be many more eating to the consumer's Surrounding snd how these surroundings afact hs behavior In thie tra ove of more gonoral analysis, wo should ask tho following questions - What tings "wory” consumers? Where are poopie wing o invest thoi tims end onoray/? + How do peopl prioritize ther consumption, based on theicneeds? “This fest glance shoul! be very broad, as there il be opportunites ater tonatonitdown. tis not about tying to draw conclusions, nor trends, yo Bloom ConsultingMARKET ANALYSIS EXTRACT MARKET TRENDS ‘Once we absorb al ofthis Information, now do we interpret Itin order to draw relevant ‘conclusions? “Answer: Based on the observations ‘hat you have made about your ‘surroundings, try to identify the hnoeds generated by your target Budience, with the goal of Tocognizing which trends are tho ‘dominant ones. EXAMPLE OBSERVATION In the previous Stop we emphasized tho fact tha it was impertant to ‘imply observe he wold araund us, Now its me to bogin to dene conclisene, th order to come to these conclusions is fret neceseay to understand ‘wat cur treet cudionce neds ris ooking for with regards to wate happenin the word around hm, riding his noes. (OBSERVATION NECESSITY Continuing witn aur case example, wa should now idan four gonral ‘observations that nn lod fo fate of our target suence's necesctics, NECESSITIES Cobalzation —_————_> Satety our curloaty of the wort Grestr access to everything, overdose Origratty and authority ot infermaton > What realy causes an impact. Insecurity Support from our peers ———— Disconnect Paracigms Symbols of success of success —$<$—?- Locking for identity Bloorn consultingMARKET ANALYSIS EXTRACT MARKET TRENDS (OBSERVATION = EXAMPLE Satety cur curlosty of ha works Greater sccace to everything ‘Orgnnalty and authenticity ‘What erates impact ‘The suppor of our peers Discenneet Symbols of suecess Seach for identity Once we have idenifed these necessities they must be analyzed with the objectvo of ascaverng whieh ao te dommnant eras that wil become apparentin consumer Given that thar isan immanse varety of trends, ts necossary to sense ‘which wil become the dominant ones for aur target audience. These Same tends wil dori a fashion designer. an arcrtect and a jouralit NECESSITY TREND We have akesdy cosorved cur surroundings. We have dente four ‘general necassties frm which wehave extracted what we sense Become the dominant trends or o target ausionce TRENDS a Discovery Adventure The suthartle ve the supertial Mulisensory" experiences Social surounsings Fantasy (escape irom realty) pe Messe sur Bloom consulting