Here’s a link to Part 1: An Example of a Brand Strategy – Part 1
Here’s a link to Part 2: An Example of a Brand Strategy – Part 2
Now on to Part 2: How long it will take to get there
I’m just going to lay out a timeline for the initial, launch phase of the design here (for brevity’s sake):
- Define the brand – you have several options for defining your brand, based on speed needed for launch:
- VIP Brand Clarity Day: Get your definition done in one day
- One-on-one coaching: 4 weeks
- Group coaching: 2 months
- Design: Here are some standard time frames for development of these materials. If you need to develop them more quickly, rush is available.
- Logo: 2-3 weeks
- Stationery Kit: business card, digital letterhead, mailing label, notecard: 1-2 weeks
- WordPress website with integrated blog: 3 weeks
- Other marketing materials: newsletter template, PowerPoint template for webinars, Facebook fan page graphic, Twitter background, social media icons, flyer for local marketing: 3 weeks
Many of these materials could run side-by-side, after the initial logo development. A realistic timeline is 8-10 weeks.
- When planning your timeline, factor in time for you to write the copy for your materials or for you to hire someone to write the copy. Copy will hold up the design process! Same goes for photography, etc.
- Recognize that you will need to be available during the brand design process to provide feedback and input.
- And you’ll want to have a couple of ideal clients on-hand to provide client feedback. You want to know what they think of the designs, what appeals to them and attracts them, so that you can create designs that get their attention. Getting them ready up-front can help you get feedback from them more quickly. Their feedback will be most important during logo development and the first few design steps after that, to set the general “look” of your materials.
- Printing of most materials will take about 1 week. This can also be rushed, but cost will go up. You can take materials to Kinko’s or another quick-copy shop, but the quality usually falls.
- Make a choice about how you’re going to launch: Are you going to launch everything all at once, or are you going to launch each item as it’s completed? You can make a bigger impact by launching everything at once, but if you need to be getting clients, then launching one piece at a time – or adding a “preview kit” where you have a simple page up with an offer of a strategy session – can get you there.
This has been an example of how a brand launch strategy can look.
Keep in mind that brand strategy is applicable for every branding project you undertake – from a small project to large-scale projects like this one. You need to know how every project fits in the grand scheme of your brand, your company’s vision and your goals. Otherwise, you’re just running around doing “stuff” instead of creating a unified, orchestrated brand that will help you grow your company.
If you want a brand strategy of your own, watch this space tomorrow for a BIG announcement about how you can learn about and put your own brand strategy in place – so that you stop just throwing money at your brand randomly and start creating a big brand plan that will turn into revenue and growth for your business.