Once
the vision and mission have been identified with
alignment gained from the key stakeholders within and
without the organization, Louws begins constructing
the“Brand Architecture.” Working closely
with a core brand team through a multi-staged process,
the outcome is clearly defined “Brand Architecture” -
that has gained consensus throughout the organization.
STAGE
I
OUTCOMES: Clearly
identify the role, responsibilities and position of each
touchpoint
Identifying
the “Strategic Platform” and “The Positioning”
Various “strategic platforms” are identified
and tested with key constituencies
STAGE
II
OUTCOMES: A
clearly defined “Strategic Platform” and “Positioning”
Identifying the “Brand Essence”
While continuing to work
with the core brand team, brand essence will be arrived at
by laddering up from Brand Features (attributes) through
Brand Icons, position, personality and values (both rational
and emotional). The essence as defined (by Merriam-Webster’s
Dictionary) is the “most essential” or “most
vital part” of an idea or experience.
STAGE
III
Click
here to download this Phase as an Adobe Acrobat
document.
OUTCOMES:A
unique point of differentiation that impacts performance
for the brand and a process than can be broadly disseminated,
and implemented through visual and physical representation.
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