Our Process
Brand Insight Assessment
The brand development process begins with a Brand Insight Assessment (BIA). This is an on-line survey of company executives, employees and channel partners or direct sales. BIA measures alignment of current brand understandings like strategy, structure and execution.
Brand Discovery
This is the core component of brand development – where we differentiate the brand by looking inside, examining the company, its history, products, people and culture.
Brand Validation
Once we’ve discovered the true essence of the brand and recommended brand strategies, we’ll go to the market for their validation.
Brand Planning and Research
This is where we get very smart about the audience, competitors, the category and market trends/factors.
Creative Execution
Now we can start making smart, strategic ads, direct mail pieces, a new Web presence and all marketing and communications tools to claim a new brand position.
Brand Adoption
Internally, everyone from the maintenance department to the president must buy into and take ownership of the new brand. Only then can external adoption begin.
Return on Investment (ROI) Measures
Our brand development process continues with proprietary Brand Performance Measurement tools that allow us to assess both internal and external brand performance, brand equity and brand value. This ROI component is critical to a company’s management because it allows them to gauge the impact of their marketing investment as it relates to the continuing development of their brand.
As Central Florida’s only Certified Brand Strategist, CNP can ensure the successful development of your brand. Our brand development process represents a comprehensive program that can extend from four months to as much as a year. While a comprehensive brand development process is always the most preferred, CNP can help you customize a process that meets your individual needs and objectives, budget and timeframe.
We create amazing brand communication assets and use the design process to solve problems for your business in innovative ways. Whether you need help with brand identity, brand communications or resolution of more in-depth business problems, our processes can more quickly help you get to where you need to be.