What Makes a Brand Successful — Part 2

1. Define values.

A brand that clearly upholds its values is credible and creates trust. Values ensure that all stakeholders identify with the company.

2. Define brand objectives.

Success can only be measured if clear goals are set. They guide implementation and at the same time serve as important parameters for measuring impact.

3. Identify strengths and USP.

A strong brand identity succeeds when strengths and unique selling proposition (USP) are correctly positioned. A company’s USP is critical in creating long-term loyalty among the target audience.

4. Recognize opportunities.

Opportunities enable new perspectives on undiscovered possibilities and can be systematically integrated into the brand strategy. Discussing potential opportunities is of great benefit in the early stages of brand building.

5. Analyze challenges.

Those who address challenges early on can consistently overcome them and even capitalize on them. Every challenge is an opportunity in disguise.

6. Define target audience.

Knowing the target audience is of great importance in implementing the planned measures. Only then can the brand be purposefully communicated and messages conveyed.

7. Identify stakeholders.

Stakeholder management is just as important as that of the target audience. Stakeholders are a significant part of the brand. It is essential to actively involve them in the process.

8. Formulate core messages.

For consistent brand communication, clearly defined core messages are a necessity. These should be integrated into the individual measures, thus creating recognition value.

9. Select tools.

A target-oriented set of tools is a thousand times more valuable than a whole range of options. Therefore, the next step is to assemble the most efficient tools for one’s company.

10. Develop a storyboard.

A storyboard is the dovetailing of tools with defined values, stakeholders and the target audiences. It provides concrete instructions for implementation.