Branding basics: Plan the work; work the plan

A couple of posts ago I broke down the brand management process into 4 Ps:
  

1) Positioning - identify your unique benefit.
2) Planning - develop a road map for brand identity programs.
3) Protection - guard the integrity of your brand.
4) Promotion - build awareness of and preference for your brand.

Easy, huh?  Well, not according to the mini-firestorm of comments I got.  "What do you mean by positioning?' "How do I figure out a plan?" "What do I need to do to protect my brand?"  "And how do I promote it?"  All excellent questions.  I'm glad you asked.

Let's think about planning.

Most business people know about strategic planning, but did you know you can plan your brand strategy, too  Planning means thinking before you act – usually a good thing.

A plan is a road map. A thorough brand identity plan will include:

1) OBJECTIVES:
Think about your business and marketing objectives. How can your brand identity help achieve them? Brand identity can create rapport, build credibility, and create or enhance an image.

2) AUDIENCE
Describe your best prospects in broad terms. Think demographics and psycho-graphics for consumers or industries and job functions for business-to-business.

3) PROGRAMS
These are all the places and ways you are "seen" by your audience. In some of these, visual identity is key.  For others it may be more about tone.  For still others it will be a combination.  Depending on objectives, audience and budget, your mix could include:

Business stationery
Document formats
Forms
Publicity
Advertising
Presentations
Mailings
Trade show displays
Social media presence
Signage
Literature
Premium items
And more

You need a thorough list.  Then set priorities and a timetable for instituting your brand identity in each.