Brand Building Process by Stephen Houraghan

Introduction

• Stephen Houraghan from BrandMasterAcademy introduces a 21-step brand building process.
• Focus on building strategic brands using strategy, psychology, and creative thinking.
• Offers a free downloadable Pro Brand Strategy Blueprint.

Evolution of Brand Building

• Brand Building Today: Consumers are smarter and need more than just visuals.
• Understanding Consumers: Essential to build a brand around consumer needs and challenges.

Definition

• Brand: An entity developed to shape perception and build reputation.
• Brand Building: Activities to actively shape perception and build reputation through communication and experiences.

Core Pillars of Brand Building

1. Brand Strategy: Clarity on identity, target audience, and influence.
2. Brand Identity: More than a logo; includes visual elements working cohesively.
3. Brand Marketing: Essential for conveying the brand message across various platforms.

Importance of Brand Building

• Successful branding requires strategy and tuning to the brand.
• Critical to have a brand building process.

21-Step Brand Building Process

Step 1: The Human Brand

• Concept: Build a brand that connects like a human, not just a corporate entity.

Step 2: Brand Purpose

• Importance: Brands with a purpose attract like-minded customers.
• Simon Sinek's Influence: Start with "why" to define brand purpose.

Step 3: Brand Vision

• Defining Success: Have a clear vision of what success looks like.

Step 4: Brand Mission

• Commitments: Outlines the brand's commitments and philosophy.

Step 5: Brand Values

• Actionable Values: Values should be actionable and influence business decisions.

Step 6: Segment Your Market

• Identify Segments: Understand different market segments.

Step 7: Target Your Market

• Ideal Customers: Define which market segments to target.

Step 8: Competitor Research

• Analyze Competitors: Identify gaps and opportunities to stand out.

Step 9: Position Your Brand

• Define Differentiation: What makes your brand unique.

Step 10: Brand Archetypes

• Personality Types: Use archetypes to develop brand personality.

Step 11: Brand Personality

• Tangible Persona: Infuse personality into brand messaging.

Step 12: Brand Messaging

• Core Message Framework: Craft messages that shape brand perception.

Step 13: Brand Story

• Storytelling Framework: Leverage storytelling to connect with audiences.

Step 14: Brand Identity

• Visual System: Design cohesive visual elements.

Step 15: Brand Presence

• Create Assets: Establish presence in both digital and physical spaces.

Step 16: Brand Offer

• Compelling Offers: Address multiple audience challenges.

Step 17: Buyer's Journey

• Guide Through Funnel: Understand and optimize the buyer's journey.

Step 18: Marketing Strategy

• Plan Execution: Identify platforms and methods to reach audiences.

Step 19: Brand Awareness

• Raise Awareness: Focus on reaching the most relevant audience.

Step 20: Brand Adoption

• Conversion Optimization: Enhance conversion rates through experience.

Step 21: Brand Advocacy

• Leverage Happy Clients: Turn satisfied customers into brand advocates.

Conclusion

• Brand building is a long-term, methodical process.
• Important to understand and consider the audience at every step.
• Learn from successful brands to inspire your strategy.