If we take the time to properly craft a winning strategy that will bring success to the company, why should crafting the brand that carries that strategy be rushed?
Creating a brand is a process in the same way that defining a strategy is. Processes takes time. The flow chart below shows some of the activity in the process of creating a brand.
Timing is everything. Engaging your brand agency or consultants early will save you time in the long run. If you are aiming for creating efficiency through a re-organising your governance structure or your operations structure, you will also need to look at how that affects your brand architecture (brand family) and how your brand is presented to the world. If your strategy is to grow through mergers and acquisition (M&A), you can set parameters for what the resulting brand family would look like as well as the transformation and migration process based on the M&A strategy.
“[Brands] are a business strategy brought to life, and are the primary means for differentiation and growth.” Jez Frampton, Global CEO of Interbrand
It’s a good idea to start thinking about your brand as you craft your strategy. If your brand affects everything that the organisation does and everything the organisation does affects the brand, then it’s worth the same consideration as the stragic planning process.