The BrandLand 360° Branding™ Program

Our comprehensive 360° Branding™ Program is based on many years of real-world-tested experience, comprised of three integrated steps:

Step 1: Brand Strategy
Step 2: Brand Identity
Step 3: Brand Building

Whether a business is new or established, proper planning and cohesive implementation are often overshadowed by daily operations and never put in place. Our experience tells us that even the best products and services can fail without a structured foundation to attract, inform and motivate customers to buy.

This program can be scaled to fit emerging growth to large businesses with success. The information below is just a summary of each step. Contact us to learn how 360° Branding™ can transform your business.

Step 1: Brand Strategy

Webster's New Millennium™ Dictionary of English defines branding like this:

" – in marketing, the sum total of a company's value, including products, services, people, advertising, positioning, and culture."

As the above definition describes, an effective brand strategy encompasses many aspects of your business. We'll begin by consulting with you to acquire a comprehensive understanding of your business relative to current market conditions.

From this analysis, we can accurately define opportunities for growth and development, laying the foundation for success. By integrating positioning insight with your goals, we set the course for Brand Building.

Part One: Discovery

A. Market & Positioning Analysis
B. The Core – Understanding Your Business POV (Point of View)
C. Defining the Path to Take Your Company to the Next Level

Part Two: Development

A. Writing Your Brand Strategy Plan
B. Brand Strategy Plan Refinement and Final Documentation

Step 2: Brand Identity

If the logo and tagline your business or product(s) face one or more of the following challenges, our team of experts can provide a powerful, fully custom brand identity solution for you:

• Our business is new. We have no brand identity.
• Our current brand identity is out of date or "amateurish." What was produced years ago doesn't reflect who we are today.
• Our current brand identity sends the wrong message. We've added more products and services and need to let our customers and the marketplace know we've changed.
• Our company develops products/services that require their own identity. In addition to logos and a quality image, we need brand names.
• Our current brand identity is "OK," but I'd like a second opinion to explore new possibilities.

Here's a summary of the process you can expect when we build a new brand identity for your business or product:

Round One: Concepts

• Six (6) logo concepts will be produced to choose from by BrandLand's highly experienced design team, featuring your company or product name in a variety of fonts and colors that are interchangeable. Also included are custom icon graphics to accompany the name for additional recognition and retention.
• Six (6) tagline concepts will be written by our experts to communicate the "essence" of your business or product clearly. Used with the name and icon graphics, the tagline provides a "hook" to communicate your brand's unique message and claims with lasting impact.

Round Two: Refinement
With your feedback and discussion, we will select with you, one (or more) logo concepts and taglines for further refinement from the "menu" of choices presented in Round One. New layouts will be rendered and presented to you, based on the selected items and input gathered.

Round Three: Final Selection
A "finalist" will be chosen from Round 2's choices and, in most cases, the master logo and tagline will be complete. Our goal is your complete satisfaction. If additional variations are requested, we will provide a final round to complete the process.

Your NEW Brand Master
Once the final logo and tagline have been chosen, they must be reproduced with absolute integrity whether in print, online or in other applications such as silkscreened signage or embroidered company uniforms. No variation of color formulae, fonts, placement of elements or distortion of the artwork should ever be permitted.

To help you maintain control of use within your organization and elsewhere, we will supply you with a document that specifically details the exact color formulae (multiple types) and usage guidelines, plus multiple file formats of the master artwork to be distributed and used without modification.

To see a small sample of logos and taglines our professionals have produced, click here. Want to see more? Contact us to view additional samples.

Step 3: Brand Building

After the Phase One: Brand Strategy and Phase Two: Brand Identity work have been completed, the next step is to integrate and apply them in Phase Three: Brand Building. The goal of Brand Building is to deepen the bond between your company and current and future customers and prospects.

Creating Brand Integrity through Consistent Application

Brand Building occurs across multiple "touch points" with consistency and frequency
over time. Examples include:

• Print Materials: Business cards, letterhead, "one-sheets", direct mail, brochures, handouts, modular sales kits, advertisements, etc.
• Website
• Event Support: Booth graphics, giveaways, PowerPoint-type presentations, point-of-sale displays, posters, event invitations, etc.
• Product Promotion Campaigns: Support for a new product/service offering, incorporating multiple tools, for example: a website landing page, email "blasts," direct mail, print advertisements, etc.
• Specialized Campaign Packages: new brand launch, events, specific target/vertical markets, general advertising, brand "deepening" programs and cross-promotions, etc.
Campaigns involve a combination of "inbound" and "outbound" tools, for example: direct mail and/or email "blasts," incentives and offers, print advertisements and other media communications, response-generating strategy development and more.

BrandLand integrates brand Strategy and Identity with the design and content of each marketing tool, creating the ultimate "brand experience." Brand integrity is the result – sending a cohesive and powerfully linked message to customers (current and future) that fuels growth and marketplace longevity.

Design and Production Services

The BrandLand team will professionally design, produce, print and deliver your new marketing tools to customers and prospects. Based on your unique requirements, we will project a budget and timeline for each Brand Building project with no "surprises." You are always in control of each decision and every step along the way.

Getting Started

The BrandLand team is experienced, qualified and ready to join you in this exciting journey to increase the success of your business. Contact us today to discuss how we can customize the 360° Branding™ Program to fit your business.