The branding process involves change. It's about a new way of showing yourself to the world, relating to those around you, or getting things done. And, as with any change, it takes courage in decision-making, dedication and a lot of discipline.
The success of such an endeavor is not given by a magic formula. These are logical steps to follow, but necessarily accompanied by your enthusiasm and passion:
1. Decide what idea your business is for
2. You take on the idea and support it in front of the organization
3. Make the idea visible, clear and coherent with identity and communication
4th. You make sure that you make the idea of the brand the share generator for all four brand vectors (product/service, communication, culture, environment) and that you place investment emphasis on the main growth vectors
5. You deliver the idea to all audiences and all points of contact of the brand with them.
Questions for you:
1. Have you thought that there may be a need for a change at the brand level, if something is not working at the business level?
2. Have you informed your management team what such a change entails at the brand level?
3. Are you willing to involve at least part of the organization in the branding process so that the idea you discover is understood and accepted by your employees as well?
4th. Do you have the human and financial resources to make tangible change at the level of the four brand vectors?
5. Can you build a long-term relationship with the team of consultants you turn to?