The branding project timeline
While each client in unique, the branding project timeline has some common elements and the brand flowchart (see below) is a good representation of what is encompassed in a “typical” Stealing Share brand development process. The branding process can change based on the needs of the client, but the basic nature of a project and its resulting marketing strategy remain generally the same and is quite scientific in nature. Note that our branding branding project timeline ALWAYS includes market research.
As a result of that brand research focus, our branding process starts with both qualitative and quantitative research. During the time that the research is fielded, we conduct a competitive analysis and brand audit. Once those are completed and the brand research is out of the field, we have the basics for building a meaningful brand, including a position intended to create consumer preference for you in the market: We know what is most important to the target audience (research), how the competition is positioned (competitive analysis) and what is true about you (brand audit).
It is at this point in branding project timeline that the true strategic work begins. Our brand strategists develop positioning, strategy and tactics that are actionable and aimed to create preference.
Any brand creative and design work needed to complete the branding process would start in the latter stages of Phase 4 or after (see the flow chart below).
While it is true that every Stealing Share branding project timeline is different, there are some standard practices that we believe are important to ensure your success. A good part of this is the importance of the upfront strategic work. Much needs to be done before the strategy and positioning is clear. Let’s talk for a moment about brand research. From our perspective, nothing is more important than that research. We make no assumptions when we work on your project and look for the highest emotional intensity that we can find for the target audience that you need to influence.
One of the hallmarks of our branding project timeline and managing assumptions is found in the methodology of the research we recommend. The qualitative research portion of the branding process is fully cloaked so the interviewee is unaware of who is sponsoring the brand research. These sessions are designed to find the full range of opportunities and barriers that exist in the market. Only after modeling the behaviors and completing the qualitative portion of the research do we begin to create the questionnaire used in the quantitative portion of the project. This quantitative brand research is double blinded and designed to quantify the emotional intensities so that when your share-stealing brand is complete that you have confidence that its power is projectable to the target. It is a randomized study designed to uncover emotional intensities, switching triggers and competitive advantages.