Brand Services

Creating a Roadmap for Your Brand

A brand management plan is a roadmap to direct the execution of your brand strategy. It serves as a detailed guide for traveling from your current market position to your desired destination. It also is a tool to ensure that everyone is following the same set of directions and is focused on reaching the same destination. There may be several routes to that destination—some more lengthy, some requiring more detours around unexpected obstacles—and your brand management plan helps everyone navigate this journey successfully.

Building on a solid brand strategy, we follow a three-step process to create a comprehensive 12-month brand management plan.

1. Brainstorm

   Using our brand strategy as the guide, we brainstorm with your team about programs, activities, materials and other appropriate marketing and communication tactics.

2. Identify and Prioritize

   Our team combines the ideas generated in the brainstorming session with the experience and know-how of our strategy team to identify, select and prioritize the programs, activities and associated tools that will most effectively and efficiently drive business to meet or exceed your goals and objectives.

3. Plan

   Based on the outcomes of the first two steps, we develop a detailed 12-month tactical brand management plan that:

   • outlines individual activities for implementing initiatives across the company
   • designates priorities and assigns timelines
   • identifies and appoints the responsible entity for each activity
   • details the role of each activity in achieving business goals and objectives
   • estimates the approximate costs associated with each activity