Creating a Roadmap for Your Brand

A brand roadmap directs 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 roadmap helps everyone navigate this journey successfully.

Building on a solid brand strategy, we follow a three-step process to create a comprehensive brand roadmap.

Step 1:  Involving the Team

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

Step 2:  Identifying and Prioritizing Opportunities

Leveraging their professional experience implementing branding programs, our consultants identify and prioritize the programs, activities and associated tools that will most effectively and efficiently drive business to meet or exceed your goals and objectives.

Step 3:  Planning and Executing

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