Finally, we’ve been branded, it’s called HumbleLab, HumbleLab.co
This will be our brain child for next 3 to 5 years, minimum at least. And you can see who are the members of the founding team in our website, and also, our vision, mission, strategy, product and services , etc, too.
So the million dollar question is, how do we come up with HumbleLab with the brand logo, brand vision, mission and brand promise.
Well ,We followed below 10 simple branding steps for what we got today HumbleLab.co, our brand-book as well as our brand strategy , a.k.a , G.K.G (Get Keep Grow mechanism).
Here is the best short video, only a minute about G.K.G from Udacity.
And the 10 steps of branding exercise are…
1) Extract explicit short and long term business goals as drivers of Brand Vision
The important step here is developing long term strategy for a brand. You can create a name, a logo, taglines and a set of graphic elements for brand identification purposes to deal with short term marketing communications needs, but you need brand strategy for the long term.
2) Conduct key stakeholder analysis to capture implicit Brand Requirements
This is getting stakeholder (project team members) inputs for brand requirements and their opinions
3) Develop customer needs – Driven segmentation with perspectives on competition and Segment Economics
In this step, we tried to define the direction as to where the company can take its brand in the future based on the existing or potential profitability of targeted customer segments by not assumptions but scenario-based planning.
4) Develop a Brand Vision Linked to the corporate or business unit business strategy
We created, so called, brand vision statement, which should be complementary to the company’s vision statement; sometimes the two are combined. It is the interconnection between aspirations, values, and the brand that is important. It must be simple enough that your customers understand it, and your people get it – and remember it.
5) Develop a Brand Promise
A brand promise is totally different from brand strategy or performance. It is about people. A promise is conveyed by everything people see, hear, touch, taste, or smell about your business. Most importantly, a brand promise humanizes the mission statement and makes it easy for everyone in the organization to understand how company creates value and how they impact the customer experience directly and indirectly in a way that adds or detracts value from it.
6) Develop Brand Positioning
Three questions must be answered. What is the brand for? Who is the brand for? When is the brand for? and who are the brand’s competitors.
7) Develop Brand Personality
This is the emotional character and association in consumer minds about your brand with certain human personality traits, such as, expression, interaction and behaviors, etc.
8) Develop Brand Narrative
It is all about storytelling of your brand, what people say about you and how they connect emotionally with you product or service.
9) Develop a Brand Identity System
This is all about visual thinking and visual aspects of overall brand and its expressions.
10) Translate Brand Promise into Customer Experience Design
Customer experience design is not one-off exercise, this is ongoing needs and no company get it right all the time. This is indeed an execution step between vision and reality and we should not take any weakness in any particular dimension as an excuse to do nothing.
Enjoy building a brand !!!
With that I conclude my blog series about Founders’ life and move on to the next series, Buddha ways of doing business.
P.S All the credit goes to Idris Mootee, author of 60 mins brand strategist , and G.K.G mechanism from Lean start-up, Steve Blank.