At HWH, a typical branding client goes through the following phases:

Phase One: Identification of Business Goals

Here we answer the question, “What are the specific goals of this branding and marketing exercise?” This will include a specific set of tangible milestones. Completing Phase One will require several extensive sessions with decision makers to clearly identify the goals.

Phase Two: Identification of Current Brand Value Dimensions

First, we have to determine internally where the brand’s existing value is. There are two factors here. Next, we have to find out what the industry (your target markets) thinks is important in a brand. This will involve speaking to analysts and purchasing decision-makers at your targets. During this process we also need to find out what factors about any brand are most likely to influence purchasing decisions and whether or not there is any value to manipulating consumer perceptions. A strong brand will provide a reassurance that can have an enormous impact when a buyer has to choose between two objectively similar offers. During our industry analysis we should come away with a clear picture of your company’s real and perceived competitive advantages (or disadvantages) within the industry.

Finally, if we determine that consumer perception is important to meeting your overall goals, we will need to do some consumer research regarding preferences and current brand perceptions. All of this information will guide the creation of a brand identity.

Phase Three: Design Brand Profile

Here we take your company’s real and perceived, tangible and intangible advantages and create a brand profile, spinning those advantages into a version of what we have learned that the marketplace demands.

We will create a product or company name, if necessary. We will also design a selection of logos in pursuit of your ultimate corporate identity. Careful attention must be paid to correct categorization, correct positioning and correct brand personality. New logos and trade names may be tested.