How to lead the entire Brand Planning process on your business

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4 stages of the planning process

Our  planning process starts with a deep-dive business review, lays out the brand positioning. We use the Brand Plan to get everyone on the same page, helping make decisions, resource allocations and set up the brand’s execution. We then build an execution plan that helps every stakeholder to contribute their part to the brand.

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First, you need to go deep to gain an understanding

Every situation has unique challenges. It is important to do the work to understand where your brand is today, what is holding it back from the expected growth. Whether that means doing a deep dive on the business or challenging your people with key questions that will highlight the challenges facing the brand.

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To read more on conducting a Deep Dive Business Review, here is our workshop that we run to help make brand leaders smarter:

Create a winning brand positioning statement for your brand

You need to create a brand idea and brand positioning that will help your brand win in the market. Find a winning brand positioning, that balances the rational and emotional benefits.  Work to create a Big Idea that frames the external and internal promise of your brand. We recommend that you validate a Brand Concept with your consumers to see if  you have something unique, own-able and motivating.

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To read more on developing a unique, own-able and motivating Brand Positioning Statement, here is our  workshop that we run to help make brand leaders smarter:

Write a Brand Plan that everyone can follow

The main goal of writing a focused strategic brand plans is to get everyone on the same page, so that everyone in your organization can follow. Here, you want to get your team lay out a long range strategic road map and brand plan that includes a vision, purpose, goals, strategies and tactics. Then, work with your team to create actionable project plans for each tactic with goals, milestones and budget.

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To read more on building a Brand Plan that everyone can follow, here is our workshop that we run to help make brand leaders smarter:

Build the marketing execution plan that drives growth for your brand

We use the Big Idea map to lay out a plan every consumer touch point–including the brand promise, brand story, innovation, purchase moment and brand experience. From there, we match up with the consumer buying system to focus on moving consumers from awareness to purchase to repeat and on to becoming loyal. This sets up the communication brief that frames both the creative and media, helps drive the innovation plan, sets up the culture of the organization as the backbone to the experience and manages the purchase moment through channel management and merchandising.

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To read more on getting the most from your Marketing Execution, here is our workshop that we run to help make brand leaders smarter:

 

We run workshops that help Brand teams make better decisions on the way to smarter action plans

We are big believers in the workshop process. We think it’s the best way to get the decision makers in the room, push for alignment, make decisions and drive the team towards action. The most noticeable point of difference we offer is that we will challenge you with new ideas to get your brand and your team in a better position for future growth. As the facilitator, I bring my executive experience into the room, ready to challenge the thinking and pushing for better answers. It’s like having another VP Marketing in the room.

While anyone can recommend a strategy, we recommend a realistic strategy that drives towards action. Quite frankly, I’m not big on consultants that just bring in big presentations that just sit on the shelf and never make it to the market. They cost a lot, take a long time, and in general they are written by consultants that have never run a business. Even Ad Agencies can recommend strategy, but they usually bring an agency bias and just give strategies that set up work they want to make–whether it drives growth for your business or not. I’ve run many businesses and I understand the pressure you’re facing on driving growth.

My personal promise to you is that I will get your brand in a better position for future growth

Beloved Brands: Who are we?

At Beloved Brands, we promise that we will make your brand stronger and your brand leaders smarter. We can help you come up with your brand’s Brand Positioning, Big Idea and Brand Concept. custom_business_card_pile_15837We also can help create Brand Plans that everyone in your organization can follow and helps to focus your Marketing Execution. We provide a new way to look at Brand Management, that uses a provocative approach to align your brand to the sound fundamentals of brand management. 

We will make your team of Brand Leaders smarter so they can produce exceptional work that drives stronger brand results. We offer brand training on every subject in marketing, related to strategic thinking, analytics, brand planning, positioning, creative briefs, customer marketing and marketing execution. 

To contact us, email us at graham@beloved-brands.com or call us at 416-885-3911. You can also find us on Twitter @belovedbrands. 

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Graham Robertson

Graham Robertson is one of the voices of today's brand leaders. As the founder of Beloved Brands, he has been a brand advisor to the NFL Players Association, Shell, Reebok, Acura, Jack Links and Pfizer. He's helped train some of the best marketing teams on strategy, brand positioning, brand plans and advertising. Graham's purpose is to use is marketing experience and provocative style to get marketers to think differently about their brands, and to explore new ways to grow. Graham spent 20 years leading some of the world's most beloved brands at Johnson and Johnson, Coke, General Mills and Pfizer, rising up to VP Marketing. Graham played a significant role in helping win Marketing Magazine's "Marketer of the Year" award. He has won numerous advertising and innovation awards including Businessweek’s best new product award. As a keynote speaker, Graham shares his passion for brands to challenge and inspire marketing minds around the world, whether speaking at Advertising Week, or at the NBA Summer League, or to a room full of marketers in Bangkok Thailand or an agency in New York. He's been a guest writer for Ad Age, and his weekly blog stories have reached millions of marketers, who are trying to improve their skills. His new book, Beloved Brands, has launched with rave reviews. Many brand leaders are using this book as a playbook to help build the brand they work on. And, it serves as a brand management textbook for business schools in the US, Canada and the UK. Graham’s personal promise is to help you solve your brand building challenges, to give you new thinking, so you can unlock future growth for your brand.

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