Find the meaning

Branding is a process beginning with finding the "meaning" of a company. The "meaning" is the driving force, or idea, that its business is all about. The meaning should not be confused with the strategy of the company; the meaning is usually a part of it, encapsulated within the strategy.

The absolute requirement of an "meaning" is passion, dedication and personal support from company leaders.

So, the first step is identifying and formulating the "meaning". In our projects we manage to find and exploit exciting meanings inside most business strategies. The Brand is the story.

The next step in branding is turning the "meaning" of the company into a story. Now the Brand becomes the differentiation code or the DNA code of a company. The story based on the "meaning" of the company is told in a very different way, in a dramatized and engaging way, thus capturing the audience's attention. In the Brandflight method the story is supported with a Brand Code™, including a Brand Motto™ (as when Nokia says: "Connecting People" or Nike says "Just do it").

Implementing a brand is giving all performers a role and a script.

When the Brand Code™ is established it's time to create a role and script, and give direction to all the performers within a company and on the outside. Basically all the stakeholders in a company can be turned into performers, becoming ambassadors who sell what the company stands for. To encourage this, a process of creative transfer of values is needed; at Brandflight we facilitate this kind of process (see Our approach).