The Brand Transformation Process

Branding is one of the most widely misunderstood terms in business, so before we go any further, let’s define it. We recently heard Arlene Dickinson of TV’s The Dragon’s Den define your brand succinctly as “your organization as experienced by others”. This experience can often be shaped more by what you stand for – your vision and values – than solely by the services or products you provide.

This statement was formulated after extensive research was conducted by the authors into the subject of success. Given this statement, a successful brand strategy should be based on “what matters to us as individuals”.

What Matters to You

Let’s start with what matters to you. Why did you get into this business in the first place? What is the passion that drives your organization? Most importantly, what percentage of your day is actually spent on what matters to you? That’s the starting point for your brand transformation – rediscovering your purpose and passion as an organization.

What Matters to Your Ideal Customer

Next, we must determine who your ideal customer is – the audience segment who really wants what you have to offer – and what matters to them. What is their worldview? What is it about your story that will resonate with them? The most powerful brands enjoy a harmony between what matters to the organization and what matters to the ideal customer.

ICON’s Brand Transformation Process

At ICON, we have developed a proprietary and proven process that starts with purpose and leads to profits. This Brand Transformation Process is the culmination of years of branding experience for our clients, combined with the vigorous study of effective and enduring brands.

Here’s an overview:

	“The branding process was critical in shaping the new identity and direction for Great Plains College. Enrollments are up and excitement continues to build for our ‘Education with Energy’ theme.” Mark Frison, President and CEO, Great Plains College

Ready to begin the transformation of your brand?
Contact Terry Smith at 902.539.0044 or terry@iconzone.ca