The Marketing Depot Brand Development Process

The following steps outline The Marketing Depot’s brand development process.

Discovery

• Prepare your criteria—how do you want to be perceived
• Study the attributes and personality of your product
• Define your various market segments and define their demographic & psychographics profiles
• Study your competition—what does and does not work about their brand
• Consider your distribution patterns

Design Development

• Develop a set of brand filters—benchmark attributes for evaluating any marketing effort to determine if the effort adequately supports the brand
• Draft a positioning statement
• Brainstorm a list of potential names
• Refine and evaluate names
• Select best few
• Begin the creation of a mark/logo
• Refine and evaluate mark/logo
• Evaluate the "legs"—determine if brand is useable across media
• Select best few

Test/Refine

• Test best few using qualitative methods
• Refine based on input (if appropriate)
• Retest (if appropriate)

Protect

• Determine if name/brand is legally protectable/available
• Is name available as domain name?
• Register trademark
• Vigilant protection

Full Implementation

• Finalize brand attributes and filters
• Establish full look and feel
• Create graphic standards manual

Thank you again for the opportunity to share our thinking. We look forward to learning more about your plans and are eager to become a part of your ongoing success.

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