Branding: Phase 3. Brand Tools
These are the tools you will need to promote your new brand. Building on your brand strategy, these tools equip you to increase the visibility of your brand and expertise. Exactly which tools you need will depend on how you plan to promote the visibility of your brand (for more on this, see Phase 5). At the very least, you’ll want to pay attention to these two categories of tools:
Whether you build a new website from scratch or retrofit your existing site to be more engaging, you’ll want to make sure it reflects your new brand positioning and communicates the right messages to each of your target audiences. Of course, it should reflect your new brand identity, too. In fact, you should put a great deal of thought and care into your website. It is the most visible and important component of your brand and marketing program.
Your Business Development Toolkit
One of the most important ways to leverage your new brand is to apply all that shiny new positioning and messaging to your business development toolkit. What’s a business development toolkit? It’s a collection of tools you use to describe your firm and put your strategy into play. Here are just a few examples:
- Descriptions of your firm
- Service descriptions
- Video overview of your firm
- Tradeshow booth
For more ideas on ways to put your brand strategy into practice, check out this blog post on the top 10 branding tools.