BRANDING
These are the five essential steps BCG employ when developing your brand:

1) Brand Analysis:
The overlying process for understanding, designing, implementing and managing

your brand. Using the BCG process of Brand Development and Design we discover

the non-negotiable statement of purpose and values, and articulate it in a Brand

Analysis document. We then create specific elements to support the brand at every level.

Obviously, the greater the support, the stronger the brand.

2) Discovery:
It all starts with good information and research. Regardless of the scope of the

project, we need to understand the current situation both externally and internally.

Through a combination of research, workshop sessions and interviews.

BCG immerses itself in all aspects of your business. The goal of these sessions

is to understand the entire picture of the organization both internally and externally,

and to get a clear idea of the future goals. This initial process is the foundation

for all brand development.

3) Strategic Planning:
Once we have a clear understanding of the market space and the perception

of the brand, we synthesize our discoveries and look for an authentic, compelling

competitive advantage - and how to implement it. If one doesn’t exist,

we must create it.

4) Creative Direction:
Now that we understand the brand’s strategic direction we must bring it to life.

For many, this is where it all becomes real as we start to create the tangible

elements for the brand. It starts with a Brand Analysis Document (a written and

visual guideline for your brand). A Brand Platform typically includes

the following elements:

    a)  The brand story.
    b)  Identity guidelines, brand language and tone.
    c)  Message guidelines to incorporate into promotions,
         advertising and other communications.
    d)  Identifying the key initial "touch points" for the brand
         and an understanding of where to prioritize your budget.
    e)  Create and implement critical processes, procedures and
         product recommendations to live and experience the

         brand promise.

5) Implementation:
This phase includes the design and creation of the elements to support the brand.

This is where it all becomes real.