Conscious Branding

Chapter 7

Brand Distribution

Now that you have determined your personality, position, and promise, the next step is to imbed these attributes into the fabric of your organization. In other words, you need to “distribute” these attributes through every touch point, or point of contact, that the public has with your company or your product. You can break down the brand distribution function into three channels. These are the marketing communications, product/service, and operations shown on the brand map. Each of these channels is like a branch on your brand tree. Each branch has smaller ones that grow from it. Before we go into detail about each of the three areas of distribution, let’s look at what each encompasses.

Each of the three areas outlined ...