The IABC Handbook of Organizational Communication: A Guide to Internal Communication, Public Relations, Marketing, and Leadership

Follow All the Steps

It is too easy, when working in brand, to want to get right to the development of the tagline, the few words that will create fame and fortune. Such words work only if they are the product of diligent thinking, listening, and imaging. And the process works only if you follow all the steps of the process. Here is an overview.

Do Your Homework

When you first gather as a team, or work as an individual, to develop or rehabilitate a brand, start with the basics. First, immerse yourself in your organization's promises to customers and how, up to now, you express that promise. Go through every possible piece of background information on the brand development process followed in the past, as well as any available customer research, ...