Step 1: Identify Brand Attributes

 

• Review existing brand expectations (if the brand already exists).
• Current Brand Audit: Review existing brand performance in targetted market (if the brand already exists) and all media.
• User Audit: Identify and develop customer profiles. This includes their needs, goals, aspirations, motivations, concerns, and preferences.
• Medium Brand Audit: Review existing brand attributes of medium.
• Brand assimilation and Focus: Identify overlap of brand attributes between product and medium. Note: brand attributes should vary somewhat between different media to respond to those media appropriately.

 

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