Operationalize Your Brand, an Overview
- To make operational.
- To define (a concept) in such a way that it can be practically measured.
- Your reputation
Branding has become synonymous with design and logos, but that’s only part of the big picture. Think of the visual creation of your brand as an expression of what your brand is all about. In other words, the reputation you want for yourself or your company.
The branding process must always start with your brand strategy— merging business goals, growth opportunities, corporate vision, and brand purpose to create the future state you and your teams are working towards every day. Most branding firms will start with a discovery phase, but we recommend going as deep as possible during this critical phase. It might get uncomfortable, but growth seldom comes pain-free.
The brand strategy provides the necessary parameters to assess what is right and what is wrong for the brand. Without parameters in place, the number of potential creative solutions is infinite. Designers may appease egos and whims to get to yes, instead of doing what is best for your brand and future customers. Don’t do that.
With a concise brand strategy, develop core messaging with foundational design aesthetics in parallel. Both messaging and design are expressions of what your brand is all about (reputation!), so consider them together.
Start small. The creative process should be iterative and agile, taking small steps to build the proper foundation for your brand, then expanding and building out over time.
Lastly, ensure the branding process includes “operationalizing” your brand. Marketers like you often collaborate with multiple vendors and internal teams to build traction and grow. You’ll need the practical and tactical tools and assets necessary to remain consistent and self-sufficient while teams stay in their lanes.
Operationalizing your brand involves extensive digital templates for social channels, email campaigns, digital ads, and document templates for biz dev and sales. Comprehensive and empowering brand guidelines include fully developed, flexible, and expandable web, digital, and print design systems featuring typography, color, and usage rules.
With a Propr-ly Operationalized Brand, you are ready to hit the ground running and be the rockstar your company desires from its marketing leadership.