Process Basics: The Branding Process: Conducting Research, Clarifying Strategy, Designing Identity, Creating Touch points, Managing Assets. One crucial aspect of the Branding Process is that it is crucial for the entire company to support and live the brand.

Phase 1 – Conducting Research: Research is crucial when developing a brand for many reasons. It is important to understand the values of the company and those within the company to be able to develop branding that represents the company correctly.

Phase 2 – Clarifying Strategy: An interesting part of Clarifying Strategy is the idea of Narrowing the Focus of the brand. If you want to build a brand, you must focus your branding efforts on owning a word in the prospect’s mind.