Learn about the benefits of building a strategic brand foundation—from what it entails, to how it will impact your business for the long-haul.

1. A Strategic Approach To
Building A Brand Foundation
SHAPE

2. What’s A Brand Without A Strategic Foundation?
Building A Brand For The People
A Brand Foundation That Drives Revenue
Measuring Brand Success
Brand Management 101
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3. What’s A Brand Without
A Strategic Foundation?
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4. A strategic approach to building a
brand foundation will yield scalable
results that save time and money.
Cathleen Mitchell, Chief Brand Strategist

5. Building a brand without a strategic foundation is like
going on an expensive road trip without a map.
Long-term strategy trumps shortsighted tactics every time.

6. What business goals can I meet with a brand strategy and identity?
What is my core messaging and visual identity?
Who can effectively implement and manage my brand on the daily?
How much can I invest in a strategic approach to building my brand?
What marketing strategies can be utilized to leverage my brand?
5 questions to ask when setting up a digital
marketing strategy
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7. Building A Brand
For The People
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8. Create a brand strategy that includes your vision, mission,
values, and positioning in the marketplace. Understand who
your ideal customers are and ensure you’re building a brand
that aligns with their wants and needs.
Much like how people base friendships and relationships
off of shared values, brands are built on shared values.
Strive to be a brand that your customers can trust and tap into
the shared values that exist and solidify a life-long partnership
with your greatest supporters.

9. An effective brand personality has two sides—a
functional value and an emotional value. The
functional side consists of the operating factors
and the emotional side is where you establish
trust and differentiation.
Connect with people via both their brains and their hearts.

10. Brand Foundation That
Drives Revenue
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11. Craft a brand strategy that aligns with
your business strategy.
A strong brand strategy plus a unique identity
will help your brand build equity right out of
the gate. Long-term brand equity converts to
loyal customers.
Stay true to your brand standards so you don’t
inadvertently become a chameleon company
that your customers don’t recognize.
With a solid brand foundation in place that
aligns with your business goals, you’ll be
able to set up a well-oiled marketing
machine that makes your brand known.
ALIGNMENT
BRAND EQUITY
BE CONSISTANT
MARKET YOUR BRAND

12. Not only will strategically building
your brand foundation drive
revenue; it will save you from
reinventing the wheel.
Crissy Saint, Communications Strategist

13. Measuring Brand Success
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14. It’s important to monitor the success of your
brand and its identity so you can use your findings
to develop a strategic brand that garners results.

15. Key Ingredients to Measuring Success
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16. Find ways to measure how your brand is
properly fueling your business strategy. A successful brand
foundation will work in tandem with your business goals to
propel you to where you need to be in the marketplace.
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17. Create a sustainable brand that survives industry changes and
business growth. The investment in developing a strategic brand
foundation can be steep, so it’s important that your brand will
treat you right for a long time. If your brand can’t keep up with
your operations, it may be time to consider a revamp.
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18. Think of how you’ll unveil your brand to the world in order to
prevent your brand from being tossed aside by your target
audience. A well-planned roll out can give your brand the boost
it needs to become a household name.
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19. Most consumers tend to choose brands they recognize over
brand they don’t. Take the time to measure the weight your
logo, name, tagline, and core messaging carry in your industry
and with your customers to see if your brand is growing in the
right direction.
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20. Don’t just measure how your brand is being received by
your customers; look at your competitors, stakeholders,
and strategic partners as well. If the lights are all green,
then you’re good to go in the brand department.
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21. Brand Management 101
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22. Once you have all of the elements that make up a solid brand
foundation in hand, don’t just toss them to the wind and expect
them to end up in all of the right places. Take the time to ensure
you have the right brand management tools in place so your
brand doesn’t morph into an unknown entity.

23. Brand standards manual
A brand shouldn’t be left to its own devices. Once a brand is launched, use
a brand standards manual that explains what the brand stands for, how it’s
expressed, and how the creative elements fit together in communication pieces.
BRAND MANAGEMENT TOOLBOX MUST-HAVES

24. Brand managers
Ensure that you have people who are familiar with the brand
standards to look after your brand as it’s rolled out to the public.
Too many cooks (and recipes) in the kitchen can be disastrous.
BRAND MANAGEMENT TOOLBOX MUST-HAVES

25. Graphic designers
The visual appetite of our world is growing everyday.
Satiate the beast by pairing up a stellar content team
with talented graphic designers to ensure your brand is
hitting the mark visually across multiple platforms.
BRAND MANAGEMENT TOOLBOX MUST-HAVES

26. Copywriters
The voice of your brand should remain consistent from
platform to campaign and back again. Ensure your writers
have the information they need to tell your brand story correctly.
BRAND MANAGEMENT TOOLBOX MUST-HAVES

27. PR pros
Rolling out a new brand or identity is a great opportunity to
connect with the media and get some press. Doing so will let you
tell your brand’s story to the public through a channel they trust.
BRAND MANAGEMENT TOOLBOX MUST-HAVES

28. Connect with MM Brand Agency
to take a strategic approach to
building your brand’s foundation.
MMBRANDAGENCY.COM HELLO@MMBRANDAGENCY.COM TEL 917 626 8270
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