The Basic Framework for Strategic Branding

Branding is to work as part and parcel of the corporate strategy, three elements need to be combined so that they work together organically. These three elements are: ﾒthe establishment of the core identity; the interlinkage of the basic brand strategy (MMDCF); and ﾒbrand protectionﾓ. Bravis’ branding project systematically fulfills these individual goals, while also keeping an eye on the bigger picture in order to offer the highest-quality results within the brand development parameters.

The starting point of any branding project is the establishment of an identity that suits the appropriate branding level. This identity is called the Core Identity.

Branding goals are achieved by designing the products and services, which are the embodiments of the brand, according to the brand coverage level.

Creating a strategic framework makes it possible to effectively maintain and revive the brand in accordance with planning and testing based on the overall brand life cycle.

Strategic Branding Approach

Corporate Identity stands at the core of the corporate strategy that serves as the main driver of corporate branding.

Corporate branding is based on the brand platform. The brand platform is made up of the brand vision and brand values, and the brand design system (which is based on the visual identity system). Strategic implementation of corporate branding based on the brand platform results in the formation of a unified brand image.

When a company creates its brand strategy, the strategy must encompass two different approaches: The first of these is based on ideas, such as the corporate philosophy and company vision; the second approach, which is no less essential, is centered on the market and customers/consumers. A successful brand strategy should always be developed around these two separate axis.

Establishing a Strategic Brand Concept

In order for any branding to be effective, it is essential to clearly establish the core philosophy on which the brand is based. A clear core philosophy is particularly necessary for corporate branding and the branding of business units If the core philosophy lacks focus, strategic branding becomes impossible.

The philosophy expresses the brand’s point of origin and its direction, and as such the philosophy is intimately connected with the brand strategy. The core philosophy consists of three elements: Brand Vision, Brand Mission and Brand Value, which are collectively known as the Brand Platform.

The elements of the platform play distinct roles: Brand Vision feeds into concept creation; Brand Mission feeds into strategy development; and Brand Value feeds into the creation of value. The three constituents of the Brand Platform can be recombined to achieve optimum results.

The Brand Platform is built so that it can evolve over time in response to changes in the environment/society in which the company and its brand(s) play a part. The strategic corporate statement is based on the Brand Platform.

An effective means of managing the image and expression of the brand concept as manifested via the Brand Platform is essential to successfully establish brand identity at the corporate level.

The creation and the strategic management of a Visual Identity system makes it possible to control the expression of the brand identity. Going one step further, a Look&Feel (L&F) system makes it possible to manage the brand identity with extreme precision by controlling the strategic expression of the brand at every point of contact with the customer.

Brand Protection (Legal Protection)

Brand protection is not just to about the protection of brand trademarks. Many elements and different contents are involved in the formation of the brand image and it is crucial to protect all the expressions and elements connected to them in order to effectively foster the brand.

When developing new products, Bravis practices project management which includes IP protection as per the needs of the development process. Bravis incorporates brand protection into the project and provides consulting services for strategic support for research, evaluation and the acquisition of legal rights.