The Branding Process

Apologies for the delay in posts! In addition to a very busy winter, yours truly finds himself enrolled in classes toward the MS/Ph.D program in Gerontology at VCU. Trust me...it all makes sense in my head...

My observation, however, is that the branding process is not at all unlike many other information gathering processes where there is an initial dilemma and a desired conclusion. Whether it is "FORM * STORM * NORM * PERFORM" or whatever common process, it is important to outline what your objectives are, create a mission statement, gather a team of willing and informed participants, identify common goals, identify obstacles, gather information, process information...and reflect, reflect, reflect during the entire process.

I can't stress enough how important the element of reflection is (or as we call in branding, an image audit). The process, just like the ultimate brand, is only as good as the people and information that goes into it. And we know just how ever-changing people and information are! Celebrate the changes--it ultimately means that you have the most up to date brand!