STRATEGIC REVIEW: AN OVERVIEW OF THE REVIEW PHASES
These six review phases are key to making sure that the untapped resources lying dormant within your company are awakened
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PHASE 1: Review and Understanding Part A: InterviewsPart B: Gathering and review of materials Part C: Physical visits PHASE 2: Definitions Part A: AnalysisPart B: Categorization and organization Part C: Distillation PHASE 3: Creative Concepts Part A: Writing of the strategic review documentPart B: Creation of the brand elements and visual toolkit Part C: Presentation of Strategic Review Document, Visual Toolkit and Art Boards PHASE 4: Creative Production Part A: Design, layout and writing of all initial corporate, marketing, sales and training materials that will carry the brand.Part B: Printing and production Part C: Distribution of materials PHASE 5: Implementation Part A: Roll-out to customersPart B: Staff training Part C: Systems integration PHASE 6: Review and Modification Part A: Review of effectiveness of initial materialsPart B: Modifications as necessary Part C: On-going creation of corporate, marketing, sales, and training materials |
SUMMARY Our experience has been that most companies do not understand the importance of the six phases of developing and maintaining a brand. Most companies are overly focused on Phase 3, The Creative Phase, because it is the most tangible. We have proven that the “intangible” Phases 1 and 2 are what determine whether the brand becomes an average brand or the ultimate brand. As previously stated, the brand should be considered the ultimate salesperson. The ultimate salesperson would first review and understand everything about the company, its competitors, and the marketplace. The ultimate salesperson would fully define exactly what he/she is selling. Then, and only then, would he/she begin selling. A person who begins selling without completing Phases 1 and 2 would be a “glib” salesperson. Therefore, a company that wants to develop the ultimate brand must be totally committed to their marketing and creative teams executing all six phases in full. |
