How To Build It

Step 1: Learn

Before you can define your target market, strategic position and corporate personality, you need to look at your company – its strengths and weaknesses (yes, we all have them) – and compare them to your competition. Now, look for a gap in the market that you can fill. Asenka can help you with any of these steps or even walk you through the whole process.

Step 2: Devise a plan

Now that you've got your niche figured out, it’s time to establish a look and message. Our Brand Sketch forms are a good tool to get you started. Many successful brands are embedded within a story – start thinking about the story of your brand. Figure out where your passion and product intersect and start talking it up. These details set you apart from the rest of the crowd.

Now take what you learned above and roll it all into a market integration strategy. Problems identifying your story? Don’t worry, we’re excellent storytellers.

Step 3: If you build it...

This is where the rubber meets the road. It is usually the most expensive step in the plan, but without it your plan is just a dream. Asenka relies on all the information in the first two steps to make sure we produce a campaign that not only looks good, but actually works, communicating your message to your market.

Step 4: Consistency

Follow-through is critical. Once a brand is created it must be integrated into every facet of your business, from how you answer your phone to how employees dress. You want to leverage every interaction with customers to reinforce your brand and message.

A brand is a living, evolving concept. It needs maintenance. And sometimes, it even needs to change. Ongoing trend and effectiveness tracking help you stay on top of the shifting market conditions that could affect your brand.