Sevens Brand aims to cultivate, advertise, foster, and champion distinctive, daring, and reputable enterprises. We do this by following a specialized 17-step Brand Design Process. This process is designed to identify strengths and weaknesses within your brand's framework. Take a moment to look through the process and ask yourself the following questions.
1. Who Are You?
- Purpose: Identify the brand’s core essence. What is the mission, vision, and purpose of the brand? What values does the brand stand for?
- How: Define your brand’s "why." Focus on what makes the brand special from the inside-out, starting with the company’s foundational beliefs and aspirations.
2. What Do You Do?
- Purpose: Clarify the functional aspect of the business—what products or services do you offer? How do they benefit customers?
- How: Be specific about the business model and offerings. Avoid vague or overly broad descriptions. Articulate how the brand fulfills a unique need or provides value.
3. What’s Your Vision?
- Purpose: Define your long-term vision. Where do you want the brand to be in the next 5-10 years?
- How: Paint a picture of the future. This should be an aspirational, yet achievable goal that motivates both employees and customers.
4. What Wave Are You Riding?
- Purpose: Identify the major trends or shifts in the marketplace that your brand can leverage.
- How: Conduct trend analysis and market research. Understand what macro forces are shaping your industry (e.g., technological advancements, cultural shifts, etc.) and align your brand to capitalize on these trends.
5. Who Shares the Brandscape?
- Purpose: Understand your competitive landscape by identifying your direct and indirect competitors.
- How: Create a competitor analysis. Map out where competitors stand in terms of positioning, market share, and differentiation. Look for gaps or areas where your brand can “zag” to avoid overcrowded spaces.
6. What Makes You the “Only”?
- Purpose: Identify your brand’s unique differentiation using the “Onliness Statement.”
- How: Complete the statement: “Our brand is the only [category] that [differentiating benefit].” This forces you to articulate what sets your brand apart from every other competitor.
7. What Should You Add or Subtract?
- Purpose: Evaluate what aspects of the brand, product, or service should be added, improved, or removed to strengthen differentiation.
- How: Conduct an audit of your brand assets, product features, and marketing strategies. Identify things that no longer serve the brand’s core purpose or that dilute its distinctiveness.
8. Who Loves You?
- Purpose: Define your core audience. Who are your brand’s most passionate advocates or ideal customers?
- How: Create customer personas. Define your target audience's demographics, psychographics, needs, and pain points. Understand what drives their loyalty to your brand.
9. Who’s the Enemy?
- Purpose: Identify what your brand opposes. This could be a competitor or a general concept (e.g., inefficiency, waste, mediocrity).
- How: Frame your brand as a solution to a clear problem or opposition. By defining a common enemy, you give your brand a purpose and rally customers around it.
10. What Do They Call You?
- Purpose: Choose a brand name that captures the essence of your "zag."
- How: Ensure that your brand name is distinctive, easy to pronounce, and communicates your brand’s unique value. It should align with the brand’s vision, personality, and target market.
11. How Do You Explain Yourself?
- Purpose: Develop a brand story that conveys who you are, what you stand for, and why your audience should care.
- How: Craft a narrative that humanizes your brand and makes it relatable. Ensure that it aligns with your core values and differentiates you in the market. The story should be consistent across all channels.
12. How Do You Spread the Word?
- Purpose: Define your brand’s communication strategy. How will you get your message across to your audience?
- How: Choose the most effective communication channels (social media, email, PR, advertising) for your target audience. Ensure that messaging is clear, concise, and on-brand at every touchpoint.
13. How Do People Engage with You?
- Purpose: Create meaningful interactions between your brand and your customers. This encompasses everything from website UX to customer service.
- How: Map out the customer journey, ensuring each touchpoint reflects your brand's "zag." Focus on delivering a seamless and memorable experience that reinforces your differentiation.
14. What Do You Sound Like?
- Purpose: Define your brand voice. How does your brand "speak" to its audience in written and verbal communications?
- How: Develop a tone of voice that aligns with your brand personality. Whether it’s authoritative, playful, or professional, ensure consistency in messaging across all platforms and content.
15. What Do You Look Like?
- Purpose: Develop a visual identity that clearly reflects your brand’s differentiation.
- How: Create a visual style guide that includes the logo, typography, color schemes, and imagery. Every visual element should communicate the brand’s unique positioning and personality.
16. Are You Consistent?
- Purpose: Ensure consistency in branding across all platforms, touchpoints, and communication.
- How: Implement a brand guideline that ensures that messaging, design, and customer interactions remain consistent. This builds trust and recognition with your audience.
17. Are You Constantly Improving?
- Purpose: Embrace a mindset of continuous improvement. Monitor your brand’s performance and make adjustments to stay relevant and competitive.
- How: Regularly evaluate brand performance through KPIs, customer feedback, and market trends. Be open to refining your "zag" when necessary to adapt to changes in the market or audience needs.
Sevens Brand’s 17-Step Brand Design Process is a comprehensive framework designed to help businesses uncover their true essence, sharpen their differentiation, and build lasting connections with their audience. By guiding brands through each step—from identifying core values and vision to refining visual identity and messaging—we ensure every aspect of your brand is aligned with your goals and market positioning. Our process is a journey of discovery and growth, with a focus on continuous improvement, so your brand remains competitive and relevant in an ever-changing landscape. Join us in this transformative journey to elevate your brand to new heights.