Denise Lee Yohn has developed a very useful model for understanding your brand and then translating it into customer experiences. Her model is called The Brand Pathway.
On the continuum from Company Mission to Customer Experience, her steps are to answer the following questions about your brand:
1) What is our mission?
2) What business are we in?
3) What is our core belief?
4) What are our essential equities?
5) What are our differentiating attributes?
6) What is our persoanlity and style?
7) What is the customer experience?
Denise's pathway is certainly a solid model to help you understand the bare bones basics about what branding is all about. Start with a deep understanding of who and what you are, make specific promises of value, and then translate it all into exceptional customer experiences. This is truly a refreshing, back-to-basics take on banding.
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