Phase 1: Ideation
This is the start of the process. It is where you brainstorm and develop an idea. Ideas need refinement and it is important you think through an idea thoroughly. Think about the gaps in the market and who your possible target audience could be. Work through the idea, conduct research, think through the pros and cons, and formulate solutions for the cons. And then repeat this process several times. It is tempting to share your ideas with people before they have been fully formulated. Avoid doing this, as it could lead to discouragement. Once you have identified a strong idea that you believe has a place in themarket and can succeed, the work begins.

Phase 2: Brand Strategy
This is where you define your brand. By this point, you have identified the product/service you will be introducing to the market as well as your target consumers. You will be able to clearly articulate how your product/service is different from those that currently exist in the market. You now need to define your brand. What does your brand stand for? What is its essence? What is its ideology? The vision, mission, and other brand fundamentals will need to be defined at this point. You should view your brand as a living entity, one that is capable of evolving.

Phase 3: Visual Identity
Once the brand has been defined, its visual identity needs to be developed. A key element of this phase is the logo design. The logo is something consumers can own, something they will recognise anywhere. The logo, if done well, can become a major marketing tool. This phase involves determining the font and colour the brand will use, the placement of the logo, and its use internally and externally. The corporate materials will also be designed, among other things. Companies and entrepreneurs often underestimate the importance of this phase, choosing to focus on other elements they consider important. But it is the
companies and entrepreneurs that understand the value of a strong visual identity that succeed.

Phase 4: Communication Strategy
Phase 4 involves developing the communication strategy for the brand. How do you take everything that has been developed in phases 1 to 3 and present it to the market? Do you have a plan? The brand needs to know what it wants to communicate, who it wants to communicate with, how it wants to communicate, and when it wants to communicate. The brand also needs to understand the ‘why’ behind its communications, as this will guide strategy. Oftentimes, companies develop a great product/service backed by a strong brand strategy and visual identity but fail to develop an effective and targeted communication strategy and wonder why sales are lacklustre. If the market is not aware of your product/service, they cannot buy it. And if the market is not aware of your brand, they cannot buy into it. You must understand the psychology of the target audience/market, know why they will and will not buy your product. If you pitch the wrong message to them, they will not buy, even though the product is great.

Phase 5: Implementation
This is the last mile. This can otherwise be described as your go-to-market strategy. There are certain questions you need to ask yourself. Do you have a budget? How will you maximise your budget to make the biggest impact? What channels will you utilize? How will you roll out your communication strategy? But beyond this, you need to consider whether, operationally, your company is equipped to deal with the effects of a strong implementation plan. Do you have the right staff members? Are your staff members equipped to deal with consumers? Is your technology fit for purpose? Implementation is about execution of strategy. A good strategy without proper execution is a waste of resources. You also need to be committed to your strategy. Are you prepared to fully execute the strategy? If you are unable to answer the questions posed, you are not ready to implement.

If you want to know more about these 5 phases, contact Alder Consulting at brief@alder-consulting.com.