Originally Published MX May/June 2002
ADVERTISING, DISTRIBUTION, & SALES
Stepping through Postacquisition Branding|
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Considering the complex branding issues inherent in merging and integrating multiple companies, it isn’t surprising that medtech executives often encounter difficulties in organizing and sorting through all the necessary steps. Following is one proven method that can help to bring logic and objectivity to the exercise. Developed by The DeLor Group (Louisville, KY), this process provides a strategically driven pathway for development and implementation of a corporate visual branding program.
Step One: Research
and Analysis
- Analyze business, industry, competition, and marketplace dynamics.
- Conduct research among both internal audiences (management, sales, employees) and external audiences (customers, vendors, investors, financial analysts, media, key influencers).
- Audit current brand programs from all companies.
- Analyze key strengths and uniqueness.
- Determine current and desired perceptions.
- Identify gaps.
- Assess and determine equity of existing brands.
- Identify opportunities for brand differentiation.
- Distill key messages.
- Craft positioning platform.
- Develop nomenclature and nomenclature systems.
- Develop brand architecture for merged organization.
- Develop brand-identity elements, including logos, typography, and color systems.
- Develop positioning and promotional line.
- Show visual program through prototypes.
- Test positioning platform.
- Test brand identity and prototypes.
- Test concepts and key messages.
- Develop implementation blueprint.
- Establish program budget.
- Set delivery timetable.
- Design and produce communications.
- Develop launch plan.
- Launch program to all key audiences.
