In the course of working with a variety of clients in developing brand marketing plans, I have witnessed a wide variety of abilities and levels of rigor regarding brand marketing planning.

To maximize the likelihood of success, brand marketing planning should include the following:

•    A consistent understanding and articulation of the brand’s unique value proposition
o    Including a discussion of any differentiating benefits that are becoming ‘cost-of-entry’ or ‘parity’ benefits
•    Clarity on the primary, secondary and tertiary target markets
o    Described in enough detail for media targeting and appropriate messaging
•    The plan should be research-based
o    Knowledge gaps should be identified
•    The plan could also gain its insights from the field sales organization and other outward looking employees and business partners
•    A thorough analysis of the marketplace in which the brand operates, including its competitive environment
•    An analysis of any trends that could help or hurt the brand
o    Including anticipating possible market disruptions due to new competitors, new technologies, new laws, new category definitions/formats, etc.
•    A full brand SWOT (strengths, weaknesses, opportunities and threats) analysis
•    Marketing objectives organized by target market
•    Possible objectives for each of the following customer brand insistence drivers (as appropriate)

o    Increasing brand awareness
o    Increasing the brand’s relevant differentiation
•    This may require a brand repositioning project
o    Increasing the brand’s perceived value
o    Increasing the brand’s perceived convenience/accessibility
o    Increasing customers’ emotional connection to the brand
•    Clarity on how one intends to increase brand revenues and profitability
o    For instance, by increasing awareness, preference, trial, usage, loyalty or some other component
o    And for which market segments
•    The strategies and tactics necessary to support each objective
•    The investment required for each tactic and the incremental revenue or profit expected from the tactic
•    Responsibility and time-line assignments for each tactic
•    Brand planning should be linked to business planning to insure appropriate contribution to organizational objectives and adequate funding and resource allocation to achieve the plan

Sponsored By: Brand Aid