This is step by step brand creation process which we use in Huee. Every step is related with workshops, meeting, there is a lot of research, discussion and data, but in general this is the scope of brand creation we follow. All process is supported by Design Thinking wokrshops.

1. CONDUCT STAKEHOLDERS INFORMAL WORKSHOP
UNDERSTAND GENERAL BUSINESS OBJECTIVES
THE BRAND CREATION PROCESS
1. Mission and values
2. Short and long term goals
3. Environment
4. Drivers
1. Segments
2. Attitudes
3. Beliefs
4. Values
5. Behaviors
Facilitate and ask every question. Receive all existing knowledge and
documentation that the client has about their product, similar
competitors, brands they love in their category globally or locally. Capture
each and every bit of current knowledge, ideas, thoughts and brand
requirements from the client: business, intellectually and emotionally.

2. BRAND CHARACTER DEVELOPMENT
IN-DEPTH CATEGORY RESEARCH GLOBALLY & LOCALLY
INTEGRATE GLOBAL THINKING WITH LOCAL KNOWLEDGE
Conceptually evaluate global concepts vs. what we would like to achieve
locally in the Polish market. Branding needs to address the needs and
desires of what is possible with our target market in Poland.
1. Cost
2. Focus
3. Differentiation
Brand positionings, symbolic associations, marketing strategies, product attributes,
advertising claims, logos, etc., we will fully understand all competitive products and all
smart thinking to-date globally. Also we will look globally and locally at any products
or services that are "close" to the client offer, for possible further strategic inspiration.
We THEN become true partners with our client, as we will fully know
the category, products and overall market.

3. Branding is about people’s emotions. Feelings. You can’t possibly begin to utilize a brand
if you don’t understand its underlying emotional associations.
We shift the conversation away from left-brained business/technology/insurance concerns
and into the emotional, right-brained world of consumer perceptions and feelings.
BRAND CHARACTER

4. Are there clear and distinct differences
between our offering and our
competitors?
If so, what are the few distinct differences
that make our offer unique or more
desirable,
short and long term?
• SWOT STYLE CHART
• How do they view themselves? How do they dress?
• What kind of music do they listen to?
• Who do they read? Do they read books, magazines or
nothing at all?
• Where do they work? Where do they go to unwind?
• When do they go online? How often? What websites, other
than Facebook? How educated are they? What is their
highest level of schooling?
• What life stage are they in?
• intrinsically embrace B2C e-services whereas plug-and-
play users. Compellingly fabricate functionalized
mindshare.
BRAND CHARACTER DEVELOPMENT
USP
WHO IS THE
IDEAL CUSTOMER:
EMOTIONAL
SUBTLETY
• If you were to compare our business to a
car, what car would it be, and why? If
applicable, what car would you associate
with each of our three top competitors?
• Compare our business to an actor or
actress, who would it be, and why? Who
would you associate with each of our three
top competitors?
Enthusiastically pontificate extensive "outside the
box" thinking and leading-edge How old are they
mentally?
HUEE
TAKES OFF

5. Don’t be afraid to include less flattering
terms like “boring” and “inflexible.” What
we’re after is an accurate picture of who
we are, not a list of wishfully "nice"
terms:
BRAND CHARACTER DEVELOPMENT
EXPLORING
ADJECTIVES
CONSUMER QUALITATIVE TESTING
AND MARKETING RESEARCH
THE BRAND
Gestate and create a brand personality that's going
to be of greatest value with the target consumer
segment.
a. Create a range of initial brand positioning
statements
b. Create different logo approaches
a. PRODUCT > BRAND MATCH
b. "concept vs. look and feel" compatibility
learning
Post research evaluation
• Conservative or progressive?
• Urban or outdoorsy?
• Casual or professional?
• Funny and playful or serious?
• Are they free-spirited? Do they need to be
comforted?
• Leader or underdog?
• Stylish and fashionable or plain and practical?
• Thrifty or affluent?
• Outspoken or reserved?
• Dynamic or stable?
• Predictable or surprising?
• Stable or fluid?

6. BRAND CHARACTER DEVELOPMENT
CONSUMER
COMMUNICATION
Once the brand personality has been created and researched, then targeted advertising and marketing materials can be
developed that adhere to brand personality.
Your brand character will influence every aspect of your online marketing strategy, from blog topic ideas to landing page copy
and landing page design.