Brand Planning Framework
RD Station
Create a campaign planning framework that aligns brand and product messaging using the Product Led Growth (PLG) strategy.
Scope: Branding integrated with Marketing and Product Launches.
Scope: Branding integrated with Marketing and Product Launches.
OBJECTIVE:
Work
CHALLENGES:
Marketing Structure - A technically skilled and creative team with limited experience in brand management.
Prioritization - Elevating branding initiatives in a sales-driven and reactive environment.
Team Engagement - Inspiring and engaging a team without prior strategic experience.
Proving Effectiveness - Demonstrating the value of branding actions to gain internal support.
Marketing Structure - A technically skilled and creative team with limited experience in brand management.
Prioritization - Elevating branding initiatives in a sales-driven and reactive environment.
Team Engagement - Inspiring and engaging a team without prior strategic experience.
Proving Effectiveness - Demonstrating the value of branding actions to gain internal support.
MY ROLE:
Strategic Leadership, Research and Analysis, and Framework Development.
KEY RESPONSIBILITIES:
Studied internal processes, campaign workflows, market trends, and planning methodologies.
Developed a structured model for strategic alignment and campaign execution.
Empowered the team with tools and knowledge in branding.
Created, planned, coordinated, and managed projects focused on brand positioning.
Strategic Leadership, Research and Analysis, and Framework Development.
KEY RESPONSIBILITIES:
Studied internal processes, campaign workflows, market trends, and planning methodologies.
Developed a structured model for strategic alignment and campaign execution.
Empowered the team with tools and knowledge in branding.
Created, planned, coordinated, and managed projects focused on brand positioning.
INSIGHT:
Planning Formula
Planning Formula
The team aspires to create but lacks the strategic experience to develop effective branding initiatives. Success hinges on aligning branding actions with product launches.
PROPOSAL:
Engage the team with a structured framework that merges strategic vision and practical execution, applied cyclically during the department’s planning process.
Engage the team with a structured framework that merges strategic vision and practical execution, applied cyclically during the department’s planning process.
Planning Framework
Organizes data and steps required for effective branding campaigns.
Provides clear strategic vision and empowers the team without overburdening individuals.
Creates a step-by-step flow for the area’s strategic planning and prioritization.
Area’s Objectives
Reinforce the brand image.
Generate awareness and engagement.
Develop brand ambassadors.
Organizes data and steps required for effective branding campaigns.
Provides clear strategic vision and empowers the team without overburdening individuals.
Creates a step-by-step flow for the area’s strategic planning and prioritization.
Area’s Objectives
Reinforce the brand image.
Generate awareness and engagement.
Develop brand ambassadors.
Solution:
Double Diamond Methodology:
1. Discover
Basic and applied research to understand the context.
2. Define
Analyze information and identify opportunities.
3. Develop
Ideation and generation of strategic insights.
4. Implementation
Annual planning and communication strategy.
1. Discover
Basic and applied research to understand the context.
2. Define
Analyze information and identify opportunities.
3. Develop
Ideation and generation of strategic insights.
4. Implementation
Annual planning and communication strategy.
1. Structured Planning
Macro-to-micro contextualization for better-aligned campaigns.
2. Brand Positioning
Highlight brand personality and attributes.
Build relationships through direct and indirect experiences.
3. Team Development
Knowledge sharing and fostering creative autonomy.
Macro-to-micro contextualization for better-aligned campaigns.
2. Brand Positioning
Highlight brand personality and attributes.
Build relationships through direct and indirect experiences.
3. Team Development
Knowledge sharing and fostering creative autonomy.
Execution and Key Elements of the Project:
RESULTS:
Roadmap Application:
The first three phases were tested, leading to better strategic alignment.
Positive Impact:
More structured planning and branding actions are better connected to product launches.
Advancing Branding Culture:
An engaged team, better prepared to execute brand strategies.
Roadmap Application:
The first three phases were tested, leading to better strategic alignment.
Positive Impact:
More structured planning and branding actions are better connected to product launches.
Advancing Branding Culture:
An engaged team, better prepared to execute brand strategies.
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