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The Brand development process explained

Our approach starts with a review of your marketplace, normally including some research with your target audience to understand current brand perception both online and offline. This also helps to establish your competitive context.

We use this information as the starting point for a workshop with senior managers from the main operational areas of your company. During this session we develop one or more brand propositions for testing.

In the next phase we work with consumers (often at focus groups) to explore your brand propositions and develop them. This brings customer feedback into the process from a very early stage.

From this we develop a formal expression of the brand proposition including postioning, personality and attributes.

At this point an iterative process of creative development can begin: ideas from marcoms and design agencies are tested with consumers until they work. Also at this stage we engage media planners to target against the media usage identified during consumer research.

We then help you get ready for launch, applying the brand proposition – and its public face – across all the front-line areas of your business.

Finally, we review response and consumer feedback from launch to fine-tune messages, media and content in the early days after going live.