Brand Building: Forging An Iconic Brand

by | Jan 22, 2021 | 0 comments

Brand Building


A foundational business component and one of the most difficult challenges for every business is the development and implementation of a unique brand. Brand building is not communicating a message it’s about internally developing and managing the business around the brand.  In reality the brand and the company are one and the same.  The business’s vision and its operational realities are termed the brand’s DNA.

This relationship can be best demonstrated by looking at the Brand Wheel. A concept developed by brand consultant Denise Lee Yohn.



When 4M Performance consults and coaches on branding and brand development the following steps are requisite: 

– Conducting Diagnostic Evaluations – The Brand Wheel
– Developing the Brand Platform – The Brand’s Identity and Competitive Positioning
– Brand Architecture – Concept Design and Logo Creation
– Touch-point Wheel Analysis – How The Brand Mates With The Business’s Vision
– Engagement Design – Conceiving and Creating The Brand Narrative

The start point is conducting a Brand Development Survey (contact us for a free copy).  This is where we find out what the Brand means to the management team and how it will be embedded into all facets of the business.  

A comprehensive slide show on How to Forge an Iconic Brand  is available in our Resources and References.


Categories: Marketing

By Jim Lavorato

Jim Lavorato is the founder of 4M Performance which is designed to assist businesses to survive and thrive in these uncertain times. Jim launched an entertainment-related company in 1988. He was at the forefront in cinema technology and helped spearhead the movie industry's transition to digital presentation and distribution. He also co-founded the Arboreal Group, an environmental consultancy. He has published articles on the motion picture and media industries and is a contributing editor for ScreenTrade magazine and writes a blog "Cinema Mucho Gusto". He is a certified SCORE Mentor in the SCORE Greater Phoenix Chapter and lives in Scottsdale, AZ. Learn more about Jim in his "About" page.

Check Out These Related Posts



Submit a Comment