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How do you prioritize brand innovation?

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Brand innovation is the process of creating, developing, and launching new or improved products, services, or experiences that meet the changing needs and expectations of your customers and the market. It is essential for staying relevant, competitive, and profitable in a dynamic and evolving world. But how do you prioritize brand innovation among your other business goals and challenges? Here are some tips to help you make smart and strategic decisions.

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1 Assess your current situation

Before you embark on any brand innovation project, you need to have a clear understanding of your current brand performance, positioning, and perception. You need to evaluate your strengths, weaknesses, opportunities, and threats (SWOT) in relation to your competitors, customers, and industry trends. You also need to identify your core values, vision, and purpose, and how they align with your target audience's needs and preferences. This will help you determine where you stand, where you want to go, and what gaps you need to fill.

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2 Define your innovation goals

Once you have a solid grasp of your current situation, you need to define your innovation goals and objectives. What are you trying to achieve with your brand innovation? How will it benefit your customers and your business? How will you measure your success? Your innovation goals should be SMART: specific, measurable, achievable, relevant, and time-bound. They should also be aligned with your overall brand strategy and mission, and reflect your unique value proposition and differentiation.

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Mirna Pti?ek

Design & Art Director
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Innovation is often connected to products, but an innovative approach can change the brand settings on any level or merely shift the way we see and employ the same existing factors to work better for us and the customer. In that sense, innovation is a natural part of all creative and design processes and should be included, or facilitated, during regular brand assessments.

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3 Prioritize your innovation opportunities

After you have defined your innovation goals, you need to prioritize your innovation opportunities based on their potential impact, feasibility, and urgency. You can use various tools and frameworks to help you rank and score your ideas, such as the value proposition canvas, the lean canvas, the innovation matrix, or the impact-effort matrix. You should also consider your available resources, budget, and timeline, and how they affect your innovation capacity and scalability. You should focus on the most promising and viable opportunities that can deliver the most value to your customers and your business in the shortest time.

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Mirna Pti?ek

Design & Art Director
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The first reactions to some of the best innovations often fall into one of the two cases: "How come this doesn't already exist?" or, an upset rejection of the idea that seems shocking. The best ideas are either shocking or seem as if they were here forever. Both don't need much explaining; if something is going to work, it has to be self-explanatory in the first step and can demand learning later. Great innovations have an impact, and it is relatively easy to project how they could change the world in some sense. But, they are not brand-exclusive, so if you think you have one, don't delay the launch, or someone could bring the same idea to market more quickly — this is where prototyping comes in handy.

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4 Validate your innovation assumptions

Before you invest too much time and money into developing and launching your brand innovation, you need to validate your assumptions and hypotheses about your target market, customer needs, value proposition, and business model. You can use various methods and techniques to test and refine your ideas, such as customer interviews, surveys, focus groups, prototyping, MVPs, or experiments. You should aim to collect feedback and data from real or potential customers as early and as often as possible, and use them to iterate and improve your solution.

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Mirna Pti?ek

Design & Art Director
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When deciding whether to continue developing an innovation, insights are more important than data, and looking for validation of a creative idea in data often results in killing the idea. If the innovation seems risky, consult the brand keepers. No matter how valuable customers are as brand shareholders, they are not the base that develops the creative vision or shapes the brand's future, though they must be able to keep up with it. A brand keeper knows what is foreign and what is inherent to the brand.

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5 Implement your innovation strategy

After you have validated your brand innovation, you need to implement your innovation strategy and bring it to life. You need to plan and execute your product development, marketing, branding, and launch activities, and ensure that they are consistent, coherent, and compelling. You also need to communicate your brand innovation clearly and effectively to your internal and external stakeholders, and create a memorable and engaging customer experience. You should also monitor and evaluate your innovation performance and outcomes, and make adjustments as needed.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Mirna Pti?ek

Design & Art Director
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As innovation is about something that has not been seen in that form before, it is delicate to test it using usual marketing tools too early. Ideas need to develop in protected conditions to show their potential. It is better to launch a prototype and then see how it works in real-life conditions than to talk about it hypothetically.

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How do you prioritize brand innovation?

1

2

3

4

5

6

1 Assess your current situation

2 Define your innovation goals

3 Prioritize your innovation opportunities

4 Validate your innovation assumptions

5 Implement your innovation strategy

6 Here’s what else to consider

Branding

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How do you prioritize brand innovation?

1

2

3

4

5

6

1 Assess your current situation

2 Define your innovation goals

3 Prioritize your innovation opportunities

4 Validate your innovation assumptions

5 Implement your innovation strategy

6 Here’s what else to consider

Branding

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