Branding is a very fascinating word in businesses and everyone would love to have it. Large firms can afford the resources and can bring talent to the table to build a brand. The SMEs face the true challenge and particularly the start-ups.

Undoubtedly, branding is also costly. Instead of having no branding strategy at all, you can learn the SPANTIK model, understand its seven steps, and can adapt it on your own with no cost at all. You might not be a full-time brand manager , but you can identify if there is something working happening to the brand. You can have a core idea of branding and can be conscious during formulating a strategy, choosing a media, allocating the budget, and training your staff.

The model is very simple to learn and practical to implement. It is also fully aligned with the marketing planning process as well. Of course, it will be a great tool for marketers and brand managers at the same time to manage brand performance.

Strategic Planning

Define Market – Conduct research, Competitors Analysis and Gap vs Offering
Define – objectives & formulate Strategy
Conduct – market segmentation – knowing your customers
Set – KPIs & plan strategically


Image, Identity & Personality
Image: Positioning, Elements, Essence, Emotions
Identity: Design, Experience, Culture, Origin, Values
Personality: Who is your brand? Signature, TouchPoints, Voice


Media & Communication
Message – Content, Langage, Tone, Graphics, Motion Graphics, Animation
Brand Story – Craft a narrative, personalize it
Media – IMC, Digital & Social Media, Budget
Define – Communication Model
Engage – the audience, interaction, and Traffic

Network Engagement

Stakeholders – Must know your stakeholders & their preferences
People – Internal branding is a must. Speak the same language
Associate – You must know all associated with the brand
Ambassadors – Choose brand ambassadors carefully
Customers – Engagement is very important with responses.
Society – Serve the society and make sure you care
Environment – Contribute to improving the environment


Plan – in advance
Mark – activities on a calendar
Management – Execution vs Monitoring, feedback is important
Synchronization – of department and activities

In Action

Planning & Execution
Bringing the brand to life
Go-to-market strategy
Brand Activation
Brand launch planning
Execution & measurement
Blueprints are important to avoid delays and failures

Khalas (Job Done)

Never Say That
Job is Never Done – branding is a continuous process
Audit – Measurement of KPIs
Governance – Who is who? Performance and Reporting
Research & Development – based on feedback
RE – re-search, re-define, re-plan