HOW TO PLAN A BRAND IP

A PRACTICAL GUIDE FOR SME BRANDING

In our previous article we explored the four key functions of a Brand IP: to speak, to be remembered, to interact, and to generate value.But how can brands, especially those in SME branding, turn these ideas into action?

A strong Brand IP does not happen by chance. It is the result of clear positioning, authentic brand character development, and consistent long-term brand storytelling.

1. Create a Brand Character with a Story

At the heart of every successful Brand IP is a distinct personality that gives your brand a human voice and emotional warmth.

Your brand character does not have to be complicated, but it must feel alive and connected to what your brand stands for.

Start by defining these essentials:

Name – Keep it simple, memorable, and relevant to your brand.

Personality – Reflect your brand’s nature. Are you playful, trustworthy, or bold?

Tone of Voice – Decide how your brand speaks.

Mission – What is your Brand IP here to express? Creativity, happiness, community?

💡 Tip: The goal is not to create a cute mascot. It is to make your brand values and personality tangible.When people feel emotion through your brand character, your brand story becomes real.

2. Design Strategic Touchpoints for Your Brand IP

Once your character is ready, think carefully about where and how it should appear.

A Brand IP does not need to be everywhere. It just needs to show up in the right places with the right message — consistency is key to effective SME branding.

Common Brand IP applications:

Social Media: 

Let your brand character be the storyteller, celebrating events, sharing updates, or expressing the brand’s daily life.

Website and Packaging : 

Integrate your Brand IP into your visual language for consistency and recognition.

Events and Campaigns : 

Use the character as a brand ambassador to create emotional and interactive moments.

Internal Culture : 

Bring your Brand IP into your team environment as a cultural symbol that builds pride and unity.

💡 Tip: Consistency builds memory.Each appearance should reinforce the same tone, energy, and values. That is how your Brand IP becomes a recognisable part of your brand world.

3. Nurture and Evolve Your Brand IP

A Brand IP is not a one-time project. It is an ongoing relationship between your brand and audience.

It grows stronger as you keep using, refining, and interacting with it — this is the essence of sustainable brand storytelling.

Three steps to long-term growth:

Keep it speaking : 

Feature your Brand IP regularly in your content using its voice and perspective.

Example: EUPI shares creative insights, explores brand stories, and engages the audience with curiosity.When your Brand IP speaks consistently, your brand tone becomes more authentic and memorable.

Build interaction : 

Involve your audience. Let them name the character, vote on new looks, or join themed challenges.

Kumamon became iconic because it constantly played with people and became part of everyday life.Interaction builds emotional ownership between the brand and its fans — an essential part of modern SME branding.

Allow evolution : 

Update your Brand IP design, outfit, or story as your brand evolves.Reflect new milestones, collaborations, or cultural moments.

A growing brand character represents a brand that stays relevant and alive.

💡 Tip: The vitality of a Brand IP comes from time and interaction.

When your brand character continues to appear and engage, it transforms from a visual identity into a valuable brand asset.

LET YOUR BRAND IP SPEAK

A Brand IP is not just a mascot. It is the second language of your brand — one that communicates values, emotions, and personality.

For SMEs, building a Brand IP is one of the most sustainable and effective branding strategies.It helps your business stand out, stay memorable, and speak directly to your audience’s heart.

💡 Brand IP equals the voice, personality, and soul of your brand.

When your brand character learns to speak, your logo becomes more than a symbol — it becomes alive.