Brand Strategy

Brand Strategy
 
 

A brand strategy is a holistic view that harnesses intelligence from product, service or experience to learn and evolve.

Brand are all unique and complex. Therefore we like to tackle a number of different facets to really get under the skin of the brand’s DNA with the ultimate goal to drive business performance.


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Brand Positioning Strategy

An effective brand strategy articulates how a company thinks, feels and does. It aligns both internal and external stakeholders providing a bird’s eye view of the mission, product and service.

We consider the following when building a proposition:

Internal industry review and audit (where you are and where you want to be)

External environment review (market research, social listening etc.)

Customer behaviour

Historic data analysis

Business operations and existing marketing/brand collateral

Brand strategy relates to both existing brands as well as new. It is the combination of these reviews and analysis that helps us create the most credible and compelling brand strategies.


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Brand Architecture Strategy

There are two types of ways in which we look at optimising your brand’s portfolios.

Brand portfolio strategy:

Market strategy and the number of brands needed to serve those markets.

Choice of brand to use (e.g. co-brands, sub-brands).

Customer segmentation.

Brand alignment

Brand architecture strategy:

How to structure the brand portfolio (organising principle + hierarchy).

Optimal externally-facing relationships and which entities should be branded (vs. merely named).


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Brand Engagement Strategy

We define brand engagement as interactions that are impactful and uniquely identifiable to a particular company.

We consider the following:

Customer journey audit pre, during and after purchase.

Best practice channel evaluation (online and offline)

Activation and implementation planning.

Creating strategies to meet to your objectives.


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Brand Growth Strategy  

A robust brand growth strategy is essential to flourish and maintain relevance in today’s hyper-competitive marketplace.

We consider the following:

Reviewing market needs (both current and trend forecasting).

Crafting a unique selling proposition for your specific brand.

Laddering back to your brand mission.

We help companies develop impactful growth strategies that result in financially lucrative and commercially viable business opportunities.