BRAND STRATEGY

FINDING YOUR BRAND'S UNIQUE VOICE

As part of our Design Practice, we develop winning Brand Strategies for our clients.

These are highly–detailed strategy playbooks occurring at the brand level.   They can be used either for launching an entirely new brand, or for re-launching an existing brand.

A complete Brand Strategy Playbook consists of two critical components.

First, it defines the following attributes of the brand — known as the Brand DNA:

• The inherent brand identity your business wishes to create.
• The brand's positioning in the market relative to other brands.
• The brand promise that needs to be made to customers.
• The brand message that needs to be used to convey that promise to customers.
• The brand language (descriptive, visual, and experiential) that needs to be used to coherently express that message.
• The brand experience that is to be ultimately delivered to customers in the market.

Second, it establishes effective brand actuation and brand penetration strategies.   These include the optimal strategies for brand positioning, brand design, and brand messaging, and all of the necessary tactics (pricing, marketing, etc.) needed to achieve successful actuation and maximum penetration of the brand in the target market.

THE ENGAGEMENT

The Brand Strategy Engagement typically follows these steps:

1. We begin by listening to you in order to understand your goals and objectives for the brand.
2. We then conduct the necessary research into the market and your business in order to establish how your desired brand identity and the offerings that are to go with it can best fit into this market.   We also pay close attention to how this fits with your overall business operation, including how your business may need to change and evolve in order to deliver on the intended brand experience.
3. From the preceding insights, we formulate all the necessary strategies and tactics.
4. When finished, we prepare for you a formal Brand Strategy Playbook documenting all of the pertinent brand attributes and brand actuation and penetration strategies.
5. We then travel to your office and present the Playbook to your Brand Management leadership.   We can also lead workshops with any of your staff to help disseminate these brand strategies wherever needed.
6. As desired, we can assist you in implementing these brand attributes and strategies, including by developing new product, service, and/or customer experience innovations.