We Develop 360° Brand Strategies That Deliver Competitive Advantages and Stand The Test of Time
With the volume of competition that startups face in most industries, it’s crucial to stand out from the crowd. The quality of your product or service offerings is obviously important for differentiation. That said, effective branding that establishes a unique and compelling identity is often at the heart of the companies that thrive.
Unfortunately, branding is often under-valued and over-looked by entrepreneurs and their equity partners. Many top-level executives place branding on the lower end of the priority scale because it's often difficult for them to see the tangible benefits. This often proves to be a penny-wise but pound-foolish approach.
Operating without a comprehensive brand strategy, can be dangerous. It's a recipe for "anything goes" and often has adverse financial consequences. Without a brand, the business lacks an identified purpose. And without a purpose, a business can't stand out from the competition. In other words, poorly branded businesses are at a competitive disadvantage versus their highly evolved competitors.
Our firm develops strategies that bolster your brand equity and increase the overall value of your company. We leverage your brand's assets and minimize your liabilities to build awareness, increase affinity, strengthen loyalty and increase the perceived value of your product and/or service offerings. It's a formulaic concept that determines how valuable your brand is, based on the idea that firmly established and reputable brands are more successful.
Our approach to brand strategy produces tangible, real world benefits for our clientele. We enhance your customer's ability to interpret and process information, strengthen confidence in the purchase decision, speed the decision-making process, and improve the quality of your customer's overall experience with your company.
The fact that our strategies provide quantifiable value to your customers makes it much easier to justify a brand-building budget with your investors and your top financial officers. Our model stresses that building brand equity is one of the key pillars of modern marketing and warrants consistent care and attention.
It's important to remember that your branding is as identifiable to your customers as your face is to your friends and family. It's how people see you in the marketplace. Your company image is all about the appearance of your packaging and your ability to consistently deliver on your promises. What does your company image convey to the marketplace? If your packaging doesn't uniquely represent your business, or fails communicate your value proposition with clarity and vision, then you had better alter your brand strategy. Otherwise, you're likely to be devoured by competition with firmly established brands.
Unfortunately, branding is often under-valued and over-looked by entrepreneurs and their equity partners. Many top-level executives place branding on the lower end of the priority scale because it's often difficult for them to see the tangible benefits. This often proves to be a penny-wise but pound-foolish approach.
Operating without a comprehensive brand strategy, can be dangerous. It's a recipe for "anything goes" and often has adverse financial consequences. Without a brand, the business lacks an identified purpose. And without a purpose, a business can't stand out from the competition. In other words, poorly branded businesses are at a competitive disadvantage versus their highly evolved competitors.
Our firm develops strategies that bolster your brand equity and increase the overall value of your company. We leverage your brand's assets and minimize your liabilities to build awareness, increase affinity, strengthen loyalty and increase the perceived value of your product and/or service offerings. It's a formulaic concept that determines how valuable your brand is, based on the idea that firmly established and reputable brands are more successful.
Our approach to brand strategy produces tangible, real world benefits for our clientele. We enhance your customer's ability to interpret and process information, strengthen confidence in the purchase decision, speed the decision-making process, and improve the quality of your customer's overall experience with your company.
The fact that our strategies provide quantifiable value to your customers makes it much easier to justify a brand-building budget with your investors and your top financial officers. Our model stresses that building brand equity is one of the key pillars of modern marketing and warrants consistent care and attention.
It's important to remember that your branding is as identifiable to your customers as your face is to your friends and family. It's how people see you in the marketplace. Your company image is all about the appearance of your packaging and your ability to consistently deliver on your promises. What does your company image convey to the marketplace? If your packaging doesn't uniquely represent your business, or fails communicate your value proposition with clarity and vision, then you had better alter your brand strategy. Otherwise, you're likely to be devoured by competition with firmly established brands.
DEFINING YOUR BRAND
Typically, our brand strategists perform a thorough SWOT analysis where we review every aspect of your current sales and marketing platform.
We thoroughly scrutinize your creative assets, your products, your service and delivery, your customers and your competitors. Additionally, we examine market at large, current economic trends, and attitudinal forecasts.
Once this exercise is completed, we summarize your current brand equity and then explore a range of strategic solutions to strengthen your brand loyalty, your brand affinity, your brand associations and your perceived value going forward.
If a creative overhaul is required, we bring a seasoned team of award-winning creative resources to the table and re-imagine your brand. We develop distinctive brand assets that resonate with you target audience and hold up over long periods of time.
We thoroughly scrutinize your creative assets, your products, your service and delivery, your customers and your competitors. Additionally, we examine market at large, current economic trends, and attitudinal forecasts.
Once this exercise is completed, we summarize your current brand equity and then explore a range of strategic solutions to strengthen your brand loyalty, your brand affinity, your brand associations and your perceived value going forward.
If a creative overhaul is required, we bring a seasoned team of award-winning creative resources to the table and re-imagine your brand. We develop distinctive brand assets that resonate with you target audience and hold up over long periods of time.
MANAGING BRAND EQUITY
We focus on the four dimensions of brand equity: brand awareness, brand affinity, brand loyalty and perceived quality, Once we identify your brand's equity, we develop strategies to build and manage the potential value:
Brand Awareness
- Anchor other associations
- Familiarity leads to warmth
- Visibility generates consideration
- Signals legitimacy and substance
- Helps communicate information
- Competitive differentiation
- Develops reason-to-buy
- Stimulates positive attitude and feelings
- Basis for product extensions
- Reduces marketing costs
- Leverage for trade negotiations
- Attracts new customers via awareness, reassurance and advocacy
- Pads time to respond to competitive threats
TARGETING YOUR BRAND
Our brand strategy team believes that the power of your brand relies on your ability to focus and tailor communications to your target audience. That's why we conduct a rigorous veting effort of your target market and identify your preferred customers. This helps strengthen your brand's effectiveness, especially during the early stages of development.
Leading brands have a detailed understanding of the their target market's demographics, their lifestyle interests, how they communicate as well as who and what they value.
Market leaders typically have a specific target audiences for their marketing and PR efforts. Understanding your target audience is critical because it provides direction for the tone and reach of a marketing efforts, along with the overall identity of your brand. This helps to create a genuine human connection between your business and your target audience.
Leading brands have a detailed understanding of the their target market's demographics, their lifestyle interests, how they communicate as well as who and what they value.
Market leaders typically have a specific target audiences for their marketing and PR efforts. Understanding your target audience is critical because it provides direction for the tone and reach of a marketing efforts, along with the overall identity of your brand. This helps to create a genuine human connection between your business and your target audience.
Making Your Mark - Brand Strategy Seminar
Making Your Mark addresses how to build a high-quality website that grows your brand's value and builds brand equity. In this seminar, we present 12 simple design rules to squeeze the most out of your website.
We've helped a good number of startup companies and non-profit organizations develop and implement long-term growth strategies over the years. Without question, one of biggest challenges we typically face when working with their leadership teams is convincing them to invest aggressively in their brands.
Entrepreneurs and executives often place branding on the lower end of the priority scale because it's difficult for them to see the tangible benefits. Oftentimes, they assume that money spent on branding diminishes their operational capacity. Such thinking tends to be a penny-wise but pound-foolish approach.
In other words, quality web design is crucial to your success. A high-quality website greatly increases the value of your brand in the minds of your target audience. Furthermore, wise investments in your digital assets ultimately build brand equity for your organization.
We've helped a good number of startup companies and non-profit organizations develop and implement long-term growth strategies over the years. Without question, one of biggest challenges we typically face when working with their leadership teams is convincing them to invest aggressively in their brands.
Entrepreneurs and executives often place branding on the lower end of the priority scale because it's difficult for them to see the tangible benefits. Oftentimes, they assume that money spent on branding diminishes their operational capacity. Such thinking tends to be a penny-wise but pound-foolish approach.
In other words, quality web design is crucial to your success. A high-quality website greatly increases the value of your brand in the minds of your target audience. Furthermore, wise investments in your digital assets ultimately build brand equity for your organization.
