When viewers enjoy a continuous, coherent, and memorable experience whenever, wherever, and however they encounter your brand, you will have built a fully integrated brand identity.
If you have a business strategy, we can create a brand strategy. Business strategy provides a focus for your brand. Through a process of research, analysis, and discussion with in-house and customer groups, distinctive competencies can easily be identified. With a strong strategy in place, the customer’s needs can then be realistically and profitably prioritized and applied.
Brand strategy is the process of translating business strategy into the visual and verbal language of the marketplace. Subsequent perception of brand difference and values will determine customer response and the success of the brand. Strong brands command a price and performance premium.
Implementation is the type of strategy which delivers the message to the market in the most effective manner using the most efficient media. The right message, seen at the right time in the right place, can make a clear and positive difference in response as well as the overall success of your marketing program.
Building Brand Value
Difference in Values
Your values determine the appropriate tone and manner of your corporate and marketing communications. More than a mere marketing device, values must be real and meaningful, subscribed to daily and reflective of your unique brand difference.
Difference in Personality
Identify the personality difference inherent in your brand. An effective brand should speak for your company and remind viewers of the distinctive nature and quality of its products and services.
Difference in Position
Define the single most compelling, believable, and deliverable difference. This will form the primary promotional message for your firm. Used with care and consistency over time, it will become firmly linked with your brand and will secure its position in the market.
Difference in Perception
The corporate or master brand acts as an umbrella for any subordinate brands. Sub-brands augment the big picture with their individual identities. Together they project a unified impression of a company with a clear, consistent character and purpose.
Branding Approaches… Defined
The following define how you can communicate brand distinction:
An obvious requirement to identify and positively position a new company, organization or enterprise. New brand creation is the process of establishing a strategic visual presence that accurately reflects the business goals and values of the company. Start ups, new product and service lines using existing brand names, new product companies, new service lines from existing brand identities and new companies are typical situations requiring an original brand identity. The difference is in design.
Required when an organization changes direction, market, product, service or other fundamental characteristics. Re-branding involves the complete overhaul of an existing brand strategy and visual communication programme. Situations may include: mergers and acquisitions, restructure, new business direction, name or other legal changes. The difference is defined by positive perceptions.
An effective way to rejuvenate a corporate image or rekindle interest and excitement in an established brand appeal. Brand revitalization is the process of updating and overhauling existing strategy and related visual identifiers to better reflect a company’s present or preferred position. This may be necessitated by transforming consumer tastes and fashion, changes in ownership or type of product or service offered as well as revitalization of familiar brands. The difference is defined by improved awareness and sales.
Pulls deviating entities together, spreads the aura of strong brands to those that may be weaker, and eliminates confusion. Brand unification is the process of fusing brand visuals into one cohesive strategy. This process involves visual consolidation, fewer applications, and simplified systems. Implementation guidelines need to be strictly adhered to for a more efficient approach to print production, advertising and promotion. The difference is defined by improved efficiency, recognition and comprehension.
Incorporating a new product or service or expanding into new markets requires an adjustment in a company’s signature. The process of applying an existing brand to a new product or service is relatively simple when working with well established standards. Where there are no established guidelines, utmost efforts must be made to begin the process with the project at hand. Consistent character and values makes all the difference.
The Brand Offerings
There are 3 interlocking categories which effect the position your brand:
1. Corporate Communications
A company should not only be different, it must be seen as different. The corporate brand is the big idea that colours and connects every aspect of communication as well as the cultural identity and appeal of its products, people and services. Given a clear and consistent branding strategy, the value, purpose and energy of a company works in unison for the benefit of all concerned. Intelligently executed and communicated, the corporate brand speaks more eloquently than words, synthesizing everything about the company in a single memorable impression. The primary identifier on every corporate brochure, stationery package, financial report, vehicle and building incorporates the past, present, and future of the corporation with character and professionalism.
2. Marketing Communications
Marketing communications is the front line of brand management where competitors go head to head for a share of mind, market and loyalty. Weapons of choice range from direct mail to a full blown billboard advertising campaign. However, the message must always respect the corporate culture and identity that the company has built. Whether a company is large or small, it must create products and services that match consumer expectations. It must get to know, reach out, attract and interact in ways consumers clearly understand and appreciate without losing the brand in the process.
3. Interactive Marketing
The Internet is now an accepted mission critical platform with Interactive marketing offering massive potential to develop profitable new relationships, create new accounts, and foster a strong, professional presence with relatively little additional staff and infrastructure. Whether it be online advertising, social media initiatives, intranet video libraries etc. today’s trick is to find the balance between the traditional design disciplines and leading edge interactive and technological solutions.