Clear and accessible.

The goal of a well-defined brand strategy is to make the brand clear and accessible for all audiences, to create one common understanding of the brand, and to explain what the organization stands for, what it promises and what makes it unique.

Vision and mission statements.

Vision and mission statements provide clear guidance for company aspirations and goals. If a vision is about where you are going, then a mission is how you are going to get there. The brand strategy must flow directly from the company vision and mission, while clearly communicating the brand’s unique position in the marketplace.

Rebranding strategy and execution

As companies evolve and business strategies shift, companies need the flexibility to reinvent, refresh and renew the brand. Company mergers, new markets, technology launches, and outdated design are just a few opportunities to consider a fresh approach to brand strategy and visual branding.

Brand strategy development.

Developing a well-defined brand strategy is both an analytical and creative process. Informed by a series of brand inputs – brand architecture, internal insights, customer feedback, competitive landscape – the brand strategy must reveal a single, unifying idea to engage employees, connect with customers and impact real business results. The brand strategy must:

• Connect the brand to business strategy

• Define the company and how it is different

• Identify the promise the brand makes to its customers

• Serve as an anchor for brand communication and expression

• Create a unified image and voice for the entire organization

• Inspire meaningful and memorable customer connections

Brand extensions

Brand extensions leverage the positive equity of an existing brand name to move into an entirely new product or service category. Line extensions use an existing brand name to offer a new product or service in the same category. When and how to extend brands requires advance planning and a roadmap for implementation. To be successful, brand extensions must deliver business growth, competitive advantage and positive customer perceptions.

Co-branding strategy and presentation

Co-branding and co-marketing relationships are strategic, complex relationships designed to deliver a measurable financial return and offer positive brand results for both parties. These relationships are more than logo sharing. Visual execution of the co-branded relationship must provide clarity in describing the joint offering, as well as context for the relationship. Care must be taken to ensure the combined offering enhances the image of both brands.