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. Click the copy next to any red checkmark to learn more…
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.
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
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 Company mergers, new markets, technology launches, and outdated design are just a few opportunities to consider a fresh approach to brand strategy and visual branding.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 architecture strategy
Brand architecture is the visual representation of the relationship between the company brand and its businesses, product lines and product/service brands.The goal of the brand architecture strategy is to bring clarity to complex brand portfolios and help customers to easily understand the full range of product and service offerings. From a single corporate brand to a full portfolio of independent brands, brand architecture planning is a critical step in revealing a path for new brands, brand extensions and acquired brands.
Merger and acquisition branding
Brand decisions are especially complex before, during and after mergers and acquisitions. It is essential to fully evaluate and objectively compare both brands before decisions are made on brand strategy, brand architecture, names, logos and taglines. Capturing internal and customer insights on core competencies, brand perceptions, strengths and opportunity areas will help identify the best direction for the combined organization.
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.
Naming and nomenclature
Names are valuable pieces of intellectual property. A well-defined naming strategy guides the development of names for companies, products, services, events and experiences. A clear nomenclature system provides guidance for naming product versions, enhancements, features and benefits. Names must be meaningful, memorable and protectable to provide maximum value to the business and the brand.
Brand experience strategy
A positive customer experience will enhance perceptions of the brand and the company, resulting in more loyal customers. Customers form opinions about a brand, both positive and negative, with every interaction. A brand experience strategy provides focus on a common goal – a positive customer experience that delivers on the brand promise at every opportunity and at every point of contact.
Brand decision tools
Companies are faced with numerous and varied branding decisions – from naming new products to sponsoring an event to considering a merger or acquisition. Every decision made to brand, even those not to brand, has an impact on the image of the company and the brand. Brand decision tools are designed to provide a process to follow and critical success factors to consider in advance of new branding decisions.