You will connect with your audience more meaningfully if you share the same values. And it will help differentiate your brand in a cluttered, me-too marketplace!
If you want to build a brand of enduring value you need to do two critical things.
Understand what it is you want to achieve and set long-term business goals. Why are you creating a new brand or refocusing your old one? Are you trying to attract a new audience or steal market share from a competitor? The brand strategy will differ depending on what it is you hope to achieve as will the result you want to achieve.
You need to really understand your audience and discover what they find important, that really matters to them so that you can define what drivers and creative messages could help them share your aims and values.
Qualitative interviews with your key clients, customers, staff or audience members are time-consuming but worth their weight in gold. Much can be reaped – especially when conducted independently. We analyse and share the findings anonymously – verbatim yet with no slant. Then we work with you to interpret the results and guide you to a consensus on what your brand should stand for. What values are most important to your clients and therefore appropriate for your brand. Then we help develop your brand essence, promise and personality against your target audiences, key customer benefits and a competitive frame of reference to ensure relevant differentiation.