Connect & Differentiate
To build a brand of enduring value you need to do two things...
Understand what it is you want.
Set long-term business goals. Are you looking to attract a new audience or gain share from a competitor? The brand strategy will differ depending on what it is you hope to achieve... your business strategy is the brand strategy!
Understand your audience.
Work out what really matters to them so you can define the drivers and messages that show you share the same 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.