Brand Strategy
Done correctly, brand strategy can win the attention and loyalty of key audiences. Whether it’s brand positioning, value proposition, or naming strategy, each should facilitate brand decisions and strengthen the bottom line.
Why Brand Strategy Matters
Brand strategy has come to mean many things, including but not limited to brand architecture, brand purpose, brand personality, and more. For us, brand strategy includes naming strategy, brand positioning, and value proposition. Each of these is important to define as they are the foundation for brand expression and experiences.
Our Approach
Everything we do is tailored to each organization, the people supporting the organization, and the audiences they serve. Each of the following are custom but all include a Discovery, Diagnosis, and Delivery phase.
Brand Positioning and Repositioning
Brand positioning is one of the most misunderstood and underleveraged tools in branding. Simply put, positioning is the role of the brand relative to others. Our positioning work establishes the brand’s position relative to competitor brands in the same category and other brands the organization oversees. This work can be done for brands that have yet to be launched and the repositioning of existing brands.
Value Proposition
What good is a brand if it has no meaning or value to key audiences? Value proposition starts with a deep understanding of the audiences the brand is intended to serve. Next is determining the appeal, need, or value that brand offers each audience.
Naming Strategy
Before any naming request, you must map naming strategy. This includes considering the context within which the name will appear, its reliance or impact on related brand names, if any, and the influence of the name on brand architecture or portfolio strategy. These answers will ensure how to name, whether to include other names in the naming construct, and, if so, where the new name will appear in that construct.
Let’s talk about how naming strategy, brand positioning, and value proposition can strengthen connection to key audiences. Please fill out the following form and we’ll respond as quickly as we can.
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