Branding AND BRAND Strategy
OVERLOOKED, UNDERESTIMATED, INVALUABLE
There is a step every company should take, yet it’s so often overlooked: brand strategy development.
Aligned with your business strategy, a brand strategy defines – for both internal and external purposes – who you are as a company, why you do what you do, who you do it for, what you look like (visual identity) and how you sound. It is a blueprint for what you want your target audiences to think, feel, see and do at every touchpoint with your brand: your website, social pages, adverts, emails, collateral, shopfronts, POS, employee interactions and so on.
Your brand strategy, or Brand Blueprint (as we like to call it), forms the reference point for every marketing campaign, any communication, any creative you produce. It is also a valuable recruitment and induction tool, providing new and existing employees with a guide to company values and expected behaviours. It defines the pathway to building brand advocacy and brand equity, ultimately increasing the value of your company.
Our brand specialists will work closely with you to develop your brand strategy via our three stage method:
Stage 1 – Internal and external assessment (quantitative and qualitative data gathering)
Review of internal and external brand, marketing and communications plans, tools and activities
Employee and management surveys and/or interviews
Customer surveys and/or interviews
Market and competitor analysis
Stage 2 – Brand blueprint development
Employee engagement strategy
Articulation of brand framework – core purpose, vision, values
Brand and market positioning – pricing strategy, target audiences, value proposition and positioning statements/key messaging
Visual identity guidelines
Stage 3 – Execution
Brand blueprint booklet
Internal engagement campaign
External launch (brand re-launch, brand awareness campaign etc)
Ongoing internal and external stakeholder engagement