What defines a powerful brand in people’s mind You will find many definitions in the marketing literature. My favorite and most accurate …
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We use our brand strategy methodology to establish your brand as a powerhouse in your industry so you can dominate your competitors and be the leader that is the force to be reckoned with and establish the standards that everybody aims to reach.
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Effective marketing research uses the principles of the scientific method: careful observation, formulation of hypotheses, prediction, and testing.
At its best, marketing research develops innovative ways to solve a problem: a clothing company catering to teenagers gave several young men video cameras, then used the videos for focus groups held in restaurants and other places teens frequent.
Marketing researchers shy away from over-reliance on any one method. They also recognize the value of using two or three methods to increase confidence in the results.
Marketing researchers show a healthy skepticism toward glib assumptions made by managers about how a market works. They are alert to the problems caused by “Marketing Myths�
Marketing research benefits both the sponsoring company and its customers. The misuse of marketing research can harm or annoy consumers, increasing resentment at what consumers regard as an invasion of their privacy or a disguised sales pitch.
Brand positioning is the process of positioning your brand in the mind of your customers. More than a tagline or a fancy logo, brand positioning is the strategy used to set your business apart from the rest.
What the brand delivers through features and benefits to consumers.
What consumers expect to receive from the brand.
What the other brands in the market offer through features and benefits to consumers.
An easily quantifiable factor – Your prices vs. your competitors’ prices.
The perceived quality and value of your brand in consumer’s minds (i.e., does your brand offer the cheap solution, the good value for the money solution, the high-end, high-price tag solution, etc.?).
Here’s to all the brands,
the meaningful signs of our lives, they make the world go round,
they fight for every second of our attention, we think about them, dream about them, love them, hate them, want them, they change the world and they build our bank accounts or make us whip out our wallets and spend every last penny and we pay, oh so close attention to them, all day, every day, because everybody deserves a chance to leave a mark, all it takes, is one little drawing, so you can change the world, your way, Everyday!
Leave a mark™
We are brand experts
Brand architecture is the organizational structure of a company’s portfolio of brands, sub-brands, products, and/or services. Effective brand architecture includes an integrated system of names, symbols, colors, and visual vocabulary informed directly by the consumer thought process.
The best brand architecture starts with customer research on brand awareness, brand loyalty, and associations. Only with research can you know how your audience understands (or doesn’t understand) your key offerings.
In the strategy phase, you determine the optimal brand architecture type for your business’s unique needs. Each type offers a different way to leverage (or not leverage) the master brand.
The final step is to create a blueprint for the system you’ve organized and outline a plan for migration.This includes a naming structure and identity system that clearly delineate your various sub-brands or extensions in a way that aligns with your overarching brand strategy.
It’s important to evaluate both the strength and flexibility of the existing equity in each of your brands.Do you risk losing valuable brand equity by consolidating brands after a merger or acquisition? Can an existing brand’s equity reasonably be leveraged to promote another?
Growth strategy should be front of mind when determining brand architecture.Does your business model entail pending mergers, acquisitions, or alliances? Do you plan to expand your product or service lines in the near (or even distant) future?
What is your company’s overall purpose for existing? Your mission statement is where you communicate this. Mission statements rarely describe a point where a company is, more commonly addressing an overall goal which it strives towards. These can be as broad, or as specific as you like, and are included to give readers a sense of the overarching aim which drives you.
How did you come to be the company that you are today? Most successful businesses are the realisation of a dream, and the product of a huge amount of passion and hard work. What’s more, the early days of a company are often where its true values and qualities become established. Explaining your own tale in an inspiring but genuine way allows readers of your brand DNA piece a glimpse into your business’ past, as well as an understanding of the core values and passions which have made it what it is.
Every company cares about something, and your values section is your chance to communicate this. Whether it’s good customer service, world peace or anything in between, it’s important to ensure that everyone interacting with your business knows what you’re passionate about.
Design elements are a visual representation of your company, and should be consistent across everything produced in its name. Alongside your tone of voice, these give a tangible sense of how your company presents itself. Design guidelines should include instructions on the use of fonts, colours and images, as well as how your logo should be shown and any other visual features used in company material.
Fairly simply, tone of voice guidelines explain how your company communicates with the world. There are subtle differences between how even seemingly similar companies talk, which give a distinctly different sense of their brand personality.
A brand story is a cohesive narrative that encompasses the facts and feelings that are created by your brand (or business, if you prefer). Unlike traditional advertising, which is about showing and telling about your brand, a story must inspire an emotional reaction.
Your brand story is yours and yours alone. Sure, there may be many other companies competing with you, but not one of them has a story like yours. Know what makes your brand different, whether that’s the circumstances under which it was founded, who it serves, its business model, or other unique characteristics.
How you tell a story should depend on whom you’re telling it to. Who are your consumers? What might they appreciate most about your brand story? Understanding your target audience is a crucial factor in your marketing strategy, and it should also influence how you tell your brand story. What medium, platform, or storytelling style resonates most with them?
People love brand stories based on solutions to problems, because people are aware of their problems and want to solve them. If your brand invented a product that solved a longstanding problem, or if your business model solves a common consumer problem, tell it in your brand story. People want solutions to problems even more than they want features or benefits.
Identify your brand story’s beginning, middle, and end. People are emotional creatures, and when information is connected to emotions, that information sticks. Beginnings introduce people and scenarios, while middles cover complications and hurdles. The end resolves conflict, causing tension to fall away. All these elements strike satisfying emotional chords with consumers.
The “end” of your brand story has nothing to do with the end of your business. When the ending of your brand story demonstrates how problems are solved and difficulties overcome, it resonates with consumers. Don’t be afraid to add data showing results. Footwear company Toms, for example, keeps running tallies of people they have helped, making consumers feel good about their purchase.
What’s a “Big Brand Idea”? A “big idea” is the essence of what and why your brand exists. It should make sense of everything your brand stands for, where you are going and why people should care. It should distil your purpose, vision and mission into something powerful.
Can the idea change attitudes, beliefs and behaviors? Open up new ways of seeing and thinking? Alter the course of customers, markets and companies and be a “game changer” on a grand scale? If yes, then it’s a big idea and the transformation it causes should affect the market (customers, prospects, competitors, influencers) and also your company and its people.
How tightly can the idea be linked to your brand and only your brand? The idea behind ownability is: “only from us . . . only for you.” For instance, you can’t own the idea: “We have the best people.” Every competitor probably says the same thing. But an idea like, “Our aerospace company was founded by the first two human beings to land on the moon,” is hard to copy.
When marketers remove the excess and simplify, intuitiveness, clarity and the “I get it” factor emerge. A lack of simplicity goes against human nature. Today all audiences have more choices than ever, so don’t risk confusing them and turning them away. Truly creative ideas never confuse. They clarify, reveal and eliminate. Any suspicion that an idea may confuse demands testing.
Humans are hard-wired to focus on the novel, unique and original. Indeed, we are programmed to habitually and automatically ignore the familiar and direct a laser-like focus to newness and originality as we go about our ordinary routines. That’s why a pedestrian in the street, an accident or even a new billboard along your commute will capture your attention without conscious thought. Brand marketers questing for big ideas should always be on the lookout for ways to harness this powerful universal truth.
Magnetic ideas have an allure or an attraction that pulls people toward them. They’re easier to stumble upon than to engineer through any specific process. Be attuned to customers’ reactions. What do they gravitate to in your office? What words or phrases catch their attention? What topics are generating discussion in online communities such as LinkedIn groups?
What defines a powerful brand in people’s mind You will find many definitions in the marketing literature. My favorite and most accurate …
What defines a powerful brand in people’s mind You will find many definitions in the marketing literature. My favorite and most accurate …
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