Brand strategy

We believe that the value proposition, which defines the unique benefits and the value that a product or service offers to customers to fulfil certain customer needs, and the brand positioning, which defines how the brand should be positioned in customers’ minds, are the foundation upon which to develop an effective brand strategy.

 

We help you to build a brand positioning, which aims to maximise customer demand, and maintains focus on the chosen strategic approach that underpins the business strategy, whether it be pioneering, fast-following, or late-moving. In this process, we help you to align the frame of reference that informs customers about the goal in using the brand, the point of difference that represents the value the brand provides to customers, and the reason to believe that gives credibility to the claim that the brand has a benefit.

 

In strategic planning, we help you to set the brand objectives, which are informed by the marketing objectives and the long-term strategic objectives, and develop the brand strategy, which describes the target market in which the brand operates and the value created by the brand by identifying products or services, differentiating them from the competition, and delivering added value beyond the products or services.

 

As a next step, we help you to define the brand tactics to execute the brand strategy. In terms of brand tactics, which revolve around designing, communicating, and delivering the brand, we help you in brand design, where we create brand elements that not only shape associations with a specific category or customer need but also inject brand meaning in customers’ minds. We help you in brand communication to anchor the brand’s image in customers’ minds, and brand delivery, which seeks to deliver the brand through customer experience across all channels.

 

To conclude strategic planning, we help you to define the implementation of the brand strategy and brand tactics, and set the controls.