Winning Brand Positioning & Architecture

Creating a robust, unassailable brand position is a make or break proposition. We can help express and align your brand strategy with communication activities to capitalize on value and avoid falling into the trap of viewing the brand initiatives only in terms of communication or failing to successfully link branding efforts to the overall business strategy.

We work with clients to define, differentiate and position brands to maximize customer application and competitive differentiation. We determine specific brand action plans, plus communication objectives and strategies, delivered across the many touchpoints of brand contact.

Is it clear to customers how the various brand, product and service offerings fit together?  Is there an opportunity to improve the brand architecture to generate clarity, synergy and leverage?

A strategic approach to portfolio management, taking cognizance of the user experience UI and user interface UI, can help define how to structure the various brands and products to maximize the prospects of turning leads into prospects into customers into repeat business and referrals. Brand alignment with customer requirements is the key to effective brand management.

Crucial Branding Questions are Researched and Answered
  1. What is the business brand image today? What are the relative strengths to maximize or gaps to fill?
  2. What are the practical and emotional benefits sought and key decision drivers among target customers?
  3. How are competitors positioned? What gaps in the market or “white space” positioning opportunities exist?
  4. How does the brand strategy translate into a brand action plan, including the creative brief, communication plans, and touchpoint strategy?
Brand Architecture Issues are Addressed
  1. What opportunities within the current brand portfolio strategy and framework exist to better align with the marketplace?
  2. Should the company employ a master brand strategy or compete via individual brands and subbrands? Should a house of brands, branded house, or hybrid approach be used?
  3. How many brands should be supported, and through what means? Do cross-sell opportunities need to be taken cognizance of?
  4. Are there any gaps in the current product portfolio and how should these be addressed?