A brand is shorthand for a package of emotional and rational benefits and personality traits. Brands are essential to attract, drive customer choice and build relationships. However, not all products, services and businesses are brands. Though by thinking about your business as a brand, and investing a brand strategy it is possible to attract more customers, influence purchasing, improve loyalty, and boost value perceptions and value.
Defining a brand strategy involves determining what we want your customers to think and feel. Great brands, like great communications, embody a simple paradox. Like great literature and art, they intersect timeliness and timelessness. If products are people, we want your customers to think of your brand as a friend. Full of personality. So by using clever thinking tools, and working with you and your customers, we work out how best to position your brand. We define elements including brand personality, brand archetypes and stories. Read more about ‘Building Brands by Adding Personality and Telling Stories‘. This summarises a presentation given at The Chartered Institute of Marketing Northern Conference in Manchester.
Brand extension is useful to realise extra growth and also to consolidate or improve customer perceptions. So we work with you do define a brand extension strategy, vision, and how to build on current perceptions to best effect. There are also dangers in extending too far, and thus sometimes, creating a new brand is more opportune. Read more about our views on brand extension strategy.
Many brands, particularly service brands, fail by delivering inconsistently. So by working together, we help you deliver great customer experiences – experiences that customers remember and tell their friends about. We do this by aligning your marketing activities, and helping teams to understand and live your brand promise. This is a recipe to add immense value.
Browse our brand development success stories and then request a free consultation.