Your Brand is the sum total of your customers’ and prospects’ (product, company and competitive) experiences and perceptions. It resides within their hearts (feelings) and minds (intellect). Sometimes a Brand can be influenced and sometimes it cannot.

• Enables your organization to firmly define and establish its identity in the minds of your market, customers, and employees
• Separates you from your competitors; gives you value; and makes you special and relevant to your customers and prospects
  
• Establishes a promise and an expectation of your products and services
• Outlines how all “Defined Brand” elements will be used, enhanced and strengthened
• Enables you to launch new products more quickly and cost effectively
• Provides mechanisms for measuring impact

Brand Definition

Often customers, staff and key stakeholders will define your Brand differently.

• Step 1: Focus Group: is a three hour working session among 8-12 customers, staff and key stakeholders that has three objectives
• clearly define and gain agreement on “What is your Defined Brand? “
• take account of current company’s position in relation to its Brand (focus on-SWOT ANALYSIS - Strengths, Weaknesses, Opportunities, Threats)
• focus your organizational efforts on an effective Brand Strategy

Brand Strategy Analysis

Brand Strategy Analysis provides an overview of what your existing Brand stands for and recommendations for improvement. This is accomplished by:

• Step 2: Competitive Analysis: audit the marketing communications of major competitors to determine the range of “values” that drive the category, how competitors "position" themselves, and what positions are claimed, how strongly, and which are not claimed, hence available


• Step 3: Brand Perception Audit: surveys reveal your customers’ perceptions of your company and the "Brand Values" that are most important to them. It allows the company to compare its “Brand Image” with the company “Defined Brand.” The audit will help you determine which factors most influence your customers’ perceptions.

•  Step 4: Brand Repositioning:  specific recommendations enhance your Brand, improve customers’ Brand recognition and suggest strategies for reinforcing the new Brand, while maximizing the effectiveness of limited budgets.

• Step 5: Brand Identity System: conveys a single Brand image and personality through all your marketing communications. We'll work with your creative team to define your Brand's voice, typeface, look and feel and graphic style.
• Step 6: Integrated Marketing Strategy: leverage Brand Strategy across all marketing communications (e.g., traditional and social media, online marketing, search engine optimization) and extend the strategy into related departments (e.g., customer service, tech support). Reinforcing your “Defined Brand” through interactions both internal and external to your organization will strengthen your Brand.

• Step 7: Response Analysis and Tracking System: obtain feedback by setting up a Response Analysis and Tracking System for individual media, as well as measuring the effectiveness of marketing investments. An important tool is to have objective metrics that measure the performance of your Branding Strategy in creating awareness/ exposure, inquiry and action/sale .
• Step 8: Evaluation and Adjustment:  ongoing evaluation of performance is critical to gauge the impact of your Brand on your market(s). Building your Brand takes a combination of patience and responsiveness to the feedback, in order to make effective  adjustments.