Branding is one of the most critical aspects of business strategy and provides a sustainable competitive advantage. Branding allows a business to differentiate its products and services from those of its competitors’. The digital economy has made it easier for small businesses to gain access to branding experts and leverage branding in a meaningful way.
Brands usually evolve at a slow consistent pace overtime, driven by some concisely defined guidelines… unfortunately audiences, devices and digital channels don’t. Change is constant and often radical. How do you keep apace with these changes and ensure your brand is relevant in the digital age?
Our team provide a digitally centric approach to brand creation. We evaluate audience behaviour and needs, looking at existing brand content vs. brand aspiration to build a clear brand and communication strategy for our clients. This process looks to uncover audience connections, brand truths and new opportunities to express your brand in the digital age. This work informs everything from UX and UI design, campaigns, content strategies and CRM engagement.
Branding is what drives marketing because branding is strategic and marketing is tactical.
In contrast, brand strategy defines rules and guidelines on how, what, where, when and to whom you communicate your brand messages. A well-defined and executed brand strategy leads to a consistent brand message, a strong emotional connection with customers, and higher brand equity.
We live in a world that is driven by perception and brands represent customers’ opinion of a company’s credibility, products, reputation and customer experience. A brand strategy is essential because it provides clarity about the competitive landscape, market position and customer expectations. This information is critical to develop effective marketing strategies and to fine-tune marketing messages to maximize your competitiveness and build strong brands. Branding significantly enhances the brand’s market performance and profitability by improving name recognition, building credibility and trust, increasing advertising effectiveness and inspiring employees.
We help businesses of all types develop their brand strategy by learning about their business, history, and goals. We understand that branding goes way beyond just a business logo or color scheme.
We take a strategic approach to every brand project we work on. We begin with an audit of your existing brand combined with audience/stakeholder research and an analysis of your competitive landscape. We use these insights to develop what’s known as a SWOT analysis – a concise document that evaluates your brand’s relative strengths, weaknesses, opportunities and threats. Building on the SWOT analysis, we then craft the foundational elements of your brand messaging platform, including defining your audience, positioning statement, value proposition, brand attributes, organization description, key messages and tagline.