According to a 2021 Gartner survey, thirty-three percent of CMOs rank brand strategy as one of their top marketing priorities.
Our Strategy work is anchored by three core deliverables designed to help answer three critical questions.
– what does your brand stand for? [Brand Definition]
– how should the brand be messaged and communicated to relevant stakeholders like customers, investors, and employees? [Brand Messaging]
– what’s the right go-to-market brand system to help organize your portfolio of products and offerings in a way that best serves your customers? [Brand Architecture]
Our unique Brand Definition process is comprised of three parts: 1. Brand Building blocks – the key adjectives that describe your brand, 2. Brand Positioning – a big, simple, impactful phrase (think: Starbucks’ The Third Place) that conveys the brand’s purpose, helps you stand out, speaks to the highest value your brand delivers to your customers, and galvanizes your employees and 3. Brand Manifesto, a written narrative of the brand’s intent that underscores the Positioning and Building Blocks. The result – a clear, common understanding of the brand’s “why” that helps uniquely position the brand to external and internal stakeholders and drive competitive advantage.
Brand Messaging builds on the foundational work of the Brand Definition by creating powerful messaging copy that clarifies the brand’s benefits for each core audience type.
The final deliverable is what we call a “messaging matrix”, with 4-5 audience types on the X axis, and up to 5 benefits on the Y axis that delivers actionable, benefit-driven copy.
The result – clarity and consistency among the brand, sales and marketing teams to ensure the brand speaks with the right message at the right time to the right audience type.
Finally, Brand Architecture helps to organize the way your brand(s) go-to-market from an outside-in – customer-based – perspective. It’s not about telling clients what you make, it’s about telling them how you can serve their needs and deliver offerings that solve their problems. Brand Architecture breaks down the levels of go-to-market offerings and creates a powerful foundation to help drive clarity and consistency in naming, ensuring that when product(s) are added to an Architecture system they fit properly and help to optimize customer decision making and enhance brand power.
// Brand Evaluation
// Brand Definition / Positioning
// Brand Messaging
// Brand Architecture
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