A solid brand strategy provides a fresh perspective on your organization and reveals possibilities for growth. It helps people understand exactly why you do what you do, why people want to work for you and with you, and why customers value what you offer and what you say.
We interview people at your firm. We interview customers, wannabe customers and former customers—satisfied and otherwise. We dig deep into your competitors and the industry. All with an eye to revealing insights that can only come from objectivity.
Who needs you and who doesn’t? Whom should you spend your marketing dollars against? What are the barriers to reaching those who will be your best customers? Are those barriers real, and surmountable? Out of those questions, and more, comes a winning road map to your best prospects.
Together, we establish your primary targets and their relative value within your strategic marketing plan. Then, moving forward, we create actionable personas that inform messaging, prospecting, omnichannel user experiences, site architectures and more.
You may have many divisions speaking to wildly different audiences or truly separate entities under a holding company. Brand architecture won’t always match your business lines, but it should always provide clarity and align with your positioning and messaging.
Where and how you put your stake in the ground is critical to attracting prospects. We’ll use the results of our research, including a thorough SWOT analysis, to plot a competitive positioning for your organization—where you are today and how you can get to a stronger position versus your competitors.
To get a well-rounded picture of a brand, you need differing forms of intel from a variety of perspectives. Below are some of the resources we use for our deep dives.
We’ll let longtime client Bob Youngentob, Co-Founder & President/CCO of EYA, cite the benefits of a solid brand strategy. He does it far better than we ever could.