Why Brand Positioning Strategy?

Brand Positioning Strategy and ‘The Battle for Their Minds’

Brand strategy and positioning recognise that as a business, as an aspirational brand, your business is in a battle for the consumers’ minds.

Simply put, a brand positioning strategy is necessary because people start businesses every day. They literally start-up by the hundreds and vast numbers of new businesses are in the same, similar or comparable markets which means they are often not just competing directly but also indirectly. It’s never been more important to be seen and heard because with shorter attention spans and so much more competition for it, ‘popping up’ is not enough. Grabbing  attention alone will not cut it. You need to keep it.

A brand positioning strategy is how you do that. Even when there is a sufficient ad budget (and there often is not enough) in a business, people actively avoid ads, so other avenues for building awareness and recognition are necessary. Goals for your business should include building a really strong brand that can increase your market share but strength comes from resonance and resonance is dependent on a brand positioning strategy.

Positioning, as part of an overarching marketing strategy, helps to create resonance because it ensures relevancy and clarity. It can help you think about your brand is perceived. To create a strong brand, your brand needs to occupy a distinct position in the consumer’s consciousness. You may need to build it or you can create it by changing how they think about your competitors.

At the Core of Positioning

Who are your tribe, what do they love and why should they love you?

If you can answer this, you can explain why they should listen to you. If you know that, you can craft a message that helps you realise your goals with regards to your target segments. Therefore, an initial understanding of who your target segments are. What are their differences and similarities and their underlying loves, fears or unmet needs?

In short, you’ve got to KYC – know your customer, through research, conversation and study. It’s the only way to get through to them to where you can make a lasting impression. It’s the equivalent of making a shocking ad about something customers care about – themselves.

 

Winning prospective customers needs to be addressed at both ‘fit and hit’ levels – fit needs, wants and anticipate requirements and hit emotions through meeting unmet needs, satisfying unexplored desires and gratifying unrealised angles for delivering delight, beyond all expectations. This may entail an extension to your offering that adds on a tiny margin of cost but is something your customer is willing to pay a higher additional premium.

This is being seen and heard on every level. You go beyond meeting an unmet need in the market to meeting unmet needs in your customer’s psyche and lifestyle. These are important considerations because depending on the barriers to entry, meeting the gap in the market your business does could be replicated. An additional dimension is essential and is where brand positioning strategy comes in.

The success of this process would mean that your brand evokes meanings and feelings about gains and benefits rather than features.

 

Positioning at its best is not features led, it’s feelings led. The goal is brand supremacy in that position not product superiority in the category. This is an important distinction. You are going for brand love in order to compete and will need to project a distinct and unique brand consistently in order to get the message across.

Successful Brand Positioning Strategy Drives Perception as well as Performance

This is why it’s pivotal to brand strategy, especially one that is integrated because your business is always considering this customer and their needs through both how you interact and engage as well as how you operate, deliver and serve.

A positioning statement is a huge step to defining the dimensions of positioning once the relevant research has been done and insights are gleaned because a very clear view of your target market is fundamental.

Data your organisation already holds is a very useful place to start as is research, especially if your product or service offering or business is new. Positioning is equally important when there is an existing stable of brands and the positioning of a new product will then need to be in light of building a powerful brand architecture that minimises the opportunities for cannibalization.

 

Brand position and strategy is an approach that creates the best opportunities for your brand to thrive. You’ve got a great offering, one that you believe in but it’s important that this is anchored to the audience who will best appreciate your product, the right message to reach them and the right voice to carry the message.

Integrated Brand Stategy for Decision Makers

The Ultimate Brand Strategy Process

In this post, I share an infographic that represents our Integrated Brand Strategy Process, the ultimate brand strategy process for decision-makers, who must consider more than just marketing, design and creative aspects of the business.

We take an in-depth look at what an integrated brand strategy should look like and the process that’s required to ensure that it’s fully fit for purpose and delivers on everything I have outlined in the last post, about why brand strategy should be integrated and aligned with your business’s operational objectives and actions.

 

From Porter’s 5 forces, SWOT and PEST to Perceptual Maps and Value Chains, there are a number of tools that can help us build a foundation for brand strategy work.

1) Decoding your Business Environment with Strategic Tools

The first step in building a brand strategy is to recognise that it is in fact a building process.

You need a foundation, damp proof membrane, steels, and utilities thought out, worked out and integrated throughout from the outset. But also, you must know that you need to build a house, not a school but you may not know if you want a house on three floors or a sprawling bungalow.

To establish your goals and ultimate business objectives, you need to fully understand the terrain within which you operate. Then you can take a clear and long term view of what the brand you are building should be and for example, the type and size of plumbing (capability) you will need.

 

You must carve out what we call the ‘Brand Imperatives’ at Iconify, discussed in the last post; the P2Ps as we we call them – Purpose, Principles, Perception, Personality, Position, Proposition. Promotion, Promise. These are important both internally and externally but we must never define them without reference to what is going on in the external environment. Brand strategies are created to help businesses win which invariably requires taking stock, knowing and fully understanding your strengths and weaknesses, your threats and opportunities. With regard to your environment specifically, you should be abreast of challenges and gaps in the market as well as obstacles – your basic SWOT/PEST data but used as a basis for building your purpose and differentiators, as well as your positioning decisions.

 

This market and competitor information is critical for deciding how to pitch your company. You get many good ideas too of where the ‘potentialities’ of your organisation for differentiation and even extension may come from, which is part of what makes this integrated approach, the ultimate brand strategy process.

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2) Inside-out Brand Strategy – Define your Brand Imperatives

You start outside, scope out the terrain, start to define what your structure should be, where you should site it and what its edifice might be but starting outside and understanding your environment means you are sure where there is water, soil or rock. You are ready to start considering your business and brand in concert to define your Brand Imperatives – purpose, principles, perception, personality, position, proposition, promotion, promise – in detail, with the correct stakeholders.

 

Simon Sinek advocates starting with the ‘Why’, and we agree, so we start with purpose but the preceding exercise will have informed and reinforced that/those ‘why(s) as you start to define your business purpose, your principles and ideals you want to embed in the organisation to start winning the attention and custom of the clients you will target. Brand Imperatives are built from informed hopes and dreams.

What is the current perception of your business in the market and does that differ from the perception you hope to project? What positional opportunities are there and should you continue with the position you occupy if you do not lead in it? How close are your offerings to what people really want and are willing to pay for?

 

What will it cost to get you to the ideal or is there a pivot that is more profitable? How well is your company keeping its promise to its clients, meeting customer expectations and what adjustments are required to get there? How are you promoting your business now? Are your methods relevant and effective or is a review in order? This and more as some of the questions this part of the process will help you get the answers to.

3) Define Brand Aspirations

At the start, you’ll consider where you are going and decide where you should go as you define brand imperatives, but this is also the time to think about what you want the brand to be known for, desired as – which psychographic requirements will it meet, for example. As you define your purpose, it should be linked to aspirations for the brand. It’s no use having a limiting purpose if you have big ambitions for the brand. But these need to be defined clearly in terms of market segmentation, position and even down to how you would like to be described by current and prospective customers in the next 2 years when they speak about why they pay 50% more for your offering than for that of your closest rivals.

 

This will help determine the gap between where you are and where you want to be and of course the size, scale and extent of the effort required to begin to fill the gap in the market most lucratively.

4) Determine Interdisciplinary Objectives

That last step is critical in building clarity on what each function of your business need to do to achieve those aspirations and clarify how the operations need to change. It will help to build a business case and outline the necessary transformations across the organisation, why they need to happen and by when. In an integrated brand strategy, all things must work and dovetail well together with dependencies clear, anticipated and well managed to deliver the resonance that is the goal of an integrated brand strategy.

Consider operations, functions (including marketing of course), people and technology – what do we need to be able to do with and within these to build the business and the brand that will get us that market share and establish our brand as the first choice? What should be prioritised, and at what rate to get us there?

5) Review organisational capability

Operations, functions, people and technology – how well are we placed to meet the objectives established in the last step as what the business should be capable of doing to arrive at the desired endpoint of strategic initiatives.

From brand design to business transformation to reputation management, the next step is to determine where the organisation is now versus where it wants and needs to be if it is to meet its aspirations along a capability maturity spectrum that will be built upon as the strands of the integrated brand strategy are executed.

As an example, if an objective is that the business wants to engage more frequently and meaningfully with a segment of their target audience they currently feel cut off from, the questions would be:

  • Is there a solid and multifaceted digital marketing strategy that will make this happen and
  • are the necessary tools and capability available to achieve this?

Common challenges are IT related and many businesses are constrained by digital transformations that they are yet to make, many of which are relatively simple. However, in the absence of a complete brand strategy incorporating the digital transformation element, the roadmap to achieving these capabilities can appear very vague.

 

One thing we see a lot is that innovation is a fond dream of many business owners which they consider is of the pipe variety. Another is to increase diversity and inclusion. Without a clear plan to identify and remedy any deficits in your business, if they exist, it’s difficult to make the turnaround. Even when these exist, if the program of change isn’t linked to the brand strategy, especially with regard to brand imperatives and how organisations are committed to operating, it is all too common to fall at the first hurdles.

 

Ultimately, your ability to build the brand you dream of and be the first choice of the target segment you are aiming for in the position you decide on is fully dependent on operationalising all the areas that will deliver the objectives of the business case in uplifting capability and capacity across the board.

6) Define Change Program and Develop Strategy

Operations, functions, people and technology – what will actually be delivered, by who, how and when?

 

The parameters of the business’s transformation from the brand to the people level are taking shape strongly by this point in the process, and remain only to be documented, planned and resourced as a program of change with buy-in from decision-makers and stakeholders who should already have been on this journey from the outset and can clearly see that the costs indicated are a warranted and worthy investment.

Change practitioners and project managers will manage this part of the process but the brand strategy should dictate a key set of considerations for the business and technical architecture as well as how people should be organised and capability built on a cross functional basis. If new branding collateral is required, this should of course govern that process of discovery and design.

7) Strategy Execution

What have we done so far? We have built an integrated brand strategy that has considered the lockstep improvement, perhaps even overhaul of interdependent parts of your businesses that will benefit from economies of scope through the transformations that are made to all parts of the business that build, transmit, translate and deliver value. Yes, we have built a Transformation Engine! That’s what makes this the ultimate brand strategy process.

 

For the first time, perhaps you have been enabled to see your company as a holistic entity. It’s no longer seen as a business where it’s desirable to have functions, tools and processes they use, hived off in silos with communication about key and integral things, minimal or non-existent. Now we can plan for an organisations where people across all functions enjoy a sense of shared identity based on purpose and direction as well as a role-based responsibility.

 

Clearly, this organisation will serve customers better, now united by a shared vision and enabled and empowered by better capabilities to do the jobs they are asked to? Surely the people that work here are more engaged and enriched?

Strictly, execution is separate from strategy, however, it is extremely instructive to define and link how and where delivery workstreams that will work on the benefits of the strategy are related, how they’ll be met and should be a critical part of the project governance, risks and benefits management.

 

What will the comms and messaging look like? What is being transformed for brand, the business and IT and how will they all impact Customer Experience? How will they be delivered, how will this be governed and who will be responsible for ensuring that the Brand Strategy objectives are not lost through the compromises that often have to be made in change programs? Lots of exciting questions, the answers to which could be transformative to your business.

 

The unique thing about the brand strategy I have described is that it is an integrated brand strategy and in that integration is its power. The wonderful thing about it is that it generates sufficient detail not just to build a powerful strategy but also facilitates the establishment of tactics and processes to make the strategy stand while remaining responsive, flexible and focused on the Customer Experience.

Below is the summary of our Integrated Brand Strategy Process.

The Ultimate Brand Strategy - the number one best brand strategy for decision makers is an Integrated Brand Strategy Process

The idea is simple: To help decision-makers adopt a brand mindset that extends beyond the creative and design elements of a brand, and takes you from the visual to the heart, soul and the parts that actually do the heavy lifting. It helps owners, leaders and directors realise that changes to strategy should be aligned to the brand marketing work and ensure that brand messaging is reflected through the business operations and translated to how customers experience your business.

This strategy will to help strategists create roadmaps and gain clarity on your most entrenched challenges. Its complexity will be defined by the complexity of your organisation, but as a rule of thumb, the more complex your operations, the more you need a brand strategy that isn’t skating on top of disembodied marketing activities but is at the heart of your strategy for achieving your revenue and brand-driven goals.

Why you Need an Integrated Brand Strategy

Why it’s critical to have an integrated Brand Strategy to Create a Truly Resonant Brand

Effective and successful Brand Strategy can be defined as an integrated and long term mix of business cases, objectives and holistic strategies that are aligned across the business, operational and marketing functions to promote superior performance, resonant perceptions, an unassailable market position and present a compelling proposition through optimised business and technological capability and brand marketing techniques.

It’s the process of defining your brand’s purpose and imperatives like your proposition and principles but it should also underpin how your business operates to reflect these ideas and promises and it should direct efforts to meet these objectives. Overall business performance is therefore attributable to strategic tools defined through the brand strategy. Certainly, it goes beyond your brand, logo and colourways of your company because these things do not tell, sell or deliver anything to your customer. This is behind the idea of a resonant brand, a brand that is believable, compelling and enduring. Instinctively, one can grasp that the foregoing cannot be anchored by purely creative and visual aspects of branding.

 

Beyond Perception, Underpinning Performance and Bolstering Brand Power

Brand strategy must move beyond perception to performance with a long-term plan that incorporates capability as well as brand building. In highly competitive operating environments, it is critical to carve out a market position that is not easily copied or mimicked. This is what an integrated brand strategy can help your business to achieve because to be effective, it must be long term and align the objectives of business and marketing functions.

Presenting an offer compelling to the most lucrative target segments requires an in-depth understanding of your audience, but how can this information be come by without a clear joining up of what your business is promising as its offering and benefits with who and how. Important as this is a key determinant of operational and financial performance.

A Winning Brand Strategy is about Your Brand & ……

You’d be wrong to consider developing a brand strategy work carried out purely by a creative agency but you wouldn’t be alone. Brand strategies have traditionally been seen as a byproduct of marketing but it is real strategic work that should touch not only on everything that is important to your business but also on its aspirations, growth and ability to manage and adopt change. This is why it needs to be seen and implemented as an integrated brand strategy that builds and maintains a resonant brand in a holistic way.

Your business’ brand strategy should move in lockstep with your business objectives, and as such must align with your people, processes, operations and technological plans and objectives. Making changes to any of the preceding without reference to the brand strategy is the reason why so many business change projects fail, but also why brands lose their resonance and the brand purpose-promise fit breaks down.

The Best Approach to Defining your Brand Strategy

We’ll look at Brand Personalisation in detail in another post but for the purposes of this post, in order to illustrate why an integrated brand strategy is superior to any other kind, it’s useful to consider the following:

if your brand were a person, who would it be, what would it say and how would he behave? What does this person hold dear? What would they never do, and what would they stand for?  In other words, what is the character of the person?

What have they done, what will they do, what do they hope to do? How do they compare to their friends and people they know in knowledge or kindness or aptitude? In other words, what’s their history and story?

What do they struggle with? What are their aspirations? To whom do they relate the most and who relates to them? What does one get from associating with them? Why would one seek them out? What can they help you with better than anybody else? How do they make you feel when you go to them for help? Are they quick and easy-going? Are they thorough and do they add untold value? Do they do one thing and then you find they can help you with something else you had not thought of? If you need them to come quick, do they come on a scooter or in a car? Do you care more about the environment or about speed?

Holistic Brand

This is what your brand is like – an integral and whole entity with intrinsic values, aspirations and always building a capability to achieve those dreams that transcend the work done for promotion. When you put it that way, it becomes intuitive that brand strategy does not belong just in creative agencies, specialist marketing teams or business consulting teams standalone, any more than your human would be fine with just a dentist but not a doctor, or a hairdresser but not clothes.

A whole person needs them all and a whole brand needs a multidisciplinary team to create an integrated strategy. Strategy cannot be implemented without a plan, capacity or capability and a brand strategy is the blueprint to make things happen.

If it wasn’t before, it should now be  clear that you must consider your brand:

Purpose, Principles, Perception, Personality, Position, Proposition, Promise and Promotion.

In the next Brand Strategy Post, we’ll look at some ideas and a process for defining an integrated brand strategy.

5 Brand Strategy Benefits of Digital Transformation

The Brand Strategy Intersects of Transformation

You may never have considered the brand strategy benefits of digital transformation but the enduring factors of brand primacy, especially in competitive environments owe a great deal to the adoption of change and technology. Successful digital transformation will accelerate awareness, visibility and growth but it is dependent on commitment to developing resonance and using it to extend brand reach, access and relevance.

Customer Experience is the driving force behind Digital Transformation, with most efforts operationally underpinned, and CX is often where the biggest transformations fail, creating enduring deficits to brand power.

With change perennial, awareness of impending or current digital trends is necessary for maintaining dynamism, and clarity on innovations or tools that enhance your business’ relevance, visibility, and engagement.

Your business’ state of ‘operational readiness’ must be defined and validated by digital awareness and capability, implemented through people, processes, data, collaboration and learning elements.

 

1) People and Digital Transformation

While ‘People’ may appear not to be strictly a digital element, skilled and highly capable employees operationalise and optimise strategy by the work they do and how. Transformation creates the capacity to help them work at their best.

There are also still significant challenges in attracting and retaining the right people, who also are digitally savvy. Businesses must consider their Digital People Strategy, a primary strand of which must be that employees should be encouraged and enabled to start and run their own initiatives based on their interests. Businesses that can plan and implement these practices will contribute greatly to their Digital Readiness.

 

2) Collaboration and Engagement

Digital Transformation changes the game for collaboration regardless of physical constraints and generates tremendous business value, increases the speed of delivery and ultimately competitive advantage. It’s not limited to internal stakeholders either and can help you take control of relationships with existing, prospective clients and suppliers.

Naturally, tools chosen for collaboration must be fit for purpose and suited to the shape and working practices of the organisations. The tools should help to improve those too, in order to fully realise the brand strategy benefits of digital transformation.

 

3) CX (Customer Experience) – Brand strategy benefits IRL

A great example of benefits harvested through the data/collaboration intersections is business insights transferable at speed across different teams generated through the application of data mining and analytics. This will be a great change catalyst in the coming decade, not least in the customer experience space. The ability to offer the frictionless and seamless experiences that digital delivers can uplift customer engagement as well as retention of business.

 

4) Data and Insights about Who You Serve

These will be gleaned from human intelligence and customer data and other data available in the organisation. Businesses need to be aware of the latest digital trends and implement tools and solutions that are the standard in their sector. Implementing Cloud Computing will need to be prioritised and planned for, as will Big Data.

One of the simplest but yet most significant adoptions is ensuring integration with and a managed presence, on social media, along with an analytics capability and a clear social media strategy.

A significant brand strategy benefit concerns the ability to devise offerings that more closely matches and anticipates your customers’ requirements, even on a segmented basis at a much quicker rate than ever before, and with greater accuracy.

 

5) CX and Business Process Driven Automation

Your company can discover businesses processes that will benefit from automation and in turn, enrich the employee experience. Automation is the gateway to realising true efficiencies in your business and the process to decide what can be automated should lead to an overall streamlining of your processes and resilience in your business.

Putting in place high-velocity practices and techniques will allow your business to contend favourably with the need for change and disruption. It will position your company to compete intelligently and strategically. At the most successful level, understanding transformations as a brand strategy imperative and opportunity will allow for a more meaningful and robust approach to be adopted — it’s always about serving tour customer better than your competition and doing so lucratively.

 

Why You Need a Brand Strategy

The Purpose and Importance of Having a Brand Strategy

There are so many reasons why you need a brand strategy, whether you are a start-up or an established business recognising the importance of a long term plan to establish a strong brand presence in your business landscape.

By developing brand strategy, a business defines and puts in place a plan for creating, building a brand to be wholly resonant with the capacity to connect and engage the business’ the emotions and needs of the target audience, through discovering and harnessing its purpose, formulating and underpinning a certain perception in their minds, linked to the business’ tangible and intrinsic qualities as perceived in the products, services or both and its delivery and discover a path to defining, delineating and owning a position in the mind of their target audience. The promises and personality evinced through these elements are also indispensable anchors to the brand that the work of defining brand strategy for your business seeks to realise and establish.

The purpose therefore of defining a brand strategy is to encode the plans and processes to enable the business to be differentiated and successfully compete, grow and be sustainable over time. It should drive how the business operates, how it sounds and presents, enable clarity of its purpose in its practices.

Bridging the Strategy-Operations gap

A well-defined brand strategy provides a powerful basis for building the brand and it takes work and it takes time. It requires range and control. It is important when solving short term problems, like undertaking a business or technology transformation, that the long-term goals and drivers of the brand strategy are not lost, squandered or ignored.

As with all strategic vehicles, the brand strategy may sit uneasily with the tactics driven activities the business will undertake within marketing, IT and operationally focused improvements that require project management and analysis, leading frequently to a phenomenon I call ‘ solving in siloes’ which has the tragic net effect of eroding the brand’s strategic imperatives.

This especially important when the brand is seeking growth or has acquired what will amount to sub-brands that may need to be subsumed under a Masterbrand if the risks of cannibalisation can be mitigated.

What Brand Strategy is Not and the Pivotal Role of Research

Brand strategy is NOT your branding collateral- getting your logo and slogan together does not cover it. Brand strategy and the work that it is based upon should ideally lead your branding or rebranding efforts because it should be based on research, on data, on feedback from the kind of people you hope to influence to like and buy into your brand. First, you must get into their minds and let your strategy be driven and dictated by them.

Once this research has been undertaken and a greater understanding of the customer are obtained, the brand’s story and primary message can be crafted upon which your marketing campaigns can be based.

Defining strategy helps to discover who your customers are, help to define what your business goals are and what your brand’s purpose should be. Knowing these makes your messaging far more compelling because you are speaking exactly what they want to hear directly to the very people who need to hear it. It’s powerful.

Interestingly enough, the brand strategy also can and should define your business culture and employee experience.

Brand strategy helps determine the sentiment you should aim for when defining the brand experience to ensure that it is end to end, that the components that build and assure it and shored up, reflected and echoed across all parts of the business, for the purpose to remain authentic and borne out. This makes it so important that in any initiative of note within the organisation, the brand strategic objectives of the business are always kept in focus.

Brand Strategy as Story

Aspirational branding, strong branding effective branding all have this one thing in common. They depend on and are built around the story and take time, research, data to flesh out the inputs to the components of that story. The story needs to move people. It needs to inspire them and give them a belief system around which their entire experience with your company revolves.

Your story is the big idea that encapsulates your purpose, promise and perception, and from which your messages, personality and marketing campaigns are derived. The story your strategy makes must make and strengthen the connective tissue between your brand’s messaging that elicits the emotions and beliefs in your customers that you want.

The purpose of branding ultimately is recognisability and recall-ability both of which depend on some factors that denote remarkability – characteristics that do not rise off just a 2-dimensional flat logo anchored to no big ideas and no great story.

Business people walking in modern glass office building

Brand Strategy

Every Company needs Brand Strategy

RISE ABOVE THE NOISE and BE HEARD
Why Brand Strategy

Brand Strategy is about capturing brand love and loyalty, building the resonance needed for consumers to form strong and enduring attachments with the brand. The brand strategy process encompasses the principles, purposes and values running through what you do, why you do it and why it means something to people and how that translates to how you do what you do.

Our Philosophy

We call our method Inside Out Brand Strategy, where we work hard to find and connect everything we do to your brand’s purpose.We will reframe your brand story and what your offering means to your customers and if your brand makes them feel valued, using our STORIE  framework. This means we are interested in how well your business functions and people working for you are truly geared up to deliver on your promise, according to your values.

The Meaning of your Brand

What does your offering mean to your customers?  Our branding methodologies seek to honour your customers by understanding who they are and what your brand means to them on several levels, and how reinforcing these themes can propel more customers to buy in to the brand’s products, which act as bulwarks for when the brand is navigating choppy waters.

What we do

There are a number of approaches we can use to help clients set or reassert your brand vision and create a strategic plan to implement it. We will help you make purpose driven, brand led decisions and fine tune options on your target market, strategy and new ideas to realise higher ROI, stronger and more resonant reputation and clarity on CX improving activities. Our goal is to concentrate focus and gain clarity on your company’s core strength, vision and evaluating the current business and operating environments to realign the brand process to match its purpose and vision and create a roadmap to amplify brand love, power and loyalty.

Brand naming process
Unify and harmonise
Brand Architecture

Post mergers or acquisitions, the attention required for your Brand architecture, is to unify brand strategy and align positioning and prioritise activities to realise any marketing efficiencies must be top of mind. We will help you with internal and external research and with measurement and evaluation to create a sound basis for program of work to create or increase brand equity, and to calculate ROI.

As a hybrid organisation, we can provide both consulting and creative capabilities and bring the necessary skills to arriving at the right mix of solutions to create the seamless brand strategy you need. Drive your brand architecture and propel your consumers to love and passion.

Build a Brilliant Brand from the Inside Out

Research, insights,  purpose, gap analysis and change – Brand Power. Let’s help you build it so they will come

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Brand Purpose
We'll help you discover your resonance through purpose and passion
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Brand Positioning
We help find your tribe and a position and proposition they'll love
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Brand Research
We'll help you find your sweet spot segment using data
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Creatives & Analytics
We forge a compelling proposition and message.
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Consolidate and Extend
Explore resonant growth and assimilation options.

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