Brand Strategy
What is a brand? While many definitions exist, the ultimate goal of a brand strategy is "not about getting your prospect to choose you over your competition; it's about getting your prospect to see you as the only solution".
Developing a brand strategy is just one component of a broader marketing plan; however some organizations choose to develop a brand strategy as a distinct initiative.
A brand strategy will ultimately influence your brand identity (e.g. logo, brochures, web site look and feel). However, prior to developing the brand identity, the strategic exercise of developing a "brand platform" is essential. This platform includes elements such as vision, target audiences, brand personality and positioning.
TeamThink can work with your team to develop a brand platform.
Approach
- Meeting with project sponsor(s) to outline brand objectives
- Identify internal team that will work on the brand strategy
- Conduct 1/2 day workshop to educate team on brand strategies and gather internal viewpoints about the organization's brand
- Identify current and past clients to be interview to understand external perception of the organization's brand
- Develop interview scripts
- Conduct interviews
- Summarize findings
- Conduct two to three workshops to develop and finalize the brand platform
- Deliver final brand strategy document
Learn more about TeamThink's approach to developing brand strategies.
Success
TeamThink led the creation of a brand strategy and marketing plan for an Engineering Solutions and Asset Management Services Firm. TeamThink held a workshop during an executive retreat to educate the leadership team on branding. TeamThink then conducted one-on-one interviews to understand customer perceptions of the organization and to test positioning statements. Interview results provided evidence the brand strategy needed to emphasize the highly regarded employees and customer service excellence that were key traits customers consistently recognized about the company.