How well does your brand - product, service or technology - stand out and bond with your target group? Are your marketing effort building your brand stronger and adding value to your business? I am an expert in developing a clear and competitive brand- and a communication strategy whether you are a start-up, creating a new brand, a product or need to readjust the existing one or extending the portfolio. I believe that a brand is a long term asset for the company. Managing it well and keeping it "fit" and relevant is fundamental for your business value and further growth.
I help companies and marketeers to have brands -products/services that stand out, are relevant and have a good reputation.
What is a brand, is it only for consumer companies and why is branding strategic? Very shortly I do not consider a brand just to be a name and a logo. A brand is a mix of the tangible- (logo, name, symbols) and intangible attributes (emotions, values), which are used to differentiate the products/services of the company to the competitors and to bond with the consumer/customer /retail. A strong brand has the power of influencing the buyer. Becoming a strong brand you are perceived as different from the competitor, you are offering benefits to the target group that are relevant to them, you are known and you have a good reputation.
Case for a global consumer company
The brand situation and challenge for the company. The FMCG company is growing globally with a multibrand portfolio consisting of mixed branding strategies and many strong local brands and few global brands. A culture to create brands in each country for each new product innovation and use the same brand name for different visual identities and products across the countries.
The objective was to increase the value for the portfolio and allocate the marketing spend on brands more efficiently.
The task was to build an effective brand architecture moving forward with an overview of the structure, the brand identities including sub brands, levels, role and positioning. The work should also identify the potential for the brands and their brand space in the market so the portfolio was making sense to the customer and a structure that covers the market more effectively and a better way of spending the marketing effort and building brand equity.
Case for a small company
The company´s marketing situation and challenge. A small company producing new technology products and services. With a limited marketing budget, how do they wisely brand and communicate about their products to both the consumer and BtB customer.
The task was to create a brand- and communication strategy. The solution gave the company a clear guideline and strategy to stewarding the brand and building awareness and likes in all the relevant online and offline touchpoints. It consisted of a clear brand essence consisting of the brand elements, visual language, identity and positioning. Furthermore they got a clear communication strategy showing the key competitive product benefits and which messages, stories and key words to build upon the brand and products. With that in hand the company also knew what they should be known for and to focus and optimize the marketing spend on that.
Brand strategy is based on your brand situation and scopes how to brand your products/services in an optimized direction for further development and growth. A clear brand strategy helps fulfilling the business and sale targets.
Brand situation analysis gives clarity to how "healthy" the brand is, how strong and clear is it. How good is your brand and products/services to deliver benefits to your target group, how relevant is your offer, how strong is the positioning, how consistent is your brand, does your brand architecture make sense and add value to the business. How good is your brand communication and activities to build awareness, interest, relationship and adding value. Where is there room for strengthen the brand and build value to your business.
Brand platform defines the core idea and concept for the brand or brand portfolio. It gives clarity to the competitive advantage for the brand(s) and USP for the products/services. The platform consists of identity and positioning. The identity is the key elements of the brand and what it offer to the target group. The positioning tells the unique place and promise of the brand among competitors and in peoples lives. The visual identity/language is the graphic design elements of your brand.
Brand architecture and branding strategies. The brand architecture is the system of brands and products. It shows the overall offer and structure in such a way that it is easily understood by buyers. It tells you how the brands and products are related to each other in the portfolio and how the brands and products are segmented in the market place. The architecture also shows where the value is being built in terms of branding strategies. Should it be master brand, house of brands, should the brand go across categories, how to expand or consolidate it in order to make the portfolio fit. How is your brand architecture today, how effective is it and how should it be developed to meet market needs and expectations.
Communication strategy defines your brand communication. What do you want to communicate, to whom and within the marketing vehicle. What is your key messages and supporting messages. How do you build up the story and execute the creative concept.
Brand planning is about documenting your brand strategy, plans and activities in order to manage the brand effectively. I help facilitate in the annual brand marketing and budget planning process or do the documentation if time and human resources are limited.