Developing a brand strategy | Brand Advantage

Defining a winning brand - who you are, the principles you stand for, and who you want to engage with.

There is both an art and a science to the development of every corporate brand. There’s your business-focused corporate self, and then there's the personality that shapes how you communicate with your clients or customers, your employees and your suppliers.

Our Brand Advantage™ programme is a facilitated process that empowers key decision makers within your business to come to a definitive agreement on who you really are. It’s also how we get to understand you too.

Together we interrogate the values that define your unique market proposition, and the vision you have for achieving your business objectives.

How are you perceived within your market place? Are you an emerging brand, an established brand or a brand leader?

What drives and motivates your target audience? And what design cues and messages are they looking for in your corporate brand identity?

By understanding these, we can bring distinct clarity to your visual brand - making it relevant, stand-out and engaging.

For many, a brand identity is a logo. But it’s so much more than this, it’s a brand language that extends across your entire marketing estate - from social media platforms and proposal documents to internal employee communications and corporate signage - even the colours of your walls.

Brand workshops

The best way to understand your brand is to see it through the eyes of an objective third party. And our Brand Advantage™ workshops are designed to do this. We assess your brand without the emotion that you attach to it. We quiz your assumptions about what it stands for, who your customers are, and why they want your business. Values, principles and purpose - they all come under our forensic microscope. Everything is up for discussion.

Competitive analysis

Where you sit within your marketplace, and where you want to get to, all form part of our detailed analysis of your competition. Understanding your commercial ambitions, and the challenges and competition that stand in your way, enable us to focus on the key selling points and other characteristics that will give your brand its own competitive edge. Are you a leading brand, or an emerging brand?

Brand strategy

This is all about the look, feel and design of your corporate brand. It’s how we convey your corporate personality through colours, fonts and graphic devices that reflect your core principles and values, and the emotional connection you want to make with your clients, employees and suppliers.

Positioning - voice and tone

Are you formal, relaxed, corporate, professional? All these different personality traits are reflected in the way you articulate what you have to say. By understanding your corporate personality we can develop a tone of voice that is true to who you are, and one which resonates with your audience - and their expectations around your brand. This is about how we translate the visual cues of your brand into the emotional use of language.

Content & copywriting

Quality content and robust copywriting are critical components to conveying the integrity and authority of your brand. Search engines and AI tools place a high value on content that demonstrates proven knowledge in your marketplace, and it’s what your customers are looking for too. Case studies, blogs, thought leadership pieces, website copy - they all require expert composition to create high content that is fresh and engaging.

Ongoing consulting

Brands evolve, markets are in a constant state of flux. Nothing stands still. The biggest moment of jeopardy for any brand is unexpected invisibility - when your competitors appear to have taken a lead, or captured the market’s imagination. Our ongoing brand consultancy is there to help you remain fresh, relevant and visible.

Brand Advantage^™

Process

Challenge

How do companies remain at the forefront of their customers’ minds? How do they maintain their position in the marketplace, or even assume greater prominence?

Your brand is the key asset through which you engage with your target audience.
So you need to understand their values, their pain points and their motivations.
By understanding each of these, in their own right, we can create a brand, and a brand strategy that has the power to connect across all your marketing channels, and your physical property estate.

Solution

Our job isn’t to tell you what your brand should look and feel like. It’s for both of us to explore and discover this together.

Our job is to bring objective analysis and scrutiny so that, together, we can arrive at the development of a brand that brings certainty about what you stand for.
It also helps us understand how your target audience responds when they encounter your brand - whether that’s digitally or in person.
Brand Advantage™ is a structured series of provocations that helps you challenge assumptions you have made about your brand, and your business goals.
By working through each facilitated module we arrive at a place of absolute clarity.

Brand Advantage^TM