Brand StrategyProcess and Case Studies
If you’re reading this, chances are you want to learn how brand strategy can help your business:
Stand out from competitors
Acquire new customers
Impress and secure investors
To accomplish these goals, we collaborate through a process that is research based, open-minded and generally enjoyable. Yes, strategy can be fun.
A typical brand strategy Includes:
Align the Business and Brand
- Business challenge
- Consumer challenge
- Brand objectives
Inmmerse Ourselves in the 3 Cs
- Company audit
- Competitor audit
- Consumer audit
Learn From the 3 Cs
- Company insights
- Competitor insights
- Consumer insights
Converge Learnings Into a Strategy
- Distinction compared to category
- Main benefit and brand promise
- Positioning statement
There’s always something new to learn. I continue to evolve my method by working with strategists and agencies, books like this one, podcasts and training.
If you’re considering reaching out to discuss brand strategy, here are a few helpful questions to ask yourself first.
Why are you making this change?
Why brand strategy?
Why are you doing this now?
A novel product (a belt without holes) was looking to develop distinction from their competition, evolve beyond features-focused messaging and establish themselves as the category leader.
Research lead to new customer insights.
Insights led to a new brand promise.
An established cannabis brand wanted to rebrand, refine their consumer segments and stand out in a tricky cannabis category.
Research led to a new set of values.
Values led to a new brand promise.
A growing ecomm fashion brand wanted to reach new consumers and develop a new identity, while staying true to their roots.
Research led to new customer insights
Insights led to a new brand promise