brand development
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brand development

In a post-consumer environment we have 10 to 20 of everything. Today, companies must stand for something. Our brand development marketingapproach seeks to separate your product or service from the marketplace clutter that relates to your customers interests, personality and characteristics for maximum profitability.

Brand Development, Marketing & Strategy

A brand is the collection of feelings, thoughts, emotions and experiences (negative or positive) one person has about your product, service or company. Valuations of the top companies in the world suggest that close to thirty to seventy percent of the company’s value (all assets included) account for brand equity. It is this premise that makes brand development an important central aspect of running a business.

Why brand development works:

When companies engage in brand development they are investing in a process to secure their future profitability and sustainability. In today’s over-crowded, over-done and over-the-top marketplace—you must stand for something and differentiate yourself in a way that allows your targets to admire, recognize and incorporate your brand into their personal identity, interests and business requirements. This approach aids and influences their decision to purchase. The outcome of brand development is to guide your customers on how to think, feel and do about your brand in a way that best benefits profitability and growth.

The essence of building a brand is keeping your promises and delivering great experiences.

In order to create a brand, organizations must start with these three understandings and ask these questions:

1. Positioning

Where is the white space? Who are your targets? Where are the spaces in your industry/category that allow you to be first, seen, heard and remembered for strategic competitive advantage? What do people call you? How can we take an outside-in approach that helps us understand what our customers actually think, feel and do?

2. Brand meaning

Build meaning into your brand… How do you talk about it? What do you say about it? What does it look like and what do you stand for? What can you say about it in 30 seconds? Why and how does your organization really benefit your customer? What is the reason for your existence outside of making a profit?

3. Brand delivery

How do you deliver the brand? What consistent parameters do you place around it. What ways can you leverage it? What media and channels best supports it? How can you get your employees to live and breath the brand?

Think about your service, product or company — do you have a solid plan in place? Were you able to accurately answer the questions above? Is your brand positioned correctly and being delivered efficiently to build brand equity? If you are a start-up or a company who recognizes and understands the importance of brand development — we can help.

Our brand development process will help you:

IDENTIFY

your organizations problems, strengths, weaknesses, opportunities, threats and goals

AUDIT

your competitors positioning to identify their weaknesses for strategic advantage

UNDERSTAND

your target audience, community and potential industry/category channels

GATHER

qualitative (interviews, insights or information) or quantitative (web metrics, trends, industry data)

UNCOVER AND INNOVATE

the potential areas of white space that allows your product, service or company to be first, seen, heard and remembered

POSITION

the compelling evidence and vision that makes your product, service or company unique

DIFFERENTIATE

your product, service or company to make your claim credible, trustworthy and reliable

CREATE

the messages that will accurately communicate and resonate with your targets

IMPLEMENT

strategic design tactics to attract, acquire and retain

DELIVER

the brand through internal employee alignment and adoption, customer touch points, external media, marketing and sales objectives

How will this benefit my business?

  • Preempt your competition
  • Increase profitability for long-term sustainability
  • Consistent brand delivery spurs employee motivation
  • Increase the value of your company over time
  • Brand definition brings clarity to your business goals and direction
  • A well developed brand works for you 24/7
  • Saves money on future design and advertising needs

page35 is dedicated to finding the spaces that will enable your product, service or company to be first, seen, heard and remembered for profitability and sustainability. We innovate the strategies and ideas that cut through marketplace clutter. To learn more about our processes and approach contact us today.

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