Brand Marketing Strategy and Consulting
Define the Difference & Establish Your Positioning
Every organization must define itself and learn to community its special value. You can share your story through your Website, content, social media and public relations, but remember that your brand is defined by the consumer’s experience and perception. Not only does the consumer experience your brand in multiple media, including online, but your brand is shared instantly with others.
Every situation is unique. A branding process might include:
- Brand Messages
- Brand Name
- Brand ID Manual
- Collateral
- Logo Design
- Mission Statement
- Slogan
- Value Proposition
- Website copywriting
How Does Brand Marketing Fit into Your Strategy?
Brand marketing is the foundation upon which your entire organization and marketing campaigns are built. Start by answering these 12 Questions You Need to Ask to Define Your Brand Marketing Strategy.
Next, integrate them into your Web, search marketing, advertising, marketing collateral, social media, content marketing and public relations strategies.
A. Brand Strategy
Discovery:
Your organization’s brand strategy starts with the discovery phase. VISION MARKETING uses existing internal information (past customer research, historical sales data and patterns, brand positioning and known competitive strategies) and surveys of key internal personnel, as well as secondary online research, to conduct a strategic brand analysis of audiences, customers, competitors and the industry.
The information gathered during the discovery phase is instrumental in the creation of messaging and campaign strategy. Key questions addressed during the discovery phase include:
- What makes us different?
- How do we express that differentiation in words, images and actions?
- What is our “sustainable competitive advantage?”
- Why do customers buy from us the first time? What keeps them coming back?
- Where do we perceive our current brand is falling short? Do external audiences share these perceptions?
- Who are our primary buyer personas?
Internal Brand Analysis
Conduct brand discovery surveys to assess the brand’s history and identity, define internal perceptions, and identify strengths/weaknesses/opportunities/threats. Online surveys are completed by the internal project manager and key personnel.
Customer Analysis
Utilize existing data and internal insight to analyze trends, motivations, unmet needs and segmentation (i.e. how the brand is being positioned to different audiences).
Competitor Analysis
Utilize existing information and online research to assess the brand positioning, Internet presence, strengths and weaknesses of competitors.
Industry Analysis
Research trends and forecasts affecting the industry, and potentially influencing the organization’s future direction and branding.
Deliverables:
Upon completion of the discovery phase, VISION MARKETING will present key findings and preliminary recommendations to your internal brand team. While each brand strategy is customized to your organization’s needs and goals, following are Deliverables that may be included in your project:
- Brand Messages
- Brand Name
- Brand ID Manual
- Collateral
- Logo Design
- Mission Statement
- Slogan
- Value Proposition
- Website copywriting
B. Brand Consulting
VISION MARKETING delivers brand consulting services to help organizations of all sizes differentiate and define themselves.
- Perform research and analysis of industries, competitors and audiences.
- Define positioning, mission statements and value propositions.
- Develop brand messaging for use in websites, collateral, sales and content.
- Assess and develop brand names for companies, business units, products and services.