Brand Positioning and
The development of your strategic brand promise, and how this translates to the different offerings within your business, which together build your brand equity.
This covers sophisticated challenges including:
Megabrands - how do the pieces succeed individually, and all fit together to create a unified brand
Brand Stretch - how can a brand successfully stretch into new categories or services for which they are not already known
Brand Proof - how to build proof points into your offer that sells product & builds equity
Brand Investment Leverage - where to invest for maximum impact. This considers the master brand, individual offerings, the which hero offerings have a halo effect
This is valuable as.....
Brands are complex, most with multiple targets and offerings, which may have different competitiors. This looks at each pillar of the brand indiviudally, as well as part of the whole, and where to prioritise funds for maximum “return on brand and business”.
This is a structured and facilitated process, using our “Define, Decide, Do” methodology that empowers teams to contribute, collaborate and conclude on outcomes.
Strategic Brand Positioning
Brand Equity Matrix
Product / Service Proof Points
Investment Prioritisation Plan
Head of Marketing
Head of Customer
Head of Corporate Comms
Approximately 2-4 weeks
Approximately a 20 page detailed strategic document, with a “1 Page Strategic Brand Equity Matrix” summary for sharing across the organisation