Brand Strategy

Countless brands start with good intentions and fall apart soon after conception. A successful brand strategy separates the great from the mediocre. A well-thought out and detailed brand strategy lays out a plan that defines what the company wants and specific approaches that will help them achieve that while developing their brand.

At Brandetour, we take a methodical approach to assembling a brand strategy.

• • Establish a Purpose -
  Success has many meanings. What is success for your company? Of course financial success has a large bearing on motivation. We dig deeper than that to find out your aspirations and goals of your company. This will guide your brand throughout its life.

• • Define and Maintain Consistency -
  Consistency builds trust. When consumers know what to expect from a brand, they don’t feel confused or ambushed by the unexpected. We take the time to analyze content and design across all platforms to be sure they work cohesively with one another to present a unified brand to your audience.

• • Identify Problems and be Flexible -
  How can consistency and flexibility work together? Consistency without rigidity allows your brand to adapt to changes in its target audience and competition without abandoning its purpose. We identify areas in which your brand is excelling, and areas in which it could be strengthened and work to keep your brand fresh while staying true to itself.

• • Reach Emotion and Build Loyalty -
  Logic is often not the driving force in a purchase decision. What makes a customer pay more for a name brand instead of less for an identical generic product? The customer has an emotional connection and loyalty to the name brand. This relationship has to be built over time. By maintaining communication and interaction with customers, we show them that they are more than a number; they are an appreciated part of your company. We look for ways that your company can engage with and relate to its audience to build a loyal brand that won’t be broken by competition.

• • Learn from the Competition -
  Competition is a part of the marketplace we are a part of. We can neither ignore nor copy a rival brand. We can however, learn from them. As part of our brand research, we look to see what competitors are doing. We carefully analyze the aspects of their business that are working well and try to implement similar strategies. We also evaluate strategies that are failing and make sure that we don’t waste time, energy, or funds on futile efforts.

Through this process, we identify practical marketing and design strategies that will build and develop your brand.

Once goals have been clearly identified, each component of a brand has to be clearly defined as to how it functions within the brand. Brand architecture organizes parts of an overall brand to make sure it is easily and well received. Sub-brands and brand extensions should add to, not detract from the brand. Different architectural structures can be of benefit depending on a company’s needs. We give you the explanation and information you need to decide which organization is best for your company.