Branding fundamentals: part 3 of 4
The foundation of a clear brand strategy
Our Micro Branding and Corporate Branding programmes help you achieve the following:
Survey your brand landscape
- Work out your (business, product or service) brand’s core competencies
- Assess who your existing and potential customers are and find out what they like and what they don’t
- Find out how your customers and your employees feel about your brand and those of your competitors
- Define how favourably your brand is viewed by customers and potential customers
- Consider how far you can credibly develop your brand without moving away from its core competencies
Create your brand blueprint
- Distil the findings into an easily digestible document, or series of documents, with clear action points
- Provide a basis for brand propositions that:
- Motivate and challenge your staff (internally focused mission and vision statements);
- Speak directly to your market and differentiate you from your competitors (externally focused tag lines and headlines)
Armed with this, you are well placed to begin building a compelling and consistent brand.
