Overview of Brand Strategy
A Brand Strategy is the foundation for a "Consumer Centric" approach to marketing.
A well-crafted Brand Strategy is the primary driver of profitable organic growth.
It means more consumers buying more of your products more often.
It provides a strong rational and emotional connection with consumers/customers to your brand.
This enable organizations to develop:
Motivating, consistent and effective brand communications.
Guidelines for brand development.
A common language - both internally and with partner organizations (e.g. agencies).
Documented knowledge that withstands staff additions and turnover.
Brand Strategy culminates in a Brand Promise
The single-minded expression of the most compelling, believable and distinctive benefit your brand can provide to the target consumer/customer in order to drive behavior and growth.
A well-crafted Brand Strategy is the primary driver of profitable organic growth.
It means more consumers buying more of your products more often.
It provides a strong rational and emotional connection with consumers/customers to your brand.
This enable organizations to develop:
Motivating, consistent and effective brand communications.
Guidelines for brand development.
A common language - both internally and with partner organizations (e.g. agencies).
Documented knowledge that withstands staff additions and turnover.
Brand Strategy culminates in a Brand Promise
The single-minded expression of the most compelling, believable and distinctive benefit your brand can provide to the target consumer/customer in order to drive behavior and growth.
Consumer Centric Solutions Approach
CCS in partnership with Zuber and Associates works with your brand team to build the Brand Promise by defining the following inputs:
Consumer Goal: Identifying target consumers and the changes in behavior that can be expected with
successful communications of the Brand Promise
Consumer Insights: The underlying needs and motivations of target consumers. Addressing these means
the Brand Promise is compelling.
Band Essence: How the brand is defined in the hearts and minds of the target. (Sometimes referred to as the
brand wheel.)
Competitor Promise(s): Understanding how the client's brand promise is distinct from those of competitors.
CCS and Zuber and Associates have experience in applying the process to Business to Business Marketing organizations as well as Consumer Product and Service organizations.
CCS in partnership with Zuber and Associates works with your brand team to build the Brand Promise by defining the following inputs:
Consumer Goal: Identifying target consumers and the changes in behavior that can be expected with
successful communications of the Brand Promise
Consumer Insights: The underlying needs and motivations of target consumers. Addressing these means
the Brand Promise is compelling.
Band Essence: How the brand is defined in the hearts and minds of the target. (Sometimes referred to as the
brand wheel.)
Competitor Promise(s): Understanding how the client's brand promise is distinct from those of competitors.
CCS and Zuber and Associates have experience in applying the process to Business to Business Marketing organizations as well as Consumer Product and Service organizations.