Brand Strategy
Your brand identity will be repeatedly communicated, in multiple ways with frequency and consistency throughout the life of your business; therefore, we develop the strategic platforms that are an absolute requirement for successful branding programs. Our strategic services include:
Brand Platform
A brand platform is the set of associations that customers make with your company. Some of these associations may be quite obvious and strong and may come from the foundational values or from the bright history of your company. We can define its key elements as follows:
- Brand Vision
- Brand Differentiation
- Brand Promise
- Brand Personality
Brand Positioning
Positioning is the “perception” that happens in the minds of the target market people.
It is the aggregate perception the market has of a particular company, product or service in relation to their perceptions of the competitors in the same category. It will happen when a company's management is proactive, reactive about the on-going process of evolving a position. A company can positively influence the perceptions through enlightened strategic actions.
In marketing, positioning has come to mean the process by which marketers try to create an image or identity in the minds of their target market for its product, brand, or organization. It is the 'relative competitive comparison' their product occupies in a given market as perceived by the target market.
Branding experts at Perception System can put your brand’s position correct and evaluate the strategy to keep it always up
The product positioning process involves:
- Defining the market in which the product or brand will compete
- Identifying the dimensions that define the product 'space'
- Collecting information from a sample of customers about their perceptions of each product on the relevant attributes
Finally, positioning your company's services same the way as above.
Brand Architecture
The design of brand architecture would satisfy a number of key principles:
- Parsimony: The brand architecture would incorporate all of the firm's existing brands, whether developed internally or acquired. It should provide a framework for consolidation in order to reduce the number of brands and strengthen the role of individual brands. Brands that are acquired need to be melded into the existing structure, especially where these brands occupy similar market positions to those of existing brands. Equally, when the same or similar products are sold under different brand names or have different positioning in each area, ways to harmonize these should be examined.
- Consistency: Another important element of brand architecture is its consistency relative to the number and diversity of products and product lines within the company. A balance needs to be struck between the extent to which brand names serve to differentiate product lines, or alternatively, establish a common identity across different products. Establishment of strong and distinctive brand images for different product lines helps to establish their separate identities and diversify risk of negative associations. Conversely, use of a common brand name consolidates effort and can produce synergies.
- Endorsement: The value of corporate brand endorsement across different products and product lines, and at lower levels of the brand hierarchy also needs to be assessed. Use of corporate brand endorsement either as a name identifier or logo identifies the product with the company, and provides reassurance for the customer. In markets, corporate brand endorsement acts an integrative force unifying different brand identities across national boundaries. At the same time, corporate endorsement of a highly diverse range of product lines can result in dilution of image. Equally, negative effects or associations can harm and have long-lasting effects across multiple product lines. Thus, both aspects need to be weighed in determining the role of corporate brand endorsement in brand architecture.
Brand Messaging
Brands need to speak with a single, unified voice in every communication with customers and prospects. Brand messaging is a formalized document, when you work with the Perception System, that captures the most important points about your brand and then uses that information to develop various brand communications…such as sales presentations, ads, press releases, industry speaking events, web sites, literature and so forth.
By distilling your brand message into a short, memorable description, or value proposition, Branding experts at the Perception System set the stage for the rest of the brand messaging to flow from it in a logical, informative fashion.
- Your core Brand messages created at Perception System offers something different from your competitors.
- Your Brand messages will short, simple and clear.
- Your Brand messages will reflect reality and inspirational. Brand messages would be authentic to be believed.
- Your Brand messages resonate with your target audience and say something interesting.
Finally, positioning your company's services same the way as above.
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I decided to start using Perception System on our website www.golf247.co.uk in summer 2008. The original work was adding various components onto our site. Since then we have had them redesign our site, create a Christmas layout, create bespoke tools for our site, and are now underway with SEO work.
All of the work that has been done on the sit...
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