Brand Development :: Brand Consultants, Experts in Brand Creation and Brand Design.Back
The primary role of marketing within most organisations is to build the brand and to create demand for the products and services it offers.
To do this effectively everyone, not just the marketing team has to share in the responsibility of building the business and the brand.
Through internal workshops and interviews with directors we can help provide the clarity to shape the understanding required to appreciate your:
- Attributes & Characteristics
The unique qualities of the business provide vital clues to the nature of the brand. Identifying them and harnessing their competitive advantage is invaluable exploration.
The brand personality is the manifestation of the characteristics. It defines the way audiences perceive the brand, its attitudes, beliefs and spirit. The business should be aware of its brand persona.
Every business has to have a clear sense of worth and be aware of what they've got to shout about. Used correctly they can close the sale. Values are communicated by our behaviour. In business, as in life, actions speak louder than words and 'experience' has become the new advertisement. Hence, you are what you do.
- Brand DNA
The business has a mix of rational and emotional reasons for engagement. A combination of commercial facts and emotive, persuasive qualities form the building blocks of the brand.
- Brand Proposition
A brand proposition is a succinct expression of what your brand promises. This is an important anchoring point for brand awareness. The brand proposition should include target audience, the benefits of working with the brand and the criteria for attaining it. The aim is to clarify what the brand is offering, to whom, in what format - and how to attain it.
- Brand Essence
Short-hand for the brand proposition, often adopted as a strap line, expressed as a single-minded idea or theme which forms the core of tactical marketing communications.