Brand Strategy

Your brand must compete to be heard. 

In today’s busy and cluttered business environment, brands need to strategically differentiate their organization’s products or services more than ever. We are a strategy and insight driven marketing firm – and one of 24 nationally certified brand strategist – who focus on uncovering one of the most valuable assets within your organization – the brand. We deploy a research-based, unique and proven process to help organizations uncover what makes your organization different and, more importantly, integrate it into every aspect of daily operations.

Differentiation begins with a deeper purpose. 

Which is why we start with the question – why? We believe that every company in the world knows “what” they do. Fewer companies know “how” they do it – whether it be through a propriety process or a unique manner of delivery. And very few can identify their “why” – that is their deeper purpose. It is through this purpose that consumers create compelling and meaningful connections with your brand, product or service. As part of the strategic brand development process, we work with your to understand your “why” and bring it to life as a differentiator.

Try our telescope. 

Using our proprietary process, “Turning the Telescope,” we focus our discovery on understanding who you are as an organization and what makes you different than the others in your market space; with the goal of creating uncontested market space. Brand development is about understanding who you are as a company, why you do what you do and what makes you different. Using this information, we build a strategic brand foundation from which your organization can operationalize a value-building brand strategy; making the brand a vital part of daily business.

Benchmarking Your Brand.

How fully do you understand all of your audience? How well do they understand you? Our Brand Insight Assessment is great for identifying gaps in how your brand is seen not only by your customers, but by your employees, partners and suppliers. A strong brand cannot be built by marketing alone. It requires a unified vision, with internal teams working towards the same goals. The Brand Insight Assessment is based on the idea that a strong brand cannot be built from strong marketing alone. It requires the understanding and support of the organization from top-tier management, strong internal communications and training. The Brand Insight Assessment can be used periodically to understand how the brand strategy is shifting the perceptions with each audience type.

Brand Touchpoint Audit. 

We conduct a full review of all of your internal and external “touch points”. A brand touchpoint is anywhere (tactically) any of your audiences interact with your brand. We then map out these touchpoints and identify what messages should be being delivered. This will ensure that we are consistently reinforcing the brand across every touchpoint.

Brand Strategy Services

  • Extending Your Brand with Enculturation
  • Research
  • Awareness and Perception
  • Demand Satisfaction
  • Pricing Analysis
  • Conjoint Analysis
  • Brand Insight Assessment
  • Mystery Shopping
  • Custom Research
Extending Your Brand with Enculturation

Extending Your Brand with Enculturation

As part of the journey, it is critical that your business strategy aligns with your brand strategy and your people strategy. (Too many organizations say all the right things and then contradict themselves with their business strategy/actions or their HR/people strategy). The benefit of Enculturation is the integration and operationalization with your employees and key partners to help them better understand what you stand for and present a clear, consistent message and image. This process ensures that an organization doesn’t go through the motions of brand development only to “park” the final report on a shelf and revert to what they have always done. Enculturation is a management process that ensures that an organization’s brand culture/strategy is maintained, not just at the launch, but also indefinitely.

Enculturation is the solution:

  • Integrate your company’s values with employees and key partners
  • Operationalize your beliefs so they become a regular part of all processes
  • Create consistency by always thinking of your brand, your why, your purpose
Research

Research

Whether the question is simple or vital to your business’ future, we are able to deliver answers from who matter most – the specific audience being affected. We are a research-based marketing firm that believes in the importance of and value in understanding the perspective and actionable data surrounding issues important to your success. And, more importantly, we are able to dig into, analyze and uncover the key insights. And, armed with these insights, we deliver compelling recommendations from which you can confidently make the right business decision(s).

Our capabilities include the following types of studies:

  • Awareness and Perception
  • Customer Satisfaction
  • Pricing
  • Conjoint (Trade-off) Analysis
  • Brand Insight Assessment
  • Mystery Shopping
  • Custom

We are targeted on research. It’s the underpinning for all of our work. Success is driven by understanding the perspectives and actionable data that directly relate to your goals. We have decades of experience in how best to dig into, analyze, and uncover key insights. Armed with information, we can deliver recommendations so you can confidently make decisions.

Awareness and Perception

Awareness and Perception

The main objective of an awareness and perception study is to track and understand your audience’s knowledge/recognition and how they feel about your brand, product or service. By understanding levels of awareness, we are able to establish a baseline of familiarity. Familiarity of a brand and recognition are key markers to determine a consumer sell-through. Beyond awareness, perception will tell you how an audience feels about your brand in relation to others, what attributes of your brand are important and which are not, and how brand interactions impact your customers/potential customers overall. These studies are an effective gauge of why your customers/potential customers are, or are not, choosing you.

Demand Satisfaction

Demand Satisfaction

Our customer satisfaction studies show you how well your company exceeds, meets, or fails to meet customers’ needs. Over time, these measurements provide deep insight and provide a path to understanding of ways to fine-tune customers’ brand experience.

Pricing Analysis

Pricing Analysis

How do your consumers perceive value relative to your brand, product or service? By deploying a pricing study, brands can effectively evaluate the value proposition in the minds of their consumers – ultimately determining whether you are priced to high (where consumers are either misunderstanding the value proposition or the pricing is just too expensive) OR you are potentially leaving money on the table (creating a question of lack of quality in the mind of the purchaser). In any case, right pricing is crucial to owning your brand space. 

Conjoint Analysis

Conjoint Analysis

If you want to know what product elements might add more value in the mind of your consumer, consider a conjoint analysis study. The research design allows the respondent to make trade-offs with a series of product features. For example, would your consumer consider option A more important than option B? Using a variety of well-chosen options, conjoint analysis can shed light on the optimal mix of features for your brand.

Brand Insight Assessment

Brand Insight Assessment

This online research tool is unique to our agency. We tap into various groups — management, employees, partners, suppliers, and customers — to learn how each one sees your brand. The research powerfully identifies gaps both in the brand experience and in other elements critical to a positive customer experience. With a full view of every involved party, you can see from the inside out just how well the brand is or isn’t aligned. This proprietary tool is based in the truth that strong marketing alone isn’t enough to build a strong brand; it also requires top-tier management support, coupled with strong internal communications and training. When conducted periodically, the assessment also shows if the brand strategy is shifting perceptions with each audience. 

Mystery Shopping

Mystery Shopping

Your investment in frontline staff helps ensure the customer experience unfolds as designed. However, when staff training is complete, how will you know if it’s translating into positive real-world interactions? Mystery shopping allows for a “shopper” — who understands the ideal shopping scenario — to impartially evaluate whether staff training has been effective at the point of delivery. Your report will offer insight on how to further train talent that will, in turn, create a better overall customer experience.

Custom Research

Custom Research

Need some research tailored just for you? Tell us what you want to better understand. Whatever it is, we can create a methodology that will generate useful data you can act on. Because we’ve built our reputation on our research, you can also count on us to interpret the data and offer insights that will directly address your business goals.

Let us know what questions keep you up at night.

We’ll get you answers

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