Brand
strategy
We have a very simple approach to building a brand strategy.
Branding is tough enough without the gimmicks, buzz words, and shake 'n' bake formulas that drive a whole industry of experts. We go a long way on common sense, asking tough questions, and digging until we get to what’s really important. What you get is a big picture framework for making decisions. This will save you from constantly re-inventing the wheel. But if you enjoy repetitive unrewarding tasks, who are we to get in the way?
Branding is your first shot at being different. Don't build a brand that makes you one of the trees in the forest and then spend the rest of your marketing budget trying to stand out.
1 The most important step in coming up with a strategy is figuring out how to think about the problem. What do you believe in? Who are you really after? How are you different?
2 Branding is not just about being different. It's about being different for the right reasons. If you base your positioning on things you really believe in, everything flows.
3 When you identify the territory you want to own, you can own it convincingly. When you zero in on the people who are most important to you, you are less likely to be distracted by less important targets.
4 Many companies confuse strategy and tactics. Often they can't sit still long enough to think about strategy. So most of their thinking is reactionary and short-term. What they say does not match what they do. There is no consistency.