Brand Strategy

Brand Strategy
Your brand strategy is what makes you stand out in a distinctive, positive way in the customer’s mind. Its purpose is to bring your brand alive with meaning for the customer. It’s more than a name, a logo, a colour, or a slogan, it’s the long term support for the brand built around customers’ preferences and expectations of the brand. The starting point is to understand how customers feel about your brand and in what way they view its distinctiveness from its competition. The next step is to work with Archetype models to find one or two potential positions. These can be road tested with the target audience, before settling on and developing the chosen direction. It’s a big strategic decision, but it’s a great way to create a consistent personality around the brand, that can survive changes in people and culture within the organisation, without confusing the customer.

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