Brand Strategy
Brand strategy is a clearly defined, distinctive compass, framework, and long-term plan to position a company and guide its communications. A human-centred strategy enables brands to cultivate meaningful connections, create recognition and navigate their operating environment, ensuring relevance in an ever-evolving competitive landscape.
Business Model Canvas
Audience Mapping
Brand Proposition
Brand Positioning
Brand Purpose
Brand Architecture
Business Model Canvas
A business model canvas is a strategic management template that helps businesses visualize and define key elements like value propositions, customer segments, and revenue streams, thereby creating a holistic view of a company's operations. Once we have this foundational understanding of the core business, we identify core tenets of brand and points of differentiation to explore further.
Audience Mapping
Audience mapping in brand strategy refers to the process of identifying, categorising, and understanding the various groups that interact with and have an interest in a brand, including the primary market, stakeholders, shareholders, funders, staff, partners, and more. We go beyond identifying and analysing these groups, we delve into pain points, needs and need states. We also map their current, proposed and ideal journeys with the brand. This process is crucial as it helps businesses comprehend the diverse needs and expectations these groups have towards the brand.
Brand Proposition
Defining, in simple terms, your company or product offering and value. This can be more complex than it sounds: companies often have a few offerings targeting different audience groups, a platform and service offering, or a suite of products with different users. Yet this is an essential core of every aspect of your brand and business communications, and even the smallest inconsistency will risk the perceived credibility of the entire business. A strong and stable proposition is structured around the business model canvas, the needs your business fulfils and the more nuanced indirect needs you need to address.
Brand Positioning
Brand positioning is the art of crafting a distinct and compelling perception for your company within the market. It encompasses the strategic decisions and actions that shape how your target audience perceives your brand. As an independent brand strategy consultant, I help you identify and clearly define what space your company occupies in its operating environment and the points of distinction and differentiation that set you apart from competitors in a way that reflects your customer value.Through structured analysis and synthesis of macro and micro factors, I work with you in developing your brand's positioning that serves as the point of departure for brand building, ultimately driving your company's success and growth.
Brand Purpose
Brand purpose refers to the underlying reason for your organisation's existence beyond just making a profit. It represents the meaningful and positive impact that your brand aspires to create. A well-defined brand purpose goes beyond products or services and taps into the deeper values and aspirations of the organization. It serves as a guiding principle that influences the company's decisions, actions, and relationships with stakeholders. By articulating and embracing a clear brand purpose, your organisation can inspire and connect with its target audience on a deeper level, fostering a sense of loyalty, trust, and emotional resonance. A strong brand purpose not only sets the company apart from its competitors but also provides a compelling reason for customers, employees, and partners to align themselves with the brand, creating a shared sense of purpose and driving long-term success.
Brand Architecture
Brand architecture refers to how your organisation organizes and structures its portfolio of brands, sub-brands and product eco-systems. It also addresses how different brands and partnerships manage the perceived ownership balance. Brand architecture defines the relationship between brands, how they are named, and how they visually coexist within the overall brand system. This brings clarity and coherence to a brand portfolio, helping customers and stakeholders understand the relationship between different brands and their offerings. Brand architecture allows for effective brand extension and leveraging, and it provides scalability and flexibility, enabling a company to adapt and evolve its brand portfolio as the business landscape changes.