Brand Strategy

Bridge the gap.

Who you are – How they feel.

Brand strategy is not a process of mastering the mystic arts. It is, however, applying critical thinking of who we are and how we serve; through the eyes of our audience. A brand is an emotional connection your audience has with your company, your product or your offering. The surprising truth of a brand is that it will remain out of our control but firmly in theirs.

Applying a strategic process, you enable your company to be radically differentiated, effectively communicate to a specific set of values and needs and collectively build a brand alongside your internal and external audience.

Brand Strategy

Bridge the gap.

Who you are – How they feel.

Brand strategy is not a process of mastering the mystic arts. It is, however, applying critical thinking of who we are and how we serve; through the eyes of our audience. A brand is an emotional connection your audience has with your company, your product or your offering. The surprising truth of a brand is that it will remain out of our control but firmly in theirs.

Applying a strategic process, you enable your company to be radically differentiated, effectively communicate to a specific set of values and needs and collectively build a brand alongside your internal and external audience.

BRAND

Brand Insights

To occupy the space inside the mind of our audience, we must surface who occupies the space, why they do and where do we fit in.

Brand Core

Define your reason for being, beyond money. Your guiding principle to make confident decisions. Know precisely where the company is headed and how it will get there.

Positioning

Define the brand through the eyes of your audience. How the brand competes in the market and the emotional benefits it brings.

User Persona

Brands create customers that ultimately believe what they believe. From segmentation, we begin to define whom we serve, how we provide value and understand behaviour by addressing the challenges they face.

Attributes

Characterise the brand internally and externally. How we describe ourselves, the tone of voice, our personality and distinctive traits that help create our identity.

Messaging

A brand is an emotional connection. We cannot control what they feel, but we can influence it. Establish a distinctive tone, be clear in your language and communicate with meaning.

AUDIENCE

Facts

I have a job to get done. This brand fill that void. I know why I would use this brand. I'm stuck between two brands. I use this brand because they are the best.

Values

Who is this brand? Why do they exist? What do they want to do? Where are they going? Do I believe them? How is this brand making a difference? Why should I join?

Stakeholders

This is the only brand that does this. There is no other replacement of this brand. I love this brand. I'm proud to be part of this. How can I help contribute to the brand.

Tribe

Who am I? If I buy this, what does that make me? I hate that, that's not for me. I don't see any value there. I want to be unique. I align with that brand; I want to make a difference, but how do I do that?

Perception

What do I see, hear, taste and feel? Can I relate to this brand? I'm happy to be seen as part of their cause. I advocate what they're about. I feel connected with them.

Language

There is consistency in how they write and the way they speak. I'm not confused. I feel great about this brand. I choose a brand that is transparent, clear and knows what I need.

What’s in it for you?

✓ Clarity

A crystal clear view on who you are and why you exist beyond money will allow you to remain in the driving seat. Often businesses that are in autopilot tend to be directing itself and will mean losing control; allowing the brand to be interpreted without influence. When the company is uncertain, so is your audience.

✓ Differentiation

Knowing what you offer will make a significant impact on how your company make decisions. What makes your brand the only brand within the category? We work with you to define your stakes in the minds of your audience; to be able to drive targeted marketing efforts directly to them. A strong differentiator means we no longer compete on price.

✓ Meaning

Let’s work on creating a brand that as meaning and align the whole company with its audience. What you do is not the sole reason why your audience will purchase from you. You must know what your audience needs, who they want to become, and how can they adopt your brand as part of who they are.

I'm a certified brand strategist looking to help you grow.

Considering strategy? Some food for thought:
  • Is everyone currently pulling in the same direction?
  • What does your audience think of the brand?
  • Are they considering others? If so, why?
  • Does your message communicate the benefits they receive?
  • How important is the brand to others?
  • How does your internal audience align with the company?
  • Does the whole company know what the main objective is?
  • How does the team influence the end goal?

Our Approach

We incorporate a simple philosophy in our way of work.

Start a project

Startup or an established brand, we all share a crucial need; growth.