Branding
Our Proprietary Process: The Brand Compass
We can hypothesize, but the market data from our proprietary Brand Compass™ study will tell us the “right direction” for what the market wants (including messaging) and point the brand due north. To learn more, contact us.
Brand Development:
Research, Analysis, and Brainstorming
Brainstorming: How do we innovate? How do we do it better?
Concept: The big idea. How you want to relate to your audience?
Soul Searching: What is good? What needs to change short & long-term?
Brand Awareness: Give them something to remember.
Brand Management: Execution & Maintenance
Systems: How does the brand relate across all mediums?
Brand Loyalty: Exceed your customer’s expectations each and every time.
Benefit Testing TM
Benefit testing is done through the use of “key benefit boards”. These boards consist of a beneficial statement about the company and a photo that represents that statement. The beneficial statements are written by the manager or president of the company. The usual amount of key benefit boards are around 30. Once the boards are created, they are used to interview internal managers, customers, prospects, industry thought leaders, etc.
After interviewing people, we analyze the results and put the boards in order of most important to least important. Most companies are shocked to find out that what they thought was most important, may actually be something their customer’s felt was not so important. These results allow a company to see what their customer’s want and how they view their overall brand. Knowing this information can make a company’s brand stronger.
