At minimum, a brand strategy guides your marketing. A good brand strategy determines how you speak to customers and prospects at every touchpoint. But great brand strategies factor into every business decision you make and help people understand exactly why you do what you do, and make what you make; why people choose to work for you, and with you; and why customers choose to hear from you, and value what you say.
Asking the right questions—including the toughest ones—is the only way to get to an authentic solution. Conducting primary research with you and your prospects, surveying existing research, and using the latest social listening tools to see how your customers are perceiving—and therefore shaping—your brand, we start with an immersive deep dive into your firm, your competitors and the industry overall.
We interview people at your firm. We interview customers, wannabe customers and former customers—satisfied and otherwise. We dig deep into your competitors and the industry. All with an eye to revealing insights that can only come from objectivity.
Who needs you and who doesn’t? Whom should you spend your marketing dollars against? What are the barriers to reaching those who will be your best customers? Are those barriers real, and surmountable? Out of those questions, and more, comes a winning roadmap to your best prospects.
Once we’ve established, together, your primary targets and their relative value within your firm’s strategic marketing plan moving forward, we create useful, actionable personas that inform messaging, prospecting, omni-channel user experiences, site architectures and more.
You may have many divisions speaking to wildly different audiences, or truly separate entities under a holding company. Brand architecture won’t always match your business lines, but it should always provide clarity and align with your positioning and messaging.
Where and how you put your stake in the ground is critical to attracting prospects. We’ll use the results of our research, including a thorough SWOT analysis, to plot a competitive positioning for your firm—where you are today and how you can get to a stronger position versus your competitors.
To get a well-rounded picture of a firm, you need differing forms of intel from a variety of firms. Below are some of the resources we use for our deep dives.
We’ll let long-time client Bob Youngentob, President of EYA, cite the benefits of a solid brand strategy. He does it far better than we ever could.