BRAND CONSULTATION
Aristotle states that “the whole is greater than the sum of its parts.” The same can be said for branding.
Branding is the total sum of functional, emotional and perceptual assets of the product. We are instinctive beings, despite our best efforts to be rational. Each person creates their own perception of your brand in their mind. The expectations a customer holds for your company, regardless of whether they are good or bad, accurate or inaccurate, make up the image of your brand and influence how your customer thinks and buys. In the simplest of terms, it comes down to the fact that people hate to be sold to but love to buy. A successful brand is able to create an environment that persuades a potential customer to buy without having to ever actually sell.
KNOW YOUR ORGANIZATION OR PRODUCT:
Your organization needs to be set-up for success before your brand is ever created. We will analyze the current state of your company, along with your strategy for the future to better understand what will motivate your customers and employees. This foundation will help support a brand that creates positive experiences and interactions with every point of contact.
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Establish an understanding of your primary objectives, general history, political landscape, resources, competitors, etc.
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Review existing collateral & media materials.
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Tour the company and become familiar with employees
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One-on-one interviews with key stakeholders to gather current perceptions.
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Informal interviews and think tank process with existing customers. This will allow us to learn more about your core demographic and reveal targeted advertising opportunities.
BRAND IMPLEMENTATION:
Building an experience that properly represents a brand begins with embracing and understanding how to use the new brand before its implemented. How the phones are answered, how customers are handled, the look and feel of the website and marketing materials, all components of making your brand message work.
Implementing your brand is key. By presenting the staff, the board of directors, vendors, and industry press with the organization’s newly created guidelines, assures that everyone is on the same page before implementation.
• Produce Implementation Guidelines and Standards
• Instructions for Employees
STEP BY STEP BRANDING PROCESS:
STEP 1: Create Strategic Goals
• Focus on generating creative business solutions.
• Evaluate your primary and secondary objectives.
STEP 2: Assemble Your Team
• Designate the best assets to get the job done properly.
• Utilize Brighton Creative Firm as your:
• Brand Consultants
• Marketing Experts
• Graphic Designers
• Web Designers
• Research & Development
• Target Market focus group director
STEP 3: Internal Analysis
• Conduct an assessment of your resources
• Assess core proficiencies
• Determine which methods prove to be successful and unsuccessful.
STEP 4: Industry Analysis
• Evaluate industry competition
• Establish your place in the industry
STEP 5: Market Analysis
• Determine your market by asking:
• Which new customers are you reaching?
• When and what are they buying?
• How are they buying?
STEP 6: Establish a Blueprint
• Create a brand identity with a strong, memorable, and clear vision.
• Establish new market niches.
• Designate words, phrases, and visuals that embody your brand.
STEP 7: Develop an Approach
• Implement your brand strategy as the foundation of your market strategy.
• Generate brand awareness that contributes to prominence in the marketplace.
STEP 8: Achieving a Memorable Brand Experience
• Provide a consistent brand message.
• Ensure that your staff is making the right first impression and representing your brand with consistency by properly educating them about the brand and marketing strategy.
STEP 9: Assessing and Communicating Growth
• Increasing Sales
• Increasing Interest and Awareness
• Increasing Customer Satisfaction – Exceed Customer Expectations.
CASE STUDIES
