Understanding How Your Brand is Positioned in the Marketplace is Like Knowing Where You Are on a Map.
Knowing where you are is first step in knowing where you want to go. Cartis Group conducts primary research, reviews secondary research, and scours competitive and complimentary brand materials to fully understand your branding needs and opportunities in the context of your business situation and goals.
Some of our research methods include:
Audience Profiling — Most organizations only think about external audiences for brand communications. We build a profile on your most important internal and external brand audiences, ensuring your organization starts to think like a brand.
Customer Identification — We build an ideal customer model (primary target audience) specific to your organization. We conduct primary and secondary research, then present our findings to your internal team (branding taskforce) and ensure you have agreement from your entire team on who your organization is really targeting.
Competitive Brand Analysis — We collect brand collateral and marketing materials from a set of competitors or contemporaries. This information is analyzed for messaging, design and possible competitive advantage. We evaluate the use of the competitive brand collateral, including advertising, marketing, color palettes, typography, print techniques and other materials to assess a position of strength in the “competitive” brand landscape.
Naming Research — Your company or product name is your first chance to stand out among your competition. We analyze how your competitive set is using corporate and/or product names, then ensure you have a plan for creating superior value in your naming strategy.
Brand Touchpoint Analysis — We walk you through how your audience interacts and experiences your brand, ensuring every brand touchpoint is accounted for and assigned to an appropriate brand touchpoint manager.
Under Cover CEO Program — C-level executives often have a unrealistic view of their brand’s most important touchpoint, their employees and internal stakeholders. We send a C-level executive under cover to become part of inner workings of the organization. For smaller organizations (where a C-level executive would be recognized), a Cartis Group strategist will take on this role. This research is presented to your organizations with recommendations on improving the brand experience.
Under Cover Shopper — We evaluate your organization’s brand experience at the most crucial contact point, the buying experience. Our evaluation and analysis includes in-store and online sales experiences and returns and exchange experiences.
Visual Brand Audit — We analyze your organization’s current brand collateral for consistency of design, messaging, color palettes, typography, print techniques, images and other critical brand touchpoints.
