A Great Brand Strategy Will be your guiding light for company innovation, marketing, employee communications, HR, customer service and new business development.

Our brand strategy process is consistently successful because it produces brand clarity and focus for the entire organization—a clear vision of the future and a map of how to get there.

Brand Architecture — The defined configuration upon which branding endeavors and extensions are built.

• Independent Brand — Independent brands may share ownership and resources but are built as independent and sometimes competing brands. (for instance, Brinker International owns Chili’s and Macaroni Grill)
• Parent Brand aka “Over Brand” — All brand offspring share the parent brand’s name, therefore drawing brand association and trust. (For instance, Microsoft, Microsoft Office and Microsoft Word)
• Central Brand aka “Master Brand” — All products and services are marketed under the Central Brand name (For Instance, Sears sells Sears brand hammers, dishwashers and clothing)

NOTE — Large brands with complex product and/or service offerings may operate several architectures simultaneously. (For instance, Sears sells and owns Sears Tools and Craftsman Tools)

Brand Platform — The Brand Platform is the foundation upon which a brand strategy is built. It typically consists of the following elements: Brand Positioning Statement, Brand Architecture, Brand Personality, Brand Promise and Brand Essence.

Brand Protection and Management — Building a strong brand requires having a protection and management strategy to ensure it stays strong. We ensure our clients understand how to protect and manage their brands. We also give them the tools to ensure brand management success.

Executive Brand Vision — We ensure our clients have a unified executive brand vision for their organization. This unified vision is typically the catalyst for the organization to start thinking like a brand.

Ideal Customer Model(s) — The Ideal Customer Model gives the organization a messaging focus, allowing it to craft a brand experience that leads to brand loyalty and ultimately, to long-term success.

Merger and Acquisition Brand Transition — We ensure our clients maximize and transfer all positive brand equity from merged and/or acquired brands. We also ensure that all new employees understand the merged brand positioning, leading to a more harmonious relationship.

Messaging Architecture — We build a messaging architecture specific to your organization starting with the Brand Messaging Propositions most important to your Ideal Customer Model. This architecture consists of the key messages (or brags) most important to your organization’s success and the proof points that will substantiate the key messages. The entire architecture is built upon the messaging from your Brand Value Pyramid.

Naming Strategy — 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.