Brand strategy is the face of a company’s business strategy, so it is essential to align business goals with brand goals. When done well, the brand becomes a strategic asset that will pay dividends in customer loyalty, advocacy and resilience.
At Brand Amplitude, we don’t believe strong brands happen by accident. That’s why we take a systematic approach to brands, starting with strategy and ending with measurement. We have a robust set of tools to help your team make the most of each step. Our engagements range from brand strategy workshops to define brand meaning to multiple phase engagements to explore customer needs and opportunities for stronger, more differentiated brands.
A Brand Audit describes and evaluates the current state of a brand and its effectiveness in achieving a company’s business objectives. This assessment is the first step in brand strategy development and is used to diagnose where the brand strengths lie as well as to identify potential vulnerabilities or shortcomings. It is the foundation on which the other steps depend.
Brand Vision explains how the brand will support the company’s overall mission and objectives, and forms a bridge to making decisions across the organization.
There are many different ideas about the best way to express a brand vision. All brand visions have at least three components: rallying cry, capabilities, and personality.
Brand architecture is the external ‘face’ of your business strategy; consumers and customers know you through your brands and your brands support your business strategy. To be effective, each brand needs its own strategy. Brand architecture establishes the optimal relationship of brands within a company, the role of role of each in the corporate portfolio, and the linkages between them.
Our positioning engagements span both new and existing B2B and B2C brands. Positioning is especially important for challenger brands that need to acquire customers at the expense of category leaders. A compelling new brand positioning doesn’t necessarily have to emphasize functional product benefits.