Strategic Brand Consulting
It All Begins with a Brand
It All Begins With a Brand
A brand is an identity for an organization or its product and service offerings. The brand carries the reputation and creates a perception in people’s minds. A great brand has a sort of personality, one that requires much more than a logo and a slogan to be memorable and build loyalty.
An Astute brand consultant will develop the optimal strategy to distinguish your brand in this “information overload” society. Direct human interaction is decreasing, the amount of information shared daily is overwhelming. Developing a successful brand requires a comprehensive strategy that addresses the several facets of a brand and how it is encountered.
We’ll develop a strategy specifically for your business to develop a brand image and perception that is aligned with goals and target markets. One that maximizes brand value, creates a memorable identity with a favorable perception. Resulting in loyal customers, and brand advocates, that promote and refer your brand.
What We Do
Extensive market and competitor research to identify opportunities and determine where best to position the brand
Build brand perception through strategies developed specifically for your brand
Establish reputation and trust through proven tactics
Position the brand to attract buyers from target markets that appreciate the value of the brand
Create experiences that build brand loyalty and referrals
Why it Matters
Where a brand is positioned in a market determines who and if there is direct competition.
Credibility and trust are earned, we know the tactics that accelerate that process. We adjust as needed to accommodate market conditions and other factors.
Loyal customers and referrals have a shorter sales cycle and minimal acquisition costs
Aligning a brand with target markets that value the brand increases margins and simplifies decision making for buyers
Brand Strategies for Organizations and Products
Some of the greatest brands in the world use one brand identity for the organization and product offerings. While others separate the organization’s brand name from the product offerings brand identity. There are numerous factors to consider when determining the right strategy for your brand. A smaller organization may stick with one brand to generate awareness as quickly and efficiently as possible, which could create issues later.
On the other hand, having distinct brands for the organization and product offerings requires greater effort, may take longer, and increase costs. Yet, the long term rewards may be financially advantageous. That’s just one possible scenario, as product offerings and product lines increase, the challenge becomes more complex. Fortunately, a Brand Consultant from Astute Group will develop the optimal strategy for your situation, one that will convey the desired perception and achieve your goals.
With so many choices available in just about every market, establishing a clear difference between competitors and your brand is critical.
, positioning is key. The right strategy will target market segments that value the features and benefits of the offering. In some cases, slight modifications to the packaging, messaging, or configuration of the offering will create opportunities in additional market segments.
The brand identity should not be developed until the brand is positioned. Although it is very tempting to create the identity based off of instinct or perception, it should be based on research and the opportunities identified while positioning the brand.
The core of a brand identity include the brand name, logo and slogan. Once these are established, additional components are recommended, but often overlooked. These include the brand value (vision) statement, brand story, color schemes, jingle, and representative or mascot. We are not stating that all of these are needed for your brand, just that they are possibilities. Our brand consultants will help determine which possibilities need to be implemented.
The Average American Encounters up to 10,000 Brands a Day
With so many brands competing for space in people’s minds, the importance of your brand strategy is 10,000 times more important. Factor in the massive amount of information available, and the speed at which it is shared electronically, and the challenge can become overwhelming.
Our brand consultants will develop a strategy to optimize your brand for the people that matter most, the people in target markets. Strategies that go well beyond a logo and a slogan to create attraction and develop loyalty. Strategies that create a personality in a digital world. That’s how we bring brands to life.
Did you know: “Personalization can reduce acquisition costs by as much as 50%, lift revenues by 5–15%, and increase marketing spend efficiency by 10–30% (source)
As direct human interaction continues to decrease in purchasing processes, the importance of brand personalization increases exponentially. Integrating the human touch into a brand provides tremendous benefits. It helps people recognize and remember the brand, as well as creating a connection that draws clients back to that brand. Personalization is difficult to accomplish and requires flawless execution of a well developed strategy.
Our brand consultants will bring together the right strategy and proven tactics to create your brands personality and bring that brand to life.
Did you know: ” 80% of customers are more likely to purchase a product or service from a brand who provides personalized experiences.” (source)
The Customer Brand Experience
Every interaction a person has with a brand impacts the brand experience. The experience is the differentiator that led to the success of some of the best known and most respected brands in the world. Brands like Apple, Amazon, and Nordstrom are sought after, because of the quality and consistency of the customers experience with that brand.
The brand experience is not limited to just retail. B2B interactions have as great a dependency on the brand experience as retail does. Corporate purchasing agents and business professionals seek efficient and easy transactions. They want to control the interaction, engaging with the sellers representatives when they want, and how they want. Email, chat, social media messaging, web meetings are all gaining popularity and reducing the number of phone calls and face-to-face visits from sales people. The sellers that make these interactions pleasing to the buyer, are the sellers that gain a strong advantage.
The brand experience encompasses every aspect of the brand, including the website, phone calls, social media, online chat, customer service and each and every direct interaction people have with the brand. It includes the simplest and smallest of details like shopping bags, shipping boxes, charitable and humanitarian activities, literally any activity related to the brand. Our branding experts will consult with your team to develop a unique and valuable experience that will set your brand apart.
Did you know: ” Given a choice, most buyers prefer the product with a brand name.”
Should products have a separate brand identity, exclusive of the organizations brand?
Whats the best strategy to brand product line extensions or new product lines?
Can processes, methods, features or benefits be branded?
We have addressed these questions for clients. In each case, we assessed the situation and developed a strategy to capitalize on the situation. (Check out this case study regarding how we branded a feature shared across several product lines).
Creating new offerings, or modifying current ones is a core component of organic growth. As the number of products offered increases, so does the importance of a solid product branding strategy. That perception increases with additional product lines that are connected to that brand. The challenge is how to link those brands. A strategy that is developed for current and future needs. One that sets a foundation to build on.
Branding a product adds value and can create a perception of higher quality and worth. Branding can also increases profit margins and overall sales.
Brand Extention Strategies
Some of the greatest brands in the world use one brand identity for the organization and product offerings. While others separate the organization’s brand name from the product offerings brand identity. There are numerous factors to consider when determining the right strategy for your brand. A smaller organization may stick with one brand to generate awareness as quickly and efficiently as possible, which could create issues later. On the other hand, having distinct brands for the organization and product offerings requires greater effort, may take longer, and increase costs. Yet, the long term rewards may be financially advantageous. That’s just one possible scenario, as product offerings and product lines increase, the challenge becomes more complex. Fortunately, a Product Marketing Consultant from Astute Group will develop the optimal strategy for your situation, one that will convey the desired perception and achieve your goals.
Did you know: “91% of consumers are more likely to shop with brands who provide relevant offers and recommendations”
360 Degree Branding
The brand name, slogan, and logo are not enough to compete in today’s markets. Brands must interact with consumers verbally, visually, and personally. The brand must remain consistent throughout all interactions, across all channels, at all times. The brand must be accessible via the channels that reach target markets, in order to attract potential clients and develop a connection that compels them to choose your brand.
Brand consultants from Astute Group will develop a 360 Degree branding strategy and guide its implementation. We use extensive market and competitor research to position your brand and identify opportunities. Then we target them through the channels that they use, clearly conveying your brand and its value.