Brand Strategy

What is a Brand?

A brand is much more than a name or a logo. It is the feeling these elements evoke in someone who has experienced the brand. It is the sum total of associations, feelings, attitudes and perceptions related to a company, product or service. It is a relationship with the customer and a promise to deliver a specific set of features, benefits and services.

As experienced brand managers we understand that for a brand to truly last, brand strategies and plans have to in line with customer expectations. We have helped many of our clients achieve this alignment.

We have deep expertise across the full range of branding services, from strategic positioning, brand architecture, and brand extension, to brand naming, identity development and execution.

What is the value of a brand?

Your brand is one asset that your company owns forever. There are many companies that have been built solely on the strength of their brands, such as Coca Cola. There are others that have got immense value for their brand when they sold it, such as Thums Up.

Without relying on other things like technology or price, your brand will earn you loyal customers who will keep coming back as well as being advocates for your brand. In time your brand will help you to increase margins and add greater value. A brand is a business strategy that drives measurable ROI.

Elements of a brand

Building strong brands that remain relevant for a long time comes from aligning brand strategies and plans with customer requirements. An effective brand strategy has three key components: 1) Brand Positioning; 2) Brand Architecture; and 3) Brand Extension

What is brand architecture?

Brand architecture is the logical, strategic and relational structure for all brands in the portfolio

Example:
Apple vs. Mac vs. iPod vs. iPhone vs. iPad vs. Apple Watch
Alphabet vs. Google vs. Gmail vs. Google Meet vs. Google Maps

The master brand often carries emotional benefits, with product brands conveying rational benefits and target-specific relevance.

What is brand positioning?

A brand positioning is the conceptual place you want to own in the target’s mind — the benefits you want them to think of when they think of your brand

Positioning is used as an internal statement of strategy to guide external implementation.

Brand Positioning examples include BMW and performance, Mercedes-Benz and luxury and Toyota and reliability.

What is brand extension?

Brand extension is used to stretch the brand into new categories to drive new business growth

Brand Development Process

Brand Development Process balances internal and external assessment, focused ideation, concept development and execution in delivering on customer requirements. Here is a breakdown of typical project steps:

Why Brand Strategy firm vs. Ad Agency or Design Firm?

As a brand strategy firm (vs. creative agency), we offer a broader set of skills that favor communication and creativity.

In fact, many “branding firms” operate more as graphic design firms offering branding services in corporate identity, packaging and logo development.

Evoke Ideation blends skill sets of management consulting firms with those from creative branding agencies. To help you figure out which firm to hire, here are a few things to consider:

While downstream activities like an improved website, social media, or sales promotion may be necessary, they are insufficient for growth. The strongest brands and businesses are built through upstream marketing.

Brand strategy begins within the company. Does the firm have a proven thought-leadership track record and focus on building the client team’s capabilities needed for success?