A sound strategy entails what is not to be done as much as what is to be done. It is about answering to your needs and not just your wants. These do's and don'ts not only spearhead your business strategy. It takes ahead your brand name too. A name or a logo has to be taken much ahead of itself. The best way to do so is to build a strong brand identity that envelops a strong brand essence and purpose, positioning the brand right and making a brand experience that is meaningful and memorable. The strongest foundation of building a brand finds resonance in a robust brand strategy.
The key to building a powerful brand is to build a strategy that resonates with the minds of your customers. It is important to understand who you are talking to and develop a consistent tone of communication to take your business further. A business in its conception does not always know where it is headed in term of its communication strategy because it is trying to understand its own self. More than decoding briefs at times it is also about creating one, by asking the right questions.
Allen Adamson, chairman of the North America region of brand consulting and design firm Landor Associates says, "Every brand makes a promise. But in a marketplace in which consumer confidence is low and budgetary vigilance is high, it’s not just making a promise that separates one brand from another, but having a defining purpose."
Brand Strategy Creation – Navigating you through the strategy map
We undergo in-depth consumer behaviour research and market competition analysis to understand where your business and brand stand. Gathering as much data as we can in our first interactive exchange, slowly and surely, we proceed to create the brand identity.
The main challenge for brand strategists is to find a window in the mind of the consumer or the business where your brand fits in. Our strategic in-house proprietary methods help us position the brand in the market.
What you are named, you have to stay on with for a long time. It is the first introductory touch point between the brand and the world. We have branding experts working on different combinations of words, creating a new identity for your brand.
The visual identity of a brand is not just the logo or the mark, it is the story weaved into it. We aim to maintain clarity and consistency in the visual identity and language.
Our in-house proprietary methods help us establish a unique brand strategy for your business, developing brand solutions that define the business and make it stand out from the crowd. Each method covers a particular aspect of branding, be it naming or customer identification. For instance, the Kapferer’s brand prism is a model which aids us in developing the brand identity. Key elements of a brand like a physique, image, culture, relationship and personality are mapped. Kapferer says, “Strong brands are capable of weaving all aspects [of the prism] into an effective whole in order to create a concise, clear and appealing brand identity.” Another strategic method of using the 12 brand archetypes in decoding the brand personality, help in bringing a brand to life by deciding whether it is ‘The Hero’, ‘The Outlaw,’ ‘The Explorer’ and many more.
ABND is the brand strategy agency where branding for your business needs is taken seriously. We believe in building brands with a purpose, a brand that is much beyond its logo, leaflet and label.