Brand Strategy
“Products are made in the factory, but brands are created in the mind.”
- Walter Landor
About
Most brand consultancies are in fact design agencies doing corporate identity, and have no or little comprehension of what a brand really is. Virtually Creative is managed by Rikard Svendsen; an Independent Brand Consultant with a Masters Degree in Brand Strategy, who advices organisations on how best build a strong and effective brand.
Why
Building a great brand is about creating relevant meaning, a meaning that customers can identify with or relate to; Virgin means ‘Underdog’, Nike means ‘Determination’, and Apple means ‘Creative’, just to name a few. They have all gone about different ways to create these meanings in the minds’ of customers. The benefit is that they are often ‘chosen’ despite their price, quality and performance.
So what does your company mean? What should it mean? And how do we create that meaning?
Stages
Brand Audit
We’ll conduct a comprehensive brand audit to reveal whether you actually have a brand, and if so, determine its impact on purchase behavior as either an asset or a liability for your company.
As a brand exist in the collective minds of prospects it’s important to know?
1. If you have a brand
2. What it looks like
3. How did it get there
4. It’s effectiveness (positively affecting purchase behavior)
Brand Positioning
We’ll help you determine what sort of brand you could build, in order to have the greatest positive impact on consumers purchase behavior. The desired brand needs to fit with your business model, company structure and be achievable within your budget.
1. Where should the brand be in consumers minds, to favorably affect purchase behavior?
2. Where are your competitors’ brands positioned?
3. Is it achievable withing the budget?
Brand Strategy Plan
We’ll help you put together a strategic plan of how to get your brand from where it currently is, to where it should ideally be, in order to have the greatest positive effect on consumers irrational and highly emotional purchase behavior.
1. How do we get the brand to where it should be?
ROI
Great brands affect purchase behavior by limiting the choice customers are faced with as they are about to make a purchase decision. Not less choice on the shelf, of course, but less choice in their minds. So no point banging on about your new features and low price, if your not even on the shortlist.
Great brands make people stop comparing price, quality and performance and instead feel great when they make their “irrational” purchase decisions.
Interested?
Whether you’re looking to improve your current brand strategy or create a brand spanking new one – we can help. Just drop us a quick ‘hello’ and we’ll take it from there.
