icon-brandBrand Management


Strength

We specialise in brand consistency, brand uniformity and brand strength; monitoring and policing our clients’ brand, ensuring that their brand is at all times adhering to brand styles and guidelines.

Awareness is the the ability of a potential buyer to recognise or recall your brand as a brand of excellence within your market place, Brand Attribute and Strength are relevant functional and emotional attributes associated with your brand, Credibility is a belief that your brand will fulfil its brand promise over that of your competitors and fairness is a belief that there is something ‘in it’ or beneficial for the customer as well as the brand.

10 Principles of Brand Strength

Clarity internally about what the brand stands for in terms of its values, positioning and proposition. Clarity too about target audiences, customer insights and drivers. Because much hinges on this, it is vital that these are articulated internally and shared across the organisation.
Internal commitment to brand, and a belief internally in the importance of brand. The extent to which the brand receives support in terms of time, influence, and investment.
How secure the brand is across a number of dimensions: legal protection, propriety ingredients or design, scale or geographical spread.
The ability to respond to market changes, challenges and opportunities. The brand should have a sense of leadership internally and a desire and ability to constantly evolve and renew itself.
The brand is soundly based on an internal truth and capability. It has a defined heritage and a well-grounded value set. It can deliver against the (high) expectations that customers have of it.
The fit with customer/consumer needs, desires, and decision criteria across all relevant demographics and geographics.
The fit with customers/consumers perceive the brand to have a differentiated positioning distinctive from the competition.
The degree to which a brand is experienced without fail across all touchpoints or formats.
The degree to which a brand feels omipresent and is talked about positively by consumers, customers and opinion formers in both traditional and social media.
The brand is not only recognized by customers, but there is also an in-depth knowledge and understanding of its distinctive qualities and characteristics. (Where relevant, this will extend to consumer understanding of the company that owns the brand).

The Way We Want Customers to Perceive, Think and Feel About
Your Brand