Branding fundamentals: part 3 of 4

The foundation of a clear brand strategy

Our Micro Branding and Corporate Branding programmes help you achieve the following:

Survey your brand landscape

• Work out your (business, product or service) brand’s core competencies
• Assess who your existing and potential customers are and find out what they like and what they don’t
• Find out how your customers and your employees feel about your brand and those of your competitors
• Define how favourably your brand is viewed by customers and potential customers
• Consider how far you can credibly develop your brand without moving away from its core competencies

Create your brand blueprint

• Distil the findings into an easily digestible document, or series of documents, with clear action points
• Provide a basis for brand propositions that:
• Motivate and challenge your staff (internally focused mission and vision statements);
• Speak directly to your market and differentiate you from your competitors (externally focused tag lines and headlines)
• Armed with this, you are well placed to begin building a compelling and consistent brand.