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Strategic Brand Development
A full scale strategic brand platform is like a manual for the brand, which captures the core essence of what the brand stands for and outlines the key elements.
The first phase of the working process is brand audit, checkup that evaluates brand through internal and external viewpoint. The audit consists of in-Depth Interviews with the main stakeholders, Industry Desk Research, Competitive Landscape mapping, etc.
Once the Audit is complete, the Agency develops the final Strategic document, which consists of the following components:
- Brand Architecture
- Product/Service identification (functional and emotional benefits)
- Positioning (territory assignment)
- Segmentation (Primary, Secondary)
- Brand Value Proposition
- Brand Essence / Motto
- Mission (The Brand Commitment)
- Vision (The Brand Ambition)
- Values (The Brand Behaviour)
- Brand Archetype
- Style/Personification
- Brand Tone of voice