Is your brand old and tired?  Would it benefit from shifting from a product-focused approach to one that’s more brand-centric?  Keeping your brand relevant in today’s environment is critical to remaining competitive.

Our Brand Building + Process™ can help strengthen your current positioning, reposition an existing brand, or develop a new one. 

First, what is a brand?  A product is a thing while a brand is a set of ideas. These form in the consumer's mind an image of the product  under a brand name.  A product can't get name recognition until evokes a unique point of view, look and feel, and tone of voice. 

Key elements to be defined ⇢

Product Attributes

characteristics of a finished product that differentiates it from other products – color, functionality, components, and features that affect the product’s appeal or acceptance in the market

Brand Promise

relevant and differentiating benefits (both rational and emotional) that the brand promises to the target audience 

Brand Personality

how you would describe the brand as if it were a person

Brand Values 

the brand's inner-driving priorities

Brand Core Essence

the central point of the brand’s relationship with its consumer

Target Audience

the particular group that your product is aimed at

Positioning Statement

defines the value proposition of the product to the target market:To (target market), (brand name) is the (point of reference ) that (owned benefit) because (reason to believe).