Your brand. It's what's unique, and appealing, about you. It can be your most powerful asset. We use discovery, collaboration and strategy to create, refresh or strengthen your brand. Our methodologies include:

Brand Audit

What's the current state of your brand?
We identify your brand's strengths, weaknesses, opportunities and threats and make practical recommendations to improve its equity.

Through interviews with management and clients, literature and web site reviews, competitive reviews and other techniques, we develop a report on how your brand management practices are performing.

Brand Research

Before you aim, open your eyes wide
Know your customers, know your market, know your competition—it all helps to build your brand.

We offer advanced forms of qualitative and quantitative brand research, including:

• customer benefit analysis
• brand asset assessment
• logo research
• corporate image studies
• brand equity measurement
• brand extension studies

Brand Strategy & Positioning

One day to consensus and direction on your brand
What makes you unique in the marketplace? In a high-energy, collaborative-by-design, one-day workshop, we help you discover the answer. Whether you're branding anew or rebranding, by the end of the day, your executive team will gain consensus on:

• your target customer
• brand's essence
• your brand's promise
• your brand's personality

All of our brand workshops deliver a strong and differentiated marketplace positioning with flexibility for future growth. We ensure that your brand has selected the most powerful “benefits to own” with supporting “reasons to believe.”

We've delivered this workshop dozens of times for organizations large and small—business-to-business, business-to-consumer, high-tech, low-tech, start-up, large industrial organizations, non-profits and professional associations.

Brand Architecture

Create strength from relationships
If you are one company making one product or delivering one service, brand architecture is easy. Expand a little, or merge with another organization, and questions crop up. How to name your products or services? How closely to associate them with the company name? How to keep it clear for the customer? We help you identify:

• optimal type of brand structure
• role for your corporate brand
• product/service brand groupings
• relationships between brands
• naming conventions
• rules to help you make branding and naming decisions in the future
  

Customer Touchpoint Management

Making the brand promise real at each point of customer contact

Customer Touchpoint Management maximizes customer insistence for your brand. The process:

• Maps current high impact customer touchpoints and identifies new ones, in areas including
  • product/service design
  • marketing
  • sales and customer service
  • post-purchase reinforcement
  • customer loyalty management
  • ...and more
• Innovates ways for the organization to 'live the brand' at those touchpoints
• Identifies the customer touchpoint and brand proof point combinations that deliver the greatest impact for the least effort and expense
• Recommends specific actions that will have the greatest impact on making the brand promise real

We apply proven touchpoint tactics to all phases of the purchase cycle—from pre-purchase to post-purchase.

Internal Branding

Make it a mission
At minimum, organizations should inform their employees of their brand strategy and positioning. To fully manifest and leverage your brand's power, though, your brand's essence, promise and personality should become your organization's primary organizing principle. It should be the reason everyone comes to work each day.

We help you bring your brand to life throughout your organization:

• Create a brand-building culture with techniques that encourage your corporate officers to act as brand champions.
• Get even a decentralized organization to embrace brand principles.
• Drive brand-building behavior through:
• recruitment
• communication,
• training & development
• performance evaluation
• compensation and recognition systems

Contact us. We'll collaborate to discover and energize your brand strategy.