Brand Building and Brand Positioning Path

In order to build brands and optimise branding and brand positioning it is necessary to have a brand objective, from which specific goals can then be developed.

Once documented, a brand audit is well worth undertaking.

In tandem with an internal brand analysis we should also ensure that the following are addressed and assessed:

• Market and consumer analysis, including size, value, trends, target segments, etc. Our primary and secondary target markets need to be clearly identified.
• The relationship between the brand under review, other company brands and the business model and plan. Are the brand and its values a good fit with our objectives, strategy, and organisational culture and values?
• Where do we stand relative to competition on a number of fronts including business models, products, brands owned and brand positioning?
• If necessary, relevant and affordable market research should be undertaken.

Following a brand audit, the following are important to optimise:

• Targeting and segmentation principles
• Brand Identity, including name, personality, image, promise, tone of voice
• Brand development, including core and extended values, as well as Brand Mantra.
• Type of Value Offering: functional, emotional, etc. If more than one establish primary and secondary.
• Points of Parity and Difference compared with other brands
• Brand positioning
• Brand architecture and compatibility with other company owned brands.
• Brand standards and systems
•  Brand creative, including design and the development of key brand symbols such as logos and related e.g. taglines that create the desired brand image and brand signals.
• Full brand marketing and communications implementation both above and below-the-line.
• Building brand equity across a number of key areas and financial value
• Brand KPI’s : establishing and monitoring
• Optimally integrating branding and brand marketing
• On-going brand tracking, measuring and management

Optivance 360 and Branding: Creating Optimal Sustainable Advantage.

Optivance 360 understands how vital brands and branding are, and works side by side with you every step of the way. Whilst specialist skills and considerable experience are applied, along with analytical and creative aspects, we convey every stage in simple to understand, non technical jargon, encouraging interaction at all stages.
In addition we provide great ideas on how to optimise your brand, including brand identity points of difference, value offerings, brand positioning and other vital elements to generate the best equity for your brand. Furthermore, we review your brand architecture and make viable recommendations.
It is vitally important to optimise your branding before progressing to brand marketing.
On request we work with you on creative, production, media and other execution, as well as setting up benchmarks for assessing KPI’s.
At Optivance 360 we are very aware of the fact that the needs and budgets of different organisations vary considerably. As such we work closely with you to attain the optimal outcome within your budget.
Clients our team had worked alongside vary from SME’s to large blue-chip corporates the likes of: AC Nielsen, Agrevo, Agspec, Aventis, BASF, Cadbury-Schweppes, Ciba, Defy, Dow, Eskom, Fidelity Guards, Media 24, Kimberly-Clark, Kynoch, Minolta, Roussel, Sakata, Qantas, Wellcome-Cooper and World Vision, etc.
Contact us

Contact Optivance 360 for a no obligation discussion on how we can assist you with all your branding, marketing and communications endeavours in a consulting, non executive management or mentoring capacity, or for any of our other key business services.

This article is for general information and the reader should seek specific expert advice before taking any action.