Author: Alan Kaplan7-05-2013
An organisation may require branding for a number of reasons, but the two most common reasons are:
Branding (and rebranding) has strategic consequences, with the potential to impact on areas such as image, reputation, profitability and others. The branding team should have excellent analytical and creative skills and their efforts should ensure that the brand is optimised relative to strategic objectives and incorporates longevity.
In addition, the brand should add value of both a functional and emotional nature and have a distinct point of difference.
It should also ensure that its points of parity are of acceptable standard. Many companies ignore points of parity but they are essential elements of an outstanding brand.
Optivance 360 helps optimise all aspects of brand development and strategy including brand identity, brand positioning and brand architecture to name but some.
When considering branding or rebranding it is essential to optimise your plan of action, taking into account the compatibility of both the brand and the organisation. Issues like mission, vision and culture are all important to factor in.
Optivance 360 is dedicated to working closely with all relevant stakeholders to simplify and optimise the branding process.
Some important issues to consider are:
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This article is for general information and the reader should seek specific expert advice before taking any action.