Effective brand strategy provides a central unifying idea around which all behavior, actions, and communications are aligned. It works across products and services, and is effective over time. The best brand strategies are so differentiated and powerful that they deflect the competition. They are easy to talk about, whether you are the CEO or an employee.
Brand strategy builds on a vision, is aligned with business strategy, emerges from a company’s values and culture, and reflects an in-depth understanding of the customer’s needs and perceptions. Brand strategy defines positioning, differentiation, the competitive advantage, and a unique value proposition.
Brand strategy needs to resonate with all stakeholders: external customers, the media, and internal customers (e.g., employees, the board, core suppliers). Brand strategy is a road map that guides marketing, makes it easier for the sales force to sell more, and provides clarity, context, and inspiration to employees.
At Quantum, we help organizations align their vision with their customers’ experience. THAT is the goal of brand strategy.
Partnering clients work with us on a retainer-based consultancy to help aid their management, design-department or design partners to accomplish research-driven, strategy-based brand strategy, resulting in creative coordination and alignment that is based on the commercial marketplace, consumer insights, and industry competition.