Brand Strategy is not about delivering a compelling marketing message, but rather it’s about delivering unparalleled value. The goal is to define your brand's focus. If it doesn't exclude something or someone, it's not strategy, it's wishful thinking.
Most companies miss the boat when it comes to building their brand because they focus on what they want people to believe, rather than how they will deliver unique value. This is where market opportunity becomes business opportunity. Only when your brand is focused on the consumer will consumers focus on your brand.
A strong brand bridges the gap between who you are and what others believe. Functioning as both map and compass, a sound yet flexible brand strategy allows your brand to grow beyond the constructs of category. We help companies design meaningful brand experiences by helping them improve how they deliver value.
In a world where the only constant is change, brands must continually evolve if they are to survive. Brand strategy is not only about truthful relevant differentiation; it’s about your ability to adapt. Blackcoffee helps companies to Clarify, Simplify, Amplify® what their brand stands for today and what it will represent tomorrow.
The fear of change is the single biggest obstacle preventing most companies from reaching their goals. Change is inevitable. How do you make it work in your favor?
In the words of Charles Darwin: "It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change." Nowhere is this more true than in the world of brands and business.
Here are a few of the methods we use to help define brands: