True brand strategy is about rewriting the rules. Who’s game are you playing?

1+ minute read

Apple, Starbucks, and Amazon each redefined their categories to create valuable and distinctive brands. Each did so by playing a different game than their competitors. They chose to define value delivery in different ways to bridge the gap between who they are and what others believe them to be.

Most companies fail because they fail to focus. Brand Strategy goes far beyond answering the question of “Why does your company exist?” to encompass how you will deliver exceptional and enduring value in a way that no other brand can. True brand strategy refines a brand’s focus around the value it delivers and to whom. If it doesn’t exclude something or someone, it’s not strategy; it’s wishful thinking.

A strong brand bridges the gap between who it is and what others believe. We help companies design meaningful brand experiences by redefining how they deliver value. Functioning as both map and compass, a sound yet flexible brand strategy allows a brand to grow beyond the constructs of category.

Blackcoffee helps companies to Clarify, Simplify, Amplify® what their brand stands for today and what it will represent tomorrow. Because at the end of the day, consumers vote with their wallets, and employees vote with their feet. If you want to attract and retain the best of both, you need to be crystal clear about what you do and what you don’t.

Here are a few of the methods we use to help define brands:

> Brand WORKSHOPS

Our Vision and Alignment Brand Workshops are designed to uncover opportunities by answering not so simple questions related to your business and brand challenges.

> BRAND MAPPING

Brand mapping identifies new and relevant opportunities by unearthing the reasons why consumers choose your brand, or a competitor’s.

> BRAND POSITIONING

Effective brands leverage the opportunities that hold the greatest potential. Success requires articulating that position in a way that resonates with your audience.

> BRAND ARCHITECTURE

Brand architecture is about aligning your company’s brands with your company’s vision—creating a singular focus that best drives performance and growth.

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