Every brand wants the moon. How do you plan to get there?
1+ minute read
Most companies fail because they fail to focus. They either tell people what they want them to believe or what they believe people want to hear. Brand Strategy is not about delivering a compelling marketing message, but rather it’s about having a relentless focus on how the brand will deliver unparalleled value. Only when your brand is focused on the unique value you will deliver to your consumers will consumers focus on your brand.
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. Functioning as both map and compass, a sound yet flexible brand strategy allows a brand to grow beyond the constructs of category. We help companies design meaningful brand experiences by helping them improve how they deliver value.
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:
Our Vision and Alignment 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.