Brand strategy
What is your “Why?”
Marketing without a brand strategy is like a marathon without a route. Everything should begin with a collective, clear understanding of the purpose behind the brand and the values it stands for. Kinetic guides you through the process of examining your brand traits and characteristics, your target customers, their behaviors, the market, and competitive landscape to help you formulate an effective brand strategy to ensure you’re moving in the right direction.
When is brand strategy Needed?
Your business may require a brand strategy initiative if you are:
Launching a new business, product, or service
Refreshing the brand of an existing business (changing the name, targeting a different audience, or updating the logo or visual identity)
Merging with or acquiring another company
Expanding into new markets
Responding to competitive pressures to stay relevant
You have a story. Let’s tell it the right way.
Successful brands create an emotional connection with their customers and resonate with their audience’s aspirations and values. Through our proven process, we help you uncover what makes your brand tick, how it aligns with the values and needs of your customers, untapped opportunities, obstacles, and other key insights to create an effective brand strategy for your business.
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The market. Market research can illuminate the strengths, weaknesses, opportunities, and threats that can inform a brand strategy. Being aware of your customers’ expectations and perspectives aids in developing a brand that effectively meets their needs.
Competitive landscape. Evaluating the brand strategies, identities, and positioning of your competitors is necessary for you to better understand how your brand can effectively stand out and differentiate in the marketplace.
Obstacles to success. Identify the roadblocks that may hinder your company’s growth, sustainability, and competitiveness so that you can develop a more informed and effective strategy for your brand.
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Your purpose and core values. An effective strategy begins with a clearly articulated understanding of your brand, what it means, and how you want it to resonate.
Ideal target. We help you define and better understand your best customers, determining their demographics, preferences, behaviors, and needs to better attract and engage with them.
Differentiation. It’s critical to stand out from your competitors. We help you find that unique selling point or value proposition that defines you as a successful brand.
Brand architecture (if applicable). When multiple companies or brands are involved, as in the case of mergers or acquisitions, establishing a brand architecture defines how brands will be consolidated, co-branded, or independently maintained.
Personality. We help you define the human characteristics associated with your brand, such as its tone and voice.
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Positioning and messaging. In your brand voice, we help you create a compelling narrative that engages, motivates, and resonates authentically with your customers.
Visual identity. We collaborate with you to identify the color palette, typography, photography style, and logo for your brand that is representative of your company’s mission, values, and culture.
Brand guidelines. Establishing and documenting brand standards helps to protect your brand from misuse or misrepresentation and is essential to creating brand consistency, integrity, and equity.
A consistent brand experience across all touchpoints. It’s vital to have the new brand reflected on your website, business tools and templates, signage, products/services, and all major touch points before launching it to the marketplace to establish brand continuity.
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To employees. Before launching a new brand to the marketplace, announce it to your staff. Involving your employees in the brand launch process generates excitement, a sense of ownership, unity, and increased buy-in. Kinetic can craft an effective internal communications plan to help employees embrace and become advocates of the new brand.
To the marketplace. With extensive multi-channel experience and thoughtful coordination, we’ll develop and execute a go-to-market strategy to reach your intended audiences for maximum return.