Do you have a vision for your company, your brand?
If you are a business owner, you have probably thought many times about what you would like people to say about you, your business or your product. Did you know that it take 3 to 5 years to build a brand in your customer’s mind?
Contrary to what most people think, branding is not just a logo and a tagline. Successful brands starts deeply, with a vision, your vision. Together, we figure out where you want to go and then analyze the market to figure out how to get there. That’s the marketing communication plan. Only then can we build your brand.
The Corporate Identity or Soul, in the broadest sense, is the configuration of words, visuals, experiences and ideas that form a customer’s aggregate perception of your company or product. The Soul is the company’s unique fingerprint that makes it one of a kind.
The Soul includes all tangible and intangible executional elements such as the company name, tagline, logo, customer service approach, graphic system, website, decor, social media posts, advertising, public relations, promotional products and so on.
A great brand is seamless, integrated and most importantly, brings you success. .
OUR BRANDING PROCESS
We use a 5 step method to develop a brand:
1. Analysis of the marketplace, competition, your company, current customers and desired customers
2. Assessment of your company’s vision, mission, and values
3. Creation of the corporate soul
4. Development of the Marketing Communication Plan
5. Execution and Implementation of the Marketing Communication Plan
The execution may include creating all the marketing materials, responsive website, vehicle wraps, branded apparel, and more.
THE MARKETING COMMUNICATION PLAN
When developing a marketing communication plan, one most important elements is to know the customer. Who is he? What does he want? What does he think? Where does he want to go? Why is he or is he not buying your product? What is important to him for this product category? Who makes the purchase?
Once we know the customer, we also need to understand other dynamics that affect the marketing. The marketplace is a key area we need to understand. What is the size of the market? What is the size of my product category? What are the market trends? Is there any new product developments or government legislation?
Next, we must study the competitors and their strategies. What are their products and services, pricing, policies? What are their strengths and weaknesses? What are competitors apparent positioning and personality? What are the benefits perceived by the customer for each competitive product? What marketing tools are competitors using and how are they using them? How much do they spend on their marketing?
The marketing- communication plan is a document which takes into account all of the above elements. The plan must be based on the company’s soul. In turn, this generates an integrated marketing system in which all of its elements align, integrate and function to create one powerful message throughout all of its parts.