Brands and trademarks are the real valuable assets of companies with worldwide interests. In...
A good brand strategy considers algorithms and people.
New technologies create new products; new (and younger) target groups are searching for innovation. Brands do not have only to follow the trends but better make them.
Strategy in association with brands as sociocultural values sounds like futurology. Assessments with regard to the future are not the most reliable way for developing a brand strategy for a company. (In contrast to product- and product branding which can pick up short- and mediumtermed trends.)
Luenstroth Brand Consultancy develops brand leading models which are based on evolutionary principles. The avoidance of maldevelopments guarantees the freedom of choice in future businesses.
Particularly that means to keep brands open for having the possibility to expand the brand complex. On the other hand it is useful to focus the brand in a well limited field for having a non erosive competence on the market (to avoid the danger of interchangeability).
Stable Flexibility
The approach doesn’t release from conditional analyses. (Needless to say to consider the behavior of the competitors during the way.)
With regard to the market the modifications of brand target images are anytime shapeable. The ‘corridor’ of a brand image is not fixed, rather it is to be understood as a flexible tube which directions are depending on the needs of the global markets.
Strategical branding is never a completed construct; it is a process which ensure an optimum of branding strength in the market environment continously.
What Luenstroth Brand Consultants do to develop a holistic brand strategy.
Brand Discovery
- Market Research: The consultancy conducts in-depth research into market trends, competitor activities, and consumer behaviors to identify opportunities and threats.
- Stakeholder Interviews: Engaging with key stakeholders, including employees, customers, and partners, to understand the brand’s current perception and aspirations.
- Brand Audit: A thorough review of the brand’s current positioning, communication, and visual identity to assess strengths and weaknesses.
Brand Positioning
- Defining the Brand Essence: The core idea that encapsulates what the brand stands for, often summarized in a single, compelling statement.
- Unique Selling Proposition (USP): Identifying what makes the brand distinct in the marketplace, focusing on the unique benefits it offers.
- Target Audience Segmentation: Pinpointing and defining the key demographics and psychographics of the brand’s target audience to tailor messaging effectively.
Brand Architecture
- Portfolio Structure: Organizing the brand’s portfolio to clarify relationships between different products, services, or sub-brands.
- Naming Conventions: Establishing guidelines for naming new products or services to ensure consistency with the overall brand strategy.
- Hierarchy Development: Creating a clear hierarchy that aligns the master brand, sub-brands, and product lines within a coherent structure.
Brand Identity
- Visual Identity Design: Crafting a cohesive visual identity, including logos, color palettes, typography, and imagery that reflect the brand’s essence.
- Voice and Tone: Developing a consistent brand voice that aligns with the brand’s personality and resonates with the target audience.
- Brand Guidelines: Creating comprehensive brand guidelines to ensure consistency across all touchpoints, including digital, print, and in-person communications.
Brand Messaging
- Core Messaging Framework: Establishing the key messages that convey the brand’s value proposition across various channels and contexts.
- Storytelling: Developing brand stories that connect emotionally with the audience, reinforcing the brand’s values and mission.
- Campaign Development: Designing integrated marketing campaigns that bring the brand strategy to life, ensuring alignment with the brand’s identity and positioning.
Implementation and Rollout
- Internal Alignment: Training and engaging employees to ensure they understand and embody the brand strategy in their roles.
- External Launch: Planning and executing the public launch of the brand strategy, including advertising, PR, and digital marketing efforts.
- Monitoring and Evaluation: Establishing metrics to track the success of the brand strategy, making adjustments as needed based on performance data.
Continuous Brand Management
- Brand Equity Tracking: Regularly monitoring brand equity to understand how the brand is perceived over time and identifying areas for improvement.
- Adaptation to Market Changes: Keeping the brand relevant by adapting the strategy to market shifts, technological advancements, and evolving consumer preferences.
- Innovation and Growth: Encouraging innovation within the brand to explore new opportunities for growth, ensuring long-term sustainability.
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