Developing your brand is core to long term success. This involves identifying your products' or services' meaning to help create customer awareness. This awareness is best developed by identifying with the emotions, attitudes and lifestyles of your customer. Accomplishing this allows your product to deliver a unique experience and set it apart from the competition.
Our unique process will begin at the very core of your business where we will work together to determine your primary needs. This can range from increasing sales of current products to new product exploration and launch. For a complete list of our capabilities, see the Business Services page.
We will talk to your customers and consumers to see if the products you offer are still satisfying a need they have. Ultimately, the goal is to determine how you can best reengage your customers.
It may simply be that you have several ideas on how to
grow your business, but not the time to evaluate which
approach is best. We can evaluate each path to determine
the most beneficial fit for your business.
Before moving forward on any packaging enhancements, make sure your brand equities are well defined and easy to
communicate. Ensuring these equities are expressed in all facets of your brand architecture will maximize the dollars
spent and synergies gained across your elements. The attached article provides some great examples.
In the competitive category of DIY, Ace Hardware has uniquely positioned itself as the local answer to consumers’
home repair needs. See how they have accomplished this and how your business can benefit from their learning.
For businesses large and small, establishing a true Brand for your product is the first step to ensuring
longevity for your organization. The key to developing this strategy is creating a unique positioning
in your customers’ mind. This positioning must be relatable to your organization and relevant to
your customer base.
Actively engaging your customer with an authentic positioning is a key component of brand success.
Understand how Illy has accomplished this by reading a short interview with their VP of Marketing.
You will be amazed how closely your business resembles that of Illy’s.
This is a great summary of how Target, Apple and Jack in the Box reinvented their brands. The key
to reinventing your brand is understanding the industry dynamics and how your customers’ needs
have changed over time. Don’t wait until sales are suffering to evaluate your position.
Reinventing Your Brand
This Bloomberg article does a great job of showing the benefits of reinventing a brand which has
lost its relevance among customers. The gaming industry is a brutal industry in which to remain
relevant. If these companies can do it, so can you.
Knowing what your customer thinks and feels about your product is the first step in creating a
package (service or CPG) they will be drawn to. This Snapple example discusses this and
several other critical insights to increase your packaging power.
What Small and Midsize Businesses Need to Know About Marketing
When business is down it is difficult to put any money against marketing. Of all the marketing tactics
available to you, the one investment which always benefits your business is understanding your customer.
This Ad Age Whitepaper (don’t worry, it is only a few pages) explains this and provides insights for the
small and midsized business owner.