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Your brand is one of your most valuable assets.
A great brand is built on a smart branding strategy. It is consistent, unique, memorable, and authentic. It conveys the highest value you deliver. It sets you apart from everyone else in your marketplace. And it makes you a preferred and welcomed sender of marketing messages, which is a powerful advantage in a world where consumers have the technology to pick and choose whose marketing messages they hear.
Even more important, your brand serves as an emotional shortcut to what your organization stands for. Every time a person encounters your brand, they should know what to expect from the experience.
Gianfagna Strategic Marketing has helped many business-to-business and consumer marketers evaluate their brand identities and develop new, more effective branding strategies for their companies and products. Here’s how we approach branding:
First, we audit all your marketing communications to evaluate your current brand identity. We study how you communicate at all customer touchpoints, in marketing materials, and on websites to determine the messages you are delivering to the marketplace about your company and your products and services.
Next, we consult with you, your customers, and your sales team to find out what differentiates your company from competitors and how your customers see you – their perceptions of your brand and what they value most about you.
Then, we pinpoint the unique value your company – and only your company – can deliver to your customers by determining what you do better than anyone else. This value is the foundation of your branding strategy.
We also consult with you to help you determine what you want your brand to stand for: the attributes you want customers and prospects to associate with your brand identity, the expectations they should have of your brand, and your brand’s unique persona or point of view.
Then, we develop a comprehensive branding strategy and a new brand identity that includes:
- A visual identity and logo that establishes a distinct image for your company, differentiates you from others, and conveys your brand attributes;
- A short, memorable market positioning tagline that states your unique value: the most important benefit, advantage, or distinction you offer in the marketplace;
- Key marketing messages that capitalize on your strengths and become the copy platform for all your marketing materials — the “proof points” that support your brand promise;
- Graphic design standards for consistent implementation of your brand in your marketing materials and on your website.
We also can help you launch your new brand and deploy it consistently throughout your company and your marketing initiatives. We’ll provide the consulting and creative services you need to ensure that branding guidelines are implemented across all your marketing channels. We’ll also help you convey your new brand strategy and its importance to your staff, since the way your customers are treated is the most important element of your brand promise.
Read a Gianfagna client case study on a successful branding strategy. |
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