Brand Strategy
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About this service
Summary
What's included
TREND FORECASTING AND MARKET ANALYSIS
I can help you find interesting insights that will turn into great opportunities for your brand. I have a lot of experience using different research techniques and I can update you to the latest trends in your category or focus on understanding the new generation needs.
KICK OFF BRAND WORKSHOP
The project will kick-off with an internal workshop along the client's team. This session will allow us to brainstorm on possible positioning scenarios (if needed). Together we will detect opportunities and insights. We will introduce different brand building models and tap on brand meanings. This first kick-off session will last approximately 4 hours. I will previously prepare the workshop session through an in-depth category exploration. I will research on the following topics: Rising trends, cultural insights, targets and lifestyle and consumption moments. I will bring that material to the workshop in order to stimulate the debate.
BRAND MANUAL
I will analyze all the information provided by the client during the workshop. I will start working on a brand strategic proposal and the output will be a Brand Manual. A Brand Manual is a document that clearly explains the brand proposal. It could contain the following elements depending on the client's needs: - Positioning: Define brand positioning and the reasons to believe in it. Define brand promise and brand USP. - Target: Build a target profile regarding different levels: consumer target, communications target… - Brand idea: Craft a brand idea that translates the brand essence into a potential communication message. - Tone of voice: Define the brand personality which will set the tone of voice. - Touch points: Determine brand touch points and how to approach them.
BRAND ARCHITECTURE
I can help bringing clarity to a brand portfolio. Applying strategic thinking in order to organize the hierarchy of a company's brands, sub-brands, products, and/or services. It can also involve creating new names for the products, brands or sub-brands.
