Brand strategy

Together, we build a long-term plan through which we will positively influence the public’s perception of your organization. We will seek through everything we do to tell a story that inspires.

Brand strategy

Together, we build a long-term plan through which we will positively influence the public’s perception of your organization. We will seek through everything we do to tell a story that inspires.

This service applies to new brands. For existing brands, the brand audit service is suitable, which includes the analysis of the existing brand and the identification of solutions through which it can be optimized.

What is a brand and why do we need it?

Brand – refers to a set of elements that make a product, a company, an organization, a person, etc. to be recognizable and different. A brand has two dimensions, one generated by its characteristics (what it actually is) and another generated by the way it is perceived by the public (how the brand is perceived).

A brand means money – a measurable power to promote sales.

Brand equity – refers to the positive influence that a brand has on sale. It is also defined as the price difference paid for a well-known product compared to a less well-known one.

A strong brand means lower promotion costs, and a huge force of attraction, conversion, and retention. A strong brand means a short way to an audience willing to consume.

Brand equity

A number of organizations and companies make an annual top of international brands. The Interbrand top is one of the most well-known. This top also illustrates the market value of the brands, measured in dollars. In 2018, Apple passed the value (we are only talking about the value of the brand) of 200 billion dollars. The top can be seen here – https://www.interbrand.com/best-brands/best-global-brands/2018/ranking/ .

How brand strategy is built

Toud – we help you to tell your story!

Brand strategy is a long-term plan that aims to influence the construction of a brand. The brand strategy must contain: the brand identity (a suite of elements that define the organization), and the visual brand identity (based on a creative brief, the logo and the visual identity notebook are built). At the end of the two stages, it is possible to build (the brand book is recommended for large organizations), and in phase 3 the points of contact with the public, and how the identity can be transmitted to each person are analyzed.

In short, the process is this – you build the identity – you control the actions (meeting moments with the public) – you create a general expression – you build experiences that form the brand image (what remains in the mind and soul of the public).

Toud facilitates the construction of the brand strategy through its own method based on a series of workshops, has several stages, and targets several elements. You can read briefly below and in detail in the articles in the Resources area.

The public

In this stage, we define the main and secondary target audience. We also identify elements of the public that have an impact on the brand (without consuming it). It is important, to be able to build the positioning and to be able to identify the elements that define the brand.

Competition

At this stage we analyze the main competitors. Based on SWOT analysis, we identify the main elements that we have to consider.

Point of difference

In this stage, we define the capable elements that make this brand recognizable compared to the rest of the competing brands. Here we establish what makes the brand different. It is important to be different.

Point of parity

Based on the analysis of the target and the competition, we ensure that we identify certain key points that the brand must touch in order to be relevant to the public. In this stage, we define them and connect them with the brand.

*both points above will be discussed, indicating the reference system (frame of reference)

The name

The brand name – does not need a description or additional explanations. We only mention that today many brand names are already used by other brands, being registered with competent national or international institutions.

Brand elements

They have an important role in defining the brand. They basically build the skeleton on which the brand will be born. Furthermore, they simplify or nuance what the brand is, to make it easier for the public to understand. They are brand essence, brand promise, brand vision, brand mission, brand values, and brand personality.

Auxiliary elements

In this stage, we define the brand’s relationship with the environment and CSR activities, and we also build a series of key messages that will be used in communication.

Positioning

All the above elements will actively contribute to the creation of brand positioning. Positioning involves defining a certain area in the market (unoccupied, with less competition, or simply, an area where the brand has greater power) that the brand will occupy.

Positioning is a key element, because it establishes the most favorable context for the brand, preparing it, at the same time, to perform here.

A story

All the above elements will harmonize in a story, which will be built through the communication strategy and visual identity elements. The elements form the skeleton of this story. This stage is carried out in the following phases and is not included in the strategy.

The most important aspect of the activities related to the branding process is the realization of a credible story, different, and able to inspire. This story will connect the brand to the people who interact with it. This story is the result of the correlation of all the points mentioned above.

Without a story, the fight with other brands or other companies will be very difficult in the medium and long term.

Why Toud

we have a lot of experience in the field of branding
we have already carried out this process for a number of brands, some known globally
we have a process, a method that we have tested and improved in recent years
we are a branding and design agency and we make it a priority to deepen these areas