In order to shape the winning strategy, we turn the complexity of social, market and internal forces into a clear idea. This will define and guide all the following steps, from positioning to developing the brand story. Our strategies contain Smart Moves: the ‘secret sauce’ actions that take the brand to the next level and use its advantages to the maximum.
What strategic moves does your brand need to evolve into a smart brand?
Our brand strategy is future-focused, taking long-term business goals and the context into account. The solutions will depend on each specific situation. It can be a full makeover, a repositioning, brand architecture tweaks, brand optimisation, aligning business model, identity and experience… The point B is unique for each brand.
RESEARCH
Collecting and analysing internal and external data is the starting point for mapping out the opportunities, sources of disruption and a potential strategic direction. The research methods we apply are: desk research, internal surveys, market research, stakeholder interviews, focus groups, workshops, site visits, behavioural profiles, journey mapping, and more.
BRAND
ARCHITECTURE
Brand architecture is the way your brand and product portfolio is structured. Has it been created in a thought-through manner? Or has it grown organically? Does it need a future plan to meet the business ambition? We solve this puzzle based on research, workshops and further analysis.
BRAND
POSITIONING
Positioning is the step of making deliberate choices for the brand, based on research and workshops input. The outcome: a crystal clear idea we want to convey through the brand, defining its position in the market and minds and hearts of the audiences.
BRAND
CORE
Brand core is about defining the creative foundation on which the brand is going to be built. We formulate clearly the brand’s purpose and ambition. With values and personality, we pinpoint the basis for the brand’s story and behaviour, so that it can connect with its audiences in a relatable, authentic way.
EMPLOYER
BRANDING
Based on the brand strategy, we develop an employer branding approach in order to position and promote your business towards current and future employees. Focusing on attracting, recruiting and retaining the team of brand champions.