Brand marketing consultation and team guidance

Consultation and guidance plan is always tailored on a case-by-case basis. All services are suitable for both domestic and international markets. Collaboration is based on a clearly defined, but creative approach. By having your team brainstorm for solutions independently, you will learn new models and methods simultaneously. This approach produces logical conclusions that reflect reality and elicit commitment. Community art and creativity workshops can be used to inspire creativity while seeking ways of improving innovation and brainstorming within teams.

Our collaboration involves finding answers to key questions, such as:

  • How to build a brand for the company, product or service?
  • How to position a brand?
  • What type of a brand promise addresses the target audience?
  • What type of a brand and product portfolio serves the company’s business objectives?
  • What type of brand architecture is practical?
  • Which brands should be retained, for example, after a merger?
  • Is it prudent to build a new brand or reposition the old one?
  • How to renew and develop existing brands?
  • Would expanding a brand reinforce its market position or would it deteriorate the brand?
  • What changes and what remains the same in the process of internationalisation of the brand?
  • How to brand a location, a region or a person?

Examples of consultation and guidance services

Segmentation is a useful tool for developing a strategic vision in line with customer requirements. A needs-based market survey could identify new opportunities and new market niches. Needs-based market models facilitate the controlled development of entire product groups from manufacture to distribution. Creative segmentation is even a potential source of competitive advantage. Targets remain realistic because in guided work, analysis and creativity go hand in hand.

The benefits of a product or service portfolio to a client are encapsulated by the brand promise. An idea can be presented in many different ways, and there are target audiences for different approaches, which is why it is vital to test each alternative. Conceptualisation involves analytical review of business objectives, gaining understanding of the client’s views and engaging in creative brainstorming. New concepts allow for testing the attractiveness of various brand promises, approaches, visual design and product or service features. Concept testing can be carried out on several markets simultaneously. The final development decisions are made based on client feedback and business potential. Concepts are built together with a team representing the company.

The more clearly visible the company name is in itself or in connection with the product, the more essential it is to define the meanings that should be attached to it. What needs does the company meet? What does it want to be known for? Brand definition is the task of management. The targets set affect all activities and communications. Guided working and openness to different points of view facilitate fast and rational decision-making.

Reconsideration of the existing product range and branding is a pre-requisite in setting both company and individual umbrella-brand targets. Weak brands and overlapping product ranges profit from concentration on fewer but stronger entities. It’s easy to say, but decisions often provoke strong emotions. In guided working the decision-making is based on analysis, research and mutually agreed policy directions.

The brand strategy sets out how the targets are to be realised. The purpose is crystallised in the mission. The vision defines the direction. Personality makes the brand identifiable. Positioning sums up how we want the target customers to perceive the brand. The expansion strategy defines the future direction of supply and growth. The working groups discuss alternatives, models and decisions in the spirit of guided working.

The brand architecture is an essential element of the branding strategy. It is worth defining the naming logic and the intended purposes of new products, services and units in advance. It makes no difference whether it concerns a company, an individual brand or a public body. You will thus be able to steer clear of overlapping and rival development and expansion projects. Working groups review the options, scrutinise the tools and make the appropriate decisions.

Building a new brand is risky, costly and time-consuming. The guided application of segmentation and positioning techniques facilitates the decision-making and reduces the risks. The clear definition of brand targets is based on research and discussion about the options in the working groups. Ideally, product development should not start before management decides what to promise and to whom. These decisions also form the basis of the pricing, distribution and marketing-communication strategies.

Even if there is nothing wrong with the company or its products, customer impressions may be confused, half-formed or out-dated. People’s priorities change as the surrounding world and the competition change. Alternative solutions should be considered as the need arises. Recommendations are based on mutual decision-making in the working group.

Companies operating in different market areas generally strive to build more or less standard product ranges and brand entities. Uniform packaging, brand promise and naming reduce costs, facilitating brand management and control of product policies. Systematically going through the options with the working group determines what can be standardised and what cannot.

If the product or service lacks in unique features (as is often the case) to separate itself from the competition, the source of separation must be sought in the needs, hopes and expectations of the client base. Strategic positioning means seeking competitive edge through client data. This approach aims to create a permanent competitive edge instead of being a mere marketing ploy, never mind an advertisement. Methods of strategic positioning help the company adopt a goal-oriented business approach that begins with the needs of the clients. The brand should be viewed as a tool for achieving business objectives.