A clear, unified brand strategy can be your biggest competitive advantage.
Your brand strategy brings together written positioning and visual identity to show what your company stands for and how it’s different from others in its market. A well-defined brand will lay the foundation to grow brand awareness and build a more impactful marketing communications program. We’ve designed our brand strategy process to distinguish you in the hearts and minds of your audience.
We assess your existing brand position through stakeholder interviews and plenty of research – on the industry, your competitors, and your business. These insights inform our positioning workshop with your team. During this half-day blitz, we’ll align on your brand’s vision and its challenges and opportunities. We use this session to dig into your audience – their goals, needs, and personalities – and understand how your brand will resonate with them.
Using the data from our research and the workshop, we build out persona-driven brand positioning. This informs a messaging framework and visual identity for your brand. These elements work together to convey the value and personality of your business and connect with your audience. By cutting out jargon and moving away from product-centric messaging, we can position your company to solve your customer challenges. The visual identity evokes the feeling and experience of your brand and further amplifies its message.
“INK crafted our story through smart market research and an innovative messaging workshop that produced a differentiated positioning that we would not have achieved on our own.”
To assess how your brand positioning will impact the people it stands to serve, we run message and concept testing through surveys, focus groups, and interviews. And to make sure everyone on your team is on the same page, we train executives and employees on the updated messaging.
Once your brand strategy is in place, you can go after new portions of the market, focus your resources on a clearly defined vision, and gain control over your brand image. Your written positioning and visual identity will guide how your brand communicates and can serve as the basis to inform website strategy and sales collateral.
Need help with those too? We’ve got you covered.