The collective vision.
Increase sales? Greater awareness? Image change? If you want to implement the vision of your company, you need a brand strategy first. Best coordinated with marketing. This transports the brand story based on brand values and corporate culture to all areas internally – and ultimately to the people who use the product or service.
Often the participants of a branding project at SUAN meet in workshops for the first time. Because we develop the brand strategy together with the client. Jointly we generate an understanding of the cornerstones of the brand and company. This results in the mission and plan for collaborative implementation of the brand strategy.
Most important for the brand strategy are the target group and the brand values. In the target group analysis we ask questions like: Who are the customers and what are their needs? It makes a difference whether we are targeting single online enthusiasts or responsible family fathers. However, the major factor for success in the market is the corporate culture matching the attitude of potential customers. The definition of brand values is therefore also crucial for positioning. Does our brand represent innovation or are rather emotional values important? In the brand strategy we answer such questions together with the client.
In the market analysis, SUAN examines the relevant market and competitors together with the client. Topics are current trends, supply and demand as well as market regions and competence fields of their own company and competitors.
Finally, the brand strategy also includes the choice of media. After all, the brand must take place where the potential customers are. Do we reach our target group better via social media or TV? Is a print campaign worthwhile? The right strategy determines whether you can score points as a company or not.
The vision and brand values combined with the communication goals create the framework for the visual development of the brand – and eventually for people wanting to hear our brand story.