A brand is a set of characteristics that make it possible to distinguish your product from any others on the market. The main goal of brand development – create consumer confidence. After all, you don’t buy from those you don’t trust? Your consumer is the same way.
Branding consists of several stages, where the name — this is just the beginning. Most likely, you also need a logo, corporate identity, brand book and other materials for your product.
In order to make a purchase decision, the consumer must first understand what is the unique difference between your brand and competitors. Under such a condition, this difference should constitute a value for him, which he will be ready to exchange for money.
What is my benefit?
What emotional and/or rational benefits will I get from the brand?
Why should I choose you over the competition?
Positioning answers these consumer questions. This is the foundation of the brand, its essence, which in the future will relate to buyers in all communication – from naming and logo to advertising media.
In the process of working on positioning, we study the brand itself, identifying or creating its unique selling proposition (USP). Competitors and the values they broadcast are also analyzed. Obvious, hidden and subconscious consumption motives (insights) of your future buyers are revealed.
Result: a document containing an analysis of competitors’ communication, segmentation of the target audience, a unique selling proposition of your brand, its rational and emotional advantages, a description of the positioning concept, the legend and mission of the brand.
How we work
Market analysis and brief;
Brand platform development;
Development of corporate style;
creating a communication strategy;
Development of brandbook and guideline.
The development of the company’s brand involves the creation of a great communication idea and the selection of key channels of influence on the audience (online and offline). Standards and methodologies are developed, sales bursts and content plans are drawn up. Based on these materials, the company conducts communication with clients.
Today you can communicate with almost every brand in social networks. A person can easily get answers to questions of interest without going beyond Instagram or Facebook. Even the largest companies do not neglect this.
To create a brand, you need to understand what and how to talk.
As part of the communication strategy, we:
form the general big idea of communication and advertising campaigns;
we create a pool of communication messages for the main segments of the target audience;
we create ideas for key visual advertising campaigns as the main recognizable anchor of communication;
select communication channels and mechanics;
we are carrying out activations of the main segments of the CA.
Why is the brand important?
Brand is what distinguishes serious market players from short-sighted entrepreneurs. The formed image of the company instills more trust in customers, motivates them to return to you again and again, and also to tell others about you. It strengthens your differences from competitors, allows you to manage the price of the product yourself, and not depend on market conditions.