Let's Talk ↗BRAND STRATEGY / 02
Why should users choose this brand?
THE OPPORTUNITY
We examine company strengths, competing alternatives, and customer expectations to define an experience that gives people a reason to choose the brand. We translate broad propositions into tangible commitments across products, services, and communication, with supporting evidence that helps teams put the positioning into practice.
Suitable for companies with vague brand positioning and inconsistent internal messaging. Before starting, you need to sort out existing products and services and involve core teams in positioning discussions. Especially applicable when products have a foundation but users find it hard to articulate reasons for choosing, and you need to prepare actual experience materials.
HOW WE WORK
We examine the company’s strengths, competing offers and user expectations to identify potential sources of brand value. We compare the advantages the business wants to communicate with the reasons people actually care about. From that overlap, we form initial hypotheses and identify the experiences that need testing.
We turn an abstract brand proposition into promises people can experience through products, services and communication. Each promise is paired with a clear reason to believe it. We then examine key touchpoints to show how customers would recognize the promise in practice, beyond a slogan.
We define the principles that should guide the brand experience and show how they apply. Examples such as product introductions and service actions help different teams interpret the positioning consistently. The result is a shared reference for putting the brand’s value into everyday decisions.
WHAT YOU TAKE FORWARD
Define the deliverables and how they will be used around your project objectives.