Brand Strategy

An Oil Change for your Brand

Much like your car, driving your brand forward requires regular maintenance. The oil change is probably the best comparison for what is required for an annual checkup. ?After all, you can add gas forever and keep moving forward, but if you neglect the oil your ride can come to a sudden stop.

Input—The components of a brand workshop should include:

·???????Qualitative* customer research

·???????Qualitative stakeholder research

·???????Competitive benchmarking

·???????SWOT analysis

·???????Channel and/or segment evaluation

·???????Advertising assessment including social media channels

·???????Online reviews and chatter about the brand

*Why quantitative research? While quantitative research produces reliable outcome data that can prove the points of your research, qualitative research produces rich, detailed and valid process data based on the participant's perspectives and interpretations. It provides the details and the ‘hidden gems’ that only conversation can lead to, and the depth to understand their full implications.

Output—The actionable items that provide the best ‘moment in time’ strategy for the brand should include:

·???????Refreshed brand pillars

·???????A unique value proposition

·???????A renewed brand promise

·???????Brand attributes

·???????Message maps

·???????Spec creative & refreshed taglines aimed at solving previously uncovered issues

·???????Updates to brand architecture and hierarchy

Refreshing the brand can lead to change, or it can reinforce the current direction. An absence of this maintenance can lead to a stale strategy. Scheduling regular repairs to your brand can lead to new tactics that can drive increased sales, margins and ROI.