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BRAND MANAGMENT

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What customers expect and what customer’s experience.

When brands deliver the goods, they become indispensable.

Brands, just like people, have values –principals they stand for and hold near and dear to the heart. These principals form the reason brands exist. Brand values influence two important business assets – relationships and reputation.

In our over-crowded, me-too marketplace, points of difference that are function and feature based are no longer sustainable. To align brand relevance, the makers and the users need to see their own reflection in the mirror of the brand.

Strong brands really matter to people. However, brand’s can become lazy and so can their brand managers. Before brands loose their relevance, there’s always a period of complacency in brand management. When people stop seeing their reflection in the brand–then people stop caring (buying your stuff). You can’t advertise your way out of that problem.

Achieving Brand Differentiation

If properly designed, brands should promise relevant differentiated benefits to their target customers. Carefully choosing the most powerful benefits will not only result in brand preference, but brand insistence. That is, the brand will be perceived to be the only viable solution for the customer’s need. Put another way, the customer will not pursue substitutes if the brand is not available.

The Strongest Brands

The strongest brands aren’t created with a logo or a tag line. They aren’t created with an advertising campaign. They aren’t even created with a product or service. They begin with a compelling vision—a vision whose foundation is deep customer insight. The insight may be informed by personal experience, in-depth research, active listening, intuition, or one or more of many other paths to customer intimacy.

Brands Must Be Built On Emotional Benefits

Emotional and psychodynamic factors are long known to drive brand selection and loyalty. Even in today's price-sensitive economy, the imagery attached to brands goes far beyond product attributes, functional benefits and price.

All products and brands develop personas in consumers' minds. All project varying user images, which differ by audience. Members of one audience may buy a product because it makes them feel affluent. Members of another, which values thrift, buy a brand because it makes them feel like smart shoppers.

Brand storytelling

Brand storytelling is about connecting the outer value the brand provides to the inner values of the customer. There must be a deep affinity between the two or the relationship is just a transaction.

Brand Audit

Ematrix Solutions provides a brand / communications audit that identify brand strengths, weaknesses, opportunities and threats and make practical recommendations for improving your current branding and communications. We look at who you are, what you are doing, how others perceive you, where you are going wrong and where you are going right.

How it works

As part of the audit, we review your business plan, goals, positioning, products, services and unique selling points.

We review your branding strategy , brand assets and communications, as well as those of your competitors, to gain a full understanding of your business and brand.

  • 1. Review business, brand and marketing plans.
  • 2. Conduct interviews, company executives, customers, partners and stakeholders
  • 3. Conduct audit of branding and communications
  • 4. Conduct audit of competitors
  • 5. Analyze brand against our internal brand performance criteria
  • 6. Feedback findings and recommendations of brand audit, with proposed action plan

What is needed to conduct the review?

Initially, we will conduct an initial meeting with a key contact (s) within your business.
We then require access to the following documents (where available).

  • 1. Company details
  • 2. Vision statement
  • 3. Business plan
  • 4. Marketing / brand plan
  • 5. Corporate Identity Guidelines
  • 6. Customer Profile
  • 7. Statement of what you do

Examples of:

  • 1. Direct mail
  • 2. Product / service brochure
  • 3. Business stationery
  • 4. Sample emails
  • 5. Staff training manuals
  • 6. Letters to prospects and clients
  • 7. Presentations
  • 8. Posters
  • 9. Packaging
  • 10. Website access
  • 11. Company research
  • 12. Verbal messaging (phone calls / answer phone)
  • 13. Website

What we do and when

Following the initial meeting we collect all the required information as identified above.

  • 1. We review all information provided
  • 2. We hold meeting with key sales and marketing staff
  • 3. Review findings.
  • 4. Conduct GAP and Touch-Point analysis.
  • 5. Develop business case presentation, identifying current position, SWOT.
  • 6. Present case.