The Brand Strategy & Architecture is what makes an iPhone more than just a smart phone. While competitors can match features and benefits, a strong brand offers intangible benefits and value.
Building a strong brand starts with a clear definition of what the brand stands for, then positioning it in the minds of customers and the marketplace. Over time, brand users become brand loyalists.
The Brand Architecture serves as a guidepost so the strategies and initiatives for growing it remain true to its essence and build a distinctive identity.
- Where could you grow in the future?
- Should you pursue an emerging trend, and how aggressively?
- How can you evolve your business to stay relevant in today’s marketplace?
- What should you do about changing customer expectations/needs?
- How could you redeploy your existing capacity against new opportunities?
- Does a current product merit additional investment, or should you harvest it?
- What is your best approach to drive add-on sales and increase lifetime customer value?
- Review the current and historical brand materials and offerings
- Conduct a basic competitor brand assessment
- Create a starting point Brand Architecture framework for team discussion
- Facilitate team workshops, with “live” revisions to help align team
- Craft a summary of the team’s work in a one-page Brand Architecture framework, with suggested refinements