BRANDING STRATEGY

The foundation of any successful brand is its branding strategy – the most crucial stage of brand development.

This strategy represents the starting point for any new or revitalized brand, providing a solid and enduring base upon which to build. The branding strategy entails thorough research and analysis of the brand’s competitors, the identification of its target audience, and the establishment of its overall vision and values, personality, voice, tone, messages, and positioning.

By creating a comprehensive branding strategy, a brand can ensure that it is able to truly resonate with its audience and stand out from the competition. Every branding strategy is uniquely tailored to the specific needs of the brand in question, helping to unlock its full potential and create a lasting impact.

“A strategic approach entails a harmonious integration of objective research findings with the subtle elements of the brand, while taking into account the symbols, socio-cultural aspects of the audience, and current trends. Enduring brands are those that become a seamless part of everyday life.”

ANA ARMEANU

Brand Strategist

The steps in developing a branding strategy:

1. THE BRANDING WORKSHOP.

Duration: 6 – 8 ore

This is an interactive session with our clients, in which we guide them to discover and understand the brand. During this workshop, we discuss and uncover information and topics such as:

> brand purpose, ambitions and future projections

> how the brand helps the target audience

> brand culture

> the ideal client/consumer

> the voice of the brand

> the unique elements of the brand

> brand positioning

> the competitors

The information uncovered during the workshop contributes further to the development of the branding strategy.

2. RESEARCH, ANALYSIS AND COMPARISON OF THE BRAND’S COMPETITORS.

We conduct a comprehensive analysis of the brand’s direct competitors identified during the workshop, carefully monitoring their various channels of online and offline presence.

> social media

> outdoor campaigns

> website

> packaging

> user experience

> market presence

> voice and messages

We analyse the brand’s communication style (tone of voice, message composition), visual identity, and visibility tactics. Through comparative analysis of the competitors, we identify their strengths and weaknesses, as well as similarities. Our objective is to uncover and reinforce the unique aspects that differentiate the brand from its competitors, and to define its final positioning and unique value proposition.

3. IDENTIFICATION, DEFINITION AND ANALYSIS OF THE TARGET GROUP.

We outline the dominant consumer profiles within the brand’s three areas of interest, identifying their needs and the ways in which the brand can satisfy or surpass those needs. 

We define the tone of voice and messaging for communicating with each consumer type.

To closely analyse audience behaviour, needs, and expectations, we collaborate with market research agencies (such as Mappers), especially in the case of rebranding projects or projects involving the launch of new products on the market.

4. DEFINING AND ESTABLISHING THE ELEMENTS THAT MAKE UP THE BRAND

We establish the defining elements of the brand (brand pyramid, purpose, mission, vision, values, X factor, personality, voice and tone, etc.).

From there, we develop three distinct directions that align with the branding strategy’s conclusions, accompanied by three Style Boards to visually illustrate each direction.

This entire process constitutes the branding strategy, which typically takes around four weeks to complete. We then present the client with a comprehensive document outlining the strategy, which is subsequently discussed in detail to ensure a shared understanding and alignment with their goals.