Consumer & Customer Insight Development
Brand Identity Creation
Brand Positioning
Communication Design & Optimization for Maximum Impact
Marketing Strategy, Planning & Process Optimization
Pricing & Sensitivity Analysis
Customized Workshops to Upskill & Build World-Class Marketing Organizations
Reputation Management & Enhancement for Companies, Boards & CEOs
Consumer & Customer Insight Development
Brand Identity Creation
Brand Positioning
Communication Design & Optimization for Maximum Impact
Marketing Strategy, Planning & Process Optimization
Pricing & Sensitivity Analysis
Customized Workshops to Upskill & Build World-Class Marketing Organizations
Reputation Management & Enhancement for Companies, Boards & CEOs
Instead of focusing on revenue and shipments, which we measure every day, we focus on understanding and driving the consumer perceptions necessary to maximize market share through our marketing strategy consulting!
A Brand is not the same as a Product. We define a Brand as follows:
Omar Abedin, Practice Leader at P01C.
The key lies in knowing who your Target Audience is, and identifying a clear & compelling Brand Identity that states EXACTLY how you wish to be seen, with guidance from our brand strategy consultant. It should be as clear & powerful as you can make it, and designed to resonate with your audience in such a way that only your brand could possibly bring it to life. Only in this way can you own a defensible space in the consumer’s mind, heart and wallet over the long term.
Design the product – This requires looking at all brand touchpoints, pulling it apart, and putting it back together again, as part of a comprehensive marketing strategy firm approach. The re-building process is a tough one. It requires a lot of focused investment of time, energy and intellectual horsepower, feedback from key stakeholders, and constant tweaking and evaluation as things progress.
Develop a Marketing Plan & Strategy – how you are going to bring the Brand Identity to life, supported by growth marketing strategy consultancy. You might develop a truly unique Brand Identity that you can own, but if you don’t make the effort to bring it to life, it won’t be worth the paper it’s written on. Every Marketing Plan has long term strategies, short term tactics, and an execution plan tailored to the needs of the consumer, the market, and the business environment, as offered by our growth marketing and sales consultancy.
It all starts and ends with the Brand Capsule. The true essence of a brand, distilled down to three or four words, with the help of our brand marketing consultant. Every true brand has a capsule, and we know many of them without even realizing that in fact, the words themselves represent the truth behind the brands. For example… ‘Nike’ owns “Just Do It!”. Or you may even make a gesture with your hand that resembles a tick mark, or swoosh… and that would be enough for someone to understand everything you need him or her to get about the brand. What about Coke? “Happiness”. Mont Blanc? “I’m a success!” It works the other way around, too. “The Safe Car” will always be Volvo. Remember, this does not mean that BMW, Mercedes, Lexus or other car manufacturers are not safe – it’s just that their brands stand for other things in the consumers’ minds… So, what is your capsule?
Arguably the most important element of a perception plan – its heart - is the Brand Positioning. This is how brands build their uniqueness and make clear how they stand out from their competition. The Brand Positioning, a critical focus of our brand strategy consultants, answers four major questions:
The product is the third piece of the perception plan – the tangibles that the brand delivers. Coke will always own the stylized font that its name is written in, the red colour in which it is written (called Coca-Cola Red!), even the shape of the bottle is instantly recognizable, even if the bottle is nothing more than a pile of broken shards… So – what are the tangible reflections of your brand?
The fourth piece of the puzzle in a brand’s perception plan is – it’s heritage. Where does the brand come from? Where are its roots? Until you are ready to embrace that which makes you different – and hence unique – you are missing out on a great opportunity to brand yourself even more strongly.
A critical – and sometimes ignored - piece of the Brand FunnelTM is the Brand Personality & Values. Think of your favourite brand. Now imagine that brand is a person, and about to walk through the door. What do they look like? Male or female? Old or young? Educated or not? Urban or rural? Give them a personality and values, just like you would a real person. Now, take a step back and look at your brand. What are the top three personality attributes that you display, or are well known for? What values do you hold dear? These are not superficial things we are trying to get to here… these are the bedrock of your brand’s personality, the things that you can not, or choose not to, live without. Go deep. These things make YOU… YOU.
So, looking at the areas above, we come to the Key Differentiators of a brand. These are the things that make any brand unique, and they can be drawn from any area of the above five. In fact, if any brand hopes to succeed in the long-term, it needs to know what those differentiators are, and learn how to leverage them to the max. So… what your key differentiators? Which of the five areas of the Brand FunnelTM make you unique?
We recognise that there will always be challenges – internal & external – to building strong brands, and we work to overcome these challenges by introducing systemic changes in the way companies think about and approach brand-building.
The brand-building role is sometimes not clearly defined (we help remove confusion in role definition, responsibilities, misalignments of structure etc.)
Brand equity is seen as intangible (we make it tangible, and highly measurable)
Short-term pressures (ever-present)
Revolving brand managers (people incentivised to do short-term things in order to build their CV for the next role)
Contact us today to discuss your business plan needs and learn how our expertise can benefit you.
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