Branding Strategy, Design, and Integration

Brand equity is “the perception that a good or service with a given brand name is different, better, and can be trusted.” Brand trust in turn is the intrinsic ‘believability’ that any brand evokes. It creates the foundation of a strong brand that connects with all stakeholders, converting casual awareness to a strong commitment.

We lead brand development and turn around brand transformation projects across the entire brand experience, leading to associated advantages for your business. Our branding programs are typically intended to build brand trust associated with quality backing the development and sustainability of the business for our clients.

We utilize our systematic step-by-step approach to enable a brand concept to take the form of reality while ensuring our branding service delivers across all facets of a brand’s identity.

We design the physical features and iconography of your brand to establish goodwill and attract customers. We work closely with our clients in designing an effective visual brand identity with the consistent use of visual elements that create distinction.

We couture your brand persona by carefully designing your brand communication strategy, which is best suited for your target audience, expressed through a resonate tone of voice and design assets in a coherent manner across all your communication touchpoints.

We carefully examine your brand culture by addressing all the values and the core principles on which your brand bases its behavior. We follow a methodical branding strategy for reflection towards the buyer’s profiles, relationship to harness a sustainable customer trust across the entire expectation of the brand experience and build the brand aspirations which customers reflect upon through targeted messaging.

Simply put, we help consumers distinguish your brand through their brand associations like thoughts, feelings, perceptions, images, experiences, beliefs, attitudes and more and generate ROI for all your branding efforts.

Why is a ‘Brand Strategy’ necessary?

It is important to stay agile in the current economic climate. Having a strong brand image will help the organization propel forward while being legally protected from losing potential profit to counterfeit and maintaining chances of new customers. How the customer perceives the brand is important for the organization to thrive, it is more likely that customers would stick to a trusted product than constantly switch brands. Designing an effective branding, attached to strong brand values, can result in higher sales of not only one product, but of other products associated with your brand.

How to build a ‘Brand Strategy’?

We help you build a strong brand equity by guiding you in recognizing and setting up your corporate mission, identifying the benefits and features of the products and services you sell and the qualities you need to configure for people to associate with your company.

Simply put, we guide your business in adopting the true strategies to propel the business forward. Often our brand strategies are configured in actionable plans that are involved in controlling the outlook for your company in the long term.

We assist you in enhancing the equity for your brand within the target audience you sell to and increase the response to your products, hence allowing your company to charge more for the products and services you sell or provide while maintaining a consistent outlook on what the products or services your deliver is designed to provide.

How we create an integrated ‘Brand Strategy”?

We help you determine where you should focus your marketing attention to strengthen your brand equity. We deconstruct the sources which entail the brand saliency, consideration and brand positioning that leads to the brand preference mapped with the brand equity index as an affirmation of willingness to pay a price premium to deliver in market shares, sales, and brand profitability.

In other words, we identify where your brand is translating into sales, where your brand is losing its franchise, which competitors you are most likely vulnerable to diagnose your brand positioning and identify your strength and unmet aspirations. This will be the foundation for your brand strategy moving forward with factors for performance score, such as customer engagement, corporate image, reputation, accessibility/ convenience, promotions & services, or customer care.

Branding Strategies

Brand Transformation

We model your brand to deliver cohesive, compelling, and authentic brand experiences around your purpose/ POV , extending beyond the core function with engaging content, conversation and commerce between your brand and your audiences and across all forms of touchpoints.

We help build strong sense of brand identity, through an in-depth understanding of your target market, competitors, and the surrounding business environment. We outfit to your core and extended brand identity. We reflect upon the consistent long-term associations with the brand in designing your core identity and examine the intricate details of the brand that help generate a constant motif for your extended identity.

Corporate Brand Identity

Collectively, there are four forms of brand identification which can help you deliver a powerful meaning behind what your company hopes to accomplish, and to explain why customers should choose your brand over its competitors.

Brand Personality

Because consumers prefer brands with personalities that are congruent with their own, we conceptualize your brand personality around five dimensions specifically sincerity, excitement, competence, sophistication, and ruggedness, which are quite stable across different industries, market segments and over time.

Brand Image

We address all the psychological aspect of your brand to create a symbolic construct within the minds of people, consisting of all the information and expectations associated with your products, services and overall company.

Brand Experience

Because we intend to create an emotional response and recognition to your brand leading to potential buy, loyalty and repeat purchases, we assist our clients in designing their brand experience which is your brand’s actions perceived by consumers. The experiential aspect consists of the sum of all points of contact the consumers have with your brand.

Brand Expectations

We guide your marketers and product managers in developing and aligning the expectations behind the brand experience and in creating the impression that your brand is associated with in the product or service construct which make it special or unique.

Brand Management & Orientation

We lead your brand orientation across your entire organization in response to the market intelligence. Our careful brand management program seeks to keep your products or services relevant and meaningful to your target audiences.

Brand Evaluation

We are one of the few companies which conduct brand valuations that are fully compliant with ISO 10668, the global standard on monetary brand valuations. We guide your company in ‘bridging the gap between marketing and finance’ and to connect your brands to the bottom line, building robust business cases for brand decisions, strategies, and investments. In doing so, we help finance people to evaluate your marketing programmes.

Brand Strength

Brand Strength is the part of our analysis most directly and easily influenced by those responsible for marketing and brand management. In order to determine the strength of your brand we deploy the Brand Strength Index (BSI).

We analyze the marketing investment, brand equity (the goodwill accumulated with customers, staff, and other stakeholders) and finally the impact of those on business performance.

Following this analysis, each brand is assigned a (BSI) score out of 100, which is fed into the brand value calculation. Based on the score, each brand in the league table is assigned a rating between AAA+ and D in a format similar to a credit rating. AAA+ brands are exceptionally strong and well managed while failing brand would be assigned a D grade.

Methodology for Brand Valuation

We calculate the values of your brand in its league table using the ‘Royalty Relief approach.’ This approach involves estimating the likely future sales that are attributable to a brand and calculating a royalty rate that would be charged for the use of the brand, which means what the owner would have to pay for the use of the brand – assuming it were not already owned.

What is the Process of Brand Valuation?

Calculate brand strength on a scale of 0 to 100 based on a number of attributions such as emotional connection, financial performance, and sustainability, among other. This score is known as the Brand Strength Index.
Determine the royalty rate range for the respective brand sectors. This is done by reviewing comparable licensing agreement sourced from Brand Finance’s extensive database of license agreements and other online database.
Calculate royalty rate. The brand strength score is applied to the royalty rate range to arrive at a royalty rate. For example, if the royalty rate range in a brand strength score of 80 out of 100, then an appropriate royalty rate for the use of this brand in the given sector will be 4.2%.
Determine brand specific revenues estimating a proportion of parent company revenues attribution to a specific brand.
Determine forecast brand specific revenues using a function of historic revenues, equity analyst forecasts and economic growth rates.
Apply the royalty rate to the forecast revenues to derive brand revenues.
Brand revenues are discounted post tax to a net present value which equals the brand value.

Branding Services

Our strategy-based service is designed with a systematic and precise approach. We can proudly claim that it is a frequent practice for us.

Our branding experience extends across Individual and organizational branding exercises within organizations. We are equally involved in branding programs with challenger brands mainly with startup with an intent to bring change to an industry and fighting brands with a purpose to challenge competitor brands.

We also work closely with some Private label brands mainly within the retailing sector to create disruption within brand leaders. Within our portfolio of clients, we are managing many social media brands driving belonging and individualism.

We are keen to work on designer brands in the future and looking forward to building iconic brands whose value to consumers can drive ritual-like behavior in purchasing or consuming the products.

Brand Transformation

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Brand Development

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Brand Design

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Brand Communication

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Live the Brand

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Brand Evaluation Services

Brand’s Value

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Brand Strength Index

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Royalty Rates

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Cost of Capital

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Trademark Audit

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Brand Asset Management

We support you in maintaining a consistent brand guideline. In pursuance of supporting your marketing, sales, creative, and other teams, we help you create a single source of truth for all your brand information to improve collaboration.

With our brand asset management solution all your brand information will be organized, stored, and made available for editing and distribution to monitor usage and guaranteed brand consistency.

We help you find and deploy the right software for your business

Check out our recent blog post which we hope will inspire you with business solutions and tips.

Feel free to contact us and set an appointment; we would love to have a chat and explain to you how our services can be of value to your business, along with ways to make you reach your true potential.