Establishing a strong, defensible brand identity and strategic positioning is a key challenge for the business management. Yet many companies view their brand initiatives only in terms of communication, or fail to effectively link their branding efforts to the overall business strategy.
ICM Advisors works with clients to define, differentiate and position brands to maximize customer relevance and competitive differentiation. We then identify specific brand action plans, including communication objectives, strategies and plans, delivered across the many points of brand contact.
Key issues addressed
What is the brand equity today? What are the relative strengths to leverage or gaps to fill?
What are the rational and emotional benefits sought and key decision drivers among target customers?
How are competitors positioned? What “white space” positioning opportunities exist?
How does the brand strategy translate into a brand action plan, including the creative brief, communication plans and touch point strategy?
How should we monitor and measure brand performance over time?
Approach and anticipated results
An internal and external brand valuation using our Brand Equity Score methodology is conducted to confirm the current image and generate potential identity and positioning platforms. Alternative positioning statements are developed and optimized with Customer Experience field analysis to maximize relevancy and differentiation. Brand action plans are then developed to identify clear, specific action steps for bottom-line impact.