If one company has several brands in its portfolio there is a frequent question regarding its internal structure and the combination of brand roles in communication. The brand architecture helps to structure the brand portfolio according to one general principle, to define brand roles, their interrelation and internal hierarchy. There are several classic methods which are used by our specialists for defining the role of brands in the marketing strategy. To identify the "speaker", to add the "recommender" support or to strengthen the position with the help of an umbrella brand - all these issues are resolved at the stage of the brand architecture building.
The metaphor allows one to express the brand essence and its value with the use of a simple image. Basically, it answers the question “What are we?”. Ideally, serving as the perfect link between the strategic and creative components of the brand, the metaphor is the perception dominant: it translates positioning into an image plane, sets the creative component development direction, lays the groundwork for the brand archetype.
The brand platform is an integrated model describing the brand identity: its mission, vision, essence, role for the consumer (style, nature, tonality, etc.), emotional and functional advantages, as well as key values and reasons to believe (RTB) expressed through brand promises in communication.
The brand platform is based on positioning without which the successful marketing strategy of the brand is impossible since it is the main factor in determining the key differentiators and benefits of the brand. Based on our experience, we have developed the successful positioning criteria: good faith, stability and good security degree. The untrue brand promises have a direct impact on the drop in sales and result in the tremendous loss of goodwill. This is because positioning is not only how the manufacturer sees the brand but also how the brand is perceived by the buyer.
As part of the brand platform we summarize all studies and hypotheses, clearly define the brand vision and positioning, divide the target audience into segments, create the brand identity, develop the name and visual representation requirements.
To the end that the brand is in compliance with the cultural context and meets the consumer requirements at any time, rebranding is required from time to time. It can be both superficial and affect only the visual identity (restyling), and the deep rethinking of positioning with the subsequent change in the brand role for the consumer. In order to define whether rebranding is required we recommend to conduct the brand audit.
Today, the key channel of communication with consumers is the Internet. Most of the audience is concentrated there, which means that it is vital for brands to build effective communication, taking into account the features of this channel. The brand presence strategy in digital is a comprehensive detailed tool that describes the behavior and formats of brand presence in the network. As part of preparing the strategy, the Agency team conducts an audit and analysis of the current brand situation in digital, analyzes the competitive environment, determines trends in this segment, studies and conducts audience segmentation, specifies positioning, values, character, communication principles, recommends relevant channels and tools, and determines the types of relevant content.