Brand Transformation for Forward Thinking Companies.
“It’s like having a magic wand!”
After struggling for nearly a year to transform their brand, this is how a recent CEO client described the result of our accelerated brand transformation program. Brand transformation is art and science–only the results look like magic.
Many leaders and their teams in growing companies struggle with the strategic and creative process of brand transformation. Within their organizations there can be a lack of clarity, objectivity, confidence and expertise necessary to build the strategic and creative foundation of a successful and enduring brand.
In an age of clutter, noise and abundant choice, how will you distinguish your unique value to the marketplace and create a “one and only” brand your customers will love for a lifetime? To scale your impact and influence the marketplace, your brand must represent an experience so valuable in the minds of your customers they would never consider an alternative.
Building a remarkable brand is a high bar indeed. Anything less and you’ll struggle just to crawl your way to the middle as you watch more agile and forward thinking players lead the market. There are two business realities confronting business leaders in the digital age:
innovation is more important than process.
move up the value chain or be cast aside.
The Brand Transformation Program provides strategic and creative guidance specifically designed for forward thinking leaders who want to elevate the quality of their presence in the marketplace and transform their business at an accelerated pace.
Brand Transformation Program Overview:
Phase I: Discovery & Assessment
The discovery phase will help you and your management team gain more insight and clarity to identify the challenges inside and outside of your enterprise that may impact your decisions and priorities to transform your business / brand strategy. From this diagnostic learning, we work together to define what a successful brand transformation outcome will look like and how you will achieve it going forward.
Phase II: Strategic Brand Transformation
Once we have consensus on the specific brand transformation challenges facing your business, we conduct a highly facilitated 2-day brand transformation strategy session with you and your team. The engaging strategy sessions will focus on identifying the needs of higher value customers, developing your brand positioning, brand essence, brand promise, brand storytelling structure and brand personality and tone of voice. These elements form the foundation and structure of your brand strategy ecosystem, and will guide your decisions on brand identity development, culture, product development and innovation, marketing and communications tactics driving the bigger future for your business /brand.
Phase III: Creative Brand Development and Expression
To breath life into the imperatives of our strategy sessions, we explore ideas and brand transformation concepts for how your brand will best express its unique value to higher value customers. This creative development phase includes a rich conceptual overview of your brand story, language, brand identity elements, along with visual applications of your brand identity assets to physical elements like product packaging, sales environments and facilities signage. Finally, together we develop the schematic framework for your “true north” brand narrative, brand identity system, and the visual look and feel of various forms of marketing communications.
The deliverable form of our collaboration:
The outputs of the Brand Transformation Program will provide you and your team with a comprehensive Executive Strategy Summary that documents all the decisions, business imperatives and outcomes of the brand strategy sessions. Additionally, we’ll create comprehensive Brand Expression Guidance that illustrates in detail all the visual and verbal elements that will comprise the look, feel and personality of how your brand will present itself to higher value customers in the marketplace going forward. This documentation serves as a reference tool and management guide for marketing and brand management teams to communicate the brand strategy and creative platform to employees, stakeholders and other marketing partners who would be charged with future marketing and media implementation.
Completing the Brand Transformation Program phases and deliverables typically takes 4-6 weeks.
The investment is $30,000+ USD (depending on the scope of your required Phase III elements and required documentation). Clients at this level of engagement are typically growing companies in diverse industries with annual revenues of $5-20 million+.