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"The Effective Business Growth Tool Suite quickly helped me distill and clarify my professional interests into two key roles. My business partner and I then used the strategy development process to again, quickly focus on our core offer, message and positioning. We now have several significant contracts with more coming."
D.C. - Global Entrepreneur
Alignment!
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"This process helped me see that we are branding all the time, though not always mindful of it. The tool suite offers a unique perspective, that allowed me to create more purposeful actions in defining a brand."
W.D. - C.T.O., Publicly Held Technology Company
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branding
A red hot piece of steel. An image denoting ownership. An essential practice. A confusing concept.
Pictures also tell stories, and can be powerful expressions of your strategy. Images can guide the intended action others might take, should they resonate with the graphic, linguistic expression you offer. Designed well, these can be effective filters, allowing you and your team to communicate the the masses, while focusing on the interested.
But, we don't believe that an image, a logo, is a brand any more than we believe the world is flat.
We believe that brands are built on boring consistency, the recurrent fulfillment of a company's core promise.
We help companies ( individuals too ) define and express their core promise, as one of the essential components of effective business growth.
Brand Identity, and Brand Essence are defined respectively by Aaker as "part of the brand's overall equity; the total perception of a brand in the marketplace, driven mostly by it's positioning and personality", and "the core or distillation of the Brand Identity".
By defining this core, a companies brand essence, early we begin to hone in on exactly what essential tools and practices will be required to facilitate rapid, effective growth.
Desired Audience clarity is essential. Who are you trying to attract, what do they care about, how would they prefer to find out about your product / service offer? These are just a few of the questions that may need to be answered in your concept testing to ensure that your strategically on track.
In the figure above we have indicated corporate roles, but the people you will find there have additional roles ( ie. Mother, father, wife, husband, coach, volunteer, etc. ) in their home and community. Understanding the breadth and scope of a person's life roles can be indispensable in helping you gain access to an effective methodology of; increasing awareness, generating interest, facilitating trial sale, and managing repeat sales.
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