Organizations often find themselves at a stage in their development in which the number of brands and named products that they are managing has gotten out of control. This could be due to a series of mergers and acquisitions or just the continuous growth of new products and services over time. These organizations find that their portfolios of brands and other named entities have gotten too difficult or expensive to manage. Frequently, there are no naming standards. Each new product or service is named as it is created, with no view to the overall picture. And sometimes, employees are creating variations or new versions of existing brands for entities and programs such as internal training programs, company picnics or employee reward programs.
If some or all of this applies to your organization, you likely need help clarifying and simplifying your branding structure. The Blake Project can help. Our brand architecture workshop has been validated by a wide range of organizations and results in the following advantages:
In this full-day strategy workshop, we will help you:
A startup business faces many difficult challenges getting off the ground. For many early stage CEO’s assessing their priorities, product development and the seed money to grow are their primary concerns. Few if any are thinking much about the critical importance of brand building.
For startup CEOs, brand building needs to be as important to early business success as product development and raising money. You can have the most innovative, groundbreaking product ever conceived, but if you can’t create a strong foundation for communicating that value to investors and the marketplace, chances are the business venture won’t go far.
You don’t get a second chance to make a good first impression.
Everyone has heard that statement before. But for startup brands the statement holds even more significance. Whatever startup brands are doing, chances are they’re doing it for the first time. The first presentation to an investor, customer or important employee must be simple, clear and compelling — there are no second chances.
Developing a strong brand is critical to the early success of startups and emerging companies.
A workshop designed to build an advantage
Over the course of this one-day workshop you’ll build a strategic foundation for marketing success in your early stage business through focus in four critical areas:
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The Blake Project offers a highly facilitated, day long, workshop that is designed to gain complete consensus among your organization’s management team and marketing leadership on the brand’s target customers, essence, promise, personality and archetype. A compliment to our one-day and two-day brand positioning workshops for B2C brands, this workshop integrates insights about the elements that most often differentiate business to business companies from each other.
We work with you to develop your B2B brand’s position in its current marketplaces, while designing flexibility for its future growth. This includes identifying, analyzing and selecting the brand’s target audiences, competitive frame of reference and key customer benefits (functional, emotional, experiential and self-expressive). The workshop focuses on developing the brand’s essence, promise, personality and archetype. We also ensure that your brand has chosen the most powerful benefits to own and that it has developed the proof points and “reasons to believe” for those benefits.
We believe that the primary brand benefit should deliver against these objectives:
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The Blake Project, the brand consultancy behind Branding Strategy Insider now offers a highly facilitated two-day workshop designed to help brand owners gain clarity and consensus on key strategic and creative decisions that impact business success when introducing new products, inventing new brands and transforming under-performing brands.
With a process designed for issue resolution, marketing and brand management teams come together in a creative environment that aligns stakeholders around the brand’s target customer segment, desired brand positioning, brand promise, essence and delivery in the markets the brand will compete.
Over the course of two days we work with you to build a strategic roadmap for brand growth and success through focus in four key areas:
To whom you market
You can only create successful products or solutions when you know who the most fervent buyers will be. It is critical to understand as much as you can about the core target customer segment to whom the brand is intended to appeal.
Why they buy
Grabbing the largest share requires a complete understanding on what drives the target customer to products/brands in your space. Defining the context that will give the brand unquestioned relevance to the target customer against their illuminating needs, motivations, attitudes, and preferences is essential for brand building success.
An increasing number of organizations for whom we are facilitating brand positioning workshops are asking us to facilitate organization mission, vision and values workshops as well. It makes sense, especially for organizations for which the brand exists at the organizational level. For those organizations, crafting brand strategy is closely aligned with crafting organizational strategy.
It makes sense to craft organization mission, vision and values and brand essence, promise, personality and archetype in concert with one another. Here is an overview of each:
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Branding Strategy Insider helps marketing oriented leaders and professionals build strong brands. We focus on sharing thought provoking expertise that promotes an elevated conversation on the discipline of branding and fosters community among marketers. BSI is a service of The Blake Project, a leading brand consultancy based in the United States.
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