Creating strong and meaningful brand expectations starts with the understanding that:
To impact your market, you have to understand both the rational and emotional sides of your customers, and you have to lead them to your brand by taking a stand for what your brand will be. Such a stand requires that you make tough choices about your brand — the toughest being the development of a single-focused brand promise.
This brand promise is the golden thread that weaves through everything touching your customers’ experience. This promise will need to resonate across all your market segments, and with your company leadership and employees. The promise will lead to value propositions you will form for your different markets, as well as key messages you will use to communicate about your brand.
We have created a brand development methodology that calls on you to take leadership for your brand by setting a vision for what you want your brand to be. We then get direct customer/prospect feedback on your ideas, so that in the end who you want to be matches with who your customer want you to be and believe you can be.