Where Do You Want To Go?
Creating an Effective Brand Strategy
A brand is more than a name and a logo. It’s a personality and tone-of-voice. It’s a set of values that defines what your company is and what it represents. It can even help define how you treat your customers. Your company’s brand is typically the first and last thing that your customers remember. It's also the most important.
If your business is singularly focused, well established, and you've had your company brand for 50 years, congratulations. You’re in great shape. But today, that's more the exception than the rule. And the reality may be that your 50 year-old name isn't relevant to today's consumer.
A common mistake in today’s rapidly-changing business culture is to give short shrift to brand development. Too often, company executives allow yesterday’s history to dictate future brand strategy. The better course is to create a flexible brand architecture capable of effectively positioning today's (and tomorrow's) products and services in a constantly changing market. Consequently, no matter how long your company has been in business, and no matter how new or entrenched your products and services are in their respective markets, a focused and concerted brand development strategy is essential for success.
Consequently, a more likely scenario in today's environment is that you need a nested brand strategy for multiple products and services. For example, one of your new products targets a completely different market segment that isn't compatible with the existing market. Or, possibly you need to create an entirely new company to target a completely different industry.
Karl Buhl Consulting navigates your company through the process of defining a new (or revitalizing your existing) brand strategy, including name development, trademark review, and creating a graphic identity.
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