Building A Black Belt Brand
Just as a martial artist progresses through color belts to achieve the Black Belt rank, we view brands as going through a similar process, with six stages in the journey to building a strong brand.
We work closely with you to determine which stages are needed for your situation. But keep in mind that once you reach "Black Belt" status with your brand, you can't stop there. The process of re-evaluating and building your brand over time to ensure long term viability is continuous.
Evaluate
Understand the consumer and marketplace.
How do we do this?
• Brand Audit
• Market Analysis
• Competitive Review
• Focus Groups
• Quantitative Market Research
Define
Identify your point of difference. What makes your brand or product distinctive?
How do we do this?
• Plan and Lead Brainstorming
• Create Differentiated Brand Positioning
• Develop Product Concepts
• Identify Target Market
• Conduct Further Consumer Research
Develop
Create your brand identity and brand voice.
How do we do this?
• Ensure/Clarify Value Proposition
• Develop Brand Positioning and Brand Promise
• Create Sales and Trade Communications
• Lead Team Training
Reach
Determine how and where to reach your audience.
How do we do this?
• Create Go-to-Market Strategy
• Develop Long-term Strategic Plan
• Evaluate Campaigns and Plans
Build
Keep the momentum going. You may need to expand your brand offering, or re-think your message.
How do we do this?
• Assess Brand Equity
• Identify Brand Extensions
• Develop Brand Revitalization Plans
• Refine Brand Messaging or Brand Identity
Strengthen
Set a course for continued growth. How should your brand evolve to maintain strength over time?
How do we do this?
• Lead Product Innovation
• Explore Licensing Expansion
• Evaluate Channel Strategy
• Improve Organizational Efficiency
• Develop Loyalty Programs