Brand analysis consists of primary and secondary research of the brand and the competition as well as research of habits and wishes of the target consumers. By brandstorming with the client and through secondary desk research we find out which are the core strengths and weaknesses of the brand and its competition. By using qualitative research and conducting in-depth interviews with the target group, we succeed in finding out the main habits and wishes of the consumers.
Brand architecture defines the relationship and clarifies the connection between the brands in the portfolio. Brand architecture helps in creating a systematically built company with strictly defined parent brands, subbrands and their mutual relationships. The strictly defined relationships are crucial for the survival of the brand on the market place, for the communication with all the target groups, for all printed materials, packaging, web sites, in other words for the overall brand performance on the market.
Defining target audience
Consumers are segmented according to the demographic and psychographic characteristics. Demographic characteristics define the age, sex, income, education, and nationality while psychographic characteristics define behavior, beliefs, values, needs and lifestyle of consumers.
After analyzing the market place and the needs of the consumers, we are able to find the unique position in the market place and in the minds of the consumers that will differentiate the brand from the competitors.
Brand positioning is divided into three parts: brand essence (a line that sums up the strengths and the values of the brand that cannot be harmed or weakened by the competition, because they are characteristic to this brand only), brand promise (defining the promise that the brand makes to its target groups) and brand personality (a set of attributes that describe the brand as if it were a person. The personalization of the brand is the path towards creating the emotional connection with the consumers).
We define a unique brand story with the aim to make consumers motivated to become protagonists of the story. The story is the series of experiences that together involve the consumer on the personal level. The story has to be unique, relevant and create the impression in the mind of the consumer.
We define a set of strategically selected attributes that create the emotional and rational (functional) associations in the minds of the consumers. Brand image leads to a clear and unique perception of the brand.
We create harmonization of visual and verbal identities between the brands in the portfolio if the model of brand architecture requires it. The brands have to be harmonized in order to create a strong harmonized image or perception of the brand portfolio and the individual brands in the portfolio.
Brand naming and slogan
The names and slogans are created according to the brand strategy, and as the result the name and the slogan project the main associations defined in the brand strategy. The proposed names are tested in several phases.
Brand touchpoints are points of interaction between the brand and the consumer. These points of interaction introduce the brand to the consumer and narrate the brand story. Packaging, web site, point of sale and communication are the touchpoints between the brand and the consumer. Through practical examples we illustrate possible activities that could narrate the unique brand story.
Brand implementation introduces all the necessary steps to be taken and brings forward detailed timeline of the brand touchpoints. This plan helps the client to successfully implement the strategy especially the activities defined in the brand touchpoints. Owing to the defined timeline we can easily plan and monitor the implementation of the activities according to the set implementation plan.
In order to monitor the brand’s growth in the market and in the minds’ of the consumers, we conduct Brand Check once a year. Both the client and Fabular participate in the Brand Check. By continually checking the brand’s health, we are better equiped to face the competition and to assure market growth.
Brand Check consist of:
- analysis of implemented activities
- analysis of market, trends and competition analysis
- analysis of consumer’s habits and wishes
After conducting the Brand Check we will make further recommendations for the brand that will result in brand strenghtening and market growth.
Visual identity is formed on the basis of the defined brand strategy. On the basis of visual identity, we create a unique logo which communicates the brand values to the target groups. Design of the corporate applications is formed in accordance with the defined visual identity, the logo and the general regulations defined in a book of standards.
Product and packaging design
Product and packaging design is created on the basis of the defined brand strategy.
Product design includes design of the product, specifically its shape (e.g. bottle design) and the material specifications (e.g. engraved glass) as well as the design of the label.
In order for the brand to be fully equipped for the competitive market place, it has to have a superbly designed web site that communicates the brand values.