Brand Strategy | TaoSquare

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We offer training and consulting in building and executing brand strategy including: Building a brand; creating a name for a product or service; setting up new branded channels in B2B and/or B2C; brand strategy for O2O; repositioning a brand for new markets; valuing a brand in the event of an acquisition or merger; brand licensing strategies, brand franchising; innovation strategies for brands which have lost market relevance.

[/vc_column_text][/vc_column][/vc_row][vc_section][vc_row][vc_column][vc_btn title=”Get in Touch” color=”danger” align=”center” link=”url:http%3A%2F%2Fwordpress-464508-1460007.cloudwaysapps.com%2Fcontact|title:Contact%20Us|target:%20_blank|”][/vc_column][/vc_row][/vc_section][vc_row css=”.vc_custom_1445502473224{background-color: #cc3333 !important;}”][vc_column][vc_empty_space height=”20px”][vc_custom_heading text=”BRAND STRATEGY” font_container=”tag:h2|text_align:center|color:%23ffffff” google_fonts=”font_family:Lato%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C700%2C700italic%2C900%2C900italic|font_style:400%20regular%3A400%3Anormal” css=”.vc_custom_1505774423917{background-color: #cc3333 !important;}”][vc_empty_space height=”20px”][/vc_column][/vc_row][vc_row][vc_column width=”2/3″][vc_empty_space height=”50px”][vc_column_text]Brand alignment is the practice of mapping out the resources of the company and its external stakeholders to ensure all business activities are linked to the brand. The brand should be able to consistently communicate what it stands for and match up to customer expectations. Areas to be addressed include: Understanding the brand architecture. Do you have one pervasive masterbrand or are you a house of brands? Does one or more brands in your business drive stronger value than others? Do you and your employees understand this? How is the brand value perceived, experienced by customers and partners? Is it through the benefits or though the service or a combination? Do you have ongoing brand training and metrics in place? What about the communications matrix? Are all your communications consistent? Is the messaging appropriate and pervasive across all your activities? Internally, do your employees understand your brand ?Do they live your brand? Externally, is the brand doing all it can to live in its milieu both online and offline. Should your brand be viral? How do customers talk about the brand? Can you help improve the experience?[/vc_column_text][/vc_column][vc_column width=”1/3″][vc_single_image image=”1476″ img_size=”full” alignment=”center” title=”Brand Alignment”][/vc_column][/vc_row][vc_row][vc_column width=”1/4″][vc_single_image image=”1452″ img_size=”full” alignment=”center” title=”Brand Positioning”][/vc_column][vc_column width=”3/4″][vc_empty_space height=”50px”][vc_column_text]Positioning your brand requires a combination of strategic and creative thinking in contrast to Alignment, which is an ongoing thing and part of the brand management function. What are your brand values? What values do you want to keep? What values do you need to make more relevant? What values do you want the brand to have? Are they credible? Are they relevant? Can your brand be differentiated from the competition in the market with these values? What positioning can you create in a simple idea that will encapsulate the values? How is that visualised? What verbal and visual messages do you need to create to encapsulate the positioning? How do you create a ‘long’ and a ‘short’ positioning? How does that positioning vary for different parts of the business?[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column width=”2/3″][vc_empty_space height=”50px”][vc_column_text]Once you are happy with your positioning strategy, the next task is to flesh out the verbal and visual directions in the design phase. This has already started in the positioning phase with creatives, strategists and the digital team working together on this. Brand design involves melding the values and positioning statement to iterate as necessary the logo, wordmark, the strapline, any naming development, testing registration, legal compliance conventions and nomenclature systems needed for the current or new brand. Appropriate colour palette and typeface as well as icons, visual photography form the basis for the creative platform. The various iterations of the design need to be agreed and developed with the digital design team as there are multiple formats and executions online as well as offline.The tools and vehicles where these will appear are then mapped onto the design. These can include brochure business stationery, signage, uniforms, interiors, online website, apps, social media templates[/vc_column_text][/vc_column][vc_column width=”1/3″][vc_single_image image=”1420″ img_size=”full” alignment=”center” title=”Brand Design”][/vc_column][/vc_row][vc_row][vc_column width=”1/4″][vc_empty_space][vc_single_image image=”1462″ img_size=”full” alignment=”center” title=”Brand Systems”][/vc_column][vc_column width=”3/4″][vc_empty_space height=”50px”][vc_column_text]The positioning and design phases throw out multiple executions of the brand. It is essential that these are documented for future reference as once the brand is in the market, your communication partners and even your staff will be liable to tweak the visual and verbal elements if there is any doubt about its personality. Systems can be online with rules for usage. Creative brand books and videos can be distributed in print or online for partners. Pop up stores and events can hijack the brand if systems are not clear and show consistent rules ands options for size and colour. And brands are living permeable things. The brand needs to be relevant to current and new customers. Competitive activities may require the brand to be tweaked with some brands having different formulae for different markets. All this needs to be taken into account with the system that manages the brand DNA.[/vc_column_text][/vc_column][/vc_row][vc_row css=”.vc_custom_1445502473224{background-color: #cc3333 !important;}”][vc_column][vc_empty_space height=”20px”][vc_custom_heading text=”BRAND MANAGEMENT” font_container=”tag:h2|text_align:center|color:%23ffffff” google_fonts=”font_family:Lato%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C700%2C700italic%2C900%2C900italic|font_style:400%20regular%3A400%3Anormal” css=”.vc_custom_1505774619905{background-color: #cc3333 !important;}”][vc_empty_space height=”20px”][/vc_column][/vc_row][vc_row][vc_column width=”1/4″][vc_single_image image=”1446″ img_size=”full” alignment=”center” title=”Brand Naming”][/vc_column][vc_column width=”3/4″][vc_empty_space height=”50px”][vc_column_text]Much misunderstood and often not given the strategic rigour it deserves and demands, it is vital to have a considered approach to the naming of your brands. We provide a tried and trusted strategic-creative approach to naming your brands and services. Create names that are easy to read, easy to pronounce, easy to remember, easy to protect and work in global markets.[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column width=”2/3″][vc_empty_space height=”50px”][vc_column_text]Manage your brands at the point of delivery and consumption in channels, in retail and the physical environment. We devise new ways to experience your brands on an emotional level. Our workshops consider different approaches including ‘quick win’ technology events, gamification theory and innovation to link interaction with the sales funnel and create measurable purchase intent.[/vc_column_text][/vc_column][vc_column width=”1/3″][vc_single_image image=”1460″ title=”Brand Experience”][/vc_column][/vc_row][vc_row][vc_column width=”1/2″][vc_single_image image=”1453″ img_size=”full” title=”Brand Architecture”][/vc_column][vc_column width=”1/2″][vc_empty_space height=”50px”][vc_column_text]

Brand management requires understanding and optimisation of the various product, service and strategic brands in your organisation. We help you map out and structure your brand architecture and devise the best messaging strategy so that customers and partners understand how you present yourself to your markets.

[/vc_column_text][/vc_column][/vc_row][vc_row css=”.vc_custom_1445502473224{background-color: #cc3333 !important;}”][vc_column][vc_empty_space height=”20px”][vc_custom_heading text=”BRAND MEASUREMENT” font_container=”tag:h2|text_align:center|color:%23ffffff” google_fonts=”font_family:Lato%3A100%2C100italic%2C300%2C300italic%2Cregular%2Citalic%2C700%2C700italic%2C900%2C900italic|font_style:400%20regular%3A400%3Anormal” css=”.vc_custom_1505774516022{background-color: #cc3333 !important;}”][vc_empty_space height=”20px”][/vc_column][/vc_row][vc_row][vc_column width=”1/3″][vc_single_image image=”1420″ img_size=”full” add_caption=”yes” title=”Data Auditing”][/vc_column][vc_column width=”2/3″][vc_empty_space height=”50px”][vc_column_text]Data Audits collect agreed data from offline and online sources, from internal and external locations. Third-party research is also useful to fill in data holes where records are missing or poorly managed. We also offer 1-1 and/or online meetings with employees and trusted partners to generate qualitative insights to triangulate data collection.[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column width=”2/3″][vc_empty_space height=”50px”][vc_column_text]Complex decision making and analysis of consumer behaviour, brand channels and sales forecasting, for example, requires hard science to understand where gaps and inefficiencies lie. The magic sauce of algorithm development pulls together learnings and insights from the modelling and creates strategic pathways with measurable outcomes.[/vc_column_text][/vc_column][vc_column width=”1/3″][vc_single_image image=”1462″ img_size=”full” title=”Algorithms”][/vc_column][/vc_row][vc_row][vc_column width=”1/3″][vc_single_image image=”1419″ img_size=”full” title=”Data Analytics”][/vc_column][vc_column width=”2/3″][vc_empty_space height=”50px”][vc_column_text]Our Data Analytics service helps you get to know your business and data archives and map out your data assets. Understand external data sources related to your business including social data and (un)structured data that will inform your decision making. Segment your business by relevant sub-segments: Products, services, customers, channels, territories.[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column width=”2/3″][vc_empty_space height=”50px”][vc_column_text]Our team of data and behaviour scientists and our Asia-based business and brand strategy team are experts at crystallising the data and modelling scenarios that provide insights on your business and brand. Modelling provides scenarios and options to direct business and brand strategy for new value creation.[/vc_column_text][/vc_column][vc_column width=”1/3″][vc_single_image image=”1413″ img_size=”full” title=”Data Modelling”][/vc_column][/vc_row][vc_row][vc_column][vc_empty_space][/vc_column][/vc_row]