PRE-PROPOSAL GUIDE: BRAND STRATEGY AND BRAND POSITIONING

Transcription

1 PRE-PROPOSAL GUIDE: BRAND STRATEGY AND BRAND POSITIONING

2 WHY IT MATTERS INSIGHT STRATEGY CONCEPT 07 PLAN NAMING AND LOGO DEVELOPMENT TYPICAL INVESTMENT AND TIMEFRAME

3 01. WHY IT MATTERS Branding engagements may vary in scale, but never in importance. All brand work should be customer-driven and strategically grounded. That s why we ve developed a method for branding that can be tailored to suit your budget without compromising on meaning and relevance. PRE-PROPOSAL GUIDE: BRAND STRATEGY AND BRAND POSITIONING WHY IT MATTERS

4 ALL BRAND WORK SHOULD BE CUSTOMER-DRIVEN AND STRATEGICALLY GROUNDED. PRE-PROPOSAL GUIDE: BRAND STRATEGY AND BRAND POSITIONING WHY IT MATTERS

5 Whether you re considering a branding refresh, rebranding your company or launching an entirely new corporate brand, Godfrey s methodology can scale into a defined approach for: Staying grounded in the realities of your market, competitors and audience Developing strategies to achieve your goals given those realities Creating the concept that will set your brand apart and resonate with your audience Producing a plan to ensure that you reach, engage and move your audience to action Setting the stage for execution, measurement and optimization (Separate from this particular offering, Godfrey is fully equipped to support all creative execution as requested. We can also track, report and optimize the program for maximum effectiveness.) PRE-PROPOSAL GUIDE: BRAND STRATEGY AND BRAND POSITIONING WHY IT MATTERS

6 02. INSIGHT Your brand must be grounded in the realities of your market, your competitors and, most importantly, your customers. So there s where we start. We combine our institutional knowledge and yours with an outside perspective to get a comprehensive view of the market; the competitive environment; and the perceptions, needs and behaviors of the customer. This is not an academic exercise; we gather and analyze relevant information so that it is actionable in developing the strategy, creative approach and tactics to achieve your objectives. PRE-PROPOSAL GUIDE: BRAND STRATEGY AND BRAND POSITIONING INSIGHT

7 WE GATHER INFORMATION RELEVANT TO YOUR OBJECTIVES. PRE-PROPOSAL GUIDE: BRAND STRATEGY AND BRAND POSITIONING INSIGHT

8 TYPICAL INSIGHT STEPS: Review our existing knowledge and available research Interview internal stakeholders, including management, sales, technical and product experts Audit key competitors so our recommendations are differentiated Assess the market environment and conversations Conduct in-depth interviews with current customers and prospects to gain their perspective on market trends and perceptions PRE-PROPOSAL GUIDE: BRAND STRATEGY AND BRAND POSITIONING INSIGHT

9 TYPICAL INSIGHT DELIVERABLES: Competitive Landscape: Strategies, positioning, messaging and current tactics Market Narrative: Topics, trends and conversations Audience Profiles: Personas to focus the concept and tactical plan Key Findings: Aligned with the scope and scale of the assignment Initial Strategic Recommendations: Based on key findings and insight details PRE-PROPOSAL GUIDE: BRAND STRATEGY AND BRAND POSITIONING INSIGHT

10 03. STRATEGY Branding strategy is usually two-fold. First, we develop or refine your positioning strategy. We distill this position down to a core statement that captures your value in a way that nobody else can claim. The messaging strategy supports that statement with key supporting messages (or reasons to believe ), each backed with tangible proof points. Second, we develop a strategy for building brand experiences with your audience across all relevant media and platforms. PRE-PROPOSAL GUIDE: BRAND STRATEGY AND BRAND POSITIONING STRATEGY

11 WE CAPTURE YOUR VALUE IN A WAY THAT NOBODY ELSE CAN CLAIM. PRE-PROPOSAL GUIDE: BRAND STRATEGY AND BRAND POSITIONING STRATEGY

12 TYPICAL STRATEGY DELIVERABLES: Key Strategies: Aligned with insight findings Brief: Summarizes insight and strategy for concept development Messaging Strategy: Key pillars, reasons to believe and proof points Strategic Framework: Aligned with the customer journey, initial framing of the audience situation, key messages, content types, channels, KPIs and measurements PRE-PROPOSAL GUIDE: BRAND STRATEGY AND BRAND POSITIONING STRATEGY

13 04. CONCEPT Leveraging the insight and strategy, we develop several concepts that express your strategic message in a creative way. Why several? First, because who likes a take it or leave it proposition? Second, because we want you to be a part of the process. Every option we provide will be on-strategy and on-brand, but we re out to find the concept that will have you just as excited as we are. PRE-PROPOSAL GUIDE: BRAND STRATEGY AND BRAND POSITIONING CONCEPT

14 CONCEPT = A REPEATABLE CREATIVE IDEA THAT EXPRESSES YOUR STRATEGIC MESSAGE PRE-PROPOSAL GUIDE: BRAND STRATEGY AND BRAND POSITIONING CONCEPT

15 TYPICAL CONCEPT DELIVERABLES: Definition: A recipe for each idea, articulating the approach in as few words as possible Inspiration: A curated sampling of work that shows what you can expect from the final execution Demonstration: Early executions, often in the form of a sketch Concept Guide: A simple how-to for anyone executing the selected concept PRE-PROPOSAL GUIDE: BRAND STRATEGY AND BRAND POSITIONING CONCEPT

16 AFTER A CONCEPT IS SELECTED, WE REFINE AND BUILD THE ELEMENTS OF YOUR BRAND: Brand Story: Captures the essence of the brand, its character and personality Brand Vocabulary: Words strongly associated with the brand Brand Voice: Defining the written tone that best embodies the brand s personality Visual Vocabulary: Visual elements including a guide to photographic and illustration style Brand Guide: A how-to for anyone expressing the brand, with relevant guidelines, specs and sample executions PRE-PROPOSAL GUIDE: BRAND STRATEGY AND BRAND POSITIONING CONCEPT

17 05. NAMING AND LOGO DEVELOPMENT If your engagement requires a new name or logo, we ll apply the same mix of creativity, rigor and collaboration that we bring to the concepting process. Only this time, all of our work will be grounded in the creative concept you ve already selected. As with concepting, we make room for you to collaborate toward a final selection. So we develop a number of potential iterations, each a unique extension of the same creative concept. We also vet your name and logo options nationally, internationally or globally to help smoothen your trademark application process. PRE-PROPOSAL GUIDE: BRAND STRATEGY AND BRAND POSITIONING NAMING AND LOGO DEVELOPMENT

18 WE MAKE ROOM FOR YOU TO COLLABORATE TOWARD A FINAL SELECTION. PRE-PROPOSAL GUIDE: BRAND STRATEGY AND BRAND POSITIONING NAMING AND LOGO DEVELOPMENT

19 06. PLAN The plan is the all-important bridge from the brand strategy and concept to the tactical execution that makes the brand real for your audience. Branding is no longer about crafting communications; it s about designing experiences. It s about unifying experiences seamlessly across channels, platforms and media. We have in-house experts in all of these areas, so we re ready to unify your most important owned, earned and paid channels. PRE-PROPOSAL GUIDE: BRAND STRATEGY AND BRAND POSITIONING PLAN

20 BRANDING IS NO LONGER ABOUT CRAFTING COMMUNICATIONS; IT S ABOUT DESIGNING EXPERIENCES. PRE-PROPOSAL GUIDE: BRAND STRATEGY AND BRAND POSITIONING PLAN

21 TYPICAL PLANNING DELIVERABLES: Building on your strategic framework, the plan framework provides a more granular map of the following: Audience situation and goals Messages, content types and vehicles Paid, earned and owned media tactics KPIs and measurement techniques (Because branding engagements can run the gamut from simple refreshes to complete naming and branding of companies, this package includes a high-level plan framework only. We can propose a more comprehensive planning step once we know the full scope of your project.) PRE-PROPOSAL GUIDE: BRAND STRATEGY AND BRAND POSITIONING PLAN

22 07. TYPICAL INVESTMENT AND TIMEFRAME Investment and timeframe vary, depending on the nature and scope of the project, the market and geographic reach and other factors. Naming and logo development can easily add four weeks and $25,000-$50,000 to these totals, not including the time and expense involved in legal vetting and eventual trademark application. Scale and scope Investment range Timeframe Smaller brand refresh $25,000-$45, weeks Mid-range branding initiatives Large branding projects $45,000-$65, weeks $65,000-$85, weeks PRE-PROPOSAL GUIDE: BRAND STRATEGY AND BRAND POSITIONING TYPICAL INVESTMENT AND TIMEFRAME

23 Godfrey is more than a global B2B marketing agency. We re an engine one that drives industry knowledge, audience insight and strategic creativity through a broad landscape of marketing tactics. Everything we do is fine-tuned for B2B. That s our secret: marketing that makes sense for your industry, your brand and your goals. Talk to us today or learn more at godfrey.com. PRE-PROPOSAL GUIDE: BRAND STRATEGY AND BRAND POSITIONING