A Branding Dictionary
Think of the brand strategy as a compass, one that guides the brand to safe, and in most cases, profitable shores.But it's more than a guiding mechanism, it serves as the soothsayer of real, tangible and exciting benefits that a brand has to offer its target audience. The bible of the sales force, it finds merit in building sales as well. But perhaps its most avid audience would be the ones within the company, as it serves as a compendium of knowledge for employees, allowing them to connect with the values and goals of the company. Two vital elements make up this Charter of Progress - The key principles of the company; and the needs, wants and perceptions of the target audience. Being a key driver of business, it's also the precursor, the central core from which a brand can evolve. Every action, communication, or report, must necessarily fall in line with the brand strategy's guidelines.
Brandlore offers support services and analysis of your brand. To achieve the objectives it is always necessary to analyze the current state of your brand, define how it is perceived by its target, and also define its position in relation to its competitors and target market. Our international team also allows us to provide an assessment of foreign markets, with consultants on site, as well as a deep understanding of its market. Our approach is effective for both brands that are not currently in the market, as well as those that have already launched their own path. Together with our clients we set goals and seek out the best way to reach them.
Positioning comes in two guises: the first is related marketing (price, distribution, product promotion) and the second is connected to the perception of the brand by consumers. Demographic changes, technological developments, new trends and marketing are some of the variables that chart out the positioning of a brand. It is naturally dynamic. Thankfully, so are we. Our analysis is based on continuous monitoring, in order to make the brand positioning coherent, targeted and effective. The strategy uses the changes in the market for a brand-building exercise that is firm, consistent and always appeals to the consumer, like iron filings to a magnet.
Product Service System
The purchase of a product is more than a mere set of mechanical actions; we see it as a qualitative search for both rational and emotive benefits. We attempt to align your brand with the actual wants of the consumer with the Product Service System. A set of both products and services that complement each other, it focuses attention on the buyers at a 360° level. Brandlore first studies this process, after which we implement real services that transform the simple purchase of a product into a unique experience. The end result is a satisfied consumer.
A picture says a thousand words. A brand design perhaps even more so. As the visual portrayal of brand perception, the brand design has an opportunity to connect with consumers in a very personal way. While the brand communicates values that directly influence the consumer and all associated ideas pertaining to the brand. What we seek to do is translate these ideas into symbols, colors, graphics, images, materials that constitute the DNA of the brand. It makes it recognizable and immediately identifiable to the consumer, distinguishing your brand from its competitors, and occupying a unique platform in their minds.
No two snowflakes are alike, and your brand identity must strive to follow this example to create a unique 'fingerprint'. This fingerprint is meant to leave a lasting impression, a unique and distinctive mark that makes a brand instantly recognizable. It is also internally relevant, for the both the employees of a company and its various stakeholders. Brandlore approaches the brand identity as a mix of creativity and marketing strategies. So what emerges is an identity that ticks both the boxes as far as coherence and effectiveness goes.
What's in a name? Well, the choice of name is the key step in creating a solid and effective brand identity. The name must be able to capture the soul of a new product, a new company or a service. A fundamental yardstick for names is that it must be both recognizable and memorable to the target audience. This triggers a direct associative mechanism with what the brand represents. Brandlore chooses to take a creative and flexible approach to the choice of name. Thanks to our international structure we are also able to verify its effectiveness, while we evaluate different cultural influences.
A product can be called successful when it positively influences the life of an individual, by improving and facilitating his daily existence. Brandlore follows this principle and develops projects in which design is for the service of the end-user. Our experts study and define the needs of consumers, creating products that meet their expectations. The projects are a blend of innovation, creativity, and ergonomic principles to create products that truly enhance the quality of seemingly simple, everyday actions. Because the best products touch your life in ways that won't always notice, as they are woven into your daily habits.
The packaging is the calling card of a product. An emotional connect with the consumer is generally a yardstick for compelling packing. Good packaging must also be distinguishable, to the degree of being reliable, interesting and compelling in order to induce buyers to accept it. For these reasons Brandlore considers the packaging design as the result of a fruitful collaboration between designers, engineers and manufacturers of packaging. We aim for results that are a mix of graphics, materials, and ergonomic studies, which combine to identify and occupy the right spot on the shelves of retailers and in the imagination of consumers.
The brand communication is a set of activities that is best served when not predetermined. The target audience is exposed to the messaging in various places, and like most things in life, the timing is a crucial element in the mix. Also bear in mind that the communication must hold relevance to the consumer, or one risks the chance of it being overlooked. Clear and impactful communication is the dream of every brand. One of the ways of making those dreams a reality is choosing the right channel or medium of communication. It's not an easy process, but the results are well worth the effort.
Below The Line
Below-the-line (BTL) media includes all communication activities that are not conveyed through traditional media, but directly address the target audience. The advantage of BTL investments is that they are usually less costly and more targeted, allowing you to aim for immediate and measurable returns. Brandlore designs BTL projects that have high impact and engage the target audience, so your brand's message is conveyed clearly with immediacy. We offer a high degree of flexibility in our service combining communications, marketing and design to create synergies that strengthen your goals and actions.
The sales point plays a key role in the interaction between the brand and its consumers. At Brandlore we make it point to consider as many avenues as we can to ensure your brand gain maximum visibility. Projects are created for a brand or product to distinguish them from competitors and at the same time enhance the values of the brand identity. We employ a team of specialist architects, whose role is to create spaces that offer the opportunity to go through a true brand experience. These are places where consumers can immerse themselves and move freely, experiencing unique feelings and emotions.
Not so long ago people referred to the digital space as the 'virtual' world. But there's nothing virtual in the way that digital is woven into the fabric of our daily lives, making it a part of our reality. Relevant content, appealing looks, sound, color, and motion pictures now allow users to indulge in real experiences. It's a win-win situation for companies to bring alive the brand and allow the audience to interact at a greater level. The opportunities currently offered by digital branding are almost endless- right from evolving digital platforms that host websites to social media and custom applications. Real-time updates go a step further to enhance control over communication, as well as providing an opportunity to quickly alter your content. Brandlore looks at the entire spectrum of online communication, carefully picking the relevant channels and just as ruthlessly eliminating all that isn't. Thus we exploit the full potential of digital branding to provide new forms of expression. If it isn't contemporary, innovative and effective, then it isn't going to work.