Developing brand is a process – one that is driven by the vision and purpose of the organization and that builds on clearly defined core values and principles. The process requires assessing the current market and competitive landscape, defining the organization’s desired position in that market, and establishing a fundamental brand platform to guide the personification of the brand.
A brand platform is a living document that establishes a foundation for the organization’s identity, messaging and visual presentation. Additionally, it serves as a framework for all internal and external communications, as well as a guide for how internal operations are performed.
MarketPoint works with organizations to develop brand platforms that articulate a useful point of distinction.
We carefully gather information through internal and external reviews and identify gaps between current perceptions and the needs and desires of the organization and its audiences. We outline opportunities for brand growth and recommend strategies to address uncovered issues. We summarize our findings in a Brand Framework that documents key elements of the brand (including brand attributes, target audiences, competitive advantages, and brand position). And we will develop high-level branding recommendations for brand adoption and rollout to ensure an integrated approach to strengthening brand in the marketplace.
Components of a Brand Platform
- Overview of Market Space (or Competitive Landscape)
- Competitive Advantages (What differentiates the organization’s brand?)
- Core Brand Values (What core values/guiding principles will serve as the foundation for the brand?)
- Brand Position Statement (What is the organization’s desired position in the marketplace?)
- Brand Vision (What guides the organization’s brand relationships?)
- Brand Attributes/Personality (What are the distinct qualities/descriptors of the brand?)
- Brand Essence (What is the true spirit – the heart – of the brand?)
- Brand Character/Tone of Voice (How will the brand speak to its target audiences?)
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MarketPoint gives 100% to its clients. They have great ideas and knowledge of branding and can adapt those principles to complex issues. We would recommend MarketPoint to any company or entity that is looking for a fresh brand marketing campaign.
MarketPoint helped us articulate who we are and what we do, to better reflect what we want our brand to be.
One of the things I like about MarketPoint is their marketing experience across multiple industries. When we hired them to help us better communicate our brand, they took nothing for granted. They conducted thorough research that produced challenging insights into the needs and values of our members. And their recommendations weren’t just based on the data, but drew on best practices they’ve encountered with clients outside our industry. It was a challenging process, but in the long run, we’ve been able to strengthen our brand and build even stronger relationships with our members.
I was surprised how much we could learn about branding, marketing, competitive landscapes, and more. MarketPoint went deep into our market and emerged well-informed on the industry and the challenges we faced. Their insights into our customer opportunities and who our competitors could be were extremely helpful. These guys really know what they’re talking about. I highly recommend them.