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Branding Services
Think of some of the strongest brands in our popular culture today: Nike, Coke, Budweiser. Each of these brands is a single identity that lives in the minds of its target audiences. Each captures qualities both rational and emotive.
At Compass, we believe that a brand is far more than a name, a benefit, or a formula. A brand is a contract with your audience. Our job as marketers is to create and articulate your brand’s identity so that it appeals to multiple audiences, each with different needs and expectations.
To do this, we think in segments. Who are your different audience segments? What’s valuable to each of them? And how do we best communicate that value in a way that’s relevant? It’s critical to get this right. Because at the end of the day, it’s what your target audience believes about your brand—not what you intend—that matters most.
How is your brand perceived in the marketplace? What do others believe to be its strengths and limitations? At Compass, we conduct extensive brand audits to find the answers to these questions. Knowing this information is critical in both the offline and particularly in the online space, where user-generated content may be someone’s first introduction to your brand.
Think about your brand as if it were a person. What words would you use to describe it? Dependable? Creative? Bold? Defining your brand’s personality is key as you look to build a solid and recognizable brand identity. Working on your brand personality is part of our larger brand strategy platform designed to create a consistent look and feel for your brand.
How do you move your different audience segments along the continuum from brand awareness to ultimate brand loyalty? What are the key drivers and tools that can ensure that movement? Your brand strategy needs to address this question. With a solid brand strategy, you can gain a clear overview of where your brand is today and where you want it to be tomorrow.
You can’t develop a branding strategy in a bubble. It’s critical to know how your competitors are positioning themselves so that you can occupy a unique space in the minds of your audience. Our extensive research capabilities allow us to gauge what’s happening in the marketplace so that we can best position you in a competitive landscape.
While you may be communicating with multiple audience segments, your brand’s identity should always be consistent. Compass will help you develop a positioning statement and messaging platform that addresses nuances relevant to your different audiences while ensuring that your brand maintains a consistent and focused identity.