Branding & Positioning.
Corporate Branding and Positioning is the practice of consistent communications and experiences so that a person recognizes, understands, and feels something about your brand. Branding and positioning operate on two levels: conscious and subconscious. Effective branding requires a brand creative identity that is executed consistently across channels and is different from competitors, so people instantly recognize a message or experience is coming from your brand. Effective positioning is a simple, clear proposition that is also consistently reinforced and different from the competitors so people become familiar with your brand. Branding and positioning must work together for a person to believe your brand is credible and trustworthy. But brands can’t just use the ‘matching luggage’ approach of the 80s and 90s. In our always on, digitally responsive, and socially connected marketing universe, brands cannot afford to be static. Our clients often struggle with creating brands that are identifiable yet flexible enough to adapt to each channel’s audience expectations.
We Hear You
Corporate branding and positioning must operate as a well-defined, yet entirely adaptive system so marketing teams can engage with their audience in a manner that best fits the audience’s needs and expectations. Marketers must set a vision for the brand, one that signals who the brand is and why they should care. Strong brands mix emotional, rational, and functional dimensions to create interest and audience support. Colors tell stories. Words can be visualized. And memories are made because emotions were triggered.
How we help.
We work with a wide range of brands – from startups and scale ups to mid-sized corporations – identifying audience needs, company or product selling points, competitive challenges, and market opportunities to identify the seven to ten key priorities for their brand. Our strategy team works with your team to develop the brand or product positioning while our creative team works to develop brand identity concepts. Yes, we do name and logo development, brad look-and-feel (e.g., color pallet, fonts, brand voice and personality). We also develop segmented messaging, message hierarchies, value propositions, brand promises, and brand archetype. These are all critical components of effective brand management. But the reality is, a brand is the feeling a person gets when they encounter your communications or UX experiences ‘in the wild.’ Understanding how the human psyche and psychological paradigms play a role in memory formation, category signaling, and belief are as important as the discipline of brand identity and positioning documentation. Both are needed for a brand to thrive, which is why we marry marketing science with human insights to fuel brand growth.
What Problems Can Coologee Solve?
- Market, brand, and product or service positioning.
- Brand identity creation including naming and logo, brand look-and-feel.
- Differentiated brand storytelling across awareness, consideration, and direct response.
- Segmented messaging that supports a corporate brand position.
- Message mapping across a customer journey.
- Brand purpose creation and onboarding.
- Audience insights identification - practical, emotional, and psychological.
What Questions Should I Be Asking?
- Is my brand positioned for success?
- How do I evolve my brand identity & positioning given new business strategies?
- How familiar and well-known is my brand and how can I improve awareness?
- What products or services does my brand have permission to market (brand elasticity)?
- What is my message hierarchy and when should I use each message?
- Is there a way to create offers that support my brand and if so, what offers should I use?
- How can my UX experience feel more branded?
- Are my communications evoking the emotion they need to be noticed and absorbed?
- Is there a better way to tell my brand and corporate story?
- How can I refresh my brand so that it feels like it is the same company, only refreshed and modernized?
- What should I name my company, product or service and how should I brand it?