Interlex has had the opportunity to not only rebrand and brand for its clients, but has also been tasked with developing branding strategy for many of our clients. Our full service advertising agency has focused on creating branding strategy for cause related marketing , social marketing and advocacy marketing campaigns that seek to create positive change in our world. We develop a branding strategy that not only meets the goals of our clients, but also improves the lives of diverse communities. A sound branding strategy is important for companies to maintain an effective and consistent communications platform. It drives the brand identity and communicates the value of the product or service and in the case of many of our clients the value of positive change.
We like to think of ourselves as a vital team member for our clients and through engaging our clients in the planning process we are able to collaborate on the creation of the branding strategy – the compass of our marketing efforts. Market research is at the core of creating a branding strategy and is ideally a focal point of the planning process. We rely on all of our tools to provide value to our clients in achieving their goals, but it starts with research. Our research and strategy teams are able to provide our clients with insights and research that are at the core of our branding strategy. Not only do we exhaust secondary resources, Interlex also conducts primary research like focus groups with multicultural groups and quantitative surveys, which can oftentimes take the form of minority outreach as we send our teams into multicultural communities across the nation to conduct surveys on a grassroots level. This research-driven branding strategy will prove beneficial as we work to achieve client goals.
Our branding strategy is crafted keeping consumer behavior and market trends in mind, and is designed to hone in on emotional, psychological and cultural triggers. This approach is paramount as many times our clients are seeking to change the behavior of their target audience, this branding strategy allows our clients to do just that, whether it is encouraging our audiences to: stop smoking, conserve water or become more involved in their children's education, our methods deliver results.
Our work is not limited to advocacy marketing, we also apply our same branding strategy process to our multicultural marketing and issues marketing, and this branding strategy runs throughout all of our communications. This approach allows Interlex to leverage and enhance the equity of our clients' brands for the betterment of underserved and multicultural communities.
Featured Article:
Understanding Values Goes a Long Way in Creating a Strong Branding Strategy
[Posted on February 14]
Truly understanding your organization and its core values is critical to a branding strategy. Ask any coach how to win and they will tell you to focus on the fundamentals. Only after an organization has a strong identity from within will it be able to effectively portray a product, service, or company to its target market.
Your brand becomes what the public recognizes. People don’t go to the supermarket to buy Unilever. They go to buy Lipton, Dove, and Comfort. A true sense of self can only be developed after conducting a great deal of research and introspection. At that point, an organization can proceed with developing an appropriate brand strategy. What products do you really sell? What service do you really provide? Do you sell the nail or the means to hold structures together? Do you sell the product or the solution? The function or the experience? That’s what separates 3M from other brands of tape, BMW’s from other car manufacturers. They don’t sell you a product. Their strategy is to sell you their brand and at times their way of life. Who are you and what do you want to be…really?
The importance of completely understanding your brand strategy when entering new markets cannot be understated. Whether or not your new market is multicultural, underserved, privileged, or otherwise different, they present a new set of needs and challenges. Messages, language, images, and solutions that have worked historically with your target market, may not work moving forward in new one. When engaging a new market, it’s not only important to know your organization, but the new target as well. Implement new research, segment your target audiences, and develop powerful insights of your consumer base. If you truly know your organization and understand what your target needs and wants, and how they think, you will be in a much better position to connect with them and build a more relevant brand than your competitors who didn’t do their homework.
