Strong brands are built from solid brand strategies and while a good logo and a clever tagline are important, a brand strategy is much more than just visual images. The purpose of brand strategy is three-fold; to develop a distinction of the brand, to build brand equity, and to create a competitive advantage.

PMG will build your organization a brand strategy using our Brand APPEAL model:

About – To get a true understanding we use market research techniques to uncover the feelings behind your current brand position. We seek answers to many questions including; what your organization does, what your unique value proposition is, who your clients are, what your differential advantage is, and how a customer benefits from your relationship.

Personality – We then develop a brand personality to help your organization visualize what it wants to be known for by employees, partners, clients, and prospects.

Pledge – Next, we determine the single most important thing that your organization promises to deliver to customers with each and every interaction they have with you. That is your organization’s brand pledge. The brand pledge should be considered when making decisions to ensure there is alignment between them and the promise you make to your customers.

Eye candy – In this step in the process we work with your advertising agency to develop the physical imagery that makes up your brand including; logo, colors, taglines, fonts, etc. It is important that the imagery reflects your brand pledge, the traits of your brand personality, and connects to your company’s vision and values.

Approach – This is where the strategy really comes together. Using the information gathered through the previous steps, we design a brand strategy. This includes objectives, communication channels, messaging, target audiences, and evaluation metrics.

Launch - Establishing and maintaining a clear and consistent brand message is vital to the success of your brand strategy. It is important that everyone has the same experience with the brand, including employees, partners, customers, prospects, etc. Without a consistent delivery your brand identity becomes clouded and loses focus. PMG helps with the planning, coordination, and implementation of the strategy to deliver a consistent message and ensure that everyone lives the brand.