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Brand Audit
Branding starts with an objective assessment of your current position
versus your competition – measurements of competitive share, market
growth, and projections for the industry. These measures, in turn,
are complemented by more subjective analysis gained through listening
to key internal and external constituencies. We provide the qualitative
and quantitative research to answer primary questions in the brand
audit, then analyze all data to come up with a snapshot of your
brand versus its competitors.
Customers as Primary Resource
Your brand is defined by the market. Insight into how customers
feel about your brand enables an understanding of the practical
and emotional bonds that are underscoring your success or holding
you back. As an objective party, Holding Associates can often
gain insights from your customers that they may not share with
your own staff. Including customers in branding efforts makes
them true partners in your business, cementing relationships and
allowing them an opportunity to voice their needs.
The Branding Program
Once your brand is defined and the goals have been established
for what you want your brand to represent in the future, we identify
communications tasks - defining your audiences, developing messages
for each, and determining how those messages can best be delivered.
This provides a framework for developing a branding program that
moves your brand closer to your ideal while addressing issues
specific to each audience. Working with your creative resources
- ad agency, PR firm, community relations, or other consultants
- we help ensure a branding program that is totally integrated,
regardless of how many individuals collaborate.
As your partner in the branding process, Holding Associates will
work with you to identify people within your company as well as
outside advisors who are critical to its success and who define
its character. We then guide your team through the process of
developing your brand positioning and implementation program,
helping to ensure that it will be realized throughout the organization and
sustained past the life of the project. Working with change management
experts, strategic planners, and sustainability consultants, we integrate other strategic initiatives
into the brand project, using your revitalized brand as a voice
for change.
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