Brand strategy

Identity is the core of business strategy. Sometimes an organization forgets the ideas that made them in the first place. But the successful ones know that understanding their identity is a prerequisite to market success. We advise companies on how to create a powerful and lasting identity rooted in market positioning and the culture of the organization.

Reaching differentiation is not just a matter of great products with clever technology. Often it is a matter of consistency within the company. A matter of coherence between products, visual identity, market position and business strategy.

For some companies this is as easy as it gets. It is the natural pattern of action within the company that creates this coherence. But often it is a struggle to connect all ends and create a simple and understandable market position.

True differentiation comes from within the identity of a company, not through slick campaigns. Visualising the differentiating ideas of a company is a cultural and analytic process and not a quick win.

Benefits

A clear position on the market place is visible on the bottom line: You or your product is more visible in the eyes of the consumer, job applicant, journalist and investor. A strong identity gives employees a sense of belonging. And a clear brand architecture makes brands easier to manage.

Process

In close association with the executive board, Kontrapunkt develops a process which has as goal to define market position, key messages to defined target groups and the core proposition of company or product. This process is tailormade according to the project and can last from one to six months.

Deliverables

Kontrapunkt is experienced in projects covering:

• Positioning: On the market place and in the eye of the user
• Brand foundation: Core idea, value proposition, values
• Brand architecture: Brand portfolio management tool