CASE STUDY

PREPARING A BRAND PROMISE FOR NEW GROWTH

CASE STUDY

PREPARING A BRAND PROMISE FOR NEW GROWTH

Brand promises are not fixed in time. Marketplace innovations, shifting consumer needs, and competitive threats impact their ongoing effectiveness. Giving employees the opportunity to take part in refining and enhancing your brand promise can go a long way, empowering them to bring it to life in meaningful ways.

We worked with a security products manufacturer and their marketing agency to explore ways to refine their brand positioning – and ultimately, their brand promise.

THE CHALLENGE

Develop a brand positioning that would resonate with both consumer and commercial target audiences.

Identify the core brand perceptions, associations, and aspirations that employees find relevant and meaningful to their consumer and commercial customers.

THE RESEARCH

Projective techniques elicit the unique elements of the current brand promise, as understood from within the organization.

A SWOT analysis to understand employees’ perceptions of their brand within the competitive landscape.

THE RESULTS

A foundation for developing a refined and cohesive brand promise.

Excited employees, empowered to adopt the new umbrella positioning.

An enhanced brand promise delivered through both internal and external communications.

Your brand promise tells customers what to expect and sets the tone for the feelings and emotions you wish them to experience.