brand strategy

Credible. sustainable. differentiated.  All brands strive for these attributes, however the vast majority never come close to achieving this kind of recognition. At Creative Link, we believe this can be attributed to the lack of a strong foundation.

Building a credible, sustainable and differentiated brand is within your grasp when you begin with a solid brand strategy. A brand strategy defines a rationale for your brand and clearly articulates to your target audience why your brand should be chosen over the competition.  The brand strategy then becomes the standard by which all brand building activity is built upon.

The brand strategy consists of the following essential components:

Elevator Pitch

An elevator pitch is a carefully-planned, well-practiced 90-second speech describing your company, product or service and the differentiator(s) you bring to the table. This is not a speech to “seal a deal” but instead to peak interest and advance the ball to the next stage of engagement.

Brand Story + Promise

A brand story is the narrative behind your brand; it introduces a “need state,” as well as communicates the history and the core essence of your organization. A strong and singular brand promise builds loyalty and trust.

Value Proposition

The value proposition is a clear description of what is offered to your target audience. It succinctly captures what your organization does and it serves as a foundation to clearly explain how clients receive service and support.

Mission. Vision. Values.

A strong articulation of mission, vision and values is essential to the growth and success of your company. Defining these unique qualities strengthens the foundation of your company and builds brand equity while helping employees live the brand.

Brand DNA

The brand DNA is the deliverable you receive after participating in Creative Link’s branding workshop. It is a quick one-sheet visual that breaks up your brand in tangible and intangible qualities for those wanting a concise look into your brand as a whole.

Brand Manifesto

A manifesto can be considered as the guiding principles for your brand, as well as policies that help guide each department to realize your company’s mission.

Brand Voice

The brand voice is the manner and personality in which you communicate your messages to your stakeholders. It must be distinct, recognizable and believable, and it is integral to the brand experience overall.

The next step in the branding process is brand design and it is as essential to your marketing success as your brand strategy.