Marketing and Branding

Branding

  • The purpose of this initiative is to evaluate and document the current brand positioning, competitive landscape, customer profile and marketing plans, then develop a comprehensive positioning platform that aligns the brand with the vision, mission and strategic objectives for the company’s web channel.

Brand Audit

  • Review current vision and mission statements
  • Identify and document the organizations core values
  • Review and document current brand visual elements, brand personality and positioning
  • Identify and document current brand attributes
  • Identify and document all customer touch points

Competitive Analysis

  • Identify and review competing web sites. Inventory features, functions and promotional tools being utilized. Compile into comparative grid.
  • Analyze competitive marketing campaigns, ads, emails, etc.
  • Identify and review industry data, trends and reports. Summarize current trends and values.
  • Interview key management about perceptions, strengths and weaknesses of the company and competitors, threats and opportunities
  • Identify points of differentiation for the company and competitors
  • Compile a SWOT analysis

Customer Profiles

  • Identify industry forums, blogs and newsgroups used by customers. Conduct stealth brand awareness and attitude research. Summarize findings.
  • Define customer profile including demographics, psychographics and segmentation.
  • Develop and conduct customer interviews
  • Develop and conduct online customer survey

Marketing Audit

  • Review and analysis of previous and current marketing materials, programs and campaigns including results
  • Complete review of analytics and campaign management tools with analysis and recommendations.
  • Identify and document the strategic goals and objectives

Brand Strategy Summary & Recommendations

  • Summarize findings from brand audit, competitive analysis, customer profiles and marketing audit
  • Define and position the brand personality, platform and the brand message
  • Validate and refine the key competitive advantages, core differentiating attributes and brand story

Recommended Strategies, Opportunities and Tasks

  • Define the audience characteristics
  • Create a visual strategy and brand architecture that links the company’s brand experience and creates brand harmony

UI Design

  • To reflect brand and competitive goals
  • To incorporate all commerce and non-commerce features