approach

Building the unique brand step-by-step

In reality, building a unique and profitable brand is about moving from low to high brand equity, which can then be commercially exploited.

It is the brand equity in the form of high awareness (top of mind), attractive brand associations, and clear symbolism, as well as strong customer relationships expressed by the brand's "community" with a large fan base and many ambassadors, that serves as the foundation for creating increased business growth.

The unique brand identity serves as the central pivot in strengthening brand equity. Only brands with a distinctive mission, personality, expression, voice, and behavior can represent a special value for and establish a special relationship with customers. The normal, ordinary, and average cannot make anyone feel special.

STEP 1

Reinterpretation of Brand Potential

We need to reinterpret and identify the brand potential. What brand relevance, brand equity, and market position can we capture if we are willing to work innovatively with our starting point and create significant changes?

STEP 2

Development of Unique Brand Identity

We need to develop the unique brand identity that can realize the brand potential. What vital mission, as well as distinctive personality, culture, style, tone, expression, and voice, can we define and implement?

STEP 3

Mission-Driven Activation of the Brand

We need to activate our brand in the market to create clear brand differentiation and build profitable brand equity. What signature actions and stories, as well as creative marketing efforts that capture attention and ensure credibility, can we develop based on our mission and identity?

STEP 4

Utilization of Brand Equity

We need to monitor, protect, and commercially exploit our brand equity. What sales and marketing activities can significantly increase revenue, and what brand extensions are possible based on the brand equity?

The work starts with taking a critical, creative, and challenging approach to the brand itself, competitors, and customers to identify the potential to escape the competitive herd and make a significant difference in the market.

In practice, there will be a relatively large time lag between the different steps.

Especially the time lag between step 3 and 4 is crucial to understand and respect. It is only when the brand has succeeded in penetrating customers' consciousness and establishing a special significance that it can function as the strong foundation for growth.