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Your brand strategy defines what you stand for, a promise you make, and the personality you convey. Successful branding also creates “brand equity” – the amount of money that customers are willing to pay just because it’s your brand. You acquire customers quickly because your prospects’ experience with you supports everything you say. You can charge a premium because your market knows why you’re better and is willing to pay for it. The market may not have a consistent view or impression of your product and company, but in general you think it’s positive. You haven’t thought a lot about branding because it doesn’t necessarily seem relevant, but you admit that you can do a better job of communicating consistently with the market. What you do, what you say and how you say it may contradict each other and confuse your prospects. Create a free account in our marketing planning and management web app for step-by-step guidance.
Before working on your brand strategy, make sure you’ve identified your competitive positioning strategy – your brand strategy will bring it to life.
Identify which benefits are emotional – the most powerful brand strategies tap into emotions, even among business buyers. Look at the emotional benefits and boil them down to one thing that your customers should think of when they think of you. Write positioning statements and a story about your brand; use them throughout your company materials. Determine how your employees will interact with prospects and customers to convey the personality and make sure your brand “lives” within your company. Together with your competitive positioning strategy, your brand strategy is the essence of what you represent. The Marketing MO planning app is your behind-the-scenes Chief Marketing Officer, a comprehensive resource that will improve your overall business, whether it’s a consulting practice, start up, or mid-size company. Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. The breadth of our consulting team experience, which includes brand marketing, sales management and retail management, provides a perspective to marketing planning that is essential in an industry that is rapidly transitioning to where the store is the primary demand generator.
Today’s environment requires not only the application of conventional marketing disciplines but an understanding of both the consumer and the shopper, the retail environment, the store as media, the application of advanced shopper research methodologies, the alignment of brand and retailer target consumer segments and the relationship of brand performance to the shopping experience. This understanding, combined with our marketing and category management expertise, and the work we are doing to build client shopper insights capabilities, enables us to be more than a typical marketing consulting firm. Our experience includes brand planning, new market and category entry plans, portfolio analysis and planning, new products, consumer promotion, co-marketing and in-store marketing. We believe in a disciplined and comprehensive brand planning approach that begins by identifying the strategic imperatives for building and sustaining brand equity.


The ability to successfully build new brands, enter new categories and enter new markets requires a comprehensive diagnostic, planning and implementation process. Our brand marketing expertise, combined with our unparalleled understanding of consumer packaged goods industry dynamics, from both a retailer and manufacturer perspective, adds a dimension that enhances the probability for success. Maximizing return on investment of a multi-brand portfolio is a more complex and challenging task than dealing with a single brand portfolio with numerous product lines.
In order to maximize sales and profits in a multi-brand, multi-category organization, careful thought, planning and execution are necessary. We have considerable experience conducting strategic analysis of CPG manufacturer multi-brand portfolios, the basis on which a brand portfolio competing in different categories should be managed. An annual review of the brand analysis and prioritization processes should take place, and indicated course corrections be made. Subscribe to our industry digest for the latest weekly news and trends on top Instagrammers, YouTubers, Viners, & Snapchatters! As part of our weekly series featuring the best sponsored Instagram posts (see last week's holiday edition here), see how Totino's, Amazon, and Crate & Barrel are advertising to their target audiences on Instagram by collaborating with top Instagram influencers. In the later half of 2015, interest in influencer marketing has nearly doubled (Google Trends).
E-commerce giant Amazon continues to innovate and advertise its brand, products, and services by collaborating with many top Instagrammers and social media influencers. In our 2015 market data study "The Biggest Brands Advertising With Lifestyle Bloggers," Crate & Barrel emerged as one of the top blog advertisers. To see which other brands have built standout brand channels on Instagram by leveraging influencers, see our post "3 Best Brands On Instagram Working With Influencers" here.
Mediakix orchestrates custom, high performing influencer marketing campaigns for the world's best brands.
Learn how to set up, manage and improve your distribution channels with this detailed how-to guide from the experts at Marketing MO. And while it includes your logo, color palette and slogan, those are only creative elements that convey your brand. But when you put two companies up against each other, the one that represents something valuable will have an easier time reaching, engaging, closing and retaining customers. In addition to generating revenue, brand equity makes your company itself more valuable over the long term.
It’s easy to begin dialogue with new prospects because they quickly understand what you stand for.
A feature is an attribute – a color, a configuration; a benefit is what that feature does for the customer. A great brand strategy helps you communicate more effectively with your market, so follow it in every interaction you have with your prospects and customers. When tackling any new marketing task, have confidence that we have your back – with the structure and detail you need to get things done right.


We have a value added capability that can enhance the effectiveness of marketing planning for CPG manufacturers, both large and small. These strategic imperatives provide the foundation for the development of annual brand plans.
A well managed multi-category, multi-brand portfolio can provide a company with balanced sales and profit growth and meet defined ROI targets. Substantial resources must be allocated to the development and continuing review of its strategic and tactical plans. While Instagram rolled out a number of native advertising changes to their photo-sharing social media platform in 2015 (see our posts on Instagram Sponsored Ads and Instagram's New Ad Formats), many brands experienced measurable campaign success by sponsoring Instagram posts with top Instagram influencers.
This growth is fueled by several factors including the quick growth of social media influencer channels (e.g. By sponsoring Instagram posts with top influencers, Totino's Instagram marketing campaign leverages the reach and engagement of each Instagrammer to message millions of engaged followers. For the launch of their voice-powered home tech "Echo," Amazon created a series of sponsored Instagram posts with popular Instagrammers featuring the product in action with an Instagram video (shown above) in addition to a second sponsored post.
For Instagram, Crate & Barrel has built one of the largest brand channels by crafting strategic Instagram marketing campaigns with several top Instagrammers.
Your brand strategy brings your competitive positioning to life, and works to position you as a certain “something” in the mind of your prospects and customers. Our suggested timeline is three years of history, current year, and three years for projections. Totino's hashtag theme, "couch hard," succinctly taps into relevant millennial themes further elevating engagement with its relevancy.
Pretty futuristic just being able to tell a little robot thing and have it do things for you, such as make a room feel Christmasy, or turn off the TV you left on upstairs. For Instagrammers, Amazon partnered with notable social media stars across many different niches and target audiences. By partnering with select Instagrammers, Crate & Barrel not only leverages each influencer's reach and engagement, but is also able to build their channel effectively with the best creator-generated content.
If you want to capture significant market share, start with a strong brand strategy or you may not get far. We have considerable new product development experience in food, health & beauty care and general merchandise categories. As more and more key demographics migrate from traditional media to digital media, mobile time spend will continue to increase followed by the search for marketing methods to successfully reach these untapped audiences online. These groupings identify the potential for sales and profit growth, investment guidelines and whether or not brands continue to fit into the strategic and tactical goals of a company.



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