Brand Audit & Research
Silverstone Brand Company regards brand insight and research to be paramount to everything we do. It is vital for creating a brand strategy that is absolutely correct and connects with the target audience. Our processes are designed to help clients define their competitive strengths, identifying the true drivers of your brand value to maximise brand equity. By brand equity we mean the ability for your brand to attract new customers and retain existing customers vice versa depending on the brand’s lifecycle. High equity brands are those that attract more customer satisfaction and loyalty.
Brand-driven Strategy
We work with our clients to define their business objectives and examine whether their brand strategy is aligned to meet these objectives. Often our role as consultants is to clarify and develop the brand vision – a statement that gives a clear intention of the future direction and role of the brand in achieving long-term growth objectives, especially in new brand to market situations. We then re-focus the business planning from a brand-based (market, external) perspective that will help drive equity.
In summary:
* Aligning business objectives with brand strategy
* Driving growth by taking a market perspective
Gap Analysis
Silverstone Brand Company helps define and shape what a brand should say about itself and the values that are associated with it over time. This includes identifying the most competitive positioning for the brand by partnering its strengths with opportunities in the environment. This definition then becomes the platform for all the brand touch-points whether it is operational issues or marketing issues. Our brand insight and research methodologies otherwise known as the Information Harvest stage of brand strategy development aims to paint a coherent picture of the as-is stage of your brand and the current market situation that your brand competes in.
In summary:
* We differentiate your brand from competitor brands
* Revitalise brands by repositioning in the face of market changes and business strategy
Approach
External Audit: One of the proprietary tools that we use is Marketscape mapping. By identifying the key players in the same industry sector, we can use this tool to define the visual language used by competing brands, the positioning and therefore the opportunities and threats, top-line messages and what the basic values the brand needs to be even considered by prospective customers.
Internal Audit: Interviewing management or employees in identifying the corporate strengths, perceptions, corporate culture and ownership of values.
Sales & Value Proposition
Creating a brand is an expensive process. At Silverstone Brand Company, we draw upon the hard evidence in determining the sales proposition if there is one, which is pre-requisite to any new brand.
We work in partnership with our clients to define the discriminator that not only makes you genuinely different from your competitors, but is a difference that your customers value. This discriminator is single-minded, focused and simple and draws upon the findings from the market analysis, associated directly with the opportunities uncovered.
Brand Architecture
We aim to help companies leverage the strengths of brands in their portfolio to attain an increase in competitive advantage.
In summary:
* Advising on organisation of brands in the wake of a merger, acquisition or consolidation exercise.
* Prioritise the allocation of resources for master and secondary brands.
Approach
Our approach takes a close look at the existing brands and their relationships with one another and the strategic role that they each play within the business