Building Your Brand
t. bresner associates adds depth, personality
and resiliency to emerging and existing brands by uncovering
and sharpening your competitive positioning, creating strategic
message pillars and developing your brand personality.
Our approach to the brand-building process examines your category dynamics,
industry drivers for growth, the critical challenges and opportunities facing
your company, your relationships with your key constituents, your communication
objectives and your competitive landscape.
We also perform a brand audit, during which we interview your executives and
key sales staff, customers and partners to understand how they assess your
current position and brand character in the market. The audit is often the
most useful at uncovering insightful and colorful information about how your
stakeholders use your services and view your brand personality.
This intensive information-gathering process culminates in
a Messaging Workshop with your key executives. This
is a collaborative process in which you evaluate your branding
goals for your company, as well as set the agenda and tone
for future activity. Together, we round out your brand personality,
filling in characteristics and qualities where they are missing
or aligning others that may be conflicting with your intended
positioning. We develop an over-arching Brand Differentiator
document that includes a positioning statement, key themes
and supporting messages, and a brand personality inventory
for all of your marketing communications.