Marketing and Branding

• Branding and Marketing

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