Branding

Regardless of what business you’re in, you want a strong brand. Why? Because strong brands have the power to influence purchasing decisions.

“Effective campaigns are important because they generate brand awareness and consistency, which builds brand equity. Research indicates that companies with strong brand equity prove more profitable.” Coordinating Global B2B Marketing Campaigns, Marketing Leadership Council, Corporate Executive Board

Core Tenets Internal Brand Platform External Brand Platform Brand Strategy Brand Stewardship & Service Brand System Deployment Brand Templates & Materials

Click on any section of the graphic for details about that service. Click ALL to view details on the full scope of our branding services.

A strong brand will

  • Outsell the competition
  • Command higher prices
  • Insulate against attacks by competitors
  • Increase profitability
  • Increase repeat sales
  • Accelerate the selling process and shorten the sales cycle

Best brands achieve a high degree of consistency in visual, verbal, auditory and tactile implementations. They deliver a consistent client experience supported by an integrated marketing effort that is aligned with your company’s business goals.

COS can work with you on a comprehensive, integrated brand building approach, or on individual brand-building initiatives.

Our branding services are illustrated in the graphic to the right. Click on or mouse-over any of the individual parts of the graphic for details about that service, or click ALL to view details on the full scope of our branding services.

“You must think of your brand as the DNA that runs throughout your entire organization. Your claim of distinction should be supported by every aspect of, and interaction with, your brand.” Brand Development, Price Communications

Internal Brand Platform

Employees are brand ambassadors, and need to be included in your brand strategies.

Steps in developing an internal brand platform

  • Internal brand plan, marketing and communications strategies
  • Internal messages tailored by audience and location
  • Imagery for internal brand platform

| Close

Core Tenets

Your company’s core tenets are the foundation of your brand. Your brand identity and strategy derive from your core tenets:

  • Vision
  • Mission
  • Business Strategies
  • Markets/Clients
  • Culture

| Close

External Brand Platform

External and internal brand platforms should be consistent and familial, but not identical. Strategies and messages targeting clients will necessarily be different than those targeting internal audiences.

Typical steps in developing an external brand platform:

  • External brand plan, marketing and communications strategies
  • External messages tailored by audience and location
  • Imagery for external brand platform

| Close

Brand Strategy

Steps in developing your brand strategy include:

  • Brand aspirations defined
  • Brand analysis and evaluation
  • Client interviews
  • Market/competitor research
  • Internal interviews, executives and leaders
  • Brand positioning
  • Brand strategy
  • Messages
  • Thematic imagery concepts

| Close

Brand Stewardship & Service

These are ongoing activities and include:

  • Providing marketing, branding, communications services to the company
  • Tracking projects, costs and progress by activity
  • Soliciting feedback from CEO and internal groups
  • Third-party analysis of progress and effectiveness
  • Preparation of year-end company-wide report on activities, progress, and ROI

| Close

Brand System Deployment

This phase includes development and implementation of internal and external brand strategies and tactics.

They vary by company, but examples include:

Brand System Deployment Options
Internal External
Intranet Website
Internal newsletter Collateral
Collateral Ads
Signage Company magazine
Graphics Events
Promotional materials Annual review
Internal meetings Presentations
Direct marketing

| Close

Brand Templates and Materials

Templates and guidelines are tools for achieving brand consistency and unity of voice:

  • Brand manual, reference guide
  • Communications manual
  • Brand message framework
  • Company boilerplate
  • Presentation template
  • Proposal template
  • Letterhead, envelope and business card templates
  • Company-wide training on brand

| Close

Contact COS, LLC.

Comments are closed.