BRANDS DEVELOPMENT AND ENHANCEMENT

Have you ever stopped to think about why you choose a specific brand vs another when doing your shopping?   Or why you feel more secure when driving a particular car vs another?   Or even… Why you are more confident when going to a specific health center vs another?

Whether it is in an everyday purchase or a unique transaction, every product or service has an essence that makes you decide to use it and prefer it over other brands. This choice can range from as little as a few cents, to as large as thousands of dollars.

This concept can be applied to specific brands or entire companies. We usually call it the “brand purpose.” It is the combination of the different bricks that build the solid foundation and the house of a brand or company.

“Does your company or brand have a solid competitive purpose?“

Nowadays, in the uncertain times that continue to surround us (the Covid-19 pandemic tail-end, the terrible Ukraine war and now the inflationary trends), most consumers and clients are questioning their preferred brands/companies. They are evaluating new ones that offer better overall value, higher innovation, and sometimes they simply ¨trust¨ a specific brand.

This means we need to build brands more powerful and solid than ever to keep our clients and attract new ones.

We recommend that before jumping into new programs and investments, you should do some deep analytical prework, to ensure that when you move into action, you can fully optimize your monetary and personnel resources.

Three key pillars to build a solid brand or business framework:

• The consumer is at the center of everything. They are the heart of the brand or business. Have you identified your strategic consumer? Do you know your client?   
  We need to be able to draw their portrait, showing their pain points, aspirations, and shopper and consumer behavior, covering their end-to-end experience or journey. Consumer behavior is changing so rapidly that we also need to anticipate and respond to the new consumer needs and preferences. More than 35% of consumers have changed their buying habits in the past 18 months and are increasingly willing to change brands, and close to 80% intend to continue exploring options in the next normal (McKinsey, “Next in loyalty”, J. Carluccio). We need to be ready to learn and react.

Ensure you develop a Consumer/Shopper-Centric Model!

• Brand is the promise, the wings to make a product or service desirable.  Do you have a strong value proposition for your brand or business?
  Brand is what differentiates your offer and makes it relevant in the minds and hearts of your consumers. When properly built, it makes you stand out. When the link between what is promised and what is delivered is kept unbreakable, we manage to build a solid brand reputation. However, we must not forget that in these uncertain times, clients expect more than ever before from brands and businesses. We need to be ready to reinforce and enhance our brands as needed.

Ensure you offer a differentiated brand or business promise to engage your clients!

• The strategies are the route to reach your strategic client.  Do you know the best ways achieve your objectives?
  It is key to define the strategies to make market choices and define your offer. This will allow you to develop plans, and not the other way around. To grow your business, it is vital that your product/service delivers the best consumer experience and at the same time your customers become your “brand ambassadors, influencers”. Your plans must consider a Digital Strategy, maybe build E-commerce in your plans, given it is a growing and is an indispensable tool in many segments. To note that Omnichannel shopping is becoming the norm: 75% of US consumers say they research and purchase both in-store and online and 45% say social media is influencing their purchases.

Ensure you define the winning strategies and build the plans to delight your clients!

Interested to learn more about building winning brands? Contact us at TalentDevelopment@grupoazimuth.com to find out how one of our brand-building programs can be of help to you, your company and your employees.