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The issue for many organisations is capturing and distilling the pure value
of the brand, ensuring complete audience engagement, differentiation
that stakes a claim in the market and value proposition that allows the
organisation to produce growth making profit!
The following pages break down exactly how Pomegranate provide our
clients with what we call Brand Confidence, our proven process for
successful brand development.
Its time to define your brand
with confidence:
Brand strategy is the process of identifying your brand’s most
compelling unique attributes and combining them into a unique
promise. A strong brand stands out from its category. It’s relevant
to those who come into contact with it. it’s believable, because it’s
built on credibility and a compelling truth, during the first stage of
Building the
foundations...
Strategic vision contains the crucial stages in the development of
the robust foundations, a brand must be able to breathe and grow
with the organisational demands.
Brand Architecture
Brand architecture is the hierarchical structure by which brands, products,
services and subsidiaries are managed on a relative basis to each other Your Aud
itors
within an organizational entity. For example, is your organization’s brand 1. Compet
s
architecture a Branded House, emphasizing the corporate brand, or a 2. Barrier
y pan
nce
4. WOM tial
en
Brand architecture also involves the development of nomenclature 5. Experi
systems and sometimes a Brand Decision Tree to determine the function ...
and role of Parent Brands (think Procter & Gamble), Endorsed Brands
(Stainmaster by Dupont), Ingredient Brands (“Intel inside”) and Stand-
Alone Brands (did you know the Ritz-Carlton brand belongs to Marriott?).
Brand Positioning
A brand position must be relevant, believable and defendable to thrive.
A strong brand stands for something. The most compelling brands claim
the highest ground—they own a mindset. Volvo and safety. Nike and
performance. Virgin and Passion. Energizer and longevity. So what’s your
brand position? Is there one word you can own?
Connection Planning
Far beyond traditional media planning, there is connection planning—
recommending and developing relevant channels by which to reach your
target with a mix of integrated media strategy, architecture and planning.
Depending on your audiences, we’ll identify the right use or combination
of mass media, interactive, outdoor, broadcast, and new media. We also
employ social network strategies and planning, stewardship, and tracking,
reporting and analysis.
Go-To-Market Strategy
Strategic development precedes and guides all of our brand
communications—namely the implications of segmentation, distribution,
pricing and placement. Once a strategic approach to these variables has
been resolved, we determine the overall go-to-market strategy and move
into creative development.
3. Expression
Brand Naming
What’s in a name? When done right, a good name has gravity, subtext
and style—all of which make it memorable and proprietary to your brand.
At Pomegranate you’ll find that brand naming is an in-house skill set that
many other brand firms typically outsource.
Brand Identity
Brand identity begins with logo development, yet it also goes far beyond it.
Our brand identity designers are experts at crafting corporate signatures
that express the essence of the brand. For every project, they explore all
aspects of identity design—intent, typography, colourways, iconography,
and more—to create studies that typically include several dozen
candidates. Similar to our naming process, a wide net is cast for purposes
of exploration, leaving no relevant consideration untouched.
The visual identity system then becomes a major component of the brand
guidelines manual, which serves as the “brand bible” to ensure the brand
is expressed consistently and appropriately as it is adopted by members
throughout your organization.
Creative Development
Beyond all of the research, planning and strategy—the importance
of which can’t be underestimated—lies the true nature of brand
communications: connecting with your audiences through creative
expression. Brand communications have been a core competency of
Pomegranate since our founding, and our skill sets have only sharpened
as the methods of brand contact have grown exponentially. We develop
offline and online brand content in the following categories:
Interactive Marketing
* Creative Services
* Brand Building & Direct Response
* Integrated Campaigns
* Social Networking, Community Building & Blogging
* Emerging Platforms
* Mobile Marketing
Media Planning
* Media Strategy Development
* Search Marketing (SEO, SEM/PPC)
* Email & eCommunication Marketing
* Online Advertising & Ad Serving
* Viral & Social Media
* Media Mix Planning
Our clients are used to the rigorous procedures we apply to every level
of our production. It is imperative to us that your brand is implemented
with meticulous attention to detail across all media channels. Because
of this we have developed our unique QC testing and application
process that provides peace of mind through out the deployment of all
our projects.
5. Evaluation
Success..!
but how do you know?
Regular analysis of the brand effect, internally and externally, is
crucial for understanding the impact, engagement and permeation of
the brand message. With the correct insight, brand evolution can be
applied with control and streamlined cost efficiency. Today we have
more accessibility to devices and systems than ever before, we can
assess reach, absorbtion, channels, sentiment.... the list is extensive.
Brand Influence
We define brand Influence as the process of educating and training
everyone in your organization so that they can “live the brand.” We
conduct workshops and training sessions, provide training materials and
provide ongoing support to ensure widespread brand adoption.
Brand Stewardship
Throughout every engagement, we serve as your brand stewards—
thinking proactively on your behalf to advance your brand’s market
position. The dedicated team on your business manages the day-to-day
pursuits without losing focus on the bigger picture, which is to build the
value of your brand over time.
Channel Management
Pomegranate goes beyond channel marketing to true channel
management. We are experts at managing sales channels to increase
awareness, generate leads and drive revenue generation. Our strategies
and programs are designed to bridge the gap between marketing and
sales—effectively driving growth through the implementation of flexible,
scalable and proven solutions. RB’s channel management services
include:
The next step:
We hope this has provided you with greater clarity and insight into the
fundamentals of a true definition of branding.
If this has inspired you to learn more about how Pomegranate create truly
confident brands, please contact us now. We would be happy to discuss
your requirements further.
Making contact:
Write: info@pomegranate.co.uk
Chat: +44 (0)20 7336 7322
View: www.pomegranate.co.uk
info@pomegranate.co.uk
www.pomegranate.co.uk