Brand Strategy

Developing a brand strategy requires first a clear consensus amongst the senior management team as to what your corporate brand represents. From there the OTR team can begin the process of building a brand framework.

The first step is to meet with various stakeholders across the organization to determine what makes your business unique, the distinctive values of your company along with who might be your target market and what that market needs from your products or services.
The second step is to define the businesses value proposition and what business problems can be solved with the corporation's products or services. It is important to identify any gaps between what is truly valuable to the businesses customers versus how the brand is defined internally.
Step three is to take the information gained in the first two steps and determine how the experience of select customers, suppliers and other stakeholders experience differ from the brand definition.
Finally identify gaps between brand definition and the corporate business strategy. There must be a close alignment between what the organization represents and what will build revenue.

Brand Implementation

Once the brand strategy has been developed and defined it must be implemented throughout the organization and in all elements of the creative design. All corporate branded materials within the organization should be reviewed to determine if they meet the brand definition requirements. Care should be taken to identify any image gaps within all collateral and sales material that is not consistent with the corporate brand.

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