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Image might not be everything but it can often contribute substantially to the success or failure of a company, product or service. Brand image resides in your customer's mind. It is the totality of the communications, experiences, and interactions between a company, product or service, and its key audiences. How you want your company or product to be perceived is termed brand identity. Our goal is to create a positive brand image that will result in a customer so loyal to your brand that he or she insists on your brand over the competition. This requires a thorough understanding of your audience's profile, motivations, desires and needs. Through BrandIntellect™, a portfolio of services available from the IntelliStats Analytic Solutions Group, we provide the brand identity tools for clients to develop a strong, insistent brand relationship. These tools include:
Strategic brand planningMarket intelligence, research, competitive analysis, and internal interviews serve as the foundation for developing brand strategies. Our intent is to identify the most effective strategy for taking your brand to the level of awareness, recognition, and reputation that influences consumer purchases. If a brand doesn't influence behavior and attitudes, then why promote it? Your brand represents a relationship between your organization, product or service and its key audiences. That relationship is critical to the success of your company. Brand planning takes into account the desired direction of that relationship and plots a road-map to get there. That road-map may involve repositioning, a new name or logo, redesign of your current logo, graphic standards development, creation of a brand architecture strategy, or a combination of these elements. At BrandIntellect, we think strategically and act methodically. Top Image assessment/evaluationTo know where you can potentially take your image in the future, you need to know where it is today. Assessing your image involves not only an external perspective — how your consumers perceive your company, product or service — but also an internal perspective, how your employees and management perceive your brand. Our proprietary assessment techniques provide valuable insight into your identity's strengths and weaknesses so that you can exploit the strengths to gain a stronger competitive edge and correct the weaknesses before they negatively influence customer loyalty. Our assessment technique includes researching the brand category, understanding your internal corporate culture, and understanding your primary competition. This information becomes a critical component in developing and critiquing potential positions. Top Positioning statement developmentAt the core of a strong, effective brand is a consistent, well-founded brand promise. The brand promise is derived from intimate knowledge about your customer purchase behavior, perceptions, motivations, desires and needs as well as an assessment of your brand's current and desired imagery. It tells your customers what you intend to deliver. It can be the way in which you intend to deliver services. It could be a particular feature or benefit of a product. It can be the way your company or organization performs to meet certain customer expectations. The brand promise is communicated in a specific tone and style that we refer to as the brand personality. The brand personality is translated throughout all visual applications and documented in the identity standards to ensure consistency. Top Company/product/service namingA name is the most utilized element of a brand identity. It's both a visual and verbal identifier. An effective name should first, and above all, be distinctive. It's more important for a name to be distinctive rather than descriptive in order to stand out in the crowd. While the tendency is to use common dictionary terms to derive a name, the likelihood is that you will end up with a more unusual name for two reasons. For one, you want a distinctive name for pure marketing differentiation. Secondly, you will want to avoid potential trademark conflicts and most of the common terms, and even many of the unusual names, are already registered. Once you have a solid name selected, a logo can be developed that reinforces key attributes or benefits. Top Trademark and linguistic analysesOver time, you will invest some degree of financial resources in your brand identity. In some cases, it might be minimal, such as business cards and letterhead; in other instances, it can represent millions of dollars in advertising, signage, marketing materials, etc. In either case, you want to protect your investment. That's why it's important to identify potential trademark conflicts and linguistic risks. During the course of developing a brand name, BrandIntellect encourages preliminary trademark searches to uncover any conflicts prior to presenting any name candidates. These searches can be reviewed in conjunction with a client's in-house legal counsel or outside counsel recommended by BrandIntellect. Final name candidates will be subjected to a more comprehensive trademark search, including Federal, State, Common Law and Domain Name search elements, and will be reviewed by qualified attorneys specializing in Intellectual Property. When appropriate, BrandIntellect can also conduct a linguistic analysis on names that identifies any potential negative connotations from translations into foreign languages. Top Brand architecture strategiesCompanies with multiple brands often have difficulty in establishing the appropriate brand architecture strategy that effectively communicates the relationship and structure between the brands. Whether it's the relationship between a master brand and sub-brands, or how to create brand extensions, it's important for companies to have a set of prescribed guidelines to assist in making decisions. These guidelines ensure that decisions are made on the basis of strategy rather than emotion. Top Tag line/slogan developmentSlogans, also referred to as tag lines, theme lines, and catch phrases, represent a quick and easy phrase that distills the essence of who you are and what you want to stand for in the minds of your key audiences. This essence can stem from your company's core values, mission statement, or a particular benefit or attribute that you feel will distinguish you from your competition. Slogans can also support a particular product benefit or attribute. In some cases, product slogans have been more memorable than the actual brand names they supported. Top Logo creation and design system developmentYour logo is an extension of your brand positioning. It should communicate the desired imagery in a clear, powerful, and unique manner. Your logo should instill a level of trust that you will deliver on your brand promise, thus building long-term customer loyalty. BrandIntellect specializes in award-winning logo creation as well as logo implementation. We provide not only creative images and designs that capture the essence of your brand positioning but we also ensure that the logo will work in all types of applications such as advertising, brochures, promotional items, stationery and forms, exterior and interior signage, vehicles, and uniforms. A thematic design system reinforces the core positioning and creates a consistent family appearance that will provide an additional level of differentiation. Top Identity launch and implementationLaunching a new brand identity can be a fairly complex and time-consuming task. BrandIntellect can assist you in launching the brand to both external and internal audiences. A new brand can create new excitement and enthusiasm within an organization and serve as a unifying element for divergent corporate cultures. Employees will serve as ambassadors able to communicate key messages to external audiences. Implementation of a new brand should involve many key internal audiences. The objective of the implementation step is to phase in the new brand identity while transitioning out the old identity in the most cost-efficient, time-expedient manner. BrandIntellect will also work with your current advertising and/or public relations agencies to launch your new brand. Top Brand identity standardsWhat good is an asset if you can't manage it effectively? Your brand identity is one of your most valuable assets and to ensure its value over time you need to ensure that each application complies with a set of predetermined strategies and guidelines. These guidelines ensure the proper sizing, placement, coloring, and staging of your logo. These guidelines also provide the necessary standards for how to stage your logo in combination with various organizational entities, sub-brands, affiliate brands,
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