Brand Strategy

Every brand represents a company’s promise to all its stakeholders, so it is critical to ensure that the brand strategy supports the achievement of business objectives, while avoiding the very real danger of creating a gap between promise and delivery.

In order to capture all informed opinion on the brand agenda we always start by fully understanding our client’s current reality, their business objectives and key challenges along the way. To help us, we deploy a number of brand strategy consulting tools, including:

Brand Due Diligence – a way to rapidly and objectively assess the strengths and weaknesses of brands and identify branding options. This is particularly suited to strategic reviews, M&A situations or brand divestments

Opportunities Assessment – this essential strategic review helps identify where brand-based value is created, captured and destroyed and the risks and costs of change

Visual Audit – an essential part of reviewing the scale of any re-branding exercise, together with its likely cost

Brand Valuation – valuing brand equity for M&A, tax, disputes, re-financing or licensing purposes

The results of these strategic assessments equip us for the next stage: defining a clear Vision and Values to set out an unambiguous frame of reference for the brand.

As part of this process we often identify the need to define new Value Propositions that bring brand strategies to life with customer groups and employees, or articulate existing propositions more clearly. Our five step Brand Proposition Development Methodology is proven over many projects and we, modestly, believe is second to none.

When a new corporate, consumer or product brand is required, or when a brand needs a new brand name for legal or market reasons, our Brand Naming methodology is a unique, disciplined creative naming process. This successful naming process integrates creative naming, trade mark searches, domain name acquisition and trade mark application and registration to provide a low-risk one-stop-shop for new brand names. Nucleus is unique amongst brand consultancies in owning its own firm of expert trade mark attorneys, Nucleus-ip, and offering a fully integrated brand naming, registration and protection service.

For evidence of the value created by our brand strategy consulting services, please take a look at our case histories.